It seems like a race to get new market positionings in place before the end of the financial year – and the 12-month anniversary of the infamous Four Corners TV program next Wednesday (the 27th).
A large number of new, refreshed websites have emerged. One you should check is RetireAustralia. They tell us it reflects their focus on putting the consumer as the centre of all things.
They promote
- Autonomy;
- Connection;
- Healthy living; and
- Purpose.
It takes a bit to wander around the site but it is worthwhile. The things that we note are:
- an open and clear DMF calculator;
- a fixed (monthly) fee for your time in the village (which Ryman came out with first – also an NZ concept);
- multiple resident stories; and
- a quiz to guide your choice of independent living, serviced apartment and home care support.
On positionings, Aveo has just added this to the bottom of their media releases:
Aveo’s vision is to be Australia’s leading and most innovative seniors living provider. Our mission is to honour and serve our residents through Kindness, Care and Respect. Kindness, Care and Respect are our corporate values.
Openness and transparency is one of the new mantras. For an example, look at the largest not-for-profit operator Uniting here in NSW HERE.
Of course the not-for-profits have the benefit of their church or charity brand in reaffirming their position. That said, our villages.com.au National Resident Survey identified:
“Being run by a Not For Profit or Christian organisation was a key consideration for 14% of residents, while being co-located with an aged care facility was highly relevant for 23%”.
