Embattled Victorian land lease operator Lifestyle Communities is trying to rebuild its image with a sweeping new national rebrand, just months after posting a $195.3 million operating loss for FY25.
The ASX-listed group has partnered with creative agencies By All Means and Half Dome to launch Way to Live Maude, a new advertising campaign designed to encourage Australians over 50 to rethink the next chapter of their lives.
At the centre of the new “Way to Live” brand platform is an integrated campaign spanning film, print, radio, social, digital and web channels. Media planning and buying is led by Half Dome.
By All Means said the campaign represents more than just a new marketing message – it’s a cultural reset for Lifestyle Communities.
“From the beginning, we partnered closely with the Lifestyle team to unearth a bigger truth about downsizing – that it isn’t just about where you live, but how you live,” said Mat Cummings, Managing Partner at By All Means.
The rebrand comes as the company faces one of the toughest periods in its 22-year history. Lifestyle Communities’ FY25 results included a $54.5 million after-tax provision to repay Deferred Management Fees (DMFs) collected from past homeowners, and a $135.5 million write-down in property values following a Victorian Civil and Administrative Tribunal (VCAT) ruling.
The VCAT decision, handed down on 7 July by Justice Ted Woodward, found that while the Residential Tenancies Act 1997 (Vic) does not prohibit DMFs, Lifestyle’s DMF clause was void because residents were not informed of the precise exit amount payable when leaving the community. The operator has since lodged an appeal.
The ruling followed complaints raised by residents in an ABC 7.30 investigation in July 2024, which triggered investor scrutiny and a dramatic market response. Lifestyle’s market capitalisation now sits at $644.7 million, down from $1.53 billion the day before the program aired. Its share price has fallen to $5.46, compared to a $12.57 peak in mid-2024.
