It is extensively recognized that Australian experienced age shoppers are not a single homogenous team, and that segmentation by “age” as an indicator of consumer conduct is at ideal ineffective, and generally misleading.
Before trying to determine the niches and micro-niches within the retirement local community market, there is 1 main segmentation that must be plainly differentiated – the “wants” Vs the “would like” driven potential people.
Does your Retirement Neighborhood look for to entice experienced age customers who “want” to go into supportive retirement lodging, or are you looking for to entice individuals who “want” to move from their recent housing arrangements into the different you offer you?
Primarily based on this answer, your company model should just take its lead from possibly best-apply Medical center or Hospitality operators.
If you goal to productively attract residents who “want” to accept a modify in their retirement lodging, evaluate the way your amenities, your workers and your advertising, look and really feel in comparison with a boutique resort.
Do your staff look much more suited to health care or hospitality?
If pinelandsgrove.co.za/pinelands-grove-retirement-village-sales have been in demand of that boutique lodge, how a lot of of your present workers would you make use of? Are they hospitable sufficient?
As a hotel guest, would you happily accept the restrictions and regulations you see as essential for your Retirement Local community?
A key segmentation concern is –Can you treatment as well a lot?
In the aged care market, it is appropriate that the extent and fashion of care dominates their marketing and advertising efforts, and the competitive benefit they articulate.
Nevertheless, the market positioning in the Retirement Local community market also strongly emphasises their stage of resident care, both “caring for” and “caring about” their citizens.
If your company model targets the “would like” pushed prospect, the group atmosphere you are striving to generate would motivate residents’ independence and self-sufficiency.
Will personnel associates who have been picked for their capacity, and want, to take care of people, stifle that emotion of independence and thriving?
A rapid comparison with US operators.
One main aspect that pervades the advertising by US operators in all item and service categories is their propensity to concentrate on a particular market.
US Retirement Communities frequently concentrate on a one ethnic, spiritual or sporting group, or the gay and lesbian market place, or ranch-primarily based communities for outdated cowboys, frequently erroneously dismissed by Australian entrepreneurs as getting only a end result of the US inhabitants, and consequently not viable domestically.
Undoubtedly there is no confusion choosing regardless of whether a US neighborhood is focusing on wants or desires driven possible inhabitants.
By comparison, Australian operators seem to be unwilling to clearly nominate their concentrate on as both the demands or desires, and to carry via that determination in all elements of their business model – most importantly, the selection of citizens inside their product sales process.
Most incongruous are Australian communities, exactly where a very expensive facility has been specified and created to perfectly reflect the needs of the wants prospect, but then through fear of dropping product sales possibilities, the operator accepts a percentage of requirements residents and have to consequently personnel and function the facility in line with the specifications of the optimum need to have, as a result changing the atmosphere required to appeal to the desires prospect.
The Net Impact
If the market place position of your Retirement Local community is to attraction to anybody and absolutely everyone more than 55, it is near unattainable to decide on the words in traditional media to express that concept, and more so the keywords to productively appeal to the interest of world wide web look for engines.
How to identify your niche.
To determine the niche, or micro-niche, which contains the maximum proportion of specific mature age shoppers, we have developed the Experienced Marketing Matrix, which recognises 6 Types of Affect on their client behaviour, and 6 Segments in each Group.
The 6 Categories of Impact are
Wellness and Mobility
As an case in point of Segments, the Loved ones Commitments Category has Segments this kind of as “Single – no dependents” up to “Pair – with carer duty.”
The Work Status Group has Segments ranging from “Entirely Retired – no compensated or unpaid function” up to “Self Utilized – exceeding fiscal demands.”
Australian Retirement Community operators seem to be to concur on the various requirements to efficiently entice and support the requirements driven resident, as opposed to the would like driven.
In industry circles, conversations on the percentage of needs as opposed to would like pushed prospects are frequent, and normally have common knowing on the varying market place calls for, notably relating to services and staffing.
Even so, when it comes to executing a enterprise strategy which unequivocally nominates, internally and externally, whether or not they seek to function inside of the needs or wants pushed market, as well frequently it seems a “foot in equally camps” is the default center ground.