Key facts
- Amblebrook hosts "Days of Joy" events 3-4 times a year to bring residents, prospects, and vendors together.
- Amblebrook's Director of Sales and Marketing, Sara Carbonell, stated that 55-plus buyers prioritize lifestyle over the house itself.
- Trilogy by Shea Homes targets buyers in their early to mid-50s who are still working and active.
- Trilogy emphasizes "optionality" in its marketing, allowing residents to participate in social activities as they choose.
- Amblebrook utilizes a 7,000-square-foot welcome center designed for community interaction.
- Amblebrook employs a "stay and play" strategy for prospective residents to experience the lifestyle firsthand.
Active adult communities are evolving their sales strategies to better capture the attention of potential buyers, particularly those in the 55-plus demographic. Amblebrook, an age-restricted community in Gettysburg, Pennsylvania, developed by Crown Community Development, is focusing on selling a lifestyle experience first, with the house being secondary. Sara Carbonell, Amblebrook's Director of Sales and Marketing, explained that the 55-plus buyer prioritizes lifestyle.
To immerse prospective buyers in this lifestyle, Amblebrook hosts "Days of Joy" events 3-4 times a year. These events bring together residents, potential buyers, and vendors for seasonal activities like artisan festivals, block parties, and themed gatherings. The goal is to foster organic interactions between current residents and prospects, allowing buyers to hear firsthand about the community's culture and amenities. Amblebrook also utilizes a 7,000-square-foot welcome center designed for interaction and an ambassador program where residents volunteer to share their experiences. A "stay and play" strategy allows prospects to experience the community for multiple days.
Trilogy by Shea Homes, which offers both age-restricted and non-age-restricted communities, is also adapting its approach, particularly for younger buyers in their early to mid-50s who are still working. Jeff McQueen, President of Trilogy, noted that marketing should reflect how people view themselves as younger than their age. Trilogy communities are designed around active and social living, with amenities like trails, wellness centers, pools, and restaurants. McQueen emphasized the importance of "optionality," where participation in social events and activities is not mandatory, aligning with their "life unscripted" philosophy.