Revolutionizing CCRC Marketing: How Mather and Rose Villa Are Shaping the Future of Senior Living
The landscape of Continuing Care Retirement Communities (CCRCs) is undergoing a remarkable transformation, driven by innovative operators like Mather Senior Living and Rose Villa. These organizations are not just adapting to market trends; they are pioneering new paradigms that appeal to a younger generation of seniors—especially baby boomers and Gen X.
Raising the Bar: A New Standard for Senior Living
In today’s fast-changing world, the expectations of senior living communities are evolving. As Gale Morgan, Senior Vice President of Sales for Mather, pointed out, "New generations of seniors are redefining the expectations of a life plan community, particularly surrounding wellness and longevity." They are not just passive consumers; they are actively researching and investing in their desired living experiences.
Emphasizing Wellness and Flexibility
Morgan emphasized that integrating wellness features and providing flexibility in spaces and programming are critical steps toward establishing future-ready communities. "Incorporating wellness creates a compelling start for future communities," he stated at a recent Senior Housing News Sales and Marketing Conference.
Likewise, at Rose Villa, Molly Watts—the Marketing and Communications Manager—asserts that promoting autonomy and choice is essential. The staff at Rose Villa is dedicated to offering a variety of home styles and features that cater to the diverse needs of residents, encouraging an independent lifestyle within a supportive community.
Sustainability: The New Selling Point
Beyond flexibility, both Mather and Rose Villa are placing a strong emphasis on sustainability, which resonates deeply with today’s eco-conscious seniors. Watts explained that Rose Villa’s innovative zero energy neighborhoods have generated such demand that they now have a waitlist spanning years.
This sustainability approach acts as a beacon for potential residents who value social responsibility. Watts remarked, "It’s not really about selling this concept; it’s about attracting people who genuinely value sustainability." Many prospective residents find the idea of joining a community that prioritizes eco-friendly living both exciting and attainable, even if they can’t afford a fully sustainable home on their own.
Investing in Green Features
Mather has discovered that both baby boomers and Gen X are ready to invest in sustainability, making it a priority in their CCRC marketing strategies. Their latest community is designed with sustainability as a core principle, featuring biophilic designs, extensive outdoor spaces, and a commitment to reducing its carbon footprint.
Yet, Morgan acknowledges that such premium offerings come at a cost. "We are always the top-priced in our market," he admitted, but the investment appears to pay off as they cater to evolving demands.
Research-Driven Community Design
To ensure their communities meet modern expectations, Mather leverages insights from the Mather Institute. This research is key to understanding what today’s seniors desire from their living arrangements, leading to enhanced wellness amenities, such as in-house day spas and improved wellness centers.
A Community-Centric Future
Both Mather and Rose Villa are tackling the future of CCRC marketing with an eye toward community engagement. Morgan notes, "It’s not just about senior living in isolation; we want to exemplify what community-based living can look like." This holistic approach aims to break down the barriers between senior living and the broader community.
A Shift Towards Residential Wellness
Rose Villa’s strategic pivot towards branding itself as a "residential wellness destination" is indicative of a larger industry trend. By focusing on walkability and community connections, they are not just attracting new residents but are also aiming to serve potential residents before they even move in.
Autonomy: The Key to Success
Looking ahead, it’s clear that marketing autonomy will be essential in appealing to Gen X and younger boomers. Rose Villa is already reaping the benefits of this approach. Watts asserts, "The more we can support individuals to maintain autonomy and independence, the more they thrive. That’s where we want to be."
In summary, Mather and Rose Villa are leading the charge in transforming CCRC marketing by emphasizing wellness, sustainability, and a community-oriented approach. As the market evolves to meet the needs of younger seniors, these organizations are not just keeping pace—they are defining the future of senior living.
