It is widely acknowledged that Australian mature age buyers are not 1 homogenous group, and that segmentation by “age” as an indicator of consumer behaviour is at very best ineffective, and usually deceptive.
Ahead of attempting to determine the niches and micro-niches in the retirement neighborhood marketplace, there is one particular major segmentation that must be plainly differentiated – the “wants” Vs the “wants” driven prospective residents.
Does your Retirement Neighborhood find to entice experienced age customers who “need” to transfer into supportive retirement lodging, or are you searching for to draw in those who “want” to transfer from their current housing preparations into the substitute you offer you?
Based on this response, your enterprise design must just take its lead from possibly very best-apply Clinic or Hospitality operators.
If you intention to effectively draw in residents who “want” to take a modify in their retirement accommodation, evaluate the way your services, your workers and your advertising and marketing, look and feel in comparison with a boutique resort.
Do your personnel appear far more suited to health care or hospitality?
If Oceanview manor have been in cost of that boutique resort, how several of your current staff would you utilize? Are they hospitable adequate?
As a resort guest, would you fortunately settle for the limitations and rules you see as required for your Retirement Neighborhood?
A significant segmentation query is –Can you treatment also a lot?
In the aged treatment industry, it is proper that the extent and fashion of care dominates their marketing and advertising attempts, and the competitive benefit they articulate.
However, the marketplace positioning in the Retirement Group sector also strongly emphasises their stage of resident treatment, equally “caring for” and “caring about” their residents.
If your business product targets the “wants” pushed prospect, the community setting you are striving to produce would motivate residents’ independence and self-sufficiency.
Will employees users who were picked for their potential, and wish, to consider care of residents, stifle that emotion of independence and thriving?
A fast comparison with US operators.
One significant aspect that pervades the advertising and marketing by US operators in all product and support classes is their propensity to focus on a particular market.
US Retirement Communities typically focus on a single ethnic, spiritual or sporting group, or the gay and lesbian marketplace, or ranch-primarily based communities for outdated cowboys, usually erroneously dismissed by Australian marketers as being exclusively a outcome of the US inhabitants, and consequently not practical locally.
Undoubtedly there is no confusion determining whether or not a US community is focusing on demands or wants pushed future citizens.
By comparison, Australian operators look hesitant to evidently nominate their concentrate on as either the wants or desires, and to have through that decision in all elements of their business design – most importantly, the selection of people inside of their income approach.
Most incongruous are Australian communities, in which a really costly facility has been specified and made to perfectly mirror the needs of the wants prospect, but then through fear of getting rid of product sales possibilities, the operator accepts a proportion of requirements people and need to consequently employees and operate the facility in line with the specifications of the greatest need to have, thus changing the surroundings needed to draw in the wants prospect.
The Net Influence
If the market place position of your Retirement Group is to appeal to any person and everyone in excess of fifty five, it is around not possible to select the terms in standard media to express that concept, and more so the search phrases to effectively draw in the consideration of world wide web research engines.
How to identify your market.
To discover the area of interest, or micro-niche, which includes the optimum proportion of qualified experienced age consumers, we have created the Mature Advertising and marketing Matrix, which recognises six Groups of Affect on their buyer behaviour, and 6 Segments in every Classification.
The six Classes of Affect are
Well being and Mobility
As an illustration of Segments, the Family members Commitments Group has Segments this sort of as “Single – no dependents” up to “Pair – with carer obligation.”
The Operate Position Category has Segments ranging from “Entirely Retired – no compensated or unpaid work” up to “Self Used – exceeding fiscal demands.”
Australian Retirement Neighborhood operators appear to concur on the distinct specifications to efficiently attract and support the requirements pushed resident, as opposed to the would like driven.
Inside of market circles, discussions on the share of wants versus wants pushed prospects are frequent, and typically have typical understanding on the different market place needs, particularly relating to facilities and staffing.
However, when it will come to executing a company program which unequivocally nominates, internally and externally, regardless of whether they find to function inside of the wants or needs pushed market, as well often it appears a “foot in each camps” is the default center floor.