Stockland Retirement

The Stockland Retirement focus on lead acquisition had delivered a rich prospect database of 14,000 across 24 villages, however the product available didn’t always match demand.  Some villages had ten year waiting lists while others had 10% vacancy.

Evergreen was briefed to develop a campaign that was reactivation and conversion focussed. The strategy was threefold:

• Re-engage the prospect as their situation may have changed
• Offer alternative villages
• Have the message personalised from their sales consultant

In retirement living, it’s paramount to use segmentation based on the prospect’s marital status, past enquiry and importantly, the trigger points to consider retirement living. Research indicated there are 5 key motives – security, maintenance, lifestyle, family or health.

We also knew what lifestyle segments they belonged to, as Stockland Retirement segment prospects psychographically, as well as demographically. The two key categories were:

Active and engaged – new to retirement, lead active and socially involved lifestyles. A common trigger is ‘more me time’ and the process more reward focussed motive

Winding down – retired longer, less physically able, less social, may have lost a spouse.  A common trigger is isolation being a problem removal motive.