turn ons and turn offs: potential rossmoor buyers’ likes and dislikes informed rossmoor voices and...
TRANSCRIPT
TURN ONS AND TURN OFFS: POTENTIAL ROSSMOOR BUYERS’ LIKES AND DISLIKES
Informed Rossmoor Voices and
Rossmoor Marketing Group
Today’s Agenda
Intro and welcome Panelists’ presentations Questions and answers Presentation material available on line
at IRVOnline.org/June-1-presentation-material/
Panelists and Presenters
Mary Beall-Neighbor, Prudential California Realty and Chair of Rossmoor Marketing Group
Sue DiMaggio Adams, Rossmoor Realty Elizabeth Haslam, Better Homes and
Gardens Susan Kingsley: Alain Pinel Maria Eberle, Prudential California Realty
Mary Beall-Neighbor: Introduction Short Summary of the Purpose of the
Presentations Introduction of each Agent and their
topic.
Mary Beall-Neighbor: Who markets?
Who Markets Rossmoor? Residents Real Estate Agents and Companies Rossmoor website
A Look to the Future Buyers of Rossmoor! Children of buyers have influence
Sue Adams: Likes and dislikes Likes:
Generally like everything they see with their eyes
Creekside highly rated Hillside clubhouse least liked
Country club style Co-op maintenance policy Security EMT
Sue Adams: Likes and dislikes Dislikes
Coupon gets questions but it’s easy to show it’s a good value
Membership transfer fee Age of current residents
Age distribution of current residents Average age 77.0
under 45
45-54 55-64 65-74 75-84 84-94 95+0
500
1000
1500
2000
2500
3000
3500Age distribution of current res-
identsData courtesy of MOD
Elizabeth Haslam: Demographics
Average age (2012) 77.0 for residents 80.1 for people moving out Live here 9.5 years average
What’s our market?
55-59
60-64
65-69
70-74
75-79
80-84
>850
5
10
15
20
25
30
US Over-55 population distribution
Percent of US over-55 popu-lation
Age
Perc
en
t
2010 Census Data
Who’s moving in now?
under 45
45-54 55-64 65-74 75-84 84-94 95+0
100
200
300
400
Age of residents moving in, 2012
Data courtesy of MOD
Who is moving in now?
Average age 71.6 Is Rossmoor a good fit for 55-60 year
olds?
Susan Kingsley: Rossmoor online Anyone under 70 will check Rossmoor
out online first Results are not always helpful Facebook
No pictures, no updates Largely advertisements Too much mention of assisted living Who owns this page?
Facebook page labeled “Rossmoor”
“Retirement and Assisted Living Facility”
Links to assisted living facilities on a “Rossmoor” Facebook page
Internet search on Google
Leads to ads for other communities before listing Rossmoor
There are a lot of other communities trying to attract future Rossmoor residents.
Active seniors have many choices
Google: “Rossmoor retirement community Walnut Creek”
Click on Google’s “Rossmoor 55+” link
Yelp: Don’t overlook it
Rossmoor Website
Probably time for a facelift
Rossmoor Video
Was ahead of the curve when it came out
Nothing stays fresh forever Moderator sounds like Walter Cronkite
Who’s he??
Summary
Featuring younger residents who are enthusiastic and positive will attract younger buyers.
Younger buyers need to know Rossmoor exists and that there are already others living there who are just over 55
Maria Eberle: Likes and Suggestions
Turn Ons: Clubs and Activities Clubhouses Golf Member/Guest Program
Suggestions Open Houses hosted by Activities Council Poll fitness center users for additional
desired free classes
Questions and Answers
We want realtors’ opinions, not our own Please keep questions neutral
OK question: “What do people think of the fitness center?”
NOT OK question: “Does the terribly overcrowded fitness center turn people off?”