What do residents of 55+ active adult communities enjoy most about living in a planned community specifically designed for them? While modern, low-maintenance homes and amenities are certainly a draw, the biggest selling point and benefit of living with other active adults is the rich and near instant friendships that develop among neighbors. That is why leading with easy friendships and built-in social connections in your 55+ community marketing efforts is so effective.
At this stage of life, active adults know that in most neighborhoods, getting to know the neighbors can be hit-or-miss. They might click with a few families, but have little in common with others. Active adult communities eliminate that issue by bringing together people of similar ages and life stages. With grown children, retirement and more free time, residents have the flexibility to get out, mingle and form real connections. Demonstrating those easy connections through strong photography and storytelling not only helps generate leads, but can be a powerful conversion tool — especially with onsite events that let prospects meet and engage with residents.
Even from their first visit, prospects will see and hear that new homeowners are welcomed in by existing community social circles pretty much the day they move in. Neighbors introduce themselves, invite newcomers to activities and clubs and go out of their way to make them feel at home. Having a Resident Ambassador Program can help to expedite and facilitate the process. After move-in, casual hellos become lasting bonds. Suddenly, people who were once strangers become workout buddies, golf partners, dinner companions and, many times, inseparable friends.
The opportunities for belonging and camaraderie are reinforced by showcasing the amenities and lifestyle programming in the community. Prospects will see that pickleball courts, fitness centers, game rooms, walking trails and resort-style pools become natural gathering spots where neighbors socialize. Planned events like holiday parties, craft fairs, musical acts and day trips give residents even more chances to connect over shared interests. With so many handy social outlets right outside their door, it’s easy for home shoppers to see how residents stay active and engaged.
There are deeper — and more important — benefits to friendships in active adult communities, but the savvy marketer should leverage them with care and sensitivity. That said, numerous studies have linked strong social ties and active community engagement to better overall health, well-being and even lifespan and longevity. And, when handled well, that’s welcome news.
Having close friends to rely on has been shown to lower risks of cardiovascular problems, reduce stress and rates of cognitive decline, and promote physical activity levels. Just as importantly, friendships combat isolation and loneliness, a major risk factor for depression, anxiety and other mental health issues. The built-in social networks in 55+ communities create a sense of belonging that helps keep residents engaged, supported and positive about life.
In most active adult communities, neighbors look out for one another too. If someone hasn’t been seen, friends can check in. When ill or recovering from a hospital stay, friends are there to lend a hand with meals, transportation and running errands. Having this supportive circle provides immense peace of mind for residents as well as their families.
At its core, the friendship factor is what makes 55+ communities so vibrant and life-enriching. Showcasing friendships — and not couples alone — helps marketers tell that important story. Adding friendships and social connections to your key messages helps prospects — and their families — see that it’s these easy social connections that allows them to thrive in new chapters of life. And that helps sell homes to the active adult buyer.
If you’re looking for a partner to support your marketing needs, let’s chat. Please connect with Barbara Wray at barbara@wickmarketing.com or (512) 564-4289.
