Consumer-Centric Guidebook
Differentiates 55+ Community

When the community brand promises “more everyday joy” and the offering includes a vibrant lifestyle and over-the-top amenities, even the most beautiful brochure simply isn’t enough to tell that story the way it should be told. And, importantly, this story needed to capture the hearts of those who would appreciate the abundant offering at Amblebrook at Gettysburg, an impeccable 55+ active adult community in Pennsylvania.

While Amblebrook at Gettysburg would eventually have a full complement of world-class amenities, some of the facilities were still under construction. Lifestyle is everything in effectively positioning an active adult community, and the client could not wait for all of the amenities to be completed to help its potential future residents envision themselves living in this community.

Informed by research and our own deep understanding of the 55+ cohort, we knew that this consumer prefers to discover for themselves, at their own pace, when making important lifestyle and investment decisions. We also knew the 55+ homebuyer is an experienced decision-maker who values information and that a more typical community brochure would not sufficiently meet their needs.

This buyer must be able to imagine loving their life in the community, among people they feel a connection and shared purpose with. We knew we needed to convincingly convey lifestyle, community and home — or the work would fall short in accomplishing the goals.

Residents helped get the story right, through interviews and a well-orchestrated photo shoot. The content approach reinforced the brand strategy of “more” — more amenities, more friendships, more opportunities for health, etc. Ultimately, more everyday joy.

The book itself — all 40+ pages of it — further paid off the message with a table of contents loaded with different topics, covering everything from critical information to local trivia, plus a community touring checklist and even joy tips.

QR codes facilitated access to even more information on the Amblebrook website, giving the deliberative 55+ customer more opportunities to explore and validate their interest.

Amblebrook at Gettysburg’s Guidebook provides a valuable resource to help homebuyers understand the full offering. The presentation of home selections, checklists, activity venues, clubs and fitness alternatives invite a deeper exploration of the community. By offering the Guidebook in both print and digital formats, homebuyers are able to engage in the way that works best for them.