Marketing Retirement Communities to Older Consumers

George Moschis, Danny Bellenger and Carolyn Curasi

Journal of Real Estate Practice and Education, 2005, vol. 8, issue 1, 99-113

Abstract: Society is aging world-wide. This affords retirement communities an excellent opportunity if developers understand the preferences of the aging population. Using a national random sample, this study employs a segmentation analysis based on factors directly related to older consumers’ needs and lifestyles. Cluster analysis suggests four segments of the mature consumer market, each having different preferences and motives. This study provides a basis for designing an effective marketing strategy for retirement communities, which is central to meeting the objective of real estate developers and marketers of such communities.

Date: 2005
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DOI: 10.1080/10835547.2005.12091608

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