Peter Burgess, Managing Director of Vision Lifestyle Projects contends that the main factor affecting retirement village sales rates and prices is the level of trust the operator has within its target market.

“We have marketed many retirement villages over the past 20 years which have been operated by a variety of clients from church groups to financiers. There is definitely a perception within the market ,that some operators are more trustworthy than others. This leads to an increased response to any advertising and increased take up rates. It is in the interests of all villages to develop a reputation that is trusted within their community.

Many corporate organisations are accustomed to other businesses valuing doing business with them because of what their name represents; however this does not necessarily translate to retired persons trusting them to deliver the goods through their later years. A different reputation is needed.

A trusted brand will achieve quicker sales and higher prices while spending less on marketing.”