Harrison Carloss has worked in the over 55s market for over 20 years, developing and honing intelligent marketing strategies that sell to older consumers. Our extensive experience in the retirement property/care sectors has equipped us with a unique understanding of senior marketing, the decision making process and the stakeholders involved.

As the marketing partner of ExtraCare, the market leader in retirement villages, we realised that what was needed was an unconventional ‘lifestyle’ approach for the housing, property and care sectors. It was an approach that later came to shape the entire market.

Our approach involved engaging customers with an inspirational proposition that focused on independent, healthy and active lifestyles rather than just bricks and mortar. By establishing a dialogue with potential customers at the earliest opportunity, we were able to create trust and build retirement communities even as the bricks of those new communities are being laid.

We applied this same approach to marketing Polly’s Field Village, a new retirement development being created on the outskirts of Braintree, Essex by The Abbeyfield Braintree, Bocking and Felsted Society.

We were tasked with developing material which would not only showcase the village but also give consumers a taster of what is to come given the village’s 2 year build programme.

Although construction of the village was still in the early stages, we presented consumers with an accurate and vivid impression of just how impressive the completed development would be by giving them a literal bird’s eye view of the development using a hyper-realistic computer generated flythrough of the finished village. Demonstrating how spacious, airy and modern the village facilities and apartments would be, we were able to let them see themselves as part of this aspirational community.

When Bromford Retirement Living were looking to enter into the retirement property sector with two brand new developments in Stourport and Banbury. Harrison Carloss were tasked with creating the scheme identities and branding as well as being the lead strategic agency to develop and execute a full marketing plan leading up to, and including the commencement of the sales program.

Working with the in-house marketing department and the sales team, we developed a comprehensive marketing strategy over the 2 year build programme which included developing a database of sales leads and working with the sales team to ultimately progress these leads into property sales.

After building a database of over 1,000 qualified sales leads through the marketing activity, Bromford Retirement Living successfully completed sales at School Gardens with great feedback from the local community and residents alike. The second development, Park Gardens, has also seen unprecedented sales levels.