TURN ONS AND TURN OFFS: POTENTIAL ROSSMOOR BUYERS’ LIKES AND DISLIKES

Informed Rossmoor Voices and

Rossmoor Marketing Group

Today’s Agenda

Intro and welcome Panelists’ presentations Questions and answers Presentation material available on line

at IRVOnline.org/June-1-presentation-material/

Panelists and Presenters

Mary Beall-Neighbor, Prudential California Realty and Chair of Rossmoor Marketing Group

Sue DiMaggio Adams, Rossmoor Realty Elizabeth Haslam, Better Homes and

Gardens Susan Kingsley: Alain Pinel Maria Eberle, Prudential California Realty

Mary Beall-Neighbor: Introduction Short Summary of the Purpose of the

Presentations Introduction of each Agent and their

topic.

Mary Beall-Neighbor: Who markets?

Who Markets Rossmoor? Residents Real Estate Agents and Companies Rossmoor website

A Look to the Future Buyers of Rossmoor! Children of buyers have influence

Sue Adams: Likes and dislikes Likes:

Generally like everything they see with their eyes

Creekside highly rated Hillside clubhouse least liked

Country club style Co-op maintenance policy Security EMT

Sue Adams: Likes and dislikes Dislikes

Coupon gets questions but it’s easy to show it’s a good value

Membership transfer fee Age of current residents

Age distribution of current residents Average age 77.0

under 45

45-54 55-64 65-74 75-84 84-94 95+0

500

1000

1500

2000

2500

3000

3500Age distribution of current res-

identsData courtesy of MOD

Elizabeth Haslam: Demographics

Average age (2012) 77.0 for residents 80.1 for people moving out Live here 9.5 years average

What’s our market?

55-59

60-64

65-69

70-74

75-79

80-84

>850

5

10

15

20

25

30

US Over-55 population distribution

Percent of US over-55 popu-lation

Age

Perc

en

t

2010 Census Data

Who’s moving in now?

under 45

45-54 55-64 65-74 75-84 84-94 95+0

100

200

300

400

Age of residents moving in, 2012

Data courtesy of MOD

Who is moving in now?

Average age 71.6 Is Rossmoor a good fit for 55-60 year

olds?

Susan Kingsley: Rossmoor online Anyone under 70 will check Rossmoor

out online first Results are not always helpful Facebook

No pictures, no updates Largely advertisements Too much mention of assisted living Who owns this page?

Facebook page labeled “Rossmoor”

“Retirement and Assisted Living Facility”

Links to assisted living facilities on a “Rossmoor” Facebook page

Internet search on Google

Leads to ads for other communities before listing Rossmoor

There are a lot of other communities trying to attract future Rossmoor residents.

Active seniors have many choices

Google: “Rossmoor retirement community Walnut Creek”

Click on Google’s “Rossmoor 55+” link

Yelp: Don’t overlook it

Rossmoor Website

Probably time for a facelift

Rossmoor Video

Was ahead of the curve when it came out

Nothing stays fresh forever Moderator sounds like Walter Cronkite

Who’s he??

Summary

Featuring younger residents who are enthusiastic and positive will attract younger buyers.  

Younger buyers need to know Rossmoor exists and that there are already others living there who are just over 55

 

Maria Eberle: Likes and Suggestions

Turn Ons: Clubs and Activities Clubhouses Golf Member/Guest Program

Suggestions Open Houses hosted by Activities Council Poll fitness center users for additional

desired free classes

Questions and Answers

We want realtors’ opinions, not our own Please keep questions neutral

OK question: “What do people think of the fitness center?”

NOT OK question: “Does the terribly overcrowded fitness center turn people off?”