Delivering next generation retirement living

Challenge – Bring together product & service development, sales process, stakeholder engagement & marketing strategy to secure timely financing to enable a brown field development to proceed.

Solution – Used market research to inform product & service design. Engaged with existing residents and other stakeholders to create project endorsement. Re-engineered the customer enquiry, CRM database, sales journey & support functions to improve the customer purchasing experience. Created a marketing strategy to appeal to customers seeking premium, contemporary, service-rich, retirement living.

Results – Pre-construction sales commitments exceeded forecast. Service-rich value proposition attracted older buyers delivering favourable financial returns. On completion, Lumina Apartments won the 2013 MBA Australian Lifestyle Housing Seniors award, enhancing the business's reputation and brand.