Community Communication Corner
by Bob Gourley, MyEZCondo Founder, Member of CAI CT Board of Directors

The Wisdom of the Ages - The Story of “Over 55” Communities

As more and more Americans are living longer, the demand for housing to satisfy this growing market has increased. Even as home sales have slipped slightly, the market for new communities to satisfy the need for an aging population has remained strong, resulting in an increase in communities designed for residents aged 55 and older. As I get a little bit closer to that demographic every year, I am intrigued by what makes the communication needs of these communities different from other community associations.

The first thing that surprised me was how many communities are considered to be designed for “active adults”. I am not talking about feeding the pigeons and the occasional stroll through the wooded grounds but true sports-related activities. Tennis, golf, jogging, swimming, hiking, aerobics and other very active events are routinely part of the community offerings. While it varies from community to community, it is apparent to me that these communities are anything but an “old person’s home”.

Another item that surprised me was the level of sophistication of the communication efforts. Newsletters have become quite common at these communities but many are also embracing a multimedia approach of getting the word out. Websites are not uncommon and I have even seen communities with their own cable TV stations announcing the many and varied activities offered by the community. My experience with the fine folks over at Oronoque Village in Stratford was a real eye opener as to just what can be done by a group of committed residents, Board members, and a professional property management effort.

“Retired but not retiring” is an apt phrase for the residents of many of these communities. Of course, “retired” today generally indicates that a person has reached well beyond the 55 year-old requirement of residency but healthy lifestyles and medical miracles mean that staying active well into your 70s and beyond is a reality for more and more Americans. I don’t have to look any further than my own family for proof, as I recently watched in amazement as my own 65-year old retired mother went parasailing off the coast of Haiti on a recent family vacation. Since there is no shortage of Americans entering the “grey years”, the demand for this type of lifestyle is a megatrend that will continue for quite some time.

Of course, these communities also face some unique challenges. Where it is not uncommon for a traditional condominium resident to make the move from Condo A to Condo B, many folks choosing to make the transition to an “Over 55” community are often first-time condo dwellers. This can make for a real problem when it comes to things like planting flowers, hanging holiday decorations, choice of window draperies, etc.. These are mundane decisions they have been making on their own their entire adult lives. They are not used to having to consult a rule book before making them. Perhaps the greatest challenge facing the association is finding a way to educate new residents without scaring them away.

Making the transition from a single family home to condominium living can be radical for many people. The marketing materials generally promote active yet care-free living. Who wouldn’t want that? Especially after years of yard work, house maintenance, and everything else that goes into the upkeep of a property. But often, we hear about horror stories of what happens when a new community member actually moves in and then learns all of the ins and outs of their particular community. It is a classic case of “bait and switch” with neither side being fully to blame for the problem.

As a communications consultant, my solution is almost always the same. Tell your story well and tell it often. Prepare as much material in advance for prospective residents as possible. It is better to scare them off than to have to deal with the problems that will arise afterwards. If you are serving on a BOD of any community, it is in your best interest to have informed residents in your community. They will make the best neighbors and they will add the most value to your community in the long run. People that move in to your community under false pretenses will be very disappointed. They will not hesitate to share their disappointment with anyone who will listen. That is bad for your community and bad for property values.

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