When you think about most retirement communities in Florida and the amenities and activities they offer, you usually think about golf. It's no secret that Florida golf retirement communities prevail, at least in terms of popularity.
But these days, as baby boomers are so diverse in the types of activities they enjoy, over 55 communities in Florida are focusing on other activities when promoting their communities.
One example of this I saw recently is in the marketing of Lake Weir Living near The Villages. The community is marketed as a “motorcycle rider's paradise” as it is very close to the location of the Leesburg Bikefest and only an hour From Bike Week in Daytona. Not too mention there are several riding trails popular with motorcyclists in the area.
Its one thing to talk the talk on your website, but Lake Weir focuses on this demographic of motorcycle enthusiasts in all of their marketing. Just last week I received a brochure package from Lake Weir Living and I was very surprised to see a local Harley-Davidson ride map enclosed with the brochure. This is an unusual but highly welcome and thoughtful touch that ties into their marketing perfectly. You can see from the picture below that there are other not so slight hints that say “hey, we're a Biker's heaven.”
I have not seen too many other communities personalize their marketing in such a way to target one particular demographic outside of golfers. What I would really be interested in seeing is a community that asks about people's interests on their contact forms, and then personalizes the brochure or welcome packet based on the response.
For instance, if I don't play golf, I probably don't need 5 pages of information about your golf course. But, if I tell you I'm an avid tennis player, let me know about your tennis facility and include a note from the head pro about all the activities going on each month.
I think that as competition among communities heats back up, you will see a more targeted, niche approach. This will be good for the communities themselves, and great for the retirees considering moving into them.