Sophisticated assisted living community in Melbourne’s blue-chip east
Morgan Glen Iris | For BASScare
Morgan Glen Iris, a unique assisted living community
Our client, BASScare — a pioneering-profit-for-purpose organisation — used our Research & Advisory services, which informed their decision not to build an aged care facility as was their original intent, but to build a premium assisted living community. As assisted living was a relatively new category of seniors’ accommodation when we began marketing this development, our initial Marketing approach required an element of consumer education.
We overcame the challenges of pandemic lockdowns when the community opened, to achieve some great sales successes, despite people being unable to visit in person. The product and service offering are exceptional and set a high bar for assisted living. We are proud to be associated with such an outstanding community.
Research & Advisory
Originally intending to build premium aged care, our Market Assessment identified a significant oversupply in the Boroondara, Victoria catchment. In response, we proposed assisted living apartments as an innovative bridge product, undertook financial modelling and developed exit fee options.
Design & Development
We worked with the client on service design and operating models. We helped craft the vision to create a place where older people could thrive while being supported day to day. Working in tandem with BASScare and their project team during the design and development phase delivered correct pricing, appropriate accommodation and informed service and support design.
Marketing
Category education to the cohort and their families was necessary in the early marketing phase. Modern portraiture depicting dignified support, without the stereotypical ‘old person and carer’ bias, along with informative yet empathetic language formed the core of all campaign elements.
Sales
The display suite opening coincided with the outbreak of COVID-19 and enticing the older cohort to visit was problematic. Assisted living is a needs based purchase and selling apartments any more than six months ahead of occupancy is unlikely. The comprehensive service and support offering meant we needed to sell the associated monthly fees to buyers and their families. Our Sales team successfully navigated these challenges, delivering strong results for our client.
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