Amblebrook and Shea’s Trilogy are rewriting their 55+ value pitch

That reality has forced many active adult builders and communities to take a closer look at what actually moves these buyers across the finish line. Many are ready to buy now and don’t want to put off a major life decision, but in a competitive homebuilding environment, convincing them to choose one community over another is the real challenge. That’s why some builders are turning to organic, in-person experiences — inviting prospects to events and gatherings where they can picture themselves in the community, meet the people already living there and see firsthand that the lifestyle offers the freedom to live exactly as they choose. That same approach should extend to messaging, tapping into the target buyer’s psychology by showing prospects the lifestyle they aspire to and people like themselves already living it. Show, don’t tell Amblebrook, an age-restricted community in Gettysburg, Pennsylvania, developed by master developer Crown Community Development, focuses on selling a lifestyle first. “We know that the 55-plus buyer is really focused on lifestyle, and the house comes second,” said Sara Carbonell, Amblebrook’s Director of Sales and Marketing, in an interview with HousingWi...