Despite all the uncertainty brought on by the events of the past year, the real estate market has continued to thrive. Lifestyle communities have been no exception, but that doesn’t mean they haven’t had to adapt and adjust their approach like everybody else.
With the pandemic making in-person visits impossible, sales and marketing teams were forced to implement virtual tours and lean more heavily on their websites, social media, and digital marketing in order to reach prospects and fill their pipelines.
Enter Private Communities Registry (PCR)
PCR’s dynamic Internet-based sales and marketing tool was specifically engineered to increase consumer awareness and attract qualified buyers for builders, developers, realtors, and communities. PCR has been an effective marketing tool for active adult lifestyle communities for more than 25 years. But its power has never been more evident than it is today.
As consumers of all ages and demographics are now more likely to take to their smartphones, tablets, and computers to research and make purchases, sites like PCR have proven invaluable for real estate community sales and marketing.
“Since we partnered with PCR to highlight Waterways, our national exposure has tripled due to their ability to bring in qualified buyers from outside our local market. PCR has helped bring overall awareness to our community…and leverages their technology and website platforms to create highly engaging audiences seeking the best locations and communities in the United States and beyond.”—Lonnie Kinlaw, Director of Sales, Waterways
Waterways is just one of many lifestyle communities seeing a significant uptick in search traffic and leads generated.
The significant increase in online consumer searches is evidenced by the of year-over-year information requests that have come through PCR. Through the first four months of 2021, the number of users who have come to PCR’s website and filled out community contact forms to “request more information” has increased by 99.5% from the same time last year.
Exponential Traffic Increases Continue in 2021
For years, the number of potential buyers searching PCR to find their ideal lifestyle community has remained steady and consistent. But so far in 2021, the number of searchers have doubled.
In a recent PCR survey, 93% of lifestyle community homebuyers said “Internet” when asked what methods they use to research communities.
Through the first few months of 2021, PCR recorded 236,949 Users—its highest number in the last five years! Comparing Q1 of 2021 to Q1 of 2020, there was a 101% rise in Users. In March 2021 alone, there was a 152% increase in Users over 2020.
Q1 Organic Users 2020 Vs. 2021
The Future of Community Marketing is Now
Savvy community marketers understand the significance of the dramatic rise in numbers seen on sites like PCR. A digital-first sales and marketing approach for active adult and senior living communities has already taken hold. And by all accounts, it will continue to be a go-to strategy through the remainder of 2021 and beyond.
According to Senior Housing News, one community provider that operates a portfolio of more than 2,000 units is increasing its sales and marketing budget by 40%, with most of that increase being allocated to digital efforts.
As people are now accustomed to “going virtual” in almost all aspects of their lives, searching online for senior housing and active adult communities that suit their lifestyles is no exception. In order to stay ahead and capitalize on this trend, the communities that will find the most success are those willing to meet consumers where they’re at—by catering to their search and communication preferences.
