The primary distinguishing feature of active adult communities is the lifestyle they offer its residents. Unlike assisted living and memory care senior communities which are based on a need to move, active adult communities (and to a large extent independent living communities) focus on someone choosing a lifestyle rather than having to move.
The popularity of active adult communities in the last 15 years has created a very competitive real estate environment with developers having to market themselves more creatively than ever to stand apart from their competition.
The 254 acres on which Southport is developed, provided a perfect setting on Cape Cod, one hour south of Boston, to create a lifestyle community unlike any other in New England. From the 24-hour manned guardhouse at the main entry to the nine-hole private golf course and 32,000 square foot Village Center clubhouse, Southport became a destination community for baby boomers and retirees alike.
Southport needed a comprehensive branding campaign and marketing materials that created an emotional and engaging experience from the brochure and website to the TV, radio and print advertising.