As the seniors living housing market continues to grow in Australia, so too does the number of developers and new operators keen to enter the market.
Working with developers to unlock the possibilities in this rapidly evolving space is Chanje Partners, an expert team focused on supporting developers to deliver what buyers really want.
Recently established by Cameron Kirby, former chief executive and chief financial officer of the Mark Moran Group, and resident engagement specialists Stacey Baker and Jen Berryman from Zinnia Living, Chanje Partners was created in response to demand from developers needing support to provide bespoke solutions for the seniors living market.
“Developers are excited about the opportunities in the sector, but recognise they must ensure their model and approach will successfully deliver an exceptional ongoing resident experience,” Kirby said.
“That’s where we can assist, whether it’s sitting down at the inception and planning stage, securing sales or supporting the day-to-day operations of a community—we can be engaged by developers for a few or many different stages to bring a community to life.”
Together, Chanje Partners have a combined 60 years of experience and offer clients a full spectrum of services including project advice, strategy, amenity and service planning, sales and community engagement right through to ongoing community management support.
They specialise in de-risking seniors living projects and ensuring that developers extract the full value from the project
“We are often seeing missed opportunities to strengthen the quality, suitability and diversity of communities for seniors living,” Baker said.
“We help developers see the value, tap the opportunities and create a structure and a service that delivers on its promise.”
As Australia’s population ages, the seniors living industry continues to transform – delivering greater choice and innovation to buyers.
Land Lease communities, over-55s apartment developments and retirement village models are all gaining market share among baby boomers and communities with a genuine continuum of care approach which enable them to never have to move again are at the top of the buyer wish-list.
“More and more we are seeing buyers who are dissatisfied with the status quo,” Kirby said.
“They’re looking for the right downsize opportunity, one that helps them stay in control of their independence and their life.”
Chanje Partners said they offers a holistic, tailored approach to building and positioning seniors’ living communities. In addition to developers interested in entering the market, their services are also in demand from established operators seeking to update their offering.
“We’re seeing a lot of interest from existing operators looking for assistance in implementing changes to their business model to meet the evolving market,” Kirby said.
“We’re also seeing new market entrants with both small and larger developments looking for an experienced team to help them enter and navigate the seniors living market.
“Seniors living requires a different mindset—and that’s where our experience and insight can make the difference.”
In an increasingly diversified environment, Chanje believes strongly in a customised approach to each project, working with clients to deliver what they need to succeed.
The team have a deep understanding of services for seniors, and the complex and differing levels of care people need at different stages of their life.
Customer engagement is a strong feature. Berryman said that delivering a committed community consultation process and a nurture strategy goes a long way towards building buyer trust and reducing anxiety.
Placing a high value on exceptional resident experience also helps drive ongoing interest and long-term viability of communities.
“Prosperous communities are created when operators listen to and respond to what residents want in an effective way,” Berryman said.
“This approach creates trust and a quality reputation which deliver long-term success for developers.”
In the end, Kirby says developments with the right foundations—and the right ethos —will be the winners.
“Chanje understands the seniors living market like few can. There’s huge potential there, but also big risks if you don’t get it right,” Kirby said.
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