A development at Hunter’s Ridge tripled its sales.
Developers are creating more 55-and-over communities, and the common theme is an active lifestyle, with lots of recreational and social opportunities. But Huntington at Hunters Ridge has found some seniors are just seeking a relaxed, simplified life.
“There’s a whole market of 55 and over that’s underserved,” said Sam Crouch, director of marketing and sales at Huntington at Hunter’s Ridge, an extension of the Hunter’s Ridge development in Flagler County with an Ormond Beach address.
"We learned we could find great success in a promoting a peaceful, low-maintenance life off the beaten path of Ormond Beach," Crouch said. "We finally found our niche by accepting these buyers were not seeking out an active lifestyle in their next phase, and once we truly embraced this approach, we were off and running."
The sales team at Huntington changed their marketing strategy about six months ago. Since the planned amenities of the development would not be ready until full build-out, they decided to start emphasizing a relaxing life in the tranquil Flagler County countryside with easy access to Ormond Beach.
In the first year of sales, Huntington had sold a dozen homes and villas. Since changing the strategy six months ago, two dozen homes homes and villas have been sold.
They changed their advertising to emphasize a passive lifestyle, such as relaxing in a hammock. Crouch said people from out of state often seek a development with built-in social activities, but those who already live in the area have a social network.
Residents in Huntington can currently enjoy amenities in the Hunter’s Ridge Master Association, including two pools, a fishing pier and tennis courts. Huntington will add additional amenities in the future, such as pool, gym, pickeleball, etc. Crouch said it’s planned so that HOA fees will not need to be raised at the full build-out.
"We understand now that not everyone heading toward retirement is looking for a party, but they are in fact looking to simplify, downsize and live worry-free – all of which we offer here at Huntington,” Crouch said. Call Huntington at Hunters Ridge at 673-5650 or visit 55plusnewhomes.com.