Competitor analysis of Seniors Communities in local catchment

Competitor Analysis Brief: Property Development Objective: The primary goal of this competitor analysis is to gain valuable insights into the local seniors living communities property development market, understand the product pricing, service and facilities on offer in comparison to our project located at Eynesbury, Melbourne, VIC, Australia This analysis will inform decision-making processes, improve our competitive positioning, and contribute to the development of effective strategies for our own projects Scope: The analysis will focus on the local property development market of seniors living communities (land lease communities and retirement villages) within the Melbourne Local Municipalities of Wyndham Council and Melton Council areas. Key competitors will be identified and evaluated based on various criteria, including project size, product pricing, stage of cycle of project, services on offer and marketing strategies, and customer satisfaction. Key Components: 1. Competitor Identification: • Identify and list the main competitors in the local property development market that are currently offering new seniors housing developments for sale; • Land Lease Community Developments • Retirement Village Developments . 2. Project Portfolio Analysis: • Evaluate the project size in how many residents (homes) they offer, • Evaluate Pricing and size of homes for sale, including recently sold. • Assess each project identifying specific details on what services they offer • - eg swimming pool, tennis, healthcare, library, shuttle bus etc etc 3. Market Positioning: • Analyze how competitors position themselves in the market. • Determine the unique selling propositions (USPs) and key differentiators of each competitor. 4. Marketing and Sales Strategies: • Examine competitors' marketing channels, promotional activities, and brand positioning. • Evaluate their sales strategies, including pricing models and customer acquisition tactics. 5. SWOT Analysis: • Conduct a comprehensive SWOT analysis for each competitor. • Identify strengths, weaknesses, opportunities, and threats to understand the competitive landscape. 6. Customer Satisfaction and Reviews: • Evaluate customer satisfaction levels through social media feedback and identify areas for improvement. Deliverables: • A comprehensive report summarizing key findings and insights inc a spreadsheet identifying. • - all projects, housing products / sizes and pricing on offer • - Contracts types offered to residents (rent or outright sale) • - Pricing models of contracts (eg $450k house purchase and $200 per week rental for access to project services • - Services on offer within the project / development • - Distance to our project (Eynesbury, VIC) • - Sales completed and remaining to complete each project • - SWOT Analysis Timeline: • The competitor analysis will be completed within 7 days • Regular updates will be provided, with a final comprehensive report due by 8th December 2023 Key Stakeholders: • Land Lease Community Developers (eg Ingenia Communities, Lifestyle Communities) • Retirement Village Developers (apartments or units with full time care and support for over 55’s that need healthcare and home support