The marketing plan will be fully developed after the initial market research.  It will include a comprehensive plan message formation, advertising, marketing materials, and sales staff.  There are several ways to proceed; however decisions on the specifics of the plan are premature at this time.  What follows is the framework for the plan.

JustShelter Principles

1. Belief in Fairness:  this incorporates equity, trust and a commitment to establishing value for our projects.

2. Display Integrity & Honesty:  these are basic building blocks to building relationships with residents, prospects and associates.

3. Attitude of Service:  staff must have an innate philosophy of putting purchasers first.

4. Commitment to Quality:  this must be seen through the eyes of the prospects.

Marketing Approach

Marketing shall be conducted with the above principles to foster a genuine relationship of trust with the prospective purchaser.  This approach requires a focus on ensuring that purchasers are not being ‘sold’ but informed, that their ability to choose is more important than our interests, that we actually care about their well-being.

This approach aids in the creation of a community.  The eventual nature of the community, including the attitude that residents have about their living environment and each other, the level of mutual support, participation in wellness  programs, has its roots in the marketing approach. “Build the community first, then the buildings.”

The marketing approach will recognize that works for a younger age group will not work well for older adults.  While not predictive of individual behaviour, the developmental stage characteristics in which older adults operate is predictive of how the age group will process our message.  Understanding these stages will help us better frame our message, attract the right prospects, and contribute to the creation of a successful community. 

Additional Services

JustShelter may offer, as part of its services, transitional planning for residents needing assistance for preparing for and making their move.  This may also include assistance in the disposal of excess possessions.