Marketing assisted living developments with CGIs

Moving into an assisted living or later living development is a big decision. It often involves the future resident, their family, and sometimes advisers too. Everyone wants to understand what the new home will look like, how it fits into the wider village and whether it feels like somewhere they would be happy.

When the homes are not built yet, CGIs do a lot of that work.

Matching what is already there

Many care villages are built in phases. When a new phase is marketed, prospective residents can usually visit the homes that are already built and lived in. That creates a useful benchmark, and the CGIs need to live up to it.

At Lavender Fields Care Village near Pocklington, we produced the CGIs for phase 2, a new group of bungalows. The brief was for the new homes to follow the materials of the existing bungalows closely, so anyone comparing the CGIs with the homes on site would see a consistent village rather than a new development tacked on.

Encouraging early reservations

For the operator, the goal is often to secure reservations early in the build. High quality CGIs help by giving people something concrete to respond to. They should:

• Show the homes clearly, including entrances, paths and outdoor space
• Feel calm, safe and well kept rather than overly staged
• Show how the new homes relate to communal areas and existing streets
• Be accurate to the materials and layout, so there are no surprises later

Think about who is looking

The audience for later living marketing is broad. Residents may be viewing on paper or in person, while family members are just as likely to be looking on a phone. That means the same CGIs need to work in a printed brochure, on a website and in social posts.

A mix of views works well:

• A street scene that shows the new homes together and sets the tone
• Plot views of individual homes and pairs, so people can pick out a specific bungalow
• Views that show level access and outdoor space where relevant

Keep it honest

Trust matters even more with this audience. Bright, overly dramatic visuals can feel out of place. Natural light, believable planting and realistic materials tend to land better than anything flashy.

If you are planning the next phase of a later living scheme, take a look at our property CGIs or get in touch to discuss your project.