A continuing care retirement community under way in the San Francisco Bay Area is already 50% sold even though groundbreaking is months away.
Viamonte of Walnut Creek, a 174-unit community to be built by Northern California Presbyterian Homes and Services (NCPHS), will be available for occupancy in early 2020. Marketed to afflucent couples who have lived in a single-family home for decades, two-thirds of the reserved residences are two bedroom or two bedroom plus den.
Here, BUILDER talks with marketing manager Staci Chang about the firm’s success in reaching its target buyers.
–What is the price for a unit? How many have sold so far?
Our one bedrooms start at $600K and the largest residences, two bedroom plus den, go for more than $1.6 million. Prices vary depending on the size and location. We started selling in mid-March and are well over 50% toward our construction goal which is set for 1Q next year.
–What is your target demographic?
60 and up, residents of Walnut Creek, Calif., and surrounding affluent cities who are planning for their own future. Three levels of care will be offered: independent living, assisted living, and memory care.
–What are they looking for in a retirement community?
They want to get out of their large homes and live in a more convenient lifestyle with a backup insurance of help if needed. They want to be with “young” peers like themselves who are active, busy and enjoying life.
–Why do you offer 2 bedroom units?
People of this caliber come from large homes and are not looking for a modified living where they’re expected to be taken care of. They want to have enough space for guests or for office space. It is very typical to find a couple that want their own office because of their work or encore career.
–Tell us a little bit about your sales office and design center.
In order to appeal to affluent buyers, we built a state-of-the-art salesroom with an on site $1 million dollar model, a 3D rendering of the Viamonte community and fly-through animation.
The center was designed to “preview” the essence of Viamonte in a mini version. The experience of walking in to a very light and airy reception room with contemporary lighting and floor along with unique walls and décor is intended to be a peek at the real Viamonte. All the finishes and fixture were carefully selected to reflect Viamonte by color, texture and design. Just like going to your real home at Viamonte, you experience the welcome of reception and walk through the lounge area with crackling fireplace followed by a door that opens to a two-bedroom, two-and-a-half bath model home.
