Krista Del Gatto
By Connie Adair
As respected community leaders in a region impacted by severe economic decline, The Windsor-Essex County Real Estate Board, Greater Windsor Home Builders Association and Windsor-Essex Regional Chamber of Commerce have joined forces to create a marketing partnership dedicated to pursuing the 50+ market, says Krista Del Gatto, the real estate board’s executive officer.
Incorporating as a not-for-profit organization, the Windsor Essex Active Retirement Community Initiative (WEARCI) was formed in mid-2008. The mission of WEARCI (pronounced we-are-key) is to attract investment, create new jobs and revitalize the region’s real estate market.
The plan is to get a market that represents 44 per cent of Canada’s population (or 14 million people) to consider the Windsor-Essex region as their permanent retirement destination, Del Gatto says.
The area has been “branded as the Windsor-Essex 100 Mile Peninsula, to describe the geographic distinction that differentiates the Windsor-Essex region from any other in the country. The 100 Mile Peninsula and the 100 Mile Lifestyle denote a destination, not just a location to retire to,” she says.
“There are advantages to being the southern-most peninsula in Canada and having seven months of good weather,” says Windsor Mayor Eddie Francis. “We also have thousands of acres of parkland that has been reclaimed already, 100 miles of shoreline, as well as fishing, golfing and entertainment facilities. Windsor’s proximity to Michigan offers a metropolitan appeal to the area. We offer everything from education to health care. We offer all of it.”
WEARCI hopes to attract those considering retirement, the semi-retired and fully retired who are currently living in higher priced and higher populated areas.
“Of the 14 million Canadians aged 50 pus, 2.2 million live in Ontario, with 874,000 concentrated in the Greater Toronto Area,” Del Gatto says.
This year marked the start of a four-year, $1.5-million marketing campaign targeting the GTA. The campaign is focusing on the real estate savings the Windsor-Essex Peninsula offers. A chart on the WEARCI website www.retirehere.ca compares prices in Windsor, London, Kitchener, Barrie, Hamilton, Ottawa and Toronto for both average resale home prices and average rental costs for a two-bedroom apartment. For average resale, Windsor boasts $153,800, versus Toronto at $377,091 according MLS 2009 figures.
Luxury developments in the area will total $90 million between 2007 and 2010, according to the website.
The website offers information about the location, lifestyle, how to find a home, how to build a home, how to start a business, and amenities. The area’s nine communities offer a low cost of living, convenient travel times between city and county, a commitment to exceptional health care and a location referred to as Florida North, Del Gatto says.
The City of Windsor has approved funding of $60,000 per year over the next five years based on the county providing matching funds. WEARCI is also in talks with the local tourism board and other organizations to join the team.
The more partners, the more money there will be to market outside the area, she says.
“For the 2009 year-to-date, we’ve spent $105,000 on media. The four-year advertising plan calls for an additional $1.14-million in placed media, pending funding.”
WEARCI also has a call centre, which forwards leads to real estate agents who have taken the 50/50 Tour Training for the Windsor-Essex 100 Mile Peninsula. Training is being provided by the Windsor-Essex County Real Estate Board. Three sessions have taken place to date, with 172 registered Realtors taking part.
The course offers information about WEARCI and its mission and activities, what and where the 100 Mile Peninsula is, sponsorship and funding opportunities, and advertising activities and results, Del Gatto says. “The course also touches on key messages to learn and repeat when promoting the peninsula, and how the 50/50 Tour works and their role in these efforts.”
Those who complete the course have their names put into a drum and are randomly drawn as interested parties contact the call centre, either via a 1-877 number or an online contact form, she says. “Each Realtor is eligible for one lead until all of the names have been drawn, then the process will be repeated. To date we have matched 48 Realtors with prospects. The biggest benefit is that Realtors are receiving direct qualified leads from people interested in relocating to the Windsor-Essex area.”
Through the 50/50 program, visitors in the 50-plus age group will save 50 per cent on hotel accommodation. Fourteen tours were planned for August and September, with sales tracked and call centres following up with agents and potential customers.
A survey of the real estate board’s 848 members has been positive. Responses from 366 members said to keep up the initiative, Del Gatto says.
The initiative is a good thing for everyone, she says. “It’s a ripple effect. It’s good for real estate but not just the sale of the home, but for investment, restaurants and other local businesses.”
Call 1-877-963-2323 or visit www.retirehere.ca for more information.
