Fresh, innovative and stylish are terms not typically associated with retirement living.
But a closer look shows a quiet revolution is underway, with new players shaking up the landscape and transforming the way Australia’s over-50, retirees and downsizers live in 2020 and beyond.
For Adrian Puljich, Director and CEO of GemLife – a developer of over-50s lifestyle resorts at the forefront of this revolution – the real estate industry has been blind to the changing wants and needs of older Australians who are healthier and more active than ever before, and equally passionate about great design as younger generations.
“Retirement is a loaded word that comes with a host of outdated associations about ageing that don’t reflect the reality of today’s over-50s. This is, even more, the case with ideas about ‘retirement living’,” said Mr Puljich.
“There is a huge gap between the stereotypes and the truth. Most over-50s are adventurous, curious and freedom-loving – they see life opening up before them, not slowing down,” he said.
When GemLife launched four year’s ago, Mr Puljich set out to redefine the sector with an emphasis on a dynamic lifestyle, high-quality homes, and a huge offering of resort-style facilities for fitness and fun.
Typically, facilities at a GemLife resort include a country club with indoor swimming pool, spa, sauna, ten-pin bowling, golf simulator, luxury cinema, bar and cafe, in addition to an outdoor pool, barbecue areas, tennis courts, community garden and off-leash dog run.
The approach has hit the mark – across Australia GemLife homes are consistently selling faster than competitors’.
“Our resorts are all about a terrific lifestyle, underscored by quality design and construction, attention to detail and responsiveness,” he said.
Increasingly, the resorts attract younger buyers, many still working full or part-time, looking to free themselves from the responsibilities of large family homes. Frequent feedback from older residents, according to Mr Puljich, is they’d wish they’d done it sooner.
“We’ve also had the 50-year-old children of prospective residents so impressed by what they see, they end up moving in too.”
That’s what happened to Michelle Thomas, who now lives at GemLife Bribie Island, Queensland.
“Retirement is a loaded word that comes with a host of outdated associations about ageing that don’t reflect the reality of today’s over-50s. This is, even more, the case with ideas about ‘retirement living’.”
Adrian Puljich, Director and CEO of GemLife
“Mum and dad had gone unconditional on their waterfront villa and were waiting to start building when they invited us to an open day. I came along to see what they were so excited about. I went home with all the information and came back an hour later to tell them that Dave and I were putting our house on the market and we moved in that April,” said Ms Thomas.
Alison Rice, who heads up sales at GemLife Woodend, the company’s first Victorian resort said shifting mindsets had been a big part of her role, compared with her interstate counterparts.
“In Victoria, there is nothing like what GemLife offers. The quality of the homes and facilities are above and beyond what’s available here, plus the transparent financial model is novel. It’s so good that people ask “what’s the catch?” she said.
“Education has been a big challenge – reassuring people that there’s no hidden fees or charges, and helping them let go of preconceptions.”
Residents Karen and Ken Usher, who moved to GemLife Woodend earlier this year, agree that most people struggle with understanding the difference between an over-50s lifestyle resort and a traditional retirement village.
“People say we are too young to live here. At GemLife it’s all about lifestyle. It’s not a retirement home. People are active and want to try new things. We want to live life to the fullest and spend time doing things we enjoy,” said Mrs Usher.
Julie O’Neill, a resident at GemLife Pacific Paradise on the Sunshine Coast, agrees. Whether it’s hitting a golf ball or hitting the gym, she and her cohort are committed to looking after their fitness.
“I’m always doing things and am surrounded by people who are always doing things too. It’s a great time in our lives, it really is. We’re healthier than ever and have more time to prioritise our health.”
For Mr Puljich, taking over-50s’ living in a fresh, vibrant direction with GemLife has been a long-held passion.
“I’m excited and inspired by what we’re doing at our resorts. It’s about staying innovative and creating an environment that opens up possibilities for over-50s to live life to the fullest”.
GemLife has ten over-50s resorts across Australia, including Queensland, Victoria and New South Wales. Gated, secure and pet-friendly, optional caravan or boat storage is also available.
Call 1800 317 393 or visit www.gemlife.com.au
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