Hillcrest
3rd3rd repositioned Hillcrest as the “Un-Retirement Community,” challenging outdated perceptions of community life with a bold new brand that celebrated non-conformity, vitality and possibility.
Challenge
Hillcrest needed to stand apart in a competitive Life Plan Community market and connect with a new generation of older adults who didn’t identify with traditional retirement messaging. The challenge was creating a distinctive brand that reflected Hillcrest’s vibrant lifestyle, attracted qualified prospects and supported long-term occupancy and financial growth.
Solution
3rd3rd developed the “Un-Retirement Community,” a fresh brand positioning that challenged conventional retirement marketing and celebrated everything residents could look forward to. The concept came to life through a refreshed visual identity, compelling messaging, original lifestyle photography and integrated digital and traditional marketing campaigns. Together, these efforts created a cohesive brand experience designed to attract new audiences, generate inquiries and convert interest into residency.
Results
The repositioning and integrated marketing strategy contributed to exceptional growth and financial performance. Hillcrest achieved 97% occupancy, sold out seven upscale, large residences and grew its future resident list from 170 to 220. Between June 2025 and June 2026, the community generated more than $11 million in entrance fee revenue, exceeding its $8.5 million budget, while maintaining 632 days of cash on hand. Marketing leads increased 177% year over year, demonstrating the impact of a differentiated brand backed by strategic, sustained marketing.
