Lately I'm spending a lot of time with developers across the country who bring me in to pick my brain about The Villages.
The main thing they want to know is some variation of the question “Why Has The Villages Been So Successful?”.
If you think of the popular real estate mantra “Location, Location, Location” …and take into account that The Villages is essentially in the middle of nowhere-ville…then you could probably rattle off 50 communities that should be more successful than The Villages.
Yet, they're not.
So what's the secret ingredient?
Of course its several things, and I'm going to leave out the usual suspects like more golf than you can shake a club at (some of it you can play for free), 2,000+ clubs and organized groups, easily accessible restaurants, shopping, healthcare and the like.
They've definitely given people want they want and have most of the basics down pat.
But those are readily apparent ingredients to The Villages success that anyone can see.
Here today I want to share a few of the less obvious answers I usually give when I get this question.
A Story That Spreads Easily
The Villages story is easy to spread.
When most people visit Florida looking for a place to retire they'll likely visit a bunch of communities but from experience I can tell you after you see 2 or 3, for the most part they tend to run together.
You'll see beautiful houses, great golf courses, clubhouses and other amenities in all of them, but there's usually very little that stands out as unique.
The Villages has that uniqueness.
Part of it is the sheer size and amount of things available. This makes it stand out in people's minds when discussing various communities.
Part of it is the idea of “free golf for life”…that's a unique story that makes it easy to go home and tell friends about.
Also, because of their success, The Villages gets a lot of press, both good and bad.
Every time a major Republican candidate visits to campaign or do a book signing in The Villages and it gets picked up by major news outlets across the country, more people hear about The Villages.
When a golf cart video goes viral and racks up 4,000,000+ views like the CBS Morning Show segment did a few years ago, more people hear about The Villages.
You can't buy that kind of marketing and if you could, you probably couldn't afford it!
Even the bad press and publicity The Villages sometimes gets further spreads The Villages name and story.
The Villages has done a great job implementing “the uniqueness factor” into their marketing as well, going all the way back to when Harold Schwartz used to have prospective buyers picked up at the airport in a limo.
You think those people went home and told their friends about that unique experience?
You bet they did.
Longevity
It's easy to look at the success of The Villages and assume it came overnight.
In reality, The Villages is anything but an overnight success.
Begun as a struggling mobile home park called Orange Blossom Gardens in the 1970's, The Villages has survived through six U.S. recessions and a few real estate downturns.
They stuck it out through thick and thin, and even though their “thin” times were not as bad as that of many others, you gotta give them credit for sticking to the plan.
Not to mention, the unique story we talked about in Reason #1 has had all that more time to spread and take root.
It's a Family Affair
When you look at the size of The Villages and the amount of home sales and revenue they generate each year, without knowing the make-up of the organization and the history, an outsider could easily assume that a giant publicly traded company is running the show.
Yet that's not the case.
It's basically one family at the wheel.
Now of course they have tons of help…I'm not trying to discount the efforts of all those outside the family who make The Villages a success.
What I mean here is that success has been a result of the focused leadership of three generations of one family.
Make no doubt about it, this is their baby.
They have skin in the game.
It's their family name on the line every day.
I think we'd all agree you're going to put a little more effort into something when its you family, rather than just some company you collect a paycheck from.
(Some of you will argue, hey the company I work for is my family, and its great you have that attitude…I love you…but c'mon, it's really not.)
The advantage of this is that every decision, right or wrong, is made in their vision.
And because of that, they've been able to create an exemplary community.
Oftentimes what happens when you take a company by committee…a building by committee…a community by committee…you don't get a fantastic product.
You don't get an exemplary product or outcome.
You get what you often get through committee which is a little bit of bureaucracy…and I dare say a little bit of mediocrity.
Over on the right, sales and marketing wants the community to have these amenities or build these types of homes because its what people want.
But over on the left, the finance guys who need to make their numbers for the quarter say no, we're going to do these amenities and build these types of houses.
It's tough to create a big success when those kinds of forces are working against each other.
I'm not saying The Villages doesn't have conversations about how to make more money, I'm just saying that those conversations remain secondary to the family's grand vision.
Cathy Marchese says
Since moving to “The Villages” last year, my husband and I feel like we are on vacation every single day. There is so many activities to do here in TV, we are exhausted by the end of each day. The beautiful surroundings that boost TV, is something we have never found in any other retirement community. The ammenties that TV offer is off the chart. However, I would love see a Costco, Cheesecake Factory and a mall with some major department stores. But I am sure with the growing capacity of TV, we may see new business’ in the area sometime in the future. A big thank you to the Moorse family for a job well done….you guys are truly amazing and we thank you from the botton of our hearts for giving retirees a wonderful place to live. I feel so blessed to live here.
robert & lynn butcher says
I agree with this lady about some stores. I would like to see a few less costly store in each town square, not everybody that lives in TV may not be able to but these high price items. I know walmart is ok but it would nice to have something in between them. will be moving to TV in jan 2015 and we are looking forward to it .
Mary D says
I personally feel that the reason the Villages is so successful is because everyone has their own “space” . No high-rises, no condos, which the family figured out early on. Having lived for a while in a condo I know of what I speak. No matter the size, everyone wants their own space. I just hope the Morse family doesn’t overextend itself. We are the best example of “planned urban development” in the country and we are proud and pleased to live here.
kyle cormier says
A few other have already mentioned what I think is the greatest asset the the Villages and that is being able to get to any of the amenities or medical, shopping, and dining all by golf cart. My parents have lived in the Villages for 10 years and when we visit, we will always use the golf carts to get where ever we need to go versus using a car. For some people who may have list the ability to drive a car, having the safety of designated golf cart paths to get to the market or the doctor’s office is a blessing and something that i think is lacking in other retirement places. Sure some let you drive a golf cart but on the regular roads and some have no place to go to anyway. The Villages seems to have learned this lesson early on and have done very well to make sure the paths get everywhere the residents want to be.
robert & lynn butcher says
we visited my sister and brother in law this pass jan/feb in the VT. we both fell in love with what we saw and did. we are from southern new jersey. both of us are retired and can’t wait to get back to the TV. we are moving in early jan 2015. in the Brownwood area. hope to meet many people and do many things we can.. thanks
Louis says
Unfortunately, The Villages is not yet friendly to deaf residents yet – Gary Morse’s development, Villages Community Development District, including Recreation Department, and Lifelong Learning Collage are still inaccessible to the communication needs of over few thousand residents with hearing loss. Back in Maryland, every community provides interpreters in all activities, events, and classes for deaf residents. They receive over $7.5 million every month from over 50,000 home amenities and cannot afford to compensate for the interpreting services!
JACK JANSSEN says
Ryan—I had researched retirement communities all across our wonderful country. For the most part, they all had bits and pieces of what we have here in The Villages. But none of them were ever close, to having ALL of what The Villages has to offer. And I find the fact that it IS, family owned, and operated by—is such a plus, as to be an immeasurable part of the total equation. I believe, a large part of the reason that the residents of The Villages, are such great people, is that most all of us worked very hard thru our lives, and are fully, truly, appreciative of all that we have here. We can hardly comprehend and believe, how fortunate we are to have all this. This is truly a wonderful place.
Bil Harding says
Once again, I couldn’t agree more with you, Ryan, as well as all the others above. After years of research, we 1st visited TV in 4/12, bought a new home in 10/13 & haven’t had one moment of regret. As I’ve been quoted by Ryan before, prices for new & pre-owned homes still seem to be rising fast as build-out approaches, so folks should check out our slice of retirement heaven sooner, rather than later! Btw, most, if not all of us, are completely independent from the Morse family.
Ina Piggott says
Having found The Villages 25r yrs ago (on a visit to the Orlando area from the UK) we spent 10 yrs visiting & re-visiting looking for “the catch”, we decided that we must join these happy amenable people.
So in 1999 we bought & have never regretted it.
We are still as enchanted by it today as we were all those years ago.
Yes, things have changed, (when we first came we could go to Spanish Springs and know virtually everyone’s face) but at that time, if you wanted a can of paint, ironing board or a step ladder you had to travel to Ocala or Leesburg.
No cinema,no Savannah centre, very few shops & restaurants & just one bowling alley but it is primarily the people that make this wonderful place.
Not just the friends & neighbours who become “Family” but everyone who makes this place what it is; from
Activity Staff, Garbage collectors, Lanscape workers, who do a sterling job in ensuring that every where is as pristine now as in the Eighties & not least the Morse family for all their efforts to bring this about; what vision had Mr Schwartz!!!!!!!
There is not a day (whichever side of the Atlantic we may be on) that we don’t give thanks for our good fortune at finding The Villages.
Since we bought we have been followed by my brother & my husbands sister who bought there after visiting us.
Long live The Villages & the Morse family. !!!!!!!!!!
Walter Coe says
For the purpose of disclosure: I’m a real estate broker that is living and working in The Villages of over 13 years.
The average Villager doesn’t use any of the over 80 swimming pools, belong to any of the social clubs, frequent any of the recreation centers, town squares, or even Katie Belle’s. What’s important to the average Villager is the vast accumulation of commercial amenities at their fingertip: the hospital, medical center, over 100 restaurants, shopping centers, bowling centers, movie theaters, The Villages Life-Long Learning College, championship golf and country clubs, and much more virtually at their fingertips . . . on a golf cart. Nowhere, outside of perhaps New York City, is there such an accumulation of commercial amenities so conveniently located.
Marité Berman says
For us the major attraction was the golf cart paths. Many retirees will not be able to drive a car after a while, but will stay mobile w the cart paths.
Also, the infrastructure of this place is amazing and homes, though built fast, are well built.
Mary may says
Your comments “hit the nail on the head”. I have been here for 16 years and couldn’t ask for a better place for retirement…..never a dull moment – if I have any complaint at all it would be because I seem to be too busy!
We definitely get a Big bang for our buck” ….. the amenity fees for what we get are minute compared to other retirement locations! I said well done to the Schwarts/Morse families …… RIP Sharon.
Thanks, Ryan, for your Newsletter.
James Dunn says
“Friendliest Hometown”. This small phrase sets the tone. It sets a set of core values that resonates throughout the community. Harold Schwartz was decades ahead of his time in setting the culture on a positive note. Succeeding generations have been faithful in keeping it the culture alive and well.
Misty Saluso says
Been here for 24 yrs and still loving it!
Lucille Murphy says
I move here 19 years ago and I loved what I saw then and I love what I see now. I go back North to visit my children and then come back I am blown away by the improvements and the wonderful look of the whole Village.
I feel very fortunate to live in such a beautiful place.
When I first moved here and told people where I moved to they said “where is that” Now when I tell them where I live they say “Oh you live in the villages ” Everyone knows the Villages now and would all love to live here.
Kathy Villani says
What makes The Villages unique and special is the people, starting with the founders, the Morse family. They have a vision of what a retirement community should be – every kind of club or activity imaginable with facilities to enable those activities; enough golf so you can play every day and never play the same course twice a month (or longer); a focus on happy, healthy seniors with a health-care system that constantly improves; opportunities to learn and do new things at the Lifelong Learning College; easily-accessible shopping and entertainment; beautiful homes to suit every price range; very reasonable amenities fees and low taxes compared to the Northeast where I’m from; and a community that looks beautiful and well-loved all year round.
Now add to that the residents of TV – no matter where we come from, we’re all here to enjoy our retirement and we do that, in great part, by making lots of new friends and taking part in activities together. People here talk to everyone – it doesn’t matter if you’ve already met or not. It doesn’t matter what job you held before retirement, when you live here, you are part of a community of happy people who welcome everyone to join in the fun. We’ve chosen to live in a community where opportunities abound and we are enjoying every minute of it.
In short, while TV initially grabs attention because of its beauty and its amenities, what really makes it special is the people. I don’t doubt that there are thousands of retirement communities with nice people living in them but of all those that my husband and I visited, none made us feel as welcome and “at home” as TV and that’s why we moved here.
Bruce Gintoft says
I think one of the greatest experiences of living in TV is the opportunity to go everywhere in your golf cart. This is something that folks elsewhere can’t comprehend unless they experience it. And, when you do go somewhere in TV, everyone extends a very warm welcome. This even includes people waving to say “hello” when you are riding around in cart or by bicycle. “Great day, isn’t it?” is an expression I hear often.
I have told people that being in TV is like spending time at a super-luxury all-included resort without having to stay in a hotel room.