Market Area Analysis of Robinwood Retirement Community: How GIScience Integrates Marketing Geography and Spatial Analysis

Retirement communities serve as increasingly popular housing options for many Americans. As demographic shifts continue, these developments will most likely only increase in popularity. One company tapping into this burgeoning market is Resort Lifestyle Communities (RLC) based in Lincoln, Nebraska. One of RLC's developments is the Robinwood Retirement Community (Robinwood) in Memphis, Tennessee. This study analyzes Robinwood's market area in the Memphis metropolitan region using customer prospect data. GIScience is used in conjunction with marketing geography principles and spatial analysis to (1) delineate the geographic extent of the market area, (2) identify the socioeconomic and demographic characteristics of customers, and (3) prioritize locations and customer prospects within the market based on these characteristics. The results provide RLC with a better understanding of Robinwood's market area and assist with marketing decisions related to customer prospect data.