Values based selling and communication is related to ageless marketing in that communication is based on the commonality of human values rather than on demographically based data alone. Given the very low rate of penetration into the “chronologically” qualified market for the “retirement” community of today, it is clearly apparent that age classification is one of the poorest methods of evaluating a prospect’s likelihood of moving to any type of age qualified housing.

In 2002 Marketing Strategies, Inc. conducted ongoing research into the 45 to 61 market as well as the 62 plus market that has proven individuals can be observed through various value dimensions which weave a common thread or bond if you will. These dimensions meld together in various forms to create various groups of individuals who share like values. These Value Portraits™ provide keen insight into how various groups of 45 to 61 or 62 plus adults tend to think, act and make decisions. Value Portraits™ help define the key values through which are filtered all of life’s decisions. Understanding key values of a prospect can lead to more accurate communication and quicker decision making during the sales process.

Values have been defined as (a) relatively stable thoughts or beliefs (b) about desirable behaviors or ways of living (c) that transcend specific situations, (d) guide decision making, and (e) are ordered by relative importance. Values are not held distinctly or separately, but as part of an integrated belief system. Values guide actions and judgments across situations; attitudes and opinions, on the other hand, are "domain-specific" (beliefs about a particular object within a particular context). Although attitudes and opinions affect behavior, they are likely to change throughout one’s lifetime. Values, on the other hand, are deeply engrained, remarkably stable, and change slowly if at all over the life course. Moreover, values constructs (such as leadership and altruism) are relatively few in number and are largely universal.