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Curbed Book Club

In Leisureville, writer Andrew Blechman sits in on a presentation on how to market retirement communities to seniors: "When it comes to publicizing a future community, make each construction milestone an event worthy of a party. This demographic loves to party. Make the groundbreaking an event. Make the completion of the first model homes an event. Show them a house being framed. Take them on a 'muddy-shoe tour.' And make sure you create a sense of urgency. There's no better way to do that than increasing the price a notch." Hey, sounds just like NYC's condos, except for the notch thing. [Leisureville]