[ElDiabloJoe]

The Villages is unhappy because they have lost control of the narrative. They slipped and fell behind because they were not proactive enough (i.e. investing in, hiring, for, budgeting for, etc.) in their P.R. and marketing. They probably figured since they owned the media (trademarked name, the radio station WVLG, the daily newspaper, all the glossy quarterly updates, etc.) that they controlled the message.

Nope, not any longer. In this day and age, they needed a young, savvy marketing team and give them free rein to run the message - no micromanaging. If you want to control the timing, release, and content of information then YOU need to make that happen. The best (social) media marketing team is arguably that of Wendy's fast food restaurants. Their rapid, playful, humorous jabs at competitors and their marketing savvy is renown and often viral. They do not run things up the slow and cumbersome flag pole for approval before posting. In this instant-media age, timing is everything. Or at least it is a lot of it.

So what typically happens when there exists both a demand for information and a vacuum of information? The niche gets filled. Someone else who is more responsive and motivated steps in. In our case, several someones.

If The Villages were truly interested in beneficial damage control of this narrative loss, they would either go full force investment on P.R. and marketing (they already lost the loofah and STD messaging years ago) OR less expensively, get behind and support / promote the very active contributions their active lifestyle residents are making to their sales and positive image. Residents like Don and Mario and Papa are demonstrably living the active and involved lifestyle The Villages strives to promote and sell. They are the epitome of actual residents doing the things The Villages hires actors to do in their commercials.

Don is always objective (except when he says he doesn't care for activity X or restaurant chain Y). More often than not he does break the news of developments. These "YouTubers" help stir-up and build excitement and interest for The Villages. I'm not so sure that without this free and timely marketing that The Villages would have enough potential buyers to sell 10 homes a day.

Don also is quick to share that as an educated and experienced construction management observer, The Villages does amazing work and high quality work. He doesn't bad mouth the cookie-cutter shotgun nature of the floor plans, or the predictable nature of the neighborhoods or the construction methodologies and materials used. He is usually quick to point out and admire The Villages and their remarkable achievements.

Me thinks The Morse Family may be biting the hand that helps feed.