Don't have an answer for you, but to help brainstorm: What are the most common decision making moments for someone to want to sell their house and move into that type of community? Is it a function of their friends moving out of their neighborhood? Tired of mowing the lawn and other upkeep? Spouse pass away? I guess I would first identify why people are looking for that type of living option to begin with to create a marketing plan. That will help create a list of personas that you want to market to. For each persona, I would then create a list of messaging that will speak to their specific pain point. For exactly, for someone who is tired of the maintenance, they probably are tired of the cash outlay of maintaining the house, they are probably tired of the effort outlay, and they are also probably tired with trying to find reputable contractors. So in the end you might have multiple types of prospects with multiple potential pain points for each type. After that, I would try to find where each of those particular prospect groups live and play. Are they active on Facebook, do they watch Fox News, are they members of a Bunco group? Where exactly are their eyeballs?
I know that isn't specific exactly, but I hope it helps with the brainstorming process!