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The 21st century is characterized by dynamic changes in living environment and longer life expectancy due to the rapid economic development, industrialization and globalization.  In this study, we define elderly housing which will play a critical role in an aging society as the dramatic demographic change occurs and attempt to give guidance for the advancement of Korean elderly housing marketing strategy by analyzing the current seniors housing market and examining cases from developed countries.  In particular, we suggest that the marketing strategies should reflect recent changes in life styles of the elderly and be differentiated according to comprehensive life-stage segmentation technique for seniors.  In addition the marketing approaches to the retirees should be based upon humanity and compassion. Finally we indicate that the government's cooperative policy framework is also necessary to have a successful development of an elderly housing market.