The Power of CAPS: How Are You Using It?
By Esther S. Greenhouse, M.S., CAPS
 Serving an Important Need
As remodelers, you already serve an important need in the community by remodeling people’s homes. Do you realize the power you have to improve peoples’ lives by enabling them to stay in their own homes as long as possible? As an environmental gerontologist, it is my professional opinion that aging in place is an important choice that we must provide to as many persons as possible. And you, as a CAPS contractor, can make that happen.
There’s a Name for That
Let me introduce you to the theory of Environmental Fit. When an environment places demands on the user that are within the range of his/her abilities, there is good fit. When the environment places demands above the person’s highest level, there is poor fit, or “Press” (Murray, 1938). When an older person can no longer cook or clean their home due to normal changes in aging, such as reduced strength or reach, the home becomes an obstacle to functioning. This strain will actually hasten the decline of their remaining physical and psychological abilities. [i] A properly designed home, built by a CAPS contractor like you, can prevent this decline from occurring.
Hidden Treasure
What if I told you that there was a secret stash of money in your office…how quickly would you get to finding it? Maybe you’d use it for advertising, or new equipment, or to finance a project. If you’re not using your CAPS training to full advantage, then it’s the same outcome: you are wasting a powerful resource.[ii]
Offering services to seniors can help your business
Remember these stats from your CAPS classes?[iii]
-Boomers are 28% of the U.S. population, but own 48% of the homes.
-They have the highest median income of any age group.
-They can provide you with repeat business, for themselves and their parents.
What Can You Do?
- Market the Power: Advertise what you can do for people.
Whether you are new to building for accessibility, or have many years of experience, it is crucial that you make prospective customers aware of this. While the aging of the population was predicted30 years ago, little attention was paid to it. Now that people are actually living the population trend, there is an enormous focus on it. Today Baby Boomers are exploring housing options for their parents and themselves, and they often don’t like what they find. So we know that there is a customer base out there, but do they know about you? Since you attained your designation, are you clearly and simply marketing how you can improve people’s lives by a providing an environment appropriately designed to meet their needs?
- Spread the Word: Speak at a senior center, or have your local HBA do an afternoon tea/coffee to explain the power of the built environment.
Local CAPS contractors can have tables with information and answer questions. Consider having reverse mortgage specialists and health care professionals provide presentations as well. Does your upcoming local Home Show have a major CAPS and accessibility component?
- Recruit a New Designee: What about that builder you met at IBS or JLC who lives miles away?
Take a minute to email/call him/her and help them see the power of CAPS. Use each other as resources for developing the CAPS component of your businesses. Contact other CAPS professionals you met when you took the courses. And don’t forget the added impact of becoming a member of NAHB Remodelers or 50+ Housing Council!
- Diversify: Accessibility is for everyone.
How can your CAPS training benefit disabled veterans, persons with lifelong disabilities, the general population? Go to: http://www.transgenerational.org/ to learn more. Meet with the staff at your local Independent Living Center to reach out to varied users.
- Get Published: Newspapers are always looking for material.
Write an article on the CAPS designation and why you have chosen to focus on it. If you have done any CAPS jobs, feature the residents along with photos. Remember to document it in a scrapbook, your newsletter, and on your website!
Now that you are motivated and armed with ideas, put one into action today!
Esther Greenhouse is an Environmental Gerontologist, whose professional motto is “Harness the power of the built environment to enable our elders to thrive.” She teaches CAPS to make this a reality. She can be reached at esg10@cornell.edu or (607) 330-4725.
[i] Howell, S. (1982), “Built space, the mystery variable in health and aging.” In Baumm, A., & Singer, J. (Eds.) Advances in Environmental Psychology: v. 4, Environment and Health. Lawrence Erlbaum Associates, Hillsdale, NJ.
[ii] “Aging in Place Market a Bright Spot for Housing.” Nation’s Building News, October 20, 2008
[iii] NAHB Student Guide, (2007) “Marketing and Communication Strategies for Aging and Accessibility CAPS I)”, p. 1-19.
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Building Houses for the 21st Century
When you build or remodel a home today, is it already out of date? If it does not meet the minimum criteria for both energy efficiency and accessibility it is already a housing dinosaur. I am privileged to be discussing the importance of aging in place and accessibility at IBS along with my colleague, John Barrows. Please join us for “Green Building and Aging in Place: Building Homes to Meet the Needs of the 21st Century", on Thurs. Jan. 22 in Las Vegas. Remember, what you learn in the CAPS classroom should not stay in the CAPS classroom!
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