Making Your Whole Business Aging-in-Place
Aging in place is clearly a growing trend in the country. But could you build your entire business model only on the aging in place population? For the past two years, David Dickinson, CAPS, of In Your Home of Portland, Ore. has.

David and his partner formed In Your Home to work solely with aging adults and their immediate family (for situations when an aging adult moves in with other family members). But all of their work isn’t simply modifying bathrooms or kitchens.

“We started specifically to address the aging in place need and do more than just straight forward remodeling,” said David. Specifically, he also offers minor repair and maintenance as well as larger remodeling projects.

“In our experience when the health of one spouse declines — especially the man — ongoing household upkeep becomes a problem. When seniors sell they get less than their money’s worth because they couldn’t maintain the house and small problems become large ones, like roof issues,” he continued.

Dealing specifically with this population isn’t without challenges that many remodelers face on selling aging in place remodeling projects. While most older adults want to age in place, only a small percentage proactively seek out home modifications while they are healthy. Marketing is a challenge.

“Beyond traditional advertising we speak at fraternal organizations and offer talks on aging,” said David. “Another thing we do is buy homes in 55-plus communities and redo it with a current century view on aging in place requirements.”

In Your Home recently finished a home that now has two accessible entrances, upgraded lighting, a rehabbed bathroom with low threshold shower and other improvements. “We make it like a new house. People like the idea that’s already done and ready for them,” said David. “Clearly conveying that it’s ok to think about these things, it’s wise to think about these things and planning for the future doesn’t mean turning your home into a nursing home.”

He is also working with other aging in place services, such as insurance, estate planners, and home health providers so they know that there are people like himself who can also offer aging in place solutions. He strongly recommends getting into that network.

Once In Your Home has a new client, dealing specifically with the older population brings about many of its own challenges. “Educating the client is key,” said David. “We often get ‘Oh I don’t need that,’ when really, it’s something they should have.”

Sensitivity and client relations are especially important. “If you’re the kind of person who’s easily frustrated by demanding clients or not good at customer care, it’s probably not the right niche,” said David. “There’s an above average amount of handholding. Sometimes you need to make decisions for them.”

And while he doesn’t recommend this work for every remodeler, the growing need for aging in place solutions is can be healthy part of your business — if not your whole business. [return to top]