50+ Housing e-Source - 01/31/2006 (Plain Text Version)Norman Cohen View Graphical Version | Subscribe
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Editor... In this issue: 50+ Consumers Embrace Urban Living, Varied Housing StylesToday’s 50+ consumers demand variety in housing types and styles and want to be close to urban centers, say NAHB 50+ Housing Council experts. Builders and developers are breaking from traditional “retirement community” design to accommodate the evolving needs and desires of the increasingly diverse older population. According to NAHB 50+ Housing Council experts, active adult development is moving away from far-flung rural areas and isolated, gated communities and moving into business hubs and commercial centers. New 50+ buyers want to be connected to life outside their own communities and don’t want to have to drive to get to shopping and entertainment. Connection to the larger community is essential. “It is unwise to generalize about boomers and seniors,” says Mike Kephart, AIA, principal of Denver-based KEPHART, a nationally recognized community design firm. “They are as diverse as the entire population in their passions, needs and interests. Builders recognize that they must provide a rich variety of choices for these sophisticated, educated, active people.” When developing active adult communities, builders must consider transportation alternatives, says Kephart. Today’s 50+ consumers want developments with a range of housing types and prices with access to commercial and retail services, restaurants, entertainment, education and nature. “In the past, housing for mature buyers was targeted at massive planned communities and various levels of assisted living,” says Tim Sullivan, president of Sullivan Group Real Estate Advisors in San Diego, Calif. “But today’s buyers are now a major target for nearly every kind of housing product.” Sullivan noted that developers are reacting to the growing diversity in the 50+ consumer base by expanding their product offerings. Low-rise, high-density attached housing is gaining favor over traditional, single-family communities. According to Sullivan, one new product type that fits both the urban and suburban landscape is “podium” style: up to four stories of wood-framed construction atop one or two levels of below-ground or at-grade parking. Popular in Southern California and gaining interest across the country, communities like these are typically in town or close to urban centers. Residents can shop and socialize with their neighbors without getting in their cars, noted Sullivan. Today’s 50+ buyers also influence marketing. Florida-based builder Michael Rich sees traditional ways of “interrupting” consumers, such as TV and newspaper ads and junk mail, losing their appeal, while blogs and “consumer fan clubs” are quickly proving how well they work. “Anticipated, personal and relevant advertising always does better than unsolicited junk, especially with Web-savvy boomers,” says Rich. For more information or to contact us directly, please visit www.NAHB.org | ©2006, National Association of Home Builders |