50+ Housing e-Source - 03/27/2007 (Plain Text Version)

Robert Tippets
50+ Housing Council Chairman

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In this issue:
50+ Housing Symposium Features Three Housing Tours
It's Here! The 50+ Housing Channel
See the Most Innovative Designs in the 50+ Industry!
National Membership Day 2007: Leaders of the Pack
Get the Latest Edition of the Directory of Accessible Building Products
Affiliate Membership Category Opens Door to the Future
Register for the NAHB Spring Board Meeting
Welcome New 50+ Housing Council Members!
50+ Housing in the News
Member Advantage: 20% Savings from Dell
2007 Will Be A Year Of Transition For Most State Housing Markets
2007 New Homes Month Promotional Kit Online Now

It's Here! The 50+ Housing Channel

The 50+ Housing Channel, officially launched at IBS earlier this year, is the newest benefit of membership in the 50+ Housing Council. The 50+ Housing Channel is an online content resource that provides key insights and information on this influential building market. Industry veterans and those just entering the 50+ housing market will find constructive information and insights into this unique segment of the industry. For everyone from builders and developers to sales and marketing professionals and interior merchandisers, the 50+ Housing Channel is the online how-to and reference center for all your 50+ housing information needs.

Developed by the 50+ Housing Council, the tools and resources provided in the 50+ Housing Channel are available for free to 50+ Housing Council members and as an annual subscription to non-council members. The 50+ Housing Channel is one of five online content subscriptions now available from NAHB.

If you are a member of the 50+ Housing Council, simply log in now to take advantage of the resources that have been developed exclusively for you!

50+ Housing Channel Topic Areas:

Building & Development - Building for the 50+ market involves unique challenges and opportunities. In this section, learn how real-life 50+ projects are planned and executed. Builders and developers of all sizes give first-hand accounts of what goes into building a variety of communities and housing types. Mixed-use, urban, attached, single-family... you’ll find it all here.

Research - You need consumer data to build communities that sell. The 50+ Housing Council, in conjunction with NAHB Economics and industry partners, surveys, tracks, and studies the active adult and seniors housing markets as well as consumer preferences and migration patterns. Also in this section, find out the best approach to focus groups and consumer surveys.

Design - Designing homes for older adults sure has changed since the Sun City heyday. Now, design preferences for the 50+ set are just as varied as those in traditional markets. This section takes a look at what’s happening in different communities, regions, and mindsets. Ever wondered how to capture a multitude of 50+ lifestyles in your model merchandising? Find out here.

Marketing - Use the resources in this section to make the most of your marketing budget. 50+ buyers can be hard to reach—they’re not all ready to retire, and they definitely don’t feel old! Learn how to show your target demographic that you’ve got the lifestyle they crave, whether it’s in a leisurely locale or an urban hotspot. Get the dos and don’ts from the best in the business.

Sales & Business Management - Selling to the 50+ market takes a different approach. Buyers will often visit a community several times over a year or more before making a decision! And unlike traditional new home buyers, most 50+ consumers don’t have to move—they’re usually quite happy with the homes they’re in! It’s your job to persuade them. Get inside the minds of these cautious consumers and find out the most effective ways to drive sales.

Universal Design/Aging in Place - Not only is universal design gaining in popularity (and getting lots of media attention), it’s easier than ever to incorporate. Simple things like stepless entries, pedestal appliances, and task-oriented lighting make sense for residents of all ages and abilities. More and more designers, builders, and consumers are seeing the benefits of this philosophy. Read on to find out why universal design is important and how you can make its elements practically invisible in your housing products.

Best of all, the 50+ Housing Channel is poised to grow and develop into exactly what you want it to be. We encourage members to submit articles to the Channel. Contact Elizabeth Landry with your comments, questions, and suggestions. And tune in to the Channel!