50+ Housing e-Source - 10/31/2007 (Plain Text Version)

Robert Tippets, CGB, CAASH
50+ Housing Council Chairman

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In this issue:
The New Language for Lifestyle Communities
Research: Design Main Driver for Movers into Age-Qualified Communities
Apply for NAHB's New CAASH Designation
Attached Housing, Other Articles on New 50+ Housing Channel
Plan Early for 2008 International Builders' Show in Orlando
Local Council News: CAASH Courses, Upcoming Events
Atlanta, Four Other Cities Top AARP's Top Places for Boomers To Live
Women Aren't LikeTheir Mothers When It Comes to Retirement
Register for Free Sales & Marketing Audio Seminar
NAHB Launches Pilot Programs to Test National Green Building Program
Enter NAHB's 2007 Community Service Awards; Deadline Nov. 12
Cruise into the Holidays with GM's $500 Offer for NAHB Members

The New Language for Lifestyle Communities

The boomer generation is completely changing the way that builders talk to their customers. In fact, an entire new language has emerged, one that reflects the sophistication of today's older homebuyers, many of whom continue to work, as well as the active lifestyles they plan to lead.

When marketing to your customers or referring to your communities' amenities or special features, consider using the following language:

Old New

Computer Laboratory Technology Center

Arts & Crafts Learning Center

Exercise/Wellness Center Gymnasium/Fitness Spa

Locker Room Dressing Areas

Volleyball/Basketball Courts/Baseball/Bocce Sports Park

Clubhouse Community Center/Resident's Club

Ballroom/Meeting Center Town Hall

Sales Information Center Welcome Center

Recreation Amenities

Welcome/Get-Togethers Resident Parties

Tennis Courts Tennis Club

Homes Residences

Warming Kitchen Gourmet-Style Kitchen

Upgrades/Options Design Studio

Coffee Shop Internet Café

Sales Office Sales Pavilion

Model Homes Model Park/Gallery of Homes

Trails Biking/Walking/Hiking

Beach Area Lake/Ocean Club

When dealing with boomers, you have to speak a different language. Try it ... you'll make quite an impression on your buyers.

With 40 years’ experience marketing active adult lifestyle communities, William E. Becker, MIRM, CAASH, managing director and president of The William E. Becker Organization, has taught and written extensively on this subject. He has been presented with many awards for his accomplishments and is a popular speaker at industry conferences, including NAHB's Building for Boomers & Beyond: 50+ Housing Symposium.. Becker is a charter member and past president of the Institute of Residential Marketing and has been named a Legend of the Industry by NAHB’s Sales and Marketing Council and an Icon of the Industry by the NAHB 50+ Housing Council. He can be reached by e-mail or at 201-833-2610.