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Creating a Boomer Market: Give 'em Lifestyle
 The current boomers are the healthiest, wealthiest and most active generation to ever pass the 50-year mark. They do not look at the years ahead in terms of slowing down, they see them as a time of opportunity and fulfillment.
Their optimism provides a wonderful opportunity to home builders.
So, what do you, as a builder, offer boomers to entice them to leave their comfort zone? What will it take to make this optimistic, but comfortable buyer make the move?
The ‘boomer-savvy’ builder will find innumerable ways to show that they understand their buyers and offer lifestyle that can’t be matched in the boomers’ current residence.
Flexibility
Let’s start with flexibility.
Boomers are an incredibly diverse group. The best homes will take into account all of the diverse interests of this active, vibrant market. Floor plans and rooms that offer flexibility are the most marketable.
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The home office is an important, flexible space for the boomer market. |
So, consider offering a plan that has a home office and guest suite on the main level. Some boomers will trade the guest suite for his and her home offices — for couples who both work from home.
Others will want a guest suite so they can care for an aging parent. Still others will turn the space into a library or music room.
Remember, also, that a number of boomers still need a place for the baby grand. A plan that has built-in flexibility allows a builder to meet the needs of this diverse market.
Function
Boomers want to see a noticeable, no, make that a huge improvement, in the way their new home functions with their lifestyle.
They look for specific, well-designed spaces for the stuff that fits their lifestyle. These may include a butler’s pantry with wine captain, art and book spaces, pet wash, well-designed mud room, teen laundry, command center, truly-functional home office or more. They want carefully thought-out spaces and technology that will enhance their lifestyle, not over-complicate it.
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The kitchen is still the heart of the home in the boomer market. |
One of the main reasons that boomers won’t leave their current “comfy” homes is the lack of storage in new homes. So, don’t forget the linen storage, the cleaning supply and vacuum storage, the food pantry and the “Costco pantry.”
One of the big benefits of new homes is the spacious master closets but don’t forget that they will need other storage space, as well.
Friends and Family
Marti Barletta, of Trendsight Group, a Winnetka, Ill.-based marketing firm that incorporates gender differences when developing communication and marketing strategies, calls women 50 to 70 “prime-time women.”
These women care about the fullness of experience and prize warm honest relationships above all else. Because of these women’s needs ― Thanksgiving dinner with all the kids and grandkids around the table — no other room will do.
Keep in mind that this room is often tied to an heirloom piece of furniture. If the room isn’t large enough to hold the treasured piece, the space is worthless.
But a wonderful thing about the formal dining room is that it can easily be converted into a home office or library/music room for the buyer who doesn’t want a formal space.
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Outdoor living space is flex space that increases a home's usable square footage. |
It’s no big surprise that the kitchen is still the heart of the home. Kitchens are not just about cooking, they are where relationships thrive. Yes, you still have to cook there, but now the kitchen is a place for entertaining. Make certain that your kitchen allows for easy conversation with guests in the great room.
Outdoor living areas also can provide places for friends and family relationships. Pay attention to the courtyards, outdoor living rooms and kitchens, covered decks and patios, and porches.
One of the most important lifestyle trends for today is the blurring of the line between indoor and outdoor spaces. These outdoor living areas add some often-ignored flexibility to the boomer home by expanding the homes usable square footage.
Don’t’ forget to offer important lifestyle features like outdoor fireplaces, barbecues and kitchens.
‘Fully Mine’
Today’s boomer buyer is looking to create a home that is theirs alone, so allow for some truly unique design options.
Don’t misinterpret this to mean unlimited options. Strive for reasonable options, within the context of service. Show your buyers that you have taken the time to understand who they are and have your options reflect this level of research and service.
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Allow home buyers to choose a look that is fully theirs. |
Details matter here. Unique details will make you stand out as prospective buyers compare your home with those of your competitors.
Most builders will offer an array of interior finish selections. Don’t stop there. Do the research and offer the option packages that buyers in your area desire.
When it comes to unique, start with your streetscape. Offer elevations that distinguish one home from another with the same floor plan. This involves more than just offering different colors of brick. Offer a variety of elevations that will match the individuality of your buyers.
Also, consider landscape option packages that include the design of outdoor living areas. If possible, offer maintenance packages as well. The boomer buyer will probably travel and can’t be tied to home and yard maintenance.
It Is All About Lifestyle
Lifestyle is the key. Today’s boomers want a home that perfectly meshes with their lifestyle. Pay attention to the lifestyle hot-buttons of flexibility, function and friends and family, and don’t forget that this buyer won’t settle for a home that is anything less than “fully mine.”
If you pay attention to these key areas in the design of your boomer homes, you will find yourself well on your way to capturing the attention of your next boomer home buyer.
Anne Olson, A.I.A., of Olson Architecture, Inc., a Niwot, Colo.-based architecture firm that specializes in custom residential, builder product and specialized commercial projects. Olson has more than 20 years of experience in market-driven residential architecture and has worked with home builders throughout the country, including Standard Pacific Homes, Village Homes and Masterwork Homebuilding Company. For more information, e-mail Olson, call her at 303-652-2668, or visit the Olson Architecture Web site at www.olsonarchitecture.com.
Photos by: Philip Wegener
 Improve Your Focus on the 50+ Market With Publications From BuilderBooks.com
The 50+ market provides some great opportunities for builders today. BuilderBooks.com brings together the essential resources for builders seeking to grow their businesses while bringing high-quality product to this demanding, often affluent consumer group that has planned well and is ready to build or buy.
BuilderBooks.com also offers publications on customer service so builders can start building strong relationships before breaking ground and turn these experienced consumers into enthusiastic sales people.
To view or purchase these and a wide variety of industry publications online, click here or call 800-223-2665.
 CAASH in on Boomer Buyers
The Certified Active Adult Specialist in Housing (CAASH) designation gives housing professionals serving the rapidly burgeoning 50+ market the essential knowledge, tools and skills that will help them succeed — from conducting initial research to design considerations and features to serving the customer.
Find upcoming CAASH classes by clicking here.
For more information, call the Professional Designation Help Line at 800-368-5242 x8154 or e-mail CAASHinfo@nahb.com.
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