Nexers may be only a few years younger than the 60- to 75-year-old residents of today's active adult communities, but mentally they feel 10 to 15 years younger than their physical age.
They expect to continue working well into their retirement years, although cutting back on the number of work hours so they can spend more time playing golf, taking classes, touring the countryside and traveling to far-off places.
With their youthful self-image, it is unlikely that the “typical” retirement community lifestyle will appeal to aging baby boomers. Nexers will want to explore resort-style communities where they can relax and do the things they want to do when they want to do them. They’ll be turned off by restrictions of any kind, and they won’t want to feel like they’re hanging out with old people as they age gracefully. They will want to buy where there are neighbors who are compatible with their lifestyles.
Nexers don't want the rigid land planning patterns they grew up with during their formative years. They do want their living spaces to fit and reflect their lifestyle. They want to forget about the work they do when they arrive home. They want flexible, open floor plans that provide plenty of light and that relate to their dreams of how they want to live in the future.
'Restriction' Is a Dirty Word
It’s relatively easy for builders to get zoning approval for age-restricted communities. Townships frequently want to limit the number of children in new communities to avoid the expense of building new schools. However, builders will find it increasingly difficult to sell age-restricted housing to baby boomers, and will have to figure things out before breaking any ground on housing for Nexers.
One possible solution are homes with age-targeted designs that appeal to couples and single people but don't necessarily suit the needs of families with children living at home. These homes will likely feature upscale architectural details, low-maintenance materials and time-saving conveniences. They will come loaded with technology, and will provide enough room for visiting family members.
Since Nexers will be working, homes should include high-tech wiring to accommodate office equipment and a passion for electronic gadgets.
The general idea will be to offer smaller, state-of-the-art homes that eliminate the hassles of maintaining large homes and lots. Nexers must be reassured that they will be able to enjoy their new homes for the next 20 years.
Nexer-targeted homes should be located where buyers can enjoy themselves — near universities, recreation areas and urban centers.
Coupling the right product, location and amenities with a strong marketing strategy that appeals to Nexers will draw these buyers and will satisfy townships that prefer older residents for designated communities.
Offering a Hook
Many advertising and promotional firms will be making a mistake if they run ad campaigns for mature market segments written by young people who don't understand that Nexers don’t see themselves as retirement-aged or elderly. Advertising and sales literature written by Nexers for Nexers will be much more successful.
When targeting Nexers, marketers should emphasize the following points:
- Health and wellness. Nexers want to stay fit and healthy. Emphasize onsite or nearby fitness facilities.
- Socializing and entertainment. Nexers want to meet and greet other people. Provide opportunities for residents to meet new neighbors and build new relationships.
- Recreation. Nexers want to fill their leisure time with recreational activities. Depending on the size of your community, provide amenities like club houses, craft rooms, workshops, golf courses, tennis courts and parks.
- Education and enlightenment. Nexers have a passion for learning. With some extra free time on their hands, they will want to catch up on their reading, go back to school, research their interests and start hobbies they didn’t have time for with a full work schedule. A new lifestyle community geared toward Nexers should provide room for these activities.
A Word to the Wise
Nexers don’t want to move far from their families. They also want to be able to buy their next home without breaking the bank.
Beyond that, builders will have to constantly research their attitudes and preferences.
Visiting active adult lifestyle projects in different parts of the country can provide helpful points of comparison for determining the products that meet those preferences.
Furthermore, builders need to show buyers that from a resale standpoint, homes in age-restricted communities are every bit as good an investment as other homes on the open market.
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