As more (and more) boomers become of age, keep a watchful eye on the evolution of the design demands for their homes. From research nationally, the members of the “silver tsunami” offer us insight by telling us the following:

• 85% say they want to stay in place, that is, not move from their existing home
• 10% say they will most likely relocate locally
• 5% say they may leave town, to relocate to another town within the state, or move out of state altogether.

This means that your marketing and sales efforts speak to about 15 percent of the 55+ market segment. This fact emphasizes how specialized and unique the sales process is for boomers.

What’s Changing?
The marriage of site planning and architecture has become more important for discerning boomers. They want their home sites to capitalize on the unique natural features a parcel of land has to offer, like views, privacy, the inclusion of pocket parks, small pedestrian malls, preserved green space, and sunlight. Use open spaces to create the thought of “what a lovely neighborhood” instead of simply another sub-division.

With the integration of strong site planning to architecture, the sales and marketing professional has an added advantage in their sales story for buyers to understand and appreciate. The marriage of site planning and architecture enables us to explain the site design as an amenity, even if your community does not include a community center, clubhouse or pool.

Boomers tell us that the cookie cutter homes do not appeal to them. High ranking builders have learned to vary the design of homes, and not place the same design or model directly next to another home exactly like its neighbor. Even colors are required to change in some communities. Doing so creates a streetscape that is as charming and nostalgic as the old neighborhoods this generation grew up in. The nostalgic feel speaks to the emotional draw needed to advance the sale.

The three demands most often cited with boomers are: community, privacy and security.

Community: A sense of community is achieved through good site design, but also how to integrate an active adult community into the community at large. Drawing from the strengths of the community in which an active adult development is located allows the buyer to feel a real sense of place.

Privacy: How do you achieve the extraordinary combination of privacy and proximity with accessibility? Boomers do not want to look into their neighbor’s front door as they open their door. They also do not want to see into their neighbor’s living room from their home. Protecting privacy in a high density site plan, yet letting in the light, has been achieved through the integration of transom windows or privacy glass. Also, the use of courtyards instead of yards affords a sense of privacy.

Security: A well lighted entrance to the community, the roads leading home within the community and the entrance to the home is essential. In addition, the proximity of homes to one another creates a sense of security in that neighbors are watching out for neighbors. The use of cameras in community spaces as well as cameras for individual home security has become more popular.

The Changing Faces of 55+ Homes
Identity for the Boomers has become their watchword. Their identity has been marked by their quest to change the status quo. This translates into the authenticity and differentiation in design in the homes they create for themselves today.

Starting from the outside, the same 1,400 or 1,500 square foot box can have a variety of facades using gables, changing roof trusses, and changing details and appointments on homes. The same box can remind us of the Craftsmen style, possess a European character, be reminiscent of traditional New England Cape Cod design, or bring back the charm of the Bungalow style homes, all in the same footprint. In addition, the variation and integration of these designs produce a wonderful, inviting streetscape.

The use of courtyards not only allows for privacy, but also allows us to bring the outside in and the inside out as we merchandise these outdoor spaces for outdoor living environments.

Within the home, find the following elements evolving:

• Flexible floor plans
• Private, intimate spaces
• Laundry rooms double as art/crafts areas, especially appealing to women
• 10’ ceilings, with 12’ in the living room. Higher ceilings give the va–voom that boomers seek.
• First floor powder rooms turned into full bathrooms to accommodate double master suites
• Stock cabinets with varied heights creating a dramatic affect without spending on custom built cabinets
• Mandatory kitchen island for eating, food preparation, extra work station and entertaining
• Storage, storage, storage
• Back loading alleys for garages to protect the front streetscape. Alleyways of yesteryear were dark spaces. Now the renamed “parking lane” enjoys lots of light, is wider, is landscaped and allows for a wider turning radius with their double 18’ wide garage doors. Kitchen windows are positioned to view parking lanes for safety and security.
• Urban infill is hot. Loft spaces serviced by private elevators allow for multi–floor living with ease and cache.
• Fewer rooms, more spaces
• Maintenance–free
• Dream rooms, like home theaters
• Guest spaces
• Spaces for visiting grandchildren
• Master suites are retreats and master baths are sanctuaries
• Green design integration
• Concierge services

Evolution in site and home design is essential to boomers. Understanding and meeting their unique design demands makes the difference in this competitive market environment and is a key to your success with this powerful market niche.

Authors Note: Jane is recognized and honored nationally as an expert in 50+ housing. She works with developers, home builders and real estate companies focusing on the 50+ niche market. She is the lead author of Selling to the Active Adult, a NAHB designation course. She was recognized by 50+ Builder Magazine as a Who’s Who in 50+ housing. She has earned her CAASH, MIRM and CMP designations from NAHB. www.55PlusMarketing.com