Mosler Lofts in downtown Seattle is ahigh-rise Silver LEED condominium byThe Schuster Group. Contemporaryloft-style living appeals to groups ofdiverse income, age and ethnicity, adiversity desired by the 50+demographic cohort seeking theconnectivity of urban living. (MithunArchitects, Steve Cox, AIA. Photo: BenBenschneider)

by William H. Kreager, FAIA, LEED AP, MIRM

The housing marketplace for the 50+ demographic is remarkably diverse, andshifts with the economic tides. With the number of Americans older than age50 expected to triple in the next 10 years, this expanding portion of thehousing market offers remarkable opportunities to the developmentcommunity. The numbers are impressive. According to a John Burns RealEstate Consulting review of the latest demographic statistics from Claritas, thefolks who are 50 years old or older,) all of the Eisenhower generation andthree-quarters of the Boomers,) make up 103 million people. That is a full 33%of the U.S. population! Within the millions who make up this group, anever-increasing number are choosing the urban lifestyle. They have strongpreferences for doing so.

Lifestyle changesMy wife, Kathie, and I are typical of this demographic cohort. The kids aregone, and we have just completed a two-year process in which we haveabandoned the suburbs and gone urban. We have bought on the 16th floor inan urban neighborhood in Seattle. Our experience reflects the lifestyle changethat is a strong motivator in our age group.

For many, with the kids gone, and with the new sense of freedom, therecomes a search for “How and where do I want to spend the rest of my careerand my retirement years?" The cost and inconvenience of a long commute towork and to the amenities of the city have led to a desire to become lessdependent upon the car by living close to employment and the dailynecessities. Many of us have spent the majority of our adult years living in thesuburbs among those of similar age, income, racial and cultural backgrounds.We feel a growing desire to be part of the “real world,” to enjoy the diversityand richness that can be found in urban living.

Nearly half the luxury apartments at 77 Centralin the Mercer Island suburb of Seattle are leasedby tenants older than 50. Staying active in thecommunity in which they raised their families ispart of the appeal of this urban infill project.(SECO Development. Mithun Architects, JimBodoia, AIA. Photo: Juan HernandezPhotography.)

Singles and professional couples, along withthe fully-retired, make up 42% of thepurchasers at 40 Park, a condominium on thecentral park of Morristown, N.J. Convenientshopping, the downtown park, and the historiccharacter of the community are strongattractions to the 50+ buyer. (Roseland

Healthy LivingAt an age where health issues have become a predominant concern,it is obvious that the proximity of health care of all types can gobeyond convenience to life-saving importance. I was fascinated tolearn from Leslie Moldow, FAIA, an expert on senior living at PerkinsEastman Architects, that there is a measurable health benefit to livingin urban, higher density environments. Referencing a University ofCalifornia at Berkeley Department of Public Health study, she told methat statistics are now available that show that the higher the density,the longer the lifespan of residents. This is due to the increasedsocial stimulation, the tendency to walk rather that to drive, and thepsychological wellbeing that comes from closer association withneighbors and the community.

LocationFor those choosing the urban lifestyle, proximity, walkability andsecurity are prime motivators. These characteristics can be measuredin part by a “Walk Score,” which is a rating system based upon such

characteristics as perceived safety, topography, pedestrian friendliness and street and sidewalk design. Determining the“Walk Score” of locations in many U.S. urban areas can be easily determined by checking on line atwww.walkscore.com.

There are three location types for a truly “urban” lifestyle, in which residential alternatives, employment opportunities,shopping and cultural and recreation amenities are all present:

The historic “downtowns” of our older cities, with a 24-hour activity level;The first ring “satellite cities” with an 18 hour activity level such as the “ring cities” of Atlanta, Denver or Seattle;The revitalizing “new towns,” in which the old small town cores, swallowed up by expanding urban areas, arebeing in-filled with mixed use development.

The presence of mass transit in the form of subways, surface light rail and bus systems are critical to expand theaccessibility factor without returning to car-dependence.

To Buy or to Rent?The current “economic malaise” has changed the playing board ofchoices for the 50+ market exploring the urban housing alternative.Many must delay any move until their financial resources are oncemore adequate. Formerly, the expectation was often to seek topurchase a home, for the perceived investment value, for preservingestate value, and because it was simply “how we have always obtainedhousing.”

In todayʼs nervous market, renting has become far more desirable thanin years past. Rather that transferring the value of the suburban homeinto the purchased urban dwelling, the alternative of reinvesting thevalue of the suburban home and renting housing allows for financialflexibility, and the potential of increasing the value of the investmentthrough the stock market or investments other than real estate.

Renting allows for a non-committal “trial period” to determine if the

Property, Woontmont Properties.BartonPartners, Architects. Photo: TaylorPhotography.)

Smaller spaces can feel big when rooms flowtogether, and the design takes advantage of asweeping view. This Mosler Lofts residencecombines open space and ample storage in theliving/kitchen/dining area. (Credits as above)

urban lifestyle, in much higher densities, lives up to its potential beforea permanent financial commitment is made. For those of us in the 50+demographic cohort, it allows the flexibility to move and try differenthousing types and neighborhoods. To the builder/developer, rentalhousing is most possibly the safest investment, avoiding the risks inherent in condominium development in our currenthighly litigious society.

Buyer and Renter ExpectationsWhether buying or renting for the urban lifestyle, the 50+ markethas strong preferences for their new homes.

Unit Type / Room Count: There are two predominant lifestyles for50+ folks looking to live in the city. The larger cohort seeks aprimary home with the expectation of full- time occupancy for atleast half of the year, while the smaller cohort seeks a “pied àterre,” for part time living. This latter group spends weekdays intown, with a weekend home outside the city, or, alternatively,wants a weekend home in town for a getaway to the city forentertainment or to see family and friends.

For those seeking a primary home, the size of the unit and theroom count are top issues. It is true that a well-designed smallerunit can feel and live much larger than the actual square footage.Maximizing natural light and open space while combiningfunctions to maximize flexibility are tools the architect will use tocreate the perception of “large” within a “small” unit. For primaryhome folks, two- and three-bedroom units still are generallypreferable, while the part-time buyer or renter often will prefer aone-bedroom unit, serving essentially as a private suite. Servingboth lifestyles within the same building diversifies the product

offering, and can move sales more rapidly.

According to Leslie Williams, President of Williams Marketing in Seattle, several of the buildings she represents haveseen up to a third of the units sold to the 50+ demographic, with as many 22% of total units going to “pied à terre”buyers.

Space: We who are in the market for urban housing are mosttypically moving from a much larger dwelling. Our philosophicalideal of “down-sizing” quickly hits the wall of reality when we beginto evaluate and prioritize what we must keep versus what we canlive without. Kathie and I moved from 3,300 square feet down to1650 square feet, a condominium half the size of our home of 35years. Like our peers seeking urban living, there were items we hadto keep, often large items such as the baby grand piano and theeight-foot sofa. Whether for sale or for rent, the design of housingtargeting our market must anticipate space for larger furniture, andfor the treasures that are a part of our personal histories. Art wallsare very important, as are special places for display of familyphotographs and family memorabilia.

Storage! Family treasures, valued possessions of our kids that theyhave no place as yet to store for themselves, dead storage for

Opportunities for outdoor living are important tothe 50+ residential market. Even in the urbansetting, generous decks, roof gardens andterraces, such as this one at 40 Park, win buyersseeking an expanded urban lifestyle. (Credits asabove)

The courtyard pool and entertainmentfacilities at 77 Central are popular withthe active 50+residents. The urbanlifestyle should include recreationalopportunities within the project. (Creditsas above)

seasonal items — all are critical to the 50+ buyer. Wardrobe spaceand room for electronics and “toys” are critical for a generation thatis now spending money on itself rather than college educations forthe kids.

Environmental Responsibility: Interestingly, while Generation Y isin the lead in personal dedication to environmental sustainability,the 50+ crowd is not too far behind. Gen Y wants to keep further environmental degradation from denigrating theirfuture. The 50+ cohort is aware that their grandchildren will inherit the world in the condition in which their grandparentsleave it, and have taken up an earnest interest in their environmental heritage. Couple this attitude with a strong interestin personal health and a concern for the spiraling cost of living, and you will understand why this target market is quiteinterested in sustainable design.

Recycled materials, non-off-gassing finishes, energy efficiency, capture and reuse of storm water and efficient use ofnatural light, all can be attractive to the 50+ buyer. If designed into the building from the beginning of the conceptualdesign process, these sustainability practices can be achieved for moderate costs, and can “brand” a project asenvironmentally responsible, thus gaining marketing advantage over the competition.

Fitness: Regular physical exercise is key to longevity and a continued activelifestyle,as the 50+ community lives longer by decades than previousgenerations. By virtue of the walkability of urban neighborhoods and theproximity of destinations such as shopping, recreation, transportation andemployment, the urban setting is the natural progenitor of a healthy lifestyle.

Yet while the urban setting is, in itself, one of the chief attractions to olderbuyers, it is still quite important to provide activity opportunities within thebuilding or complex. Well-equipped exercise rooms and large flexible spacesfor aerobics, yoga or health education classes are highly desirable. Suchspaces also provide multiple opportunities for the type of social interactionthat contribute to social and psychological health.

Grandkids: A major detractor from urban living for the 50+ marketplace isthe perception that leaving a single-family home and moving to urbandensities means no place for the grandkids to play, and little room within thehome for them to gather. In truth, the city is a great attraction to children. Theexcitement of theaters, museums, parks, waterfront, and constant activitycan make going to see grandparents a marvelous adventure. Constructingnew 50+ housing in areas with close proximity to such activities, and thenmarketing their presence as part of the sales presentation process can turn anegative preconception into a contributor to positive sales.

Privacy within Community: Sharing walls, ceilings and floors with adjacentunits within a building can be highly problematic, and a strong deterrent formany 50+ buyers. The close proximity to a new community of friends losesits allure if noise, smells and a lack of privacy are perceived as tangibleproblems. Double-wall construction, sound isolation systems in floors andceilings, double- and triple-glazed windows, and carefully designed heating,

ducting and plumbing systems must be used to avoid these negative perceptions.

Kathie and I have now lived the “urban lifestyle” for five months, and so far we have no buyerʼs remorse. Theindependence from the obligations of a detached home, the security, the strong identity of community we have within ourbuilding and within our urban neighborhood, the gorgeous view and the proximity of a wonderfully developed public parkand playground (which our grandkids love!) have made us glad we have moved. The downsizing process was not easy,

Well beyond the “Contact Us” button, intrigue your Internetvisitors with an entitlement in exchange for ever-increasing

insights into their wants.

Click for Website and larger image

but it was worth it. Hopefully, the happy completion of our search for the urban lifestyle can be achieved as well by themillions of 50+ people excited at the prospect of going urban, of being “Boomers in the City!”

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William H. Kreager, FAIA, LEED® AP, MIRM

Bill Kreager has led urban housing and planning teams to national prominence in the housingindustry. Focusing on the integration of sustainable site planning and building design, hismarket-oriented work runs the spectrum from small, contextual infill development to largemaster-planned and resort communities. His passion for affordable and workforce housing isreflected in the successful completion of communities for housing authorities, non-profit andfor-profit developers across the nation. Bill's projects have received recognition at the highestlevel from the American Institute of Architects, Urban Land Institute, National Association ofHome Builders, and the U.S. Department of Housing and Urban Development. A popularspeaker, BIll often is invited to address building industry, design community, and environmental organizations.

by Lance Jackson

A cataclysmic shift has occurred in how to attractattention and motivate home buying prospects. Nolonger is it enough for marketing to simply “get them toyour door.” No longer can marketing and sales activitiesbe considered distinct. Now marketing and sales mustact as one with a singular purpose…to ENGAGE, toCULTIVATE and to SELL.

In the age of Internet-driven “discovery” by the potentialnew home buyer, we must acknowledge anincreasingly smart, and therefore skeptical, prospect.You would be wise to review with an equally skepticaleye your marketing and sales strategies within yourcompany that are “tried and proven.”

Today, those past best practices are probably “tired andineffective.” Given the changing dynamics of yourcustomer and Internet-driven communications, youshould take a fresh look at every aspect of your currentbrand position, marketing and sales approach and usethe assumptions explained below. Or, you can be left tocompete with the competition…probably with price.

Assume You Must Redefine and Re-Declare Your Brand StoryGone are the days of bragging about your “quality, value and tradition of excellence.” Those words have lost theirmeaning and, most importantly, leave your buyer out of the equation. Traditional builder stories displayed in yourcorporate office or sales offices have little meaning to your prospect…they are very rarely read. When beginning workrecently with a new client, I asked him to tell me his story. He pointed to a display containing three paragraphs and

approximately 175 words. When I asked what it said, he replied, “I donʼt know, I havenʼt read it in a long time.” Aneffective builder story can be captured in few words and can be told by everyone in the organization. It can be a sourceof internal pride and offer bragging rights for your buyers.

Develop a customer-centric (what your homes offer your buyer — from theirperspective) value-proposition. Expand your value proposition with your brandstory. Elevate your story, make it proprietary, and share it with everyone in yourcompany, Your marketplace will listen, if you know how to tell it.

Assume You Must Know MoreAbout Your Most Likely ProspectForget about the generic “first time buyer, move-up, luxury, move-down,retirement” generalities…they are too simplistic. While demographic analysis ofyour market is a beginning, it is far from the end of your market research effort. You must understand your most likely prospectʼs psychographics as well. Properly sourced and analyzed, psychographic insights can give you direction oneverything from community design, to home design, and merchandisingstrategies, to the development of message cues best suited to resonate with yourmost-likely prospect.

Know your customers. Know where they shop, what they do for leisure timeactivities, where they like to go on vacation. Know what publications they read,TV shows they watch and music they listen to. Know their value cues, such as their need for self-esteem andself-actualization. All buyers — especially baby boomers — transcend simple demographics. Know who they are andwhat they want, and sell it to them.

Or you can continue to assume that you know who they are and what they want — very risky assumptions.

Assume You Must Know More AboutHow to Engage Your Most Likely Prospect

Traditional print is increasingly a medium of the past. Stop competing with your competitorʼs ad budget. The internet haschanged the sequential experience for the prospect…and traditional media are offering less and less benefit. Your website must be considered your first priority. You must be equipped with on-line cultivation systems, social media and arobust data base foundation. Your web site must be more than one-way communication — it must engage the prospectin dialog. If your web site lacks a way to systematically invite your clients to engage with you and your product, then youare stuck in the past.

Creative and eye-catching on-site merchandising, well-targeted direct marketing and systematic on-line cultivationsystems combined with “high-touch” social interactions are the new and effective strategies to generate sales.Traditional advertising can still serve a limited purpose — however, without the supporting strategies mentioned here,your advertising will cost too much and only reach the most active of buyers.

Re-examine all the new opportunities that exist, and while your competition is operating on the “hook ʻem, trapʼem,closeʼem” philosophy, you can focus on intriguing, engaging and cultivating relationships, leading to more sales.

Invest in awareness and on-line cultivation systems that allow for monitoring, measurement and constantrefinement…because your marketing and sales budgets are too precious.

Assume You Must Improve Your Customer Experience

Use a straightforward and comprehensive method to establish the “idealexperience.” Then collateralize it and train your organization to provide it.

(Click here for a larger version of the image.)

Become a customer-centricorganization and you will achieve asustainable competitive advantage. From a sales perspective, the qualityof your offering is seen only throughyour customerʼs eyes. Theirperceptions are guided by theirexperience…and a great experiencewill support your premise of a greathome.

Some things to consider:

Understand your customersʼpsychographic profiles, andalign your marketing and salesteam to create a more salientand relevant prospectexperience.

Understand your customers' psychographic profiles, and align your marketing and sales team to create a moresalient and relevant prospect experience.Understand the reactive and proactive dynamics of your customerʼs touch points.Understand the difference between functional and emotional experience design.Understand how to augment your customer experience model with defined performance measures.Understand how to utilize historic data to constantly improve your customer experience.Understand how to properly equip your key people with the tools they need to provide a fulfilling experience foryour prospect/buyer.

The cost of a qualified buyer is too great. Donʼt squander the investment…define and systematize the most compellingexperience possible.

Assume Everything Has ChangedIndustries outside of residential development have made great strides in pursuing the ideas outlined here. While newand innovative to our business of developing communities and building and selling homes, they are the “new tried andproven” in numerous other industries, including new car sales, hospitality, retail, etc.

Your prospects are measuring their experience with your organization not simply against your immediate competition.They are being engaged, cultivated and sold by other industries in an ever-increasing customer-centric manner. That iswhat they expect, and to be successful, you must develop systems to meet and exceed their expectations. In otherwords, you are competing with their last great hotel, retail or restaurant experience.

Success in business is measured by profit…profit comes from sales…sales come from customers…customers havechanged…so assume everything has changed.

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Lance Jackson is President and Strategic Director for Art+Business OINE, abrand development and marketing communication firm located in Denver, Colo. Mr. Jackson has been actively involved in residential marketing and salesnationally for more than 35 years. He can be contacted at Art+Business ONE,ljackson@artandbusinessone.com.

by Ed Tombari, AICP

In development parlance, the term “slam dunk” typically refers to a project that is perceived to receive a quick and easydevelopment approval from local zoning officials and elected officials. Often, these are for projects which are seen asuncontroversial and unlikely to raise objections from nearby residents and the officials they elect to represent them inlocal government.

Most 50+ housing facilities and communities used to be seen as one ofthose forms of use. Seniors were always perceived as “good neighbors”that represented low crime and generally would have a more minimalimpact on their surrounding environment than other types of uses andsocial groups.

For instance, the Institute for Traffic Engineers (ITE), the worldʼs premierorganization on traffic generation and management, estimates thattypically a senior housing facility will generate only 2.76 trips per resident per day, whereas a non-age-restrictedmultifamily community would generate 4.98 trips per resident per day. This translates into lower traffic congestioncreated by 50+ housing in the surrounding community. Since traffic congestion is a huge concern with nearby residents,this type of use generally is looked upon favorably.

The second-biggest issue with residents regarding any new residential development is school overcrowding. Obviously,this is a non-issue with 50+ housing, since such communities bring no additional demand to the local school system.Conversely, multifamily housing that is not age-restricted typically brings the highest demand onto the local schoolsystem, particularly in rental communities that cater to young families that are most likely to use the public schoolsystem. Expanding capacity at local schools by building and expanding additional schools and hiring additional teachersis enormously expensive to local governments.

Therefore, with the two major impacts on a community at a minimum, the conventional wisdom is that developmentapproval for 50+ housing should be a “slam dunk.” Unfortunately, this is increasingly not the case. Developers for 50+housing are finding themselves in longer and more complex development review processes, facing hostile crowds attense public hearings, and having to “go back to the drawing board” after being denied approval by local planning andzoning boards. What has happened to make this process so much more difficult than in the past?

The New NormalTwo major trends in the past 30 years have led to this situation.First, the suburban landscape has become more crowded.People first left the crowded cities in the 1950s and 1960s in

search of the “good life” in the suburbs, where privacy, openspace and a lack of congestion were the major draws. However,the crowding and hectic pace of the cities has followed thepopulation out to the suburbs.

Residents now are fighting to keep their slice of peace andquiet in the suburbs, and any additional development,regardless of use, is a threat to their “quality of life.” Thephenomenon of "Not In My Back Yard" (NIMBY) and "CitizensAgainst Virtually Everything" (CAVE) has become widespread. Also commonly seen is the “I want to be the last onehere” syndrome, in which a resident who has recently moved to a newly-developed suburb quickly becomes the leadingadvocate against any additional development.

The second major factor is the fact that the general population has become more savvy and sophisticated on planningand zoning issues. Some of this can be attributed to the environmental movement. The media and society in general aremore in tune with issues concerning the built environment, and this has led to a more educated and concerned public.Generally speaking, communities that have a better-educated population also tend to be more involved in local planningand zoning matters, although there are exceptions to every rule.

For Instance...At a recent public hearing in Portsmouth, N.H., 10 residents expressed opposition to a 400-plus unit 50+ housing facility,citing concerns ranging from increased traffic congestion, to increased demand on the cityʼs ambulance and fire rescueservices, to arguing that another use of similar size would generate more tax dollars for the city, and that the price pointwas too high for the communityʼs 50+ residents. In Garwood, N.J., residents opposed a planned 72-unit facility at a siteof an abandoned Catholic school — a blighted property — because they felt the new project would actually lower theirproperty values because of increased traffic and “lighting on the site.”

Also in New Jersey, the town of Franklin Lakes voted down a 200-unit 50+ community on the fears that such an influx ofa non-school age households would create a voting block against any future school expansion. In Milwaukee, a seniorhousing project was opposed by residents in nearby upscale high-rise condos as being “too tall.”

So 50+ housing planners and developers might be scratching their heads and wondering how much more they need todo to persuade a local community of the low impact and quality development that is represented by 50+ housing.Communities across the country have been grappling with this issue, and have come up with some innovative solutions.Developers do have some tools at their disposal, and local jurisdictions are working with developers to hammer out theirown solutions.

The Law May Be on Your SideSome developers have had to invoke Federal Fair Housing Laws, developed in the 1960s primarily to end the practice of“redlining” or segregating neighborhoods by race. But the law has since been expanded by the 1988 Fair Housing

Amendment Act to include categories such as age and familial status. For instance, theU.S. Third Court of Appeals held that Brick Township, N.J., had violated the rights of adeveloperʼs prospective disabled residents for its nursing facility, which was part of anoverall aging-in-place development. Upon learning of this decision, Rockleigh, N.J., gaveup its fight against a 50+ housing development application because its position was clearlyindefensible. While age discrimination was not pushed in this case, a vote against 50+housing can easily be viewed as age-based discrimination that violates federal law.

It should be noted that the nature of federal law allows a developer to make adiscrimination claim long before all typical remedies have been exhausted. If a developerof a proposed 50+ housing facility is rebuffed during a preliminary review committee, thedeveloper can immediately, and with validity, stake a federal discrimination claim against

the jurisdiction.

Working It OutPerhaps a less drastic measure that developers can take is to work with communities to amend outdated zoning codesto address 50+ housing as a unique use. Zoning maps are typically color coded: purple often denotes industrial; red,commercial; yellow, single-family; and orange, multifamily. Some have proposed adding another color to the zoningspectrum: gold, for 50+ housing.

Part of the problem stems from the fact that most zoning codes simply have no specific language dealing with 50+housing. This means that developers have to work within the existing zoning code definitions in order to obtaincompliance. A developer seeking to develop a 50+ housing site will then have to convince the local officials and theresidents that the use fits into a zoning category that is not really designed for some of the unique attributes of 50+housing.

Going for the GoldTo better address this problem, some communities have come up with some innovative zoning solutions, such ascreating a “Gold” zoning district or “Special Overlay Districts” which place additional regulations tailored to 50+ housing,which can then be “overlayed” upon conventional residential zoning. A local jurisdiction in California passed a detailed“Senior Housing Overlay Zone” which addresses particular issues such as universal design, security, minimum dwellingsize, architectural style, parking and circulation design, and access to mass transit, which are all of particular concern to50+ housing developments and their residents.

The city of El Paso de Robles, Calif., provides a SeniorOverlay District which allows for density bonuses to allowfor up to 20 units per acre. The city of Westborough, Mass.,created a Senior Housing Overlay District in its historicdowntown district, recognizing the downtown would have aspecial appeal and benefit to 50+ housing residents.According to Town Planner Jim Robbins, “Essentially thenew zoning district creates a senior housing districtdowntown. We felt that was important, given thatWestborough is such a walking town and so many of oursenior citizens live in or near the center of town, or wish todo so.”

Paul Beyer, the director of the State of New YorkGovernorʼs Cabinet on Smart Growth states that “retirement community districts often allow for greater density toaccommodate multi-unit dwellings, and they may include smaller lots to accommodate both affordability issues and toencourage the benefits of socialization and a choice of housing options. Well-planned retirement districts should belocated close to important amenities, such as health care centers, social services centers, retail stores, and publicspaces, as well as transit options.”

“Gold” zoning districts also should be addressed in a jurisdictionʼs comprehensive plan, as part of the long rangeplanning for a community. Without addressing this issue first in a comprehensive plan, residents can accusecommunities of “spot zoning,” which is creating a zoning district specifically for a particular project — a practice which isillegal.

The development approval process has become more costly and time-consuming for everyone, even for developers withwhat previously would have been “slam dunk” projects. However, there are many tools out there at a developerʼsdisposal, such as the Fair Housing Act, that he or she should be aware of. Also, most communities are looking forsolutions rather than problems, and are always updating their plans and codes to better adapt to changing times. Workwith your local jurisdictions to create and fine-tune the tools needed to properly address legitimate community concerns,

while also leading to a more speedy and cost-saving approval process. With thoughtful preparation, developers andplanners of 50+ housing just might see their red-lighted projects change color to gold!

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Ed Tombari, AICP, is a land-use planner with the National Association of Home Builders.

by Terri Connett

During the past few, challenging years, many builders have implemented new sales and marketing techniques in orderto move stagnant inventory and boost sales. One of the most successful strategies building professionals have usedduring this time involves paying attention to detail. Itʼs those “little extras” designed to make life easier, more functional,and energy-efficient, that matter to the 50-plus market and are helping to keep builders busy selling these days.

This is likely why major appliances are shown to have a significant influence on home buying decisions. Not only will theinclusion of major appliances be a selling point in and of itself, but the sight of a coordinated suite of appliances will givemature prospective buyers a visual cue as to how they could manage daily tasks, and an idea of how much utilitiesmight cost. It also will give them more money up front for the home purchase, as they wonʼt have to set aside dollars tobuy essentials like a washer and dryer or refrigerator.

Finally, being up-to-date on the latest in sustainable appliance features brings cost savings, and builders can then offerprospective homebuyers a wide array of value-added information and options, which may give them the edge over otherbuilders.

Laundry is a Great Way to Entice Homebuyers

According to recently-released surveys by the National Association of Home Builders, the laundry room tops the list offeatures a homebuyer requires to become interested in a specific home. As laundry appliances are designed withincreased simplicity, customization and style in mind, builders have more ways to impress active-adult homebuyers.

For the mature market buyers, who generally seek a single-storyopen floor plan, positioning the laundry room close to the masterbedroom is a selling point. This proximity decreases the distancehomeowners must carry laundry. In addition, typical laundry roomsare transitioning into larger, more elaborate laundry suites, whichallow for expanded storage, and workstations for laundry-relatedactivities, as well as arts and crafts or any number of hobbies. Forthese types of spaces, laundry accessories are the extra amenitiesthat will make a homeownerʼs life easier.

One such laundry accessory is a pedestal, which lifts the machine toa more comfortable height and reduces the need to bend to load andunload clothes from the machines. The pedestal includes drawers tostore laundry soaps and more.

With the increased awareness of energy efficiency, touting laundry optionsʼ sustainable attributes goes a long way in theeye of the homebuyer. Appliances play a significant role in a homeʼs energy consumption, and homebuyers are wellaware of this. The best place to start is by installing ENERGY STAR® qualified appliances. Did you know that someENERGY STAR® qualified front-loading washer models can save up to 74% on water and 80% on energy, compared toconventional washers manufactured before 2004?

To fully round out the laundry room, a builder should keep in mind function and color. It needs to be a useful space, yes,but also a personalized and livable one, unique to each homeownerʼs desires. Today, washers and dryers equipped witha number of easy-to-read buttons and specialty settings are available in many colors beyond the traditional white.Current color trends, including greens and browns, have been inspired by nature and mark the start of a fresh newpalette for the laundry area. Real-world blues and vibrant reds also continue to resonate with homeowners.

On top of this, look for new advancements, such as steam technology in laundry appliances. Steam is noted for its waterand energy efficiency, as well as its versatility — itʼs a natural and effective way to clean, freshen and disinfect. Washersand dryers that employ steam, for instance, also can save unnecessary trips to the drycleaner, as they allowhomeowners to naturally steam out wrinkles and odors in the dryer and remove tough stains in the washer, withouthaving to pre-treat.

The Kitchen is a Suite Spot, Too

The laundry room isn't the only space that provides ample opportunity toshow the 50+ market the extras they desire. The kitchen also is oftenunderutilized by builders, who could use it to give a home a fully-finishedlook and feel.

As we know, not all kitchen appliances are included in a new homepackage. Yet homebuyers increasingly are asking for them all to be includedin the purchase. As a way to stay competitive, adding a refrigerator andadditional appliances is an easy extra to sweeten your incentive package.

By adding a full kitchen suite to a new home, builders have the opportunityto show that they pay attention to details that matter to home buyers, suchas energy efficiency. Consider the fact that the kitchen is among themost-used rooms in the house and contributes to much of a homeʼs energyconsumption. In fact, refrigerators are known to use more energy than anyother home appliance. By installing ENERGY STAR® qualified refrigerators,builders will have another selling point to present to prospective buyers.

Also, using ENERGY STAR® qualified dishwashers actually is lessexpensive than washing by hand. Another option — double drawerdishwashers — provide homeowners with a top drawer for smaller loads.The drawer, like the elevated washer and dryer, provides less stoopingor bending over to put dishes into the dishwasher.

Steam technology also is available for the kitchen. Several dishwashermodels now offer a steam option to provide enhanced cleaning. Thesteam option works with an existing wash cycle to deliver more effectivecleaning performance than ever before. Most of these dishwashers areENERGY STAR® qualified. Steam technology also can be found onelectric ranges and built-in ovens.

Extra Isn’t Extreme

Building professionals are working hard to make homes more desirable for prospective home buyers, and providing theextra details has never been more important. Fortunately, adding such extras as laundry and kitchen appliances is notan extreme measure, but it will increase a homeʼs worth from the active-adult home buyerʼs perspective. Appliances area clear path to providing the value-added options that 50+ homebuyers want, and the extra edge that home buildersneed in this tough housing market.

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Terri Connett is senior contract marketing and design manager at Whirlpool Corporation.

by NAHB Economics

The National Association of Home Builders (NAHB) and the MetLife Mature Market Institute (MMI) have once againpartnered on a research project that closely examines the growing 55+ segment of the housing market. The jointresearch report provides detailed information on where 55+ households live, characteristics of their homes andcommunities, level of satisfaction with their housing, why and where they move, new home purchasing and financingdecisions, home sales and new construction forecast for the 55+ market segment. The report analyzes the single-familydetached and multifamily markets separately and also distinguishes three segments of the 55+ markets: age-qualifiedactive adult communities; non-age-restricted communities with mostly 55+ residents; and age-restricted rentals.

The report is based on the American Housing Survey (AHS), a national survey of housing units funded by the U.S.Department of Housing and Urban Development (HUD) and conducted by the U.S. Census Bureau in odd-numberedyears. The most recent AHS data come from interviews that took place in the midst of the 2008–2009 economicrecession, and provide insights into how the economic downturn affected the 55+ market. The report also looks closelyat trends that emerged during the eight-year period from 2001 to 2009.

Here are some of the highlights from the new report:

55+ Consumers Like Where They Live

Most of the survey respondents gave high marks to their homes and communities, with those in single-family detachedhomes rating their homes and communities slightly higher ratings than multifamily residents did.

But There Were Those Who Were Motivated to Move

The study looked at those who did move in 2009 because, as the report says, "Moving is one of the most common waysto adjust housing consumption, and the reasons for moving can reflect the actual need for housing." The mostcommonly cited reason for moving, in both movers who chose single-family detached homes (Table 2.1) and those whochose multifamily homes (Table 2.2), was "Family/Personal-related."

That strong motivation to move to be near family or as a response to other personal issues holds true when looking atthe type of community that was chosen as well, with residents of age-restricted rentals giving that reason high scores.

That group, which is dominated by single-person households, also was looking for less expensive housing. (Table 2.3)

Why Did Those who Moved Choose their New Homes and Communities?

The recession has made 55+ buyers more practical. While the 2009 data continued to show room layout and design asthe most important reasons for choosing a 55+ home, the 2009 data showed a rise in importance of financialconsiderations for buyers of non-age-restricted 55+ homes (Table 3.4), or for buyers of other homes (Table 3.5). Thosebuying in age-qualified active adult communities were less concerned about financial reasons than other 55+ new homebuyers. (Table 3.3)

What About the Financing?

The recent housing downturn made a significant impact on how 55+ households finance their new home purchases.Those making a down payment had to rely more frequently on savings and cash on hand rather than a sale of aprevious home. For example, only 55% of the new age-qualified active adult home buyers who made a down paymentreported that it came from the sale of a previous home, significantly down from 92% in 2007 (Table 3.9). Other 55+home buyers registered similar difficulties selling their previous residencies in 2009.

Many buyers in the age-qualified active adult segment of the housing market are able to finance their purchases out ofaccumulated wealth, rather than out of current income. Only 42.7% of them took out a mortgage at all, compared to the67.6% of buyers in non-age restricted communities (Table 3.10), or the 64.9% buying in mixed-age communities (Table3.11).

For the complete report, visit www.nahb.org/55PlusResearch.

2010 is over, and in terms of housing, thatʼs about the best thing you can say aboutit. But instead of just trying to stay afloat and wishing things were better, themembers of NAHB and the 50+ Housing Council were working hard all year tomake 2011 better.

Here are some of the good things that happened:

Webinars: 50+ Council members and others got great information on theeconomics of the 50+ housing sector; sales and marketing techniques; consumerresearch; a two-part series on the new face of universal design, a look at the latesttechnologies, and more…

Networking: Members and guests had a great networking experience at the Springand Fall Board Meetings and the International Buildersʼ Show, each with sponsoredreceptions and a 50+ Housing Council Night Out at a memorable venue.

And on NAHBʼs legislative and regulatory front, the list is so long that Iʼll have tohit just the highlights:

We created the federal Home Buyer Tax Credit; removed from the health care bill a mandate that smallconstruction companies provide insurance, while other small firms didnʼt have to;Sued EPA to stop them from forcing builders to monitor the cloudiness of storm water with expensive equipmentto meet unreasonable standards; halted passage of a federal energy code;Included language in green building incentives legislation that provided credit for homes built to the NationalGreen Building Standard instead of just LEED;Prevented insurance companies from denying construction defect coverage in Arizona, Florida, Indiana, Kansas,South Carolina, and Texas; andBeat back several legislative attempts to make a general contractor directly and immediately liable for the workauthorization status of the employees of a separate subcontracting firm.

2011 will be a lot better because of what weʼve been able to do in 2010 — and weʼve only been able to do this becauseweʼre all in it together.

Itʼs been my pleasure — and a great privilege — to serve as the 50+ Housing Council Chair. And I know that theCouncil, with incoming chair Ken Simons at the helm, will move forward with the enthusiasm and professionalism thathas helped strengthen us through 2010.

Mike McGowan

Randy Rinehart was the chair of the 50+ Housing Council in 2005, the yearit changed its name from the Seniors Housing Council. The name changescame about to reflect an industry segment preparing for an influx of BabyBoomers that didn't — and still doesn't — think of itself as senior citizens.

"I am a Baby Boomer, and I am practicing what I am preaching," saidRinehart, president of Rinehart Custom Homes in Charlottesville, Va. "It's awonderful age and stage."

His 50+ Council membership is a big part of why Rinehart stays active inNAHB. "It's the people. The contacts with so many professionals from allwalks of life and all facets of the senior housing industry. This membershipgives me access to people with resources I can call upon — and viceversa," he said.

Membership brings access to publications, research, and discountededucational opportunities that are a great benefit, but the best benefit of allis the ability to network with other members, he said. "It starts with thepeople. That's how you stay on the cutting edge."

Marketing Senior Housing(Second Edition)

by: Janis Ehlers

The second edition of this helpful guide to marketing housing for the 50+demographic encourages the reader to see the sales or leasing processfrom the point of view of the prospective resident. Whether a communitystresses personal interaction or markets primarily through print orelectronic media, the examples and checklists in this book speak clearlyto the value of addressing the customer in ways that highlight theadvantages of that community, in language that is welcoming, direct, andnever patronizing.

This is a book that can not only get a marketing novice started in the rightdirection, but also can add to the repertoire of an experiencedprofessional.

$29.95

Order by phone: (954) 726-9228

The Buying Brain:Secrets for Selling to theSubconscious Mindby: Dr. A.K .Pradeep

Dr. Pradeep is the CEO of Neurofocus, a leader in neuromarketing research. Hisbook explains, in laymanʼs terms, that 95% of decisions are made by thesubconscious mind, and his research into brain science has made it possible toidentify things the subconscious doesnʼt like — such as straight lines and sharpangles — and what it does like — such as curves, and faces that show ambiguousemotion.

Specific chapters focus on the differences between groups such as Boomers, Men,Women, and Mommies, and examine the differences in how they buy. Otherchapters explore advertising and branding practices that can appeal to thesubconscious.

List Price: $27.95, hardcover

Wiley Publishing (July 2010)Available online in audio book and Kindle format

Inclusive Housing: A Pattern Bookby: Center for InclusiveDesign and Environmental Access,with contributions from Edward Steinfeld and Jonathan White

This book melds the goals of accessible universal design with those of good urbanand suburban neighborhood development. According to the publisher, this book“demonstrates that accessible housing design is compatible with the goals ofdeveloping livable and healthy neighborhoods, reducing urban sprawl, reducingreliance on fossil fuels, and ensuring that the benefits of thoughtful urban design areequitably distributed.” It is particularly valuable in urban infill settings, in which “thehouse must fit on the lot; the lot must fit in the block; and the block must fit with thecharacter of the neighborhood.”

W. W. Norton & Co Inc (2010)

List price $39.95, paperbackAvailable online

This issueʼs hot products are among those shown during the 50+ Housing Councilʼs Universal Design Product Tour ofthe International Buildersʼ Show exposition floor. Groups of builders and designers, led by universal design experts, sawexamples of new products that are designed to be used by everyone — young and old, with varying degrees of mobilityand agility.

These photos, shot by an amateur photographer on the Show floor, show many of the highlights of the tour.

Give This Fixture a Hand – Just One Will Do

Moen has opted to offer a large selection of spring-free, pivoting toilet rollholders. The hardware can be operated with one hand, and demands little inthe way of manual dexterity, but is quite secure when closed.

This example shows the Wembley line, but there are more than a dozenmore pivoting holders in various styles in and finishes in the new line. TheKingsley model even holds two rolls.

The fixtures have a limited lifetime warranty. For more information, visitMoen.com.

Find the Hidden Grab Bar In addition to the more obvious decorative grab barsshown in this shot taken at the Kohler booth, thereʼsone thatʼs camouflaged. The tiled shelf below the othergrab bars also is a grab bar — the Belay hand rail.

It not only holds the shampoo and sponge, it also hasan interior edge thatʼs designed to help with balance,and to hold the weight of someone using the shower.Those who shower while seated can steadythemselves as they enter, and as they stand to exit theshower.

For more information, visit www.Kohler.com.

Reach Out — Not UpRange hoods are wonderful appliances…unless youcanʼt reach the controls. This Evolution Three modelfrom Broan has lots of features — different fanspeeds, lights, and a delay-off feature — and theyʼrecontrolled by a handy remote, shown in this photomagnetically gripping the range hood at the left side.

Of course, that magnetic remote control can be placedon almost any metal surface in the kitchen. Childrenand other height-challenged individuals, as well as

those using wheels to get around, can operate this appliance with ease. The fact that itʼs quiet and has a “Boost” modethat serious cooks will appreciate are added bonuses.

For more information, visit the Broan website.

Easy Ups and Downs

This product comes to us from Savaria, the largest personal mobilityand accessibility company in Canada, producing outdoor lifts, stairlifts, and elevators.

The residential elevator, shown by Savariaʼs Gary Ross at thecompanyʼs booth, has an automatic “slim door.” Because it doesnʼtswing out, but disappears into the sides of the unit, it makes for aneasier entry and exit for those using walkers or wheelchairs — as wellas for those who donʼt.

It can be retrofit into an existing home, fitting into the space of twostacked 5ʼ x 5ʼ closets.

For more information, visit www.Savaria.com.