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Boomers on the Horizon: Housing Preferences of the 55+ Market
As they have revolutionized so much else, boomers are ready to transform the senior housing market. Learn the essentials of designing and marketing your units to reach this key demographic.

Rolling through the decades since 1946, baby boomers have been famously unwilling to accept the expectations placed upon them. Now, as they near retirement age – leading-edge boomers begin turning sixty in less than a year – it's increasingly acknowledged that they will redefine retirement and senior living, life stages they have perceived as too often associated with irrelevance and deterioration. To keep up, builders, developers and designers are consumed with the task of developing living spaces that will appeal to the tastes and later-life aspirations of the large, and largely wealthy, baby boomer market. At the same time, they are reaching for new descriptive terms like "active adult" and "active living community" to reflect new, dynamic concepts of what senior living is.

In Boomers on the Horizon: Housing Preferences of the 55+ Market, Margaret Wylde shows how builders and marketers who successfully relate to the baby boomers' self image will realize rapid growth as the baby boomers age and begin to dominate the mature market. Wylde, the Founder, President and CEO of ProMatura Group, LLC, a mature market research and consulting firm, is the author of hundreds of articles and three books on her subject of expertise. With this release she provides detailed analysis to help companies build and market homes for buyers in the 55+ age range. Her insights will be eagerly welcomed by builders, remodelers, manufacturers, suppliers, real estate agent, and architects alike.

Among her compelling topics, learn:

How the layout of homes, including kitchen set-up and the spatial relationships of rooms and common spaces, effect target market responses;
Tens of interior and exterior design features that get overwhelming approval from the target market;
The buying behaviors, opinions and attitudes of these consumers;
Which community amenities are favored within the target market; and much more.

Based on a study conducted by the NAHB Economics Department, with funding from the Seniors Housing Council, Boomers on the Horizon takes us on a tour of the opportunities available to informed, enterprising developers who are ready to respond to baby boomer demands and transform the senior housing industry. Professionals who target the mature market will not want to miss out on its up-to-date data and recommendations.

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