For the most part, baby boomers and active adults are terms that are synonymous; although the last half of the baby boomer generation have not reached the age of 50+.

Understanding the baby boomer generation—its wants and needs, goals and expectations, thoughts and values—is the best way to understand how to sell in an active adult community. Remember the facts presented here about seniors. They are likely to buy a new house, they have the money to do it, and the group as a whole is growing quickly.

Our aging population is a substantial market to be addressed. If they were a country, the 65+ residents in the US would be the 13th largest nation in the world; more people than Canada. There were 58 million retirees in 2003 and there are 116 million retirees projected for 2020. During the 1990s, 24% of people turning 65 bought a new home. You can imagine the future possibilities.

Traditionally, retirement has been a time of relaxation and recreation. The boomers have brought their forward looking perspective to retirement. A new career, a new degree, an adoption, are all projected for many active adults. As they live longer and are healthier, the opportunity to do more is essential to their housing choices.

77% of the nation's wealth is controlled by those 50 years of age and older. However, of this group, the top 25% have a median annual income of $100K while the bottom 25% have a median income of $10k and are disproportionately female. Targeting the right segment of this market is crucial to success.

During the last decade retirees were focused on moving to the South and West. There was little concern for staying close to home. The “travel boom” was in effect and seniors wanted to live in an environment that was emotionally pleasing. Suddenly and with little warning there has been an almost instantaneous change in those habits. People are now projected to stay home. 52% plan to move closer to family. Markets that expected to lose a large percentage of their active adults are seeing a return of many, and those retiring are staying close to home.

77% of seniors have expressed the desire for a maintenance-free lifestyle. This involves maintenance-free yards, appliances and other home products.

Active adults bring their independent, family-oriented identity along with them when choosing a community. Below are some specific expectations that they have when choosing a new place to live.

Active adults do not generally want to live in age-restricted communities, but tend to prefer those that are subtly age-targeted. As a result, we are seeing fewer communities restricted to those that are 55 or over, and more communities that make boomers feel younger, while the amenities of the community are geared toward seniors: low maintenance, master suite on the ground floor, etc.

Active adults prefer to live in communities that incorporate natural surroundings such as trees and streams into the community design.

Active adults tend to look for communities that are environmentally friendly. As such, using green building and energy efficiency practices are becoming increasingly important for builders catering to this market.

Active adults tend to look for communities that make the outdoors an integral part of the living space. This includes bringing in natural light.

Active adults want amenities that are many and luxurious, or unique and personalized.

The information below is exactly what active adults want…lots of light, differentiation, space that connects with them emotionally, options that appeal to them, and value. VELUX skylights, roof windows and SUN TUNNEL™ skylights can help you deliver in all of these areas. These facts come directly from the NAHB.

The active adult wants a house that is different and unique. How do you achieve this within your production style of building? Obviously, the best way to achieve this is to make the interior unique and dramatic.

We know from current research that we need more light as we age. Balanced light without glare is the solution needed for active adults. Light from above balances the light and provides privacy. With the use of skylights, the added benefit of ventilation can be added as well.

Active adults want well designed housing. This means that they want efficiently designed space, not just more space. Remember, they want a maintenance-free lifestyle. They also want to see building plans with flexible space offered by the builder, which would include appropriate space to continue their career or post-retirement activities.

There are two rooms that are especially important to the active adult. As described by one active adult, the kitchen should be the "heart of the home" while the bath should act as a "sanctuary." Light from above can provide the drama, warmth and privacy needed to transform these two important spaces.

As part of their maintenance-free lifestyle, active adults want their homes pre-wired so that they can enjoy the latest technologies. Today we can offer you remote controlled skylights that bring potential home buyers the best of all worlds. Light, ventilation, and technology.