By Wendy A. Jordan
Call them successful, call them stylish, but watch out for that other "s" word: senior.
Baby boomers, the 77 million Americans who are flooding into the 50+ market like a tidal wave, don't see themselves as old. They don't want home builders and remodelers to see them that way either.
They have a good point. Boomers are much more youthful than the 50+ market that came before them. By and large, they are healthy and active—more likely to be on the treadmill than in the recliner. They're still working, full- or part-time, and have no plans to retire. They are proud of their personal and professional achievements, and they're ready to reward themselves with unique, well-appointed homes.
Remodelers and custom home builders "have one of the biggest opportunities with the boomers," says Bill Feinberg of Feinberg & Associates, a Voorhees, N.J., architect and designer and member of the National Association of Home Builders Seniors Housing Council. That's because boomers want distinctive homes that reflect their personality, values and lifestyle.
Mary Jo Peterson, of the Connecticut-based design firm Mary Jo Peterson, Inc., agrees. "We boomers want to be individuals, to be recognized for who we are and what we are," she says. "Our home is the strongest statement of who we are." Boomers want luxury and comfort, explains Peterson, but "not necessarily glitz." They want a customized home that is a good fit for the way they like to relax, be it in the soaking tub or on the patio, as well as the way they like to entertain friends.
Generally speaking, those preferences translate into eight key features:
- A large, well-outfitted kitchen, with space for family and friends to sit around the counter or kitchen table
- A spacious and open informal entertainment space, such as a great room, even if it means the house will have fewer rooms
- A luxurious first-floor master suite ('Boomers love to have this,' says Feinberg, as long as it is not characterized or obviously designed as an accommodation for 'old people.')
- A large, pampering bathroom
- A high-tech space such as a media room or home theater, or at least a space that is wired and ready for such uses
- Lots of storage ('More is better,' says Peterson) that is organized and easy to get to.
- A garage big enough for two cars plus skis, bikes and other outdoor recreation equipment
- A housing design and materials that represent respect for the environment. (Boomers have a green streak and want to manifest it in their housing choices.)
In the kitchen, Peterson says, boomers prefer a homey mix of cabinetry styles and sizes. But they combine this warm, casual look with the latest in luxuries—from speed-cooking ovens to paired dishwashers. In the bathroom, extra-large showers are popular, as are separate his and hers vanities.
Grab bars, shower seats and other conveniences are welcome, too, as long as they don't look institutional. The rule for boomer housing is simple, says Peterson: "If it needs to be done, find an attractive way to do it."
And make sure it doesn't scream "senior."
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