By Dan McLeister
As baby boomers age, the market for "aging in place" remodeling holds huge potential and, in fact, is already one of the fastest growing segments of the industry. However, contractors are well-advised not to use that term when talking to their clients. Baby boomers don't want to talk about aging or physical limitations. After all, they were the ones who once didn't trust anyone over the age of 30.
Besides, vanity is very much an issue in this market, says Mike Weiss, CGR, CAPS, and president of Weiss and Co. in Indianapolis. When talking with clients, he uses phrases such as "convenient design." His company treats the aging-in-place concepts, such as wider hallways and doorways, as simply good design elements.
"Aging in place" remodeling involves changes in a home to accommodate the declining physical condition of aging homeowners, allowing them to remain in their home as long as possible. To tap into this market, remodelers need to approach the subject gently and indirectly. Talk about improving the design of a house to make it more comfortable and usable, not only for the occupants of the house, but also for relatives, friends and neighbors.
Doug Walter of Doug Walter Architects (Denver) uses a similarly indirect approach. Surveys by Doug's firm show that people in their 40s, 50s and even 60s are loath to imagine that they would need aging-in-place features. When queried about whether they themselves had any physical limitations, few people responded. But when the question focused on whether parents, other relatives or friends with physical limitations, the response rate soared.
'Visitability'
Changing the focus to making the house safe for other people makes it more palatable for homeowners to consider aging-in-place features. Doug subscribes to the principles of "visitability" as a way to approach the subject gently. Visitability is the concept of including only features that would facilitate a visit by someone in a wheelchair—such as a zero-step entrance, wider hallways and a first-floor bathroom.
Bill Owens, CGR, CAPS, of Owens Construction in Columbus, Ohio, summed up his similar philosophy: "In the aging-in-place market, you can't call a spade a spade. Most people feel they are invincible. So I tailor the discussion to the needs of friends and family. I discuss the concept of visitability."
Stylish design
Another way to sell aging-in-place design ideas to baby boomers is to show them that such designs do not include the typically unsightly features used in the past. No ugly ramps leading up to the front door for homeowners or guests in a wheelchair. A zero-step entrance can be used instead.
Inside the house, remodelers or architects specify industrial-looking, stainless steel bathroom grab bars anymore. Manufacturers now provide a variety of colors from which to choose, so that the grab bars blend into a well designed room décor. The units, used to help people get in and out of a tub or shower, can also serve as towel bars.
Selling custom-fit features or the aging-in-place concept in general takes a subtle approach. It's all about image.
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