55 Housing - Ovation at Oak...

55+HousingONLINE MAGAZINE

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Feature Stories

Generational Design Strategies A look at the similarities and differences for

design with the two largest demographics in

our nation.

Who Is Your Boomer Consumer?two experts share fascinating trends on the

boomer generation.

Nurture: Don’t Let Your Leads

Age In PlaceFive great tips to keep your leads from

becoming stagnant.

55+ Standing Ovationnot tucked away – a different approach to

integrating amenities and connecting with

community, neighborhood and the

outdoors.

Departments

Hot Productsstylish products for the kitchen and

bathroom.

Sponsored Content: 55+ Home Buyers

Focus on Lifestyle

the lifestyle and financial aspects

home buyers consider when buying a new

home.

Events and UpdatesPlans for 55+ events at the next International

Builders’ show and last month to enter the

Best of 55+ housing Awards.

Our Sponsors

Publication staff

Lynn Basso

Director

[email protected]

Don Berey

Sponsorship &

Account Manager

[email protected]

800-368-5242 x8208

In thIs Issue

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3

10

13

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18

19

Vitalia at Tradition

Port St. Lucie, Fla

AV Homes

Photographer: Harvey Smith

On the Cover

Champions’ Club Clubhouse Magnolia, Del.

McKee Builders

Photographer: John Martinelli & Tony Cedrone

55+HousingONLINE MAGAZINE

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by Lita Dirks, Lita Dirks & Company

today, baby boomers and millennials make up the largestdemographic group in the nation. Over the next decade, these twogroups are expected to dominate the housing market as they prepareto purchase new homes.

You've heard about the differences and the similarities of these twogargantuan buying segments, but have you really looked at any ofthe design specifics and visual opportunities to help sell successfullyto them?

By incorporating sensible design features along with “wow-factor”solutions that pack a punch, you can appeal to both target markets,giving them exactly what they need based on their similarities andthe lifestyle they strive to achieve.

Floor Plan and Design Considerations

Smaller homes with plenty of storage. Millennials don’t generallyhave a lot of money, nor are they interested in accumulating “stuff,”and boomers are looking to downsize. Millennials and boomers alikehighly value experience, travel and creating memories. so, whilesmaller homes appeal to both generations, they are not willing tocompromise space for the special treasures they’ve collected alongthe way.

Focus on great kitchen space. If you’ve ever hosted a party, youknow that everyone eventually gravitates to where the food anddrinks are! Boomers and millennials seek out homes with fantastickitchens optimized for entertaining. Both desire easy maintenanceand efficient use of space because neither wants to spend a lot oftime cleaning with little time left for fun. Make space for wine storage,coffee centers, beverage coolers and, of course, a great center island.

Generational Design strategiesAppealing to both the boomer and millennial generations

Both boomers and millennials desire great kitchens optimized for entertainmentand fun, small but efficient and well appointed spaces – great island, wine storage,easy maintenance.

55+Housing Online Magazine | suMMeR 2018 | 4

Pay attention to the great room. People want a spaceto relax and be themselves. Boomers, who’ve workedhard for years, feel they’ve earned the right to have whatthey want in a home while millennials were raised to feelthey deserve it all!

the millennial buyer doesn’t want what everyone elsehas. they want to do it their way, to express theirindividuality and define the space to fit their personality.the boomer wants seating for family and friends, whilethe millennial may choose to position their workoutequipment or bike near the tV or use alternativemethods of seating. Design your great room to servemany functions.

Outdoor living is a premium. Whether large or small,these spaces can bring an additional $5,000+ to thepurchase price of a home. treat these outdoor areas asan extension of the indoor living spaces. Create acohesive look between interior and exterior spaces withdesign and furnishings to maximize the value of each.Don’t skimp on outdoor living areas – they are sure to beone of your hottest selling points.

Small or large, outdoor living is an important extension of interior living for bothmillennials and boomers – consistent colors, details, and style inside and out.

Great room floorplans – alternative layouts.

GREAT ROOM – BOOMERS GREAT ROOM – MILLENIALS

Flex rooms are a must. Providing flex rooms forboomers and millennials enables the buyer topersonalize their home any way they chose. A flex roomallows dreamers to soar – whether they follow throughwith their dream or not. Boomers appreciate rooms theycan use for hobbies, personal interests, home offices orextra space for guests. Both generations need space thatcan easily change over time. Families grow, personalinterests change, and needs evolve. having this flexspace readily available in your plans is ideal for bothtypes of buyers.

Pets need love too. Pets are surrogate children to theboomer, while millennials see their pets as an extendedmember of their growing family. Both groupsappreciate space for their pets to keep them happy andtheir stuff organized and out of the way. Whether anook under the staircase or a built-in kennel in thelaundry room, designated pet space will pique yourbuyer’s interest by providing a comfortable area fortheir furry family members.

By understanding exactly who your buyer is, you cancreate a vibe that will appeal to your core demographic.Both boomers and millennials appreciate style, aretech savvy and know what’s in and what’s out. Beintentional in your designs but remember that bothgroups are striving for the same goals – to find a homethat fits their current lifestyle and can adjust to the onethey are moving towards.

Flex rooms that can evolve over time with boomers and millennials changing needs.

Pets are part of the family. Incorporate creativeaccommodations for these important furry friends.


Who Is Your Boomer Consumer?

by Steve Burch and Chris Porter

this next year marks an important consumer milestone:In 2019, the very last of the baby boomers will turn 55.this generation, whose impact on society has been well-documented through their childhood and working years,is now redefining the empty nester and retirement years.

We culled some fascinating trends among householdsaged 55+ from our nationwide survey of new homeshoppers. More than 8,700 active adults and retireesshared with us the key items they are looking for in theirnext home and next community, showing just howdifferently—or similarly—they are shopping compared totheir predecessors.

here are the key impacts boomers are having onlocation selection, community selection and issues thatinform their choice of home layouts.

n As the trend of urban-like living in the suburbscontinues to rise, look to the older households tocomprise a notable share of this growth. this isimpacting the older shoppers’ community andlocation preference and is beginning to remake thesuburbs.

n It is no big surprise that Americans are working laterin life. Labor force participation rates for the olderpopulation are at the highest levels in decades. Whilethis situation has a number of societal impacts, it ispushing consideration for age-restrictedcommunities to an older age.

n Due to longevity and delayed child bearing, theboomers are the first real “sandwich generation”simultaneously caring for their adult children andaging parents. this is having a distinct impact on theneed for multi-generational homes.

‘Surban’ Popularity:

Less than 5% of the 55+ population in our survey wantsa truly downtown experience—a place that is reallyurban with lots of action and walkability to everything.

Instead, the majority would like a suburban area with anurban feel: a home in the suburbs, but surrounded byshopping, entertainment and lots of activities.

It’s a concept we call “surban™”— bringing the best ofurban conveniences to a traditionally suburbanenvironment.

In our survey, 55+ consumers responded more positivelyto the surban concept than did the under-55households. the main distinction is, of course, life stage/family status. For younger households with children, thesurban concept is less practical: they need space, biggeryards and more bedrooms.

But we found that 55% of older households preferredthe surban concept – a very similar rate to young singlesand young couples without kids. the surban lifestyle isnot appealing just to particular age groups, but is moredirectly tied to family composition.

this very scenario seems to be playing out in real life.Developers of surban-like communities who thought


they were going to attract a majority of younger buyerswere surprised to see a greater number of older buyersthan they originally expected.

It makes sense: the older buyers have the net worth—driven by the equity in their current home—to purchasethese homes that are likely more expensive (on a per-square-foot basis) than a traditional suburban home,but still less expensive than homes in trulyurban/downtown areas.

As the trend of urban-like living in the suburbs continuesto rise, look to the older households to comprise anotable share of this growth.

Working longer / retiring later

Labor force participation rates for the older populationare at the highest levels in decades. Given longer life

expectancies, many older households are workinglonger because they have a longer retirement to finance.But it is not just about financial necessity: thepopulation at ages once considered retirement-readywants the stay active and engaged.

Among those 55+ households we surveyed, 41% saidthat at least one person was still working full time,including 22% of households in which both spouseswere working full time. the results vary by age,obviously, with a much higher share of households intheir mid-to-late 50s (73%) working than those in their70s (approximately 7-10%).

employment status certainly has an impact on housingchoices. Our survey shows notable di3erences betweenthose active adults who are truly retired and thoseempty-nester consumers who are still working—even for

0%

10%

20%

30%

40%

50%

60%

70%

80%

55-59 60-64 65-69 70-74 75+

Age

New Home Households Working Full-TimeBoth Working Full-Time Only One Working Full-Time

Source: John Burns Real Estate Consulting 2018 Consumer and Product Insights Survey

Among those 55+ households

we surveyed, 41% said that at least

one person was still working full

time, including 22% of households

in which both spouses were

working full time.


the same age cohort. these di3erences may seemobvious, but now they are quantifiable. here are a fewexamples:

Age-restricted communities: For 55+ households withno retirees, moving to an age-restricted (55+) communityappeals to just 20% of shoppers. 55% of that group saysthey would prefer to live in a community with no agerestrictions. however, there are a couple things thatchange the preference for age-qualified communities:

Age itself. Preference for age-restricted communitiesruns at 25% or lower until shoppers reach the age of65+, when the preference jumps to 33%. so asboomers are working longer and retiring later, they’renot thinking about the age-qualified, lifestylecommunities until later.

Actual retirement. similarly, the act of retirementa3ects consideration for age-restricted communities.For households with at least one retiree, the

desirability for age-restricted jumps to 33%, while thepreference for a no-restrictions community drops to42%. Once a couple enters the retirement phase oflife, their options for moving really open up, sincethey no longer have a commute and are no longertethered to a location by their job. And, of course,their time commitments change. Retirement bringsmore free time and lends itself to shoppers wantingto be in a community with others more likethemselves.

taken together, these developments in consideration foran age-restricted community have major implicationsfor developers and builders. the consumer target forthese communities is shi4ing. While 55 used to be the“golden moment” for consideration of a retirementcommunity, that moment has shi4ed by a decade.

Moving distance. A correlate of an age-restrictedlifestyle community is o4en a willingness or desire to

move. especially for retirees in high-tax states, or stateswith less-than-pleasant weather, moving to adestination state with a great age-restricted communitycan be a real attraction. One of the things that age-restricted/lifestyle communities do is provide aready-made social system people can easily plug into.the coordinated activities really fill the new-found free-time for a recent retiree.

so while only 17% of new home shoppers of all agessurveyed told us that they plan to move to a di3erentstate, the number jumps to 29% for 55+ households.thirty-one percent of households with at least oneretiree planned to move out of state, compared to just26% with no retirees.

In sum, the need, interest and willingness among thecurrent wave of boomers to remain in the workforce ishaving a major impact on age-oriented communitiesand moving between states.

Once a couple enter the

retirement phase of life, their

options for moving really open up,

since they no longer have a

commute and are no longer

tethered to a locatin by their job.


Sandwich Generation

Due to longevity of their parents and their own delayedchild-bearing, boomers are the first real sandwichgeneration: a generation with simultaneous child-rearing responsibilities (or just adult children still livingat home) and the responsibility for caring for agingparents. Our survey suggests that 41% of current newhome shoppers think it likely or very likely that anelderly parent (18%), an adult child (13%) or both (10%)will be living with them in their next new home.

In addition, 7% of shoppers 55 years and older have atleast one minor living at home. In fact, for those 55-59years of age, the rate is 14%!

naturally, these changes in household configurationsyield changes in the layout of the house. here are someof the ways today’s shoppers are addressing mu4i-generational needs in their homes:

On the bottom are home configurations that arespecifically aimed at a family with an additional adultliving with them. they are actually separate suites withseparate entrances and cooking facilities. theseconfigurations, while relatively costly, allow for the mostindependent living for an additional adult.

the guest bedroom suite actually serves a dual purpose.If the family is not accommodating an additional adult,these suites allow for gracious entertaining in whichguests have their own suite for sleeping, bathing anddressing. Of course these suites don’t have theadvantage of a separate entrance or a cooking facility,they are a considerably less costly, more e3icientsolution.

As they have from the beginning, boomers are onceagain making significant impacts on the product classesthey come in contact with, and housing is no exception.From a change in what they want in community living, toconsideration for age-restricted communities, to takingcare of elderly parents and adult children o4en at thesame time, this generation is making its mark as theymove further toward and into retirement.

60%

7% 4% 18%

0% 10% 20% 30% 40% 50% 60% 70%

Share of New Home Shoppers Likely to Include Guest Spaces in Their Next Home


A guest bedroom

A guest suite option which includes a

bedroom, small living area, and kitchenette

Inside access

Outside / private

entranceBoth

options

29%

41%

18%

13%10%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Either or Both Elderly Parent Only 18+ Child Only Both

Share of New Home Shoppers Likely to Accommodate an Elderly Parent or Adult Child


Chris Porter is the vice president and chiefdemographer for John Burns Real estate Consulting. heco-authored the book Big shi4s Ahead: DemographicClarity for Businesses, which helps make demographictrends easier to understand, quantify, and anticipate.Chris was instrumental in developing John Burns Realestate Consulting’s housing Demand by Price Point andLifestage model. Reach Chris at (949) 870-1218 [email protected].

Steve Burch is the senior vice president, consulting, forJohn Burns Real estate Consulting. steve has more than25 years of real estate experience, including several keystrategic marketing roles with Pulte/Del Webb, where hedeveloped the company’s consumer segmentationprocess, market positioning and strategy process, andconsumer satisfaction measurement process. Reachsteve at (248) 797-4469 [email protected]

aiely nurtu

A recent Marketingsherpa study reports that only 36% ofmarketers actively nurture their sales leads. If you pay$50 per lead and get 1,000 leads, that means you’rewasting $32,000 a year.

“unfortunately, we see it all the time,” said Kathi scharf,director of property development solutions atImmersion Active. “We generate high volumes of quality

leads for our clients only to find out that, once wedeliver the lead to the sales team, nothing happens.

Maybe someone tries to call the lead one time,but if they don’t get an answer, they move on

and the lead dies.”

Of course, it’s important to recognize thereality that juggling tours, contracts,

sales and other logistics can o4enkeep a sales team more than busy.

But allocating insu3icientresources to nurturing leads canresult in hot prospects aging tothe point of disinterest.

It’s especially important tonurture 55+ home buyer leadswho not only expect a quickresponse to their inquiries,but who also o4en start theirhome search two, three oreven five years before they

are ready to move. Without a lead nurture program inplace to build and strengthen your relationship, the 55+home buyer can not only lose interest but also feelslighted, as if you don’t value them as a prospect.

What Lead Nurture Is and Isn’t

Within the context of this article, lead nurture meansusing delivering appropriate content at the right time tomove a lead through the sales funnel. sure, it’s your salesteam’s job to do that, but today, people expect instantaccess to information, proactive communication frombrands and personalized assistance. A sales team simplycan’t consistently and e3ectively deliver that type ofpersonalized communication to every lead.

Instead, you can leverage automation to handle many ofthese activities. Almost everyone uses some type ofcustomer relationship management tool (CRM), whetherit’s a simple spreadsheet to an advanced tool that trackseverything from a lead to closing and final sale. But fewbuilders and developers leverage these tool’scapabilities to optimally segment and automate leadnurture.

Optimally nurturing a lead doesn’t mean just blastingthe same five emails to every lead, sending out noticeswhen new spec homes become available, or making afew general follow-up calls periodically and hoping forsuccess. nurturing a lead means delivering content and


Don’t Let Your Leads Age In Place

nuRtuRrRreRcReRnRtRMRMaRarRmRmaRarRkReRtReRrRsRRaeteteinengeseheeerepeaeeeeleyeneuereteurer

by Karen Strong, Immersion Active

information at the right time that the prospective buyerwill find valuable and useful depending on where theyare in their buyer journey.

“Lead generation alone doesn't equate to conversion.You need a good marketing automation and a CRM toensure follow up,” said tori ewing of Gilbert & sheppardGroup.

true lead nurture focuses on understanding where eachlead is in the sales funnel, then delivering relevant,valuable content to strengthen your relationship withthat lead and to move them further down the salesfunnel.

Focus on Who, not What

Lead nurture programs are not one-size-fits-all. Just likea sales team modifies its pitch based on the prospect,your lead nurture program needs to be able to segmentleads based on their characteristics:

• What was the lead source?• What ad did they respond to?• What keywords were they interested in?• What information did they request?• Can you determine the lead’s age, income and other

demographics based on these things?

even within the 55+ housing market, your communityhas its own personality. that means your lead nurturewill need to target buyers looking for those attributes. Doyour residents love travel? Golf? hiking? the more yousegment your leads, the more relevant, personal andsuccessful your tactics will be.

Of course, marketing and sales departments o4en don’thave the “human” resources to spend the hoursnecessary to break leads into several, if not dozens, ofsegmented lists, each with its own path. that’s where theuse of a marketing automation tool can become yoursales team’s best friend. “Marketing automation acts as a

bridge between advertising and your goal of a face-to-face meeting. It allows builders to maximize every singlelead, said scott stroud, founder of CumberlandMarketing technology and Builder Buzz Radio.

Create Content That Creates Relationships

As more and more communities use lead generationprograms to spark interest and develop brandawareness, the importance of having an e3ective leadnurturing strategy becomes very clear. Only aminiscule percentage of your inbound leads will beready to make an immediate home purchase.While this buyer may be a sales rep’s fantasy, thereality is most of your inbound leads are muchearlier in the buying cycle, still researching, andon the fence about where they want to live.

We know we want to reach those buyers whoreflect our current residents, but we alsoneed to help prospects imagine themselvesas already part of the community. that o4enmeans providing information that helpseducate a buyer or connect the buyer withnot just the community, but with the localcity or region.

It requires a shi4 in thinking from pushingout content you want buyers to see (like yourlatest spec homes) to providing content thatprospective residents want (like a sample “dayin the life” or information on local taxes). sure,you can still include information about yourfloor plan and community amenities, but askyourself, or your most recent buyers, what wouldhelp you decide to live in your community, thenprovide that information before the lead even asksfor it.

In this way, you strengthen your relationship and aremore likely to become their final choice.

More Doesn’t Always Mean Better

timing is everything: Just as your prospects don’t wantto receive a phone call from the sales representativeevery day, they also don’t want to receive an email ortext message each day. In fact, research has shown thatsocial media users will actually unfollow a real estateagent if that agent posts too frequently.

the cadence of your nurture plan must be appropriateto the segment and their places in the buyer journey. Forexample, you don’t want to send a lead who has justscheduled a discovery tour an email asking them toschedule a discovery tour. the frequency should alsomirror the lead’s level of interest. Your timing can bemore aggressive for those individuals who have beenhighly engaged versus a more long-term plan for thosethat are just making a casual inquiry.

Always Optimize

It isn’t enough to just put an automated lead nurtureprogram in place. You also need to continue to test andoptimize that program based on what’s working, whatisn’t, and what your competitors are doing.

strategizing and implementing lead nurturingcampaigns won’t do you much good if you don’t trackyour success (or failure). What are your specific goals ofthe campaign? Obviously, you want to sell more homes,but when a 55+ home buyer could be two-plus yearsfrom purchasing, what other metrics can you use tomeasure the success of your nurturing e3orts? Considersome of these:

• Include videos in your emails and monitor how manyviews.

• Include downloadable PDFs and measuredownloads.

• encourage readers to register for an event andmeasure both sign-ups and attendance(implementing an automatic re-engagement nurtureseries for no-shows is a great tool).

• nurture leads to tours and again monitor sign-upsand attendance.

• Create a VIP list for grand openings and monitorsubscribers engagement.

Keep track of and adjust your lead nurturing strategyaccording to your data to know what’s working andwhat’s not. Your leads are real people, and the onlyconsistency when working in the real world is change.Optimization is an ongoing responsibility.

Ready, Set, Nurture!

You can’t a3ord not to nurture your leads. Aside from thewasted $32,000 spent on leads that aren’t followed upon, research conducted by Forrester reveals thatmarketing teams see an average 20% increase in salesopportunities from nurtured vs. non-nurtured leads. theresearch also indicates that companies that prioritizelead nurturing generate 50% more sales at a 33% lowercost.

More importantly, chances are pretty good that yourcompetitors also aren’t nurturing leads well.Implementing a strong automated program can give youa sound competitive advantage while freeing up yoursales team to focus on what they’re really good at —selling.

Karen Strong is a digital solutions strategist for property development at ImmersionActive. As a marketing professional with over 15 years’ experience, Karen ispassionate about the opportunity to connect builders and communities withinnovative digital solutions. Connect with her on LinkedIn

We’re More Than Homes,We’re a Community

The NAHB 55+ Housing Industry Council is a communi-

ty of industry professionals who build and support the

strongest growth segment of the housing market today,

and through the next decade through exceptional

products and services.

We provide access to resources and opportunities that

help members collaborate with other 55+ professionals

to make deals and valuable business connections, as well

as address industry issues.

Learn more and join our community at

nahb.org/why55plus

Overture Virginia Beach

Virginia Beach, VA

Photographer: Helen Kozak Photography

As commute times continue to inch up in seattle, qualityof life begins to be measured by a reduction ofwindshield time, a non-negotiable for this buyer. I-5keeps the cities of Lacey and Olympia nearby, creatingan essential connection with their community.

neighborhood integration pairs with outdoorassimilation through the design of scenic winding paths,interpretive trails, bird-watching platforms and twoclubhouses, each with its own personality andperspective. Instead of tucking away the neighborhoodtrail, it’s integrated within the community, fulfilling ameaningful purpose.

“We found that our target audience is interested inconnection on a variety of levels. And while they lovetrails for their implied health benefits, the added bonusis that they absolutely look forward to meeting newpeople as part of the trail experience,” said Brandonscheibner, Polygon’s division president.

With just over 800 homes planned for the community,one large clubhouse could easily have accommodatedthe needs of Oak tree: that’s a usual standard for manyactive adult neighborhoods across the country. so whydid Polygon elect to design, build and furnish two?

“the conversation began within the context of askingourselves how we can fully engage our customer. Bybuilding two clubhouses, we were able to o3er amultitude of places for socializing, and that in itselfstarted to drive robust discussions,” said Lisa Ross,

When William Lyon homes launched its 55+ lifestylebrand Ovation in 2017, three of the four locations were inthe most well-known areas in the west: Phoenix,southern California and Las Vegas. But it was their fourthlocation, far from the sunshine of the southwest, that is aunique study in 55+ living. In the shadow of 14,000-footMount Rainier, with five freshwater lakes and more than1,200 acres of public parkland, nestles Lacey,Washington, where you’ll find Ovation at Oak tree.

For landowners and developers exploring how 55+consumers live di3erently today, Ovation at Oak tree’sstory deserves a read. the design team at Polygonnorthwest realized its market was prime for a di3erenttake on amenities, and set out to address the mostimportant consumer requests: integration andconnection with their community, neighborhood, and

amazing outdoor environment.

Integration began with the location: Oaktree has easy access to Interstate 5,

an important site attribute, giventhis buyer’s tendency to delay

retirement. With over 70% ofresidents working, the idea

of a 55+ community locatedo3 the beaten path isn’tsomething today’s 50-something buyer islooking for.


55+ standing Ovation

Overture Virginia Beach

Virginia Beach, VAVAAV

Photograraar pher:r:r Helen KoKooK zak Photograraar phyhyyh

Polygon Northwest, a

division of William Lyon

Homes, introduced its first

55+ lifestyle community to

one of the country’s

hottest markets to deliver

on a future promise.

by Dawn Duhamel, Possibilities for Design

Photographer: Steve Hinds Photography Inc.


so4, approachable way. “It needed to be friendly andwelcoming, like the way you feel when you walk in yourbest buddy’s front door,” said Richard Rawlings ofPolygon who, together with Johnston, drove the exteriordesign. “It was important to design the smallerclubhouse in a way that felt substantial architecturally,yet not overt.”

this 4,600-square-foot structure is actually two separatebuildings bisected by a single entry. An aerial viewreveals a design akin to a bird with its wings spread,which is exactly what Polygon hopes their buyers do—spread their wings and enjoy their surroundings. Onebuilding includes a kitchen, bar and gathering space,while the second is dedicated to fitness, with exercisemachines, a room for classes and a sauna. “We packed alot in a small area,” said Rawlings, “and our consumerknows it. that’s exactly what they want.”

Possibilities for Design president and founder DorisPearlman says years of active adult clubhouse designexperience prove that the design of multiple seating andsocializing areas are critical to creating the rightatmosphere. “It’s important to this consumer that theyhave flexibility in their community clubhouse,” she said.“they are engaged in their world, and they find ways tobe involved.

this could mean a weekly meeting, a pop-up event or achance encounter, and they want flexible spaces for

each of those interactions. We’ve learned over theyears that this audience responds well to

intimate areas when interior volume soars.the architecture and design of the Pavilion

create a launching area for new interestsand friendships,” Pearlman said.

Response to Ovation at Oak tree hasbeen tremendous. since opening in late2017, Polygon has sold over 55 homes insix months, with the Pavilion clubhouseset to open July 21. Future home

Polygon’s marketing manager. “By starting the smallerclubhouse first, we were able to quickly deliver anamenity, which is something that many communitiescan talk about, but typically cannot execute until muchlater in the development life cycle.”

Beyond simply having a clubhouse built immediately,residents at Oak tree will experience the benefit ofnational experts in architecture and interior design.Johnston Architects is the architect for both clubhouses,and Possibilities for Design is its interior design firm.Both companies have many years of experience in theseattle market.

together, Polygon, Johnston Architects and Possibilitiesfor Design created an interior for the Pavilion, the first,smaller clubhouse that captures one of Polygon’s criticalvisions: Bring the outside in, no matter what.

the massing of the first clubhouse nestles easily into thesurrounding homes and landscape, and many of theinterior spaces have more windows than walls. thiscreates a gathering area that soars with drama but in a

owners have six one-level floor plans to choose from,each with unique layouts to accommodate theirlifestyles. With at least one covered outdoor living spaceand in many cases two, home owners can enjoy theoutdoors even if they find themselves in a light drizzle.

As more and more Washingtonians discover Ovation atOak tree, they are making the move from all aroundWestern Washington, not just nearby ZIP codes. nearly60% of buyers come from counties to the north, home tomajor employers like Boeing, Microso4, Amazon andstarbucks. these home buyers are taking advantage ofthe unique opportunity to live close to the amenities theregion o3ers, while also finding peace and tranquilityoutside of the bustle.

In the Villages, Polygon’s next amenity buildings, plansare to expand upon the groundwork laid in the Pavilionwith a completely new approach to the singular largeclubhouse concept by bringing together a series ofbuildings that, while linked through a variety of coveredconnections, appear to be organized as described—avillage.

An additional exercise facility will include moreequipment as well as a swimming pool, while otherbuildings will feature areas for large and small-scaleentertainment – a ballroom, a parking area for foodtrucks and a farmer’s market, smaller living room andgame rooms. Additionally, the Villages will have anabundance of outdoor spaces opening directly to theOak tree Preserve, where Polygon has retained 40 acresof oak trees that were part of the original property. A firepit, bocce ball court, two play courts and coveredentertainment spaces will ensure these active adults canlead the life they demand.

Polygon northwest has listened to its clients and createda unique community concept that integrates residents,facilitates interaction, and delivers on the future promiseof an active adult community: A standing “Ovation” welldeserved.

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Hot Products


Hot Products

Handrails That are Simple and Attractive Installing handrails is a simple way for residents to feel more securein their own home, and Promenaid turns that need into an easyreality. the railings are available in black, silver bronze, red oak andblack walnut, with a choice of three bracket colors; matte nickel,antique brass and satin black. Promenaid has a unique articulatingjoint that lets the rail adjust to slopes and corners as needed. Itssliding wall bracket makes it simple to install wherever it’s neededthroughout the home. Able to support up to 500 pounds, thesehandrails will steady home owners and guests, and even stand upto grandkids who enjoy hanging on them.

55+Housing Online Magazine | suMMeR 2018 | 1655+Housing Online Magazine | suMMeR 2018 | 16

homes are amenities, hOA fees and aging in place.therefore, they should be integral parts of acommunity’s marketing.

Amenities

With people living longer than ever, buyers are lookingfor amenities that contribute to their health andwellness. the top three requested amenities areswimming pools (by 77% of respondents), fitnesscenters (76%), and walking/biking trails (71%). As for themore traditional amenities, they remain important,including clubhouses (60%), golf courses (38%), andtennis/pickleball courts (32%).

HOA Fees

More than 85% of respondents ranked hOA price andcontrol over hOA pricing important factors in theirpurchasing decision. While dependent on what isincluded, most respondents are willing to pay monthlyhOA fees in a range of $100 to $250.

Aging in Place

Boomers want to maximize their independence whilemaintaining the ability to adapt to changes in lifestylepreferences, health conditions and financial position.sixty-four percent of survey respondents are looking for55+/active adult/retirement communities as opposed tonon-age-targeted communities. More than 88% ofrespondents cite proximity to healthcare, shopping,dining and recreation as important, with healthcare atthe top. therefore, location must be heavily weightedwhen planning age-targeted lifestyle communities.

By Julie Morgan, Digital Content Strategist, PCR

Glossy advertising brochures and other print marketingmaterials have been replaced by digital marketingcampaigns that make it easier and more reliable to trackresults. Digital campaign tracking is providing newinsight into the changing wish lists of 55+ home buyers.

While cost, square footage and interior design areimportant factors for master-planned communities,what really sells buyers is lifestyle. Buyers begin theirinternet research with keywords targeting the lifestylethey want: 55+ communities, golf communities,mountain communities, among other types. Whilebuilders create homes and amenities for an agingpopulation, it is up to marketers to present thecommunity’s lifestyle with captivating storytellingthrough websites, email newsletters and social media.

e3ective storytelling evokes emotions that enablebuyers to envision what life will be like in a newcommunity. And as home buyer shopping patterns shi4,marketing materials must adapt. It’s still true that leisureand recreation are important to baby-boom buyers andmarketing materials should reflect that. however, thestereotypical bridge, shu3leboard and lawn bowlinghave largely been replaced with more active pursuitssuch as pickleball, yoga, walking and biking trails.

In PCR’s annual survey of home buyers, respondentsprovided new data concerning the lifestyle and financialaspects they consider when purchasing a home in amaster-planned community. high on the list forconsumers searching for primary retirement and second

About PCR

Founded in 1996, PCR is the trusted online resource forreal estate shoppers interested in amenity-rich, master-planned lifestyle communities. Communities profiledo3er a variety of amenities including golf, fitness,boating, tennis/pickleball, and equestrian facilities, withproperty listed from less than $100,000 to over $10million.

| S P O N S O R E D C O N T E N T |

55+ home Buyers Focus on Lifestyle

Events&Updates

Learn a Lot!

this is the prime venue for educational opportunities specific to55+ builders, architects and designers. the 55+ housing IndustryCouncil members and sta3 are pulling together two amazingcollections of educational programming. One is a series of in-depth sessions set in large classrooms, and the other is set in the

55+ Central headquarters, where presenters are up close andpersonal, the sessions are a bit shorter and there are

opportunities to interact with presenters oncethe sessions end. A full registration gives you

access to all of those programs.

Most members make the Centralheadquarters their own base ofoperations for the show. there arecomfortable chairs, interestingconversations, and end-of-dayreceptions to relax and network withtheir peers and council sponsors. And

the membership subcommittee willhave a visible presence in the Central,

where they’ll answer questions about thecouncil and help interested visitors

join!

Take a Tour!

the bus tour to new local 55+communities near Orlando waswildly successful. Participantssaw two terrific communities –

K. hovnanian’s Four seasons atOrlando and twin Lakes – Jones

homes usA. the group toured model homes and talked withrepresentatives from the developers and sales managers. nAhBsta3 is working with member companies and will soon select the2019 tour venues in Las Vegas. stay tuned!

Honoring Excellence in 55+ Housing

there’s still time to enter your best work into the awards

competition – don’t miss your chance to honor the people,

companies, projects and programs that have contributed to

innovative marketing, industry-leading design and construction

and community lifestyle features that appeal to all life stages.

entries must be submitted by Aug. 24. Remember: 55+ housing

Industry Council Members get serious discounts on entry fees.

Enter now!

nothing says success like winning an award for your projects andprograms. You can see the year’s best examples of 55+ housing,marketing and lifestyle programming at the 2019 Best of 55+housing Awards gala awards ceremony. the event, with open barand heavy hors d’oeuvres, will take place from 5-7 p.m. ontuesday, Feb. 19.

Ticket sales open Sept. 4 on BuildersShow.com.

Registration for the NAHB International Builders’ Show in Las Vegas opens Sept. 4

JANUARY

Doug McSpadden, McSpaddenDevelopment Corp.

Ron Becker, R E Becker Bldrs Inc.Jack Kousma, Kousma InsulationJoann McInnis, Carlyn & CompanyPaul Scarmazzi, Scarmazzi HomesJennifer Landers, Newland Real

Estate GroupMaricita Hughes, Isakson Living,

Inc.Don Overton, The Overton FirmSteve Waldron, Retrogreen IncAndrea Patton, Vintage Estate

HomesKen Witte, Certainty Home LoansBrian Thomas, Isakson Living, Inc.Lesley McCarthy, Builders DesignHolly MacGregor, BKC Kitchen

and BathKathi Scharf, Immersion ActiveBlake Plumley, Didier GroupTorrey Spilman, Bonvie HomesTodd Welch, Windsong PropertiesStephen Wasserman, Homestead

Cottage Communities, LLCBrittany Schoede, Colorado

Homes Lifestyle Magazine

FEBRUARY

Larry Hanes, UniversalConstruction Co. of GA

Stan Zuercher, Zurich HomesChris Poston, Traton HomesSteven Katz, The Katz

OrganizationFreda Hamlett, Keller Williams

RealtyPhillip Gibson, Gibson Realty, LLCLiz Reuth, Builder Marketing Edge

MARCH

Donna Mathis, Haven DesignWorks

J. Hiott, Tyler Chandler Homes,LLC

Lauren Browne, LarsenDevelopment Company

Lisa Giles, Haven Design WorksAmy Kessler, Jim Chapman

Homes, LLCRandy Prange, TrustbridgeStella Carter, Studio 5 Interiors,

Inc.Cathy Powers, Engel & Volkers

North AtlantaClaude Marshall, Southeast

Mortgage

APRIL

Jim Yoder, Steadfast Senior LivingSteven Katz, The Katz

OrganizationSteven Moore, Freedom ShelfTim Morris, Williamsburg Homes

MAY

John Stone, JW Stone Group, Inc.Michael Grant, Modern Rustic

Homes ConstructionThomas Ackermann, Thomas J.

Ackermann CompanyRobin Campbell, Accessible Home

SolutionKerry Mulcrone, Kerry & Co.

JUNE

Kimberly Timmons-Beutner,

Kimberly Timmons InteriorsScott Powers, Option Signs &

Environmental GraphicsJudy Byrne, Judy Byrne Avery

Hess RealtorsMike Gray, Commonwealth

Partnership GroupRL Johnson, Right at Home

TechnologiesMaureen Ladley, Ladley &

AssociatesJackie Mayo, Knox Housing

PartnershipMeredith Oliver, Meredith

CommunicationsJames Rorison, Caldwell

Companies

Welcome New 55+ HousingCouncil MembersBe sure to take advantage of all that nAhB 55+ housing IndustryCouncil o3ers.

SEPT



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