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Homebuilders Target Active Baby Boomers

Robert M. Siegel

As the post-war babies of the 1940s, ’50s, and ’60s move past middle age and into their golden years, marketing to Baby Boomers is becoming a booming business.

Boomers are reaching senior status with more excess income than previous generations, and the business world is beginning to recognize seniors as a viable demographic for focused marketing and increased profits.

In order to cater to the 46 million baby boomers currently living in the U.S., major homebuilders are increasingly pushing South Florida projects aimed at Baby Boomers who seek retirement communities offering a more active lifestyle.

Adult Developments with Larger Homes and More Amenities

Builders like GL Homes, Ansca Homes and K. Hovnanian are constructing or planning adult developments with larger homes and more amenities than existing communities, the Sun-Sentinel reported. Communities like GL’s Valencia Reserve in Boynton Beach have single-family residences ranging in price from $400,000 to $700,000. Amenities include large clubhouses with game rooms, gyms and restaurants, and various athletic facilities like tennis, handball and bocce courts.

Ansca is currently selling single-family homes for active seniors at Villagio Reserve in Delray Beach. Also in Delray, K. Hovnanian sold out a 55-and-over community called Four Seasons at Delray Beach.

Palm Beach County’s 55-and-over population is forecasted to rise 43 percent to about 658,000 between 2012 and 2040. Broward County is expected to have a 44 percent increase to 692,000 55-and-over residents during the same span.

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