The Los Angeles Times (4/6, Wedner) reported that active-adult developments increasingly respond to the idea that "many boomers tease about wanting to move in together with their friends at some point" later in life. The market, which features close-by amenities and architecture that favors the concerns of older residents, tends to be more affordable than some housing and often is "near universities so residents can take courses" or near public transportation. The Times noted that "values in age-restricted communities" often stay more stable, "in part because of the stability of the buyers. The size of the eligible market, by some estimates, is that "more than 40 percent of households will be 55-plus by 2012, and that number will only grow."
I think the key to this article is in one word: stability. The world is looking for stability in every way it can, from it’s leaders, from each other, and yes, even from their designers! Here are some ways to convey confidence:
- Promote your existing projects–people need to see that other people are investing money in their homes, offices, hotels, businesses, and lives
- Create a sense of urgency by offering a deal–finish a project by year-end and get a percentage of fees back
- Reinforce the values that your clients respect in your messaging so that they know they can trust you
- Remind them of the need to get custom orders placed for the holidays–eliminating stress helps create stability
- Offer to create a master plan for their design that can be implemented whenever they are ready, based on their comfort and time frame
- Position yourself as a strategic partner, not just a vendor who needs cash–should they sell property, hold-off on renovations, entertain instead of travel–share your insights, they will listen
We do business with people we trust. Period.