As Taylor Morrison works with the team behind the NEXTadventure home, I’ve been talking a lot about the people in 55-plus communities: why they matter, why they are different, and what makes them happy.
This is a unique market segment on which we’ve been working. We started by developing an age-qualified community at Skyestone in Colorado. With each iteration, we’ve gotten better. The homes we are building are smaller, more boutique, and specific to the area.
While there are many amenities on site, we’ve also made sure that these communities are located in areas that are easily accessible to local entertainment, shopping, and natural beauty. We brand these specific developments as “An Inspired Living Experience by Taylor Morrison.”
The NEXTadventure home takes that 55-plus community model and amps it up. We’re excited to work with architect Deryl Patterson on the project. She has taken our Lazio floor plan and innovated it in collaboration with the builder and the interior design team at Lita Dirks & Co. as a home for the savvy and sophisticated buyer.
In each market, before plans are drawn or ground is broken, we conduct deep market research. We host focus groups with homeowners and realtors. We test product designs, marketing campaigns, and amenity packages.
How do we know what this group of people really wants in a new home or community? We asked them. Some of our findings:
● Every 55 and better buyer is not the same.
● We were able to identify five distinct groups of people and develop psychographic profiles for each.
● Social activities need to be more organic and less structured than traditional active adult communities.
● Blending the outdoors and indoors is a metaphor for baby boomer life—no boundaries.
● Organization and space are key to an inspired living experience.
● People in this category are working longer because they enjoy work or need the money. These folks do not consider themselves to be “retired.”
● There is a perception of being much younger than they actually are; themes of strong independence, a desire to try new things, and a priority on feeling connected and sharing common interests were clear.
We’ve taken the sequential sales process and modified it to fit within the customer’s timeline and comfort level, not our own. At Taylor Morrison, we are not in the home building game so much as we're in the relationship development game.
How did our company translate its findings from focus groups, market research, and digital media channels into real-world applications?
● Our welcome centers have larger seating areas, stocked coffee, and snacks set up so our customers can hang out longer and get to know us.
● We focused on open floor plans and flex space. We gave our floor plan lots of windows to bring in as much natural light as possible. We wanted every room to have a view.
● Our 55-plus communities are small, intimate, and boutique rather than large and sprawling.
● We discovered what is missing in current age-restricted communities: a sense of community, opportunities to connect with neighbors, natural greenspaces, room to garden, and dog parks.
● We made “must haves” and “wows” a reality with hiking trails, lap pools, wireless connectivity, game rooms, spa treatments, and community gardens.
Combined, that's the definition of inspired living, and the perfect way to start the NEXTadventure. Join us and discover how this research translates into a home.