Increasingly, the desire for lifestyle communities is not age dependent. Buyers, particularly Gen X, are seeking experience-driven living with resort-style amenities.
In response to this shift, PulteGroup—No. 3 on the 2024 Builder 100—introduced Del Webb Explore, an extension of its 55-plus resort lifestyle brand, Del Webb. This new brand targets buyers of any generation, offering the same amenities and attractions as previous Del Webb communities but without the age restriction.
“Today’s buyers, particularly Gen X, are redefining what they want in a community. They’re seeking high-quality, experience-driven living, and many want the Del Webb lifestyle at an even earlier age,” PulteGroup chief marketing officer Manish Shrivastava tells BUILDER. “We saw an opportunity to evolve the brand to meet those expectations, and with the success and reputation of Del Webb, Del Webb Explore was a natural next step.”
Del Webb Explore communities capture the essence of Del Webb’s resort experience—with clubhouses, high-end fitness centers, zero-entry pools, pickleball courts, and walking trails—without the 55-plus age restriction. The first communities under the new brand are planned for southern California and Tampa, Florida.
“Our market research revealed that 40% of potential Del Webb buyers wanted the signature amenities and social engagement [of Del Webb] but preferred a community open to all ages,” Shrivastava says. “Del Webb explore allows us to meet that demand while extending the cache of the Del Webb brand in a fresh, innovative way.”
The Gen X generation, now between 45 and 60 years old, represents a sizable portion of the housing market, with approximately 63 million people nationwide. Many have built equity and are drawn to resort-style living, but also value living around people of varying ages, according to research conducted by PulteGroup.
“They’re at a stage where they value experiences, connection, convenience, and flexibility, and Del Webb Explore delivers on those priorities,” Shrivastava says. “Whether it’s accommodating older children, having grandkids visit, or simply enjoying a social environment with people of all ages, Del Webb Explore delivers on these needs with luxury amenities and a resort-style experience without restrictions.”
In addition to the resort-style amenities, homes in Del Webb Explore communities feature open-concept floor plans, high-end finishes, and flexible spaces to support entertaining and multigenerational living. Plans include expansive living areas, designer kitchens, smart storage solutions, spa-like bathrooms, zero-entry showers, and widened hallways.
The first Del Webb Explore community is the Palm Desert, California; when completed, it will have 332 units. Del Webb Explore North River Ranch in Florida will be part of the North River Ranch master-planned development between Tampa and Sarasota.
“The Del Webb brand has a long and successful history in both markets and the two areas have demonstrated demand for active, resort-style living,” Shrivastava says. “Palm Desert is at the heart of the Coachella Valley, offering access to world-class golf, dining, and entertainment, making it an ideal location. Tampa is experiencing rapid growth, with a demographic that aligns well with the Del Webb Explore buyer who is active, social, and looking for high-end living.”
PulteGroup has plans for a national rollout of the Del Webb Explore brand. Shrivastava notes that while the brand won’t have communities in every Pulte market right away, the builder is evaluating where demand is strongest for the initial expansion.
