The active adult housing market is one of the most discussed segments in residential construction, yet it remains one of the most misunderstood. Builders who treat all buyers over 55 as a single demographic risk missing the mark entirely. The reality is that today’s active adult market spans two distinct generations — the Eisenhower generation and the Baby Boomer generation — each with its own values, financial situation, and vision for how they want to live. Understanding these differences is essential for any builder looking to succeed in this growing segment.
As explored in our earlier article on designing active adult communities, targeted community planning that responds to specific buyer preferences produces better outcomes than one-size-fits-all approaches. This article examines the generational divide in the active adult market and provides practical guidance for builders who want to design homes and communities that appeal to both groups.
The Generational Split: Eisenhower Versus Baby Boomer
The active adult market is not a monolith. The Eisenhower generation (born roughly between the early 1920s and mid-1940s) and the Baby Boomer generation (born between 1946 and 1964) approach retirement and housing decisions from fundamentally different perspectives. Builders who recognize these differences can create more targeted and successful projects.
Who Are the Eisenhower Generation Buyers?
This older cohort grew up during the Great Depression and World War II. They tend to be more frugal, value stability, and view retirement as a distinct life stage. When they think about active adult living, they envision resort-style communities with golf courses, card rooms, large clubhouses, and warm-weather Sunbelt destinations. They are more willing to relocate significant distances and are comfortable with the traditional retirement community model.
Who Are the Baby Boomer Buyers?
Baby Boomers are a different breed. They have lived well but saved less, which means many will continue working past traditional retirement age. They do not see retirement as an endpoint but as a lifestyle choice. They want communities that keep them connected to urban centers, universities, and family. Walking trails have overtaken golf as the top-rated amenity among this group. They prefer smaller, more intimate communities that reflect their individuality rather than large-scale retirement developments.
Key Demographic Differences at a Glance
| Characteristic | Eisenhower Generation | Baby Boomer Generation |
|---|---|---|
| Birth years | 1922-1945 | 1946-1964 |
| View of retirement | Distinct life stage | Lifestyle choice |
| Top community amenity | Golf courses, card rooms | Walking trails, fitness centers |
| Preferred location | Sunbelt destination communities | Near family, urban centers, universities |
| Community size preference | Large, resort-style | Smaller, intimate |
| Willingness to relocate | High | Moderate to low |
| Financial profile | Better savers, pension income | Wealthier but less saved, working longer |
| Attitude toward universal design | Open to visible accessibility features | Prefers hidden or prefitted options |
This generational divide has deep implications for how builders approach everything from site selection to floor plan design. For a deeper look at how generational shifts affect home design strategy, see our guide on building homes for every generation.
Community Design: Rethinking Amenities and Location
The shift in amenity preferences is one of the most tangible differences between the two generations. Builders planning active adult communities need to rethink their amenity packages and location strategies.
Moving Beyond the Golf Course Model
Many new active adult communities are being built without golf courses. The United States is overbuilt in golf, and younger active adults prefer walking trails with a mix of soft and hard surfaces, fitness centers with yoga studios, and access to parks within the community. Smaller builders can still capture the golf-oriented buyer by locating near existing courses and negotiating discount memberships rather than building and maintaining their own facilities.
Location Preferences Are Changing
Baby Boomers want to stay close to their existing social networks, family, and professional resources. This has fueled the rise of intergenerational communities that mix age groups and include working people alongside retirees. Location near urban centers, universities, and recreational amenities such as ski resorts or coastlines is increasingly important. For builders considering gated community options for this demographic, our article on designing gated townhouse communities for the empty nester market offers practical insights.
Preferred Community Amenities
Active adults gravitate toward communities that offer the following:
- Close proximity to an urban center with dining, culture, and healthcare
- Access to a university for continuing education and cultural programs
- Nearby golf courses, ski resorts, or other recreational amenities
- Parks and walking trails within the community
- Exterior maintenance included in homeowner fees
- Fitness centers with a variety of exercise options
These preferences underscore a broader trend: active adults are not fleeing to isolated retirement compounds. They want vibrant, connected communities where they can maintain an active lifestyle. Our case study on designing luxury townhouse communities for empty nesters demonstrates how thoughtful location and amenity planning can attract this discerning buyer group.
Home Features That Win the Active Adult Buyer
While housing is often secondary to lifestyle in the active adult buying decision, the home itself must deliver on specific expectations. The key is providing the right features without making buyers feel like they are purchasing a medicalized or age-restricted product.
Ten Must-Have Home Features
Builders who want to appeal to active adult buyers should prioritize these home features:
- Low-maintenance exteriors — Siding, trim, and roofing materials that require minimal upkeep are non-negotiable for buyers who plan to travel or downsize their maintenance responsibilities.
- Big kitchens — Even in smaller homes, the kitchen must be generous in size and functionality. Boomers love to cook and entertain.
- Outdoor living spaces — Courtyards, covered patios, and outdoor kitchens extend the living area and provide connection to nature.
- Fewer, larger rooms — Within the same square footage as their previous home, active adults prefer fewer but more spacious rooms rather than many small ones.
- Flex spaces — Rooms that convert easily, such as a den that can serve as a formal dining room or home office, offer the versatility these buyers want.
- Main-floor living — A first-floor master suite remains a top priority, whether mandated by zoning or driven by buyer preference.
- Private sanctuary areas — Sunrooms, screened porches, and quiet retreats provide space for relaxation away from shared living areas.
- Generous storage — Kitchen cabinets with rollout trays, built-in bookcases, and organized storage for electronics and belongings are highly valued.
- Separate tub and shower — The master bathroom should offer both a soaking tub and a walk-in shower.
- Prefitted accessibility — Bathtubs and showers should be pre-fitted for grab bars, but these should be marketed as optional upgrades rather than age-related necessities.
The Two-Story Opportunity
One innovative approach gaining traction is the two-story home with an elevator. Builders report that constructing a two-story home versus a single-story home with the same square footage saves enough in hard construction costs to install the elevator. The elevator can then be marketed as a luxury feature rather than an accessibility aid, making the home more attractive to active adults who want the space of a two-story design without the stairs.
Marketing and Sales: Pulling Buyers Into a Better Life
The biggest competitor for any active adult community is the buyer’s existing home. Moving is an overwhelming task, and builders must give buyers a compelling reason to make the change. The sales approach needs to shift from pushing a product to pulling buyers toward a better lifestyle.
What NOT to Do
Industry experts offer clear guidance on what to avoid when marketing to active adults:
- Do not emphasize wheelchair accessibility or medical features in your marketing materials
- Do not use language that implies aging or dependency
- Do not assume all active adults are wealthy or fully retired
- Do not market the same way to a 68-year-old Boomer as you would to an 82-year-old Eisenhower buyer
Effective Marketing Strategies
- Showcase lifestyle imagery that emphasizes activity, connection, and independence
- Highlight proximity to family, healthcare, dining, and cultural attractions
- Offer continuing education partnerships with local universities
- Feature low-maintenance living as freedom, not a limitation
- Use language that positions the community as a lifestyle choice rather than a retirement decision
The Intergenerational Advantage
Major national builders are increasingly focusing on intergenerational communities that mix age groups and include working people alongside retirees. These communities appeal to Baby Boomers who do not want to segregate themselves into age-restricted enclaves. They also address the reality that many Boomers may have an aging parent or a young grandchild living with them, requiring a community that accommodates a range of ages and household structures.
The active adult market represents a tremendous opportunity for builders who take the time to understand the distinct preferences of the Eisenhower and Baby Boomer generations. By designing communities with targeted amenities, homes with the right features, and marketing strategies that speak to each group’s values, builders can capture this growing segment and deliver homes that truly meet the needs of today’s active adults.