When retirees are considering a move into a 55+ community, they’re often looking for specific attributes and amenities as they consider their next move. Creating Results surveyed adults ages 55+ to better understand how mature consumers research and shop for 55+ active adult communities. The survey respondents had a household income of $75,000 or more with a net worth of at least $250,000 and had considered or engaged with a 55+ or senior living community within the past 3 years or are currently living at a 55+ or senior living community.
Of our respondents, those ages 55–69 expressed specific desires and needs they seek:
1. Safety and Security
First and foremost, mature consumers want to feel safe and secure in their new home. This isn’t just about locking doors at night; it’s about an entire community that prioritizes their well-being. Gated entrances, security patrols and well-lit common areas can provide the peace of mind today’s consumers are looking for.
2. Affordability
While retirees are also dreaming of luxury amenities, affordability remains a key concern. They’ve worked hard and feel that now’s the time to enjoy the fruits of their labor — without breaking the bank. Affordable communities that offer high value for their cost can sway today’s buyers.
3. Stay connected: Quality Wi-Fi
In this digital age, who says Wi-Fi is only a concern for the younger crowd? Whether they’re connecting with family over a video call, streaming a movie or simply staying updated with current events, reliable Wi-Fi is a must.
4. Proximity to conveniences
Even though mature consumers may not be commuting to work daily (although some are!), that doesn’t mean they don’t care about their location. Proximity to grocery stores, medical facilities and other essential services can make life in a 55+ community even sweeter.
5. The power of good online reviews
Today’s mature consumers are savvy — they value the experiences of those who’ve walked the path before them. In addition to physical attributes about the community, consumers identified online reviews as a key factor in their decision-making process. Communities with stellar online reviews not only show that they cater to their residents’ needs, but also that they’re consistent in offering quality construction.
Potential deal-breakers
Of course, some details might turn buyers away. HOA rules and restrictions can feel limiting. And if buyers can’t have their furry friends by their sides? That’s a significant drawback for many. Additionally, while a 55+ community has its charm, the appeal of living among all age groups is undeniable. Especially for female prospects, if the budget seems too steep or the pet rules are too strict, a community might be crossed off the list.