The active adult sector is relatively new in the seniors housing industry. The future of active adult housing was once uncertain, but today, many executive leaders are seeing it through a new lens of immense potential.
Unlike its senior living competitors, Independent Living and Assistant Living, Active Adult communities don’t include in-home care services and provide a true sense of freedom for adults 55 and up. These communities are ideal for older adults who are ready to downsize and don’t want to deal with maintenance costs. However, their social lives are important to them, and they want to be able to have access to plenty to do and people to meet.
Property leaders are beginning to view Active Adult living as a cost-savings opportunity for residents and considering co-locating different types of senior living buildings. Residents would then have the opportunity to stay in active adult living until they need more assistance, then directly move into assisted living when the time comes.
Other seniors housing executives are taking a different approach and considering merging active adult living alongside other multifamily units.
It’s already started happening, but we predict the majority of active adult living communities in the not-so-distant future will be mixed-use developments. This will include retail, restaurants, grocery stores, and other services. This way, residents can truly “have it all” in one centralized place. Older adults want the convenience of having everything at their fingertips or at least in walking distance. Property leaders, if strategized correctly, can use this fact to their advantage and offer residents discounts to these on-site businesses.
At the end of the day, it’s about knowing your audience. Seniors housing executives with a marketing-first mindset will be sure to succeed in the “new” Active Adult space.
When you’re ready to bring a marketing-minded leader onto your team, let’s talk.