Homebuilders face buyer hesitancy across the board. From high mortgage rates and rising insurance costs to economic volatility and political distractions — the temptation is to hold back. But the reality is that the 55+ buyer remains the single most powerful opportunity in homebuilding today. The question is not if they will move—but who will earn their trust when they do.

I recently sat down with digital strategist Phil Case to unpack what builders need to know, do, and change to connect with the wealthiest, most discretionary consumer class on the planet: today’s Boomer.

Here are the key insights every builder should be putting into action now.

1. Understand the Power of the Demographic

More than 11,000 Americans turn 65 every day. By 2033, the 55+ population will grow from 114 million to 134 million. And unlike younger cohorts, Boomers are sitting on an unprecedented $110 trillion in wealth—most of it in home equity.

This isn’t a niche market. This is the market.

Yet many builders still treat 55+ buyers as an afterthought—or worse, assume they don’t want to move. That’s not just outdated; it’s flat wrong.

An AARP study late last year showed a 400-basis-point increase in Boomers who now say they want to live in an active adult community. The stigma around downsizing is fading. The desire for a more vibrant, wellness-focused lifestyle is rising.

But it’s on us to give them something worth moving for.

2. Sell the Lifestyle, Not Just the Home

Boomers aren’t buying square footage—they’re buying freedom. They're buying friendship, wellness, simplicity, joy, and purpose.

Phil and I talked about the importance of leading with experience. That means marketing the community as a hub of connection and activity. Builders should be showcasing:

• Real residents and testimonials
• Gathering spaces and events
• Lifestyle calendars with interest groups, fitness classes, and social happenings
• Small, smart amenities (fire pits, trails, wine tastings, pet-friendly areas)

And remember: everything’s more fun with friends. Your best sales tools might be the homeowners already living in the community.

Activate your Resident Ambassadors to be your lifestyle evangelists. Invite prospects to events. Let them see—and feel—what life could be like.

3. Redefine Wellness as a Design Principle

Wellness isn’t just about a gym anymore. It’s about how a home and neighborhood support better daily living.

We must build communities that make it easy to be well:

• Walkable streets and trail-connected neighborhoods
• Universal design: zero-step entries, wide doorways, accessible kitchens and baths
• Smart, bright, expertly designed fitness centers
• Homes that feel modern, efficient, and personalized

Home design is now at the top of the list for why Boomers move. And yet too many communities treat design as an afterthought.

Boomers are downsizing in square footage, but not in taste. They want quality, functionality, and beauty. Think "jewel box living": right-sized but richly appointed.

4. Unlock Equity with Empathy and Tools

Here’s the truth: most 55+ buyers don’t buy a new home until they sell their old one.

And that’s where the resistance lies. Moving is emotional. Downsizing is overwhelming. They’re not just selling a house—they’re letting go of 30+ years of memories.

We need to anticipate those fears and solve them.

That means:

• Offering seminars with trusted local realtors
• Partnering with downsizing services like WellRive
• Providing staging and prep support
• Hosting happy hours that blend practical guidance with social proof

Boomers have equity. They have discretion. But they need confidence and clarity to act. Builders who become trusted resources win.

5. Fix the Land Plan, or Maximize What You’ve Got

One of the biggest missed opportunities I see? Poor land plans.

In this market, your lot strategy is a revenue strategy. Boomers will pay for premium lots. They’ll pay for water views, for greenbelt buffers, for proximity to the clubhouse.

But if your community doesn’t offer that variety? You’ve limited your value.

Thoughtful land planning is not about size. It’s about intentionality. Even in 100- to 300-unit communities, you can create premium lot types, innovative open space strategies, and layered amenity experiences.

And when the land plan is right, the sales team gets a whole new set of stories to tell.

6. Train for a Different Kind of Customer

Selling to a 55+ buyer is not like selling to a Millennial. It takes:

• Different qualifying questions
• A slower pace and more consultative tone
• More transparency and expectation-setting
• Follow-up strategies rooted in patience and empathy

Don’t just drop a high-performing conventional salesperson into an active adult community and hope for the best.

Train them. Teach them the customer. Show them how to communicate clearly, proactively, and with genuine care.

Because here’s the kicker: This customer will forgive delays. They will not forgive broken trust.

7. Keep It Simple. Make It Real.

Builders often assume that creating a 55+ community means reinventing the wheel. That’s a mistake.

Yes, marketing and design must evolve. But the core principles are timeless:

• People want to live near people like them.
• They want homes that are easy to live in.
• They want to feel healthy, independent, and fulfilled.
• They want to be seen, heard, and helped.

If your community does that—and your team tells that story well—you will thrive.

Even in a season where the rest of the market hesitates, the 55+ opportunity remains not only viable—but essential.

Let’s go unlock it.