The Plus Side of 55+

Chris Porter photo

Chris Porter

September 2, 2014

It is time to get serious about listening to consumers and designing for the aging Baby Boomer population—the largest share of home shoppers today—who are looking for their next home opportunity as their children leave the nest and they consider retirement.

42% of the 22,000 home shoppers who took our 2014 Consumer Insights survey are 55+ and shared with us that:

  • Home design will make them move (it is the third-most-important motivator for moving after location and price), but 55% say they can’t find what they are looking for.
  • 43% want to downsize, with most wanting 1,500–1,999 square feet.
  • Among those without children:

    • 46% want to live in a community that is more multigenerational

    • 33% want an age-restricted community

    • 21% want an age-targeted community

(Preference for age-restricted and age-targeted communities varies widely by geography.)

The opportunities offered by the 55+ population are huge. They represent:

  • 25% of the total population
  • 50%+ of current homeowners (likely with plenty of equity) and have a homeownership rate in excess of 75%
  • 30%+ of total home transactions

All of these rates are only getting bigger.

The challenge is that the 55+ homeowner population tends to stay in place—less than 3% move per year, although it is higher for the younger portion of this cohort. Great design will make them move.

If you have any questions, please fill out this form.

Building Market Intelligence™

Every week, we deliver analysis to over 40,000 subscribers with our Building Market Intelligence™ newsletter. Subscribe to our weekly BMI newsletters to stay current on pressing topics in the housing industry.

About The Author

Chris Porter photo
Chris Porter
Senior Vice President, Chief Demographer
Chris brings clarity to JBREC’s clients on demographic trends and translates their impact on local housing markets. He also analyzes and compares local housing market metrics in JBREC’s Metro Analysis and Forecast and Regional Analysis and Forecast monthly reports.

Contact Us

If you have any questions about our services or if you would like to speak to one of our experts about we can help your business, please contact Client Relations at

Products and Services Mentioned

green check icon

Research Membership

Our research services enable our clients to gauge housing market conditions and better align their business and strategic investments in the housing industry. We provide a thoughtful and unique holistic approach of both quantitative and qualitative analysis to help clients make informed housing investment decisions.
green check icon

White Papers

Our white papers are in-depth studies of structural shifts in the housing market and economy.
green check icon

Real Estate Consulting

Our experienced team of consultants helps clients make sound housing investment decisions. We thrive on their success and work with many clients over multiple years and numerous projects.

Latest Insights

Higher-for-Longer Rates Spook CRE Investors, per the Burns + CRE Daily Fear and Greed Index
1Q24 Kitchen and Bath Insights: Middle-Market Malaise; Luxury-Market Strength
Charting a 22-year roller coaster of investor activity