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Opportunities Abound as Baby Boomers Elect to Age in Place - 8/30/2004 - Home Remodeling Interior Decorating Design

Opportunities Abound as Baby Boomers Elect to Age in Place

Numbered at 77 million, baby boomers constitute more than 25% of the U.S. population. They have almost a combined trillion dollars in disposable income. And every eight seconds another boomer turns 50 — making this mature market the fastest growing segment of the U.S. population.

 

This generation provides far-reaching opportunities for remodelers, home builders, designers, architects and others who have insight into marketing to, and working with, this influential crowd as they choose to age in place.

For the residential remodeling and new construction industry, aging boomers present enormous opportunities. Recent AARP surveys show 85% of those over the age of 65 want to continue living at home rather than seek assisted living. Aging-in-place allows home owners to continue living in a familiar environment throughout their maturing years safely and independently.

 
 

For those opting to stay in their homes, it also means that varying degrees of home modifications will probably be necessary to make living spaces more “age friendly.”

Typical Aging-in-Place Modifications

Typical modifications to existing homes include:

  • Equipping doors and faucets with easy-to-use levers instead of knobs
  • Installing casement and other crank-style windows instead of double-hung windows
  • Adding grab bars and curbless showers in bathrooms
  • Lowering light switches and raising outlets throughout the house

Certified Aging-In-Place — A Great Idea That’s Booming

So how does someone go about the task of modifying their home to make it more livable? A good place to start is a consultation with a professional remodeler who holds the NAHB Certified Aging-In-Place Specialist (CAPS) designation. The CAPS program teaches strategies and techniques for designing and building aesthetically enriching, barrier-free living environments in the hottest growing segment of the building industry: the mature and aging-in-place markets.

As the largest national designation program dedicated to improving the knowledge of those who want to serve this mushrooming market, the CAPS program goes beyond universal design; it addresses the communication and technical needs of this specific demographic group. The three-day CAPS program includes the following courses: “Working With and Marketing to Older Adults,” “Home Modifications” and “Introduction to Business Management.”* (*Holders of certain certifications are exempt from this course.)

“Modifying an existing home to increase access and maneuverability isn’t a new idea, but it’s a great idea,” says Cindy Knutson-Lycholat, CGR, CR, CAPS, owner of Knutson Bros. II Remodeling Specialists in East Troy, WI. “Our culture is changing. A 50-year-old today is vastly different than a 50-year-old a few decades ago.

“Life expectancy is much longer and our lifestyles have changed,” Knutson-Lycholat continues. “While we resist the idea of growing old with its accompanying decline in health, inevitably unforeseen health issues will crop up. The bottom line is that we are going to need home modifications if we want to live comfortably.”

The number of CAPS graduates is skyrocketing. “While the graduation rate continues to increase for all the certified NAHB graduate programs, the CAPS designation is setting records. The first class was offered in 2002; through May of this year there have been 435 graduates, and there are at least 100 applicants currently signed up for classes. It’s truly a phenomenal growth pattern,” says Dan Bawden, CAP, GMB, CGR, president of Legal Eagle Contractors, Co. in Houston.

Jumping on the Bandwagon

“Everyone has a connection,” continues Bawden. “Everyone knows someone who can benefit from accessible design. Aging-in-place is consumer driven, and consumers are beginning to understand the value of home modification and universal design. They realize that the cost of modifying their home, or designing a new one with accessible features, is negligible compared to the cost of assisted living, and that is one reason the CAPS designation has transcended the remodeling industry.”

In April, the American Society of Interior Designers (ASID) approved two CAPS courses — “Working With and Marketing to Older Adults” and “Home Modifications”  — as continuing education units. The National Kitchen and Bath Association (NKBA) also recently approved CAPS courses as continuing education units.

Professionals in the medical, realty, architectural and other disciplines, as well as individuals in the private sector, are taking the CAPS training to better understand the types of changes that should be made to every room in the house to accommodate not only the older population, but every member of the family, including grandchildren.

The Boomer Mindset

Exploring the mindset of boomers is critical to understanding their zest for life and their aversion to anything that makes them feel old, including grab bars and other products they feel are “institutional.”

“Remodelers and builders have to work to remove the stigma and promote the convenience that aging-in-place design features offer in creating a user-friendly, barrier-free environment without disturbing the aesthetics of a home,” says Bawden. “Today, manufacturers are designing good-looking products, such as grab bars and easy-to-operate windows, to meet the growing demand.”

As boomers get older, the demand for universal designed homes will grow exponentially. “Anyone who has the insight to see what’s coming down the pike will enroll in the CAPS course as quickly as they can,” notes Bawden. “They don’t want to miss the opportunities this designation can help them achieve.”

CAPS Designations Add Credibility

While it’s clear that demographics are a driving force behind the rapid growth of enrollment in the CAPS program, another key benefit of holding the designation is the credibility it establishes among prospective clients.

A study conducted by the AARP revealed that the organization’s members had a healthy distrust of contractors, largely because of watching news shows about unethical contractors involved in sting operations.

Says Bawden, “The knowledge, integrity and reliability associated with individuals who have their CAPS designation is invaluable to all remodelers and builders.”

Jeff Williams, communications manager for Weather Shield Windows & Doors, Medford, WI, is an active member of the Remodelors™ Council Business Associates Committee, and has presented the “America’s Best Remodeling Hall of Fame” Awards since 2001. For more information, e-mail Williams.


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