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Analyzing Seniors' Housing Markets
Senior housing is a major growth industry with great potential for developers who take the time to understand it. This professionals' guide covers all the bases.

As they've moved through the various stages of life, baby boomers have been famously unwilling to accept the expectations placed upon them. Now, as they near retirement age – the leading-edge boomers begin turning sixty in less than a year – they have set about redefining retirement and senior living, life stages they have perceived as too often associated with stagnation, immobility and decline. To keep up, builders, developers and designers are consumed with the task of developing living spaces that will appeal to the tastes and later-life aspirations of the large and wealthy baby boomer market. At the same time, they are employing new terms like "active adult" and "active living community" to reflect new, dynamic concepts of what senior living is. Builders and marketers who successfully relate to the baby boomers' vital self image will realize rapid growth as the boomer market moves en masse into its retirement life stage.

With Analyzing Seniors' Housing Markets, author and senior housing planning authority Susan B. Brecht shows herself to be abreast of the ways in which markets for all types of senior housing are being transformed. This book outlines the many kinds of communities now in existence, and offers timely information for developers, investors and other interested parties about best practices in planning, design, and marketing, as well as legal and financial issues.

Beginning with a historical overview of this growing market, she she goes on to explain how market analysis, consumer research, target market segmentation, financial analysis and performance gauging can be applied to strategic planning of new developments. Covering all the bases that companies and decision makers must take into account, she produces a truly useful guide on what principles should steer the planning of various senior communities. Straight-up information is plentiful, as is expert interpretation and analysis of data. Three case studies of regional markets elaborate on the central theme by illustrating its slightly varied applications under different circumstances in numerous locales.

Written by and for serious professionals, Analyzing Seniors' Housing Markets is a meat-and-potatoes look at the factors every company and investor must understand to operate effectively in the senior housing sphere. Because its judgments are highly influenced by the number one trend set to affect the active adult community market in coming decades – the preferences and lifestyle patterns of baby boomers – it has, as its title suggests, continuing relevance for today's market and tomorrow's.

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