PhotoCourtesy: Lori Lane (President and CEO of LLANE & Co.)
By: Susan Rogers
New research shows active-adult housing moving further into the mainstream while some retirees are choosing more space, not less. New-construction expert Lori Lane says builders should focus less on age and more on how today’s 55+ buyer wants to live.
For decades, the real estate industry had a predictable picture of the 55+ buyer: sell the family home, downsize and simplify.
Lori Lane says that picture is increasingly outdated.
Lane, President and CEO of LLANE & Co., has spent more than two decades specializing in new-home sales and marketing, leading the sales, marketing, and sellout of more than 400 new-home communities. A nationally recognized real estate leader and frequent media source, Lane has built much of her career around understanding not simply what buyers purchase, but why they move.
And when it comes to the 55+ market, she believes that distinction matters more than ever.
“The biggest mistake is reducing the 55+ buyer to a downsizer,” Lane said. “They may want less maintenance, but they often want more lifestyle, more connection, more flexibility and more reasons to move.”
Recent housing research supports that shift.
On Sept. 2, Zonda Economics reported that active-adult housing has moved “squarely into the spotlight,” fueled by an aging baby boomer population, limited supply and growing investor interest. The research describes residents seeking maintenance-free living, social connections and accessible housing without the service model associated with traditional senior living.
Just days earlier, Zonda examined another trend challenging conventional assumptions: some retirees are actually upsizing instead of downsizing, driven by strong home equity, proximity to family and a desire for flexible floor plans.
They’re Not Downsizing Their Lives
Lane believes “downsizing” can obscure what motivates many active-adult buyers.
They may want to eliminate yardwork. They may want a first-floor primary suite. They may want fewer rooms they no longer use.
But that doesn’t necessarily mean they want less.
“A 55+ buyer may absolutely want to simplify the responsibilities that come with a home,” Lane said. “But simplifying maintenance and simplifying life are two very different things. These buyers are often asking, ‘What do I want more of in this next chapter?’”
More travel. More time with friends and family. More activities. More freedom.
And increasingly, more community.
Zonda points specifically to a desire for a built-in social network as one motivation drawing older adults toward active-adult communities.
Lane says that is why amenities cannot simply exist on a checklist.
“A buyer isn’t choosing an active-adult community because of the number on their driver’s license,” Lane said. “They’re imagining Tuesday night at the clubhouse bar, pickleball Thursday morning, dinner with neighbors on Friday and being able to lock the door and travel without worrying about the yard.”
Those lifestyle considerations are increasingly central to the new-home communities Lane works with. Buyers can see examples through her featured new-home communities.
The Grandkids Still Need Somewhere to Sleep
The assumption that every older buyer wants the smallest possible floor plan is also being challenged.
According to Zonda’s Aug. 27 analysis, first-floor primary suites increased from 58.6% of plans sold through Houseplans.com in 2019 to 68.4% in 2026 year to date. Guest suites nearly tripled, while plans designed for multigenerational living increased from 4% to 12.2%.
For Lane, the reason is straightforward.
“The kids may have moved out, but they haven’t disappeared,” she said. “For many buyers, the ideal home still needs room for the grandkids to spend the weekend, a comfortable place for family to visit and flexible space that can change with them.”
That may mean an additional bedroom instead of eliminating one. It may mean a flex room, generous entertaining spaces, outdoor living or additional storage.
The better question, Lane says, isn’t necessarily how small can we make the home?
It’s how intelligently can we use the space?
The 55+ Buyer Isn’t One Buyer
That is particularly important as the active-adult audience broadens.
Some buyers want to live closer to grandchildren. Others want an entirely new destination. Some prioritize travel and lock-and-leave living. Others want a full calendar of activities steps from their front door.
Some want less square footage.
Others want more.
“The 55+ buyer isn’t one buyer,” Lane said. “Age may put people in the same demographic category, but it doesn’t mean they have the same priorities, finances, family dynamics or vision for the future.”
It’s an approach reflected in LLANE & Co.’s new-construction sales strategy, where buyer intelligence, positioning, product, marketing and sales work together rather than as separate disciplines.
Don’t Market the Age. Market the Life.
For Lane, that may be the biggest opportunity for builders and developers serving this growing market.
The strongest marketing doesn’t remind a 60-year-old that she is over 55.
It shows her what Saturday could look like.
“I don’t think people wake up excited because they’re finally old enough to qualify for a 55+ community,” Lane said. “They get excited because they see a lifestyle that looks better than the one they have today.”
That might mean pickleball courts and a clubhouse bar. Trails and fitness. Dinner with neighbors. Traveling without maintenance worries. Or a home designed so visiting family still feels at home.
The demographics behind active-adult housing are compelling.
But demographics alone don’t sell homes.
Desire does.
“Don’t market the age,” Lane said. “Market the life they get to live next.”
Disclaimer: This article is for general informational purposes only and should not be considered real estate, financial, legal, or investment advice. Housing trends, market conditions, buyer preferences, pricing, community features, and availability may vary by location and change over time. Readers should conduct their own research and consult appropriate qualified professionals before making real estate or financial decisions.
