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Home builders covet baby-boomer market

Wealthy age group seeks amenity-filled communities

Baby boomers say they wouldn't be caught dead living in an age-restricted community, but what they eventually will do is another matter. That's the opinion of Eric Snider, who has a doctorate in social psychology and serves as Shea Homes' marketing director for Trilogy, the company's upscale active adult communities. He constantly tries to ascertain what people over 50 expect in a home and then tries to deliver that product in an appropriate atmosphere. "Baby boomers are famous for believing one thing and then behaving totally different from what they think they do," said Snider "When you ask boomers about age-restricted communities, they initially say, 'I'm not going to live in one of those.' But when you look at the characteristics of the community, it gives them exactly what they are looking for – exclusivity, amenities and personal experiences. Boomers are all about personal experiences." Baby boomers – the healthiest, wealthiest and largest segment ever seen on the...

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