Whether they’re seniors looking for housing or they’re looking for “seniors housing,” renters in their 70s and beyond have specific wants and needs on their apartment wish lists. And, boy, they’re not shy about letting you know it. Don’t let their age fool you: renters in their 70s and beyond want all the bells and whistles of an apartment that people first looking for apartment want (except, maybe a kegerator. Though, who are we to judge if they do?).

7 Things Renters in Their 70s and Beyond Want in an Apartment (And 1 Bonus)

Near Culture. Museums, theater and the local cinema, renters this age want to soak up some local color. (Side note: When you hear that phrase, does anyone else picture that I Love Lucy episode where she has to stomp the grapes to make wine? Anyone? Bueller? Must be just me…) Bars, rock concert venues and uber trendy bistros are probably not going to be strong selling points for this age group.

An area to socialize. Does your community offer a common area or a club house? Renters in their 70s and beyond will love to get out of their apartments and socialize with other residents (especially other residents their own age). Also mention activities that your community features, if any–arts and crafts, classes, lectures series, etc.

Accessible to public transportation. Just because many renters in this age bracket aren’t in the job market anymore doesn’t mean they don’t want to get around town quickly and conveniently. Public transportation is important for renters in this age bracket, especially for those who don’t drive. These renters have to get around somehow, after all! Additionally, you might want to point out alternate forms of public transportation that are near by, in case the main one won’t do. (For example, if a nearby subway involved walking down steep steps, also mention local bus stops.)

On the first floor or with an elevator. Again, stairs might be an issue for renters in their 70s and beyond. Leave the walk-ups for those in their early 20s!

Modern appliances. Seems this is what everyone wants. Whether it’s because of the cooking show explosion, or simply because people don’t want to put in additional work on their rentals, but if your kitchens and bathrooms aren’t updated, you might as well have tumbleweeds rolling across the apartment (symbolic ones, I’d hope). Renters in their 70s and beyond want updated kitchens (the better a certain grandmother can bake a certain granddaughter her famous chocolate chip cookies) and updated bathrooms. If you have them, you might also want to point out showers or easy access bathtubs.

Lots of natural light. My grandmother, specifically, said she would want an apartment facing southeast, so she would be able to enjoy the sunrise and the ensuing warmth throughout the day. If that’s not possible, lots of windows are always an attractive feature.

24-hour security. This is key. Safety is an important issue for renters in their 70s and above, who would like to know they have protection against intruders, or if they hurt themselves in the apartment and need assistance.

Bonus Possibility

Technology. This might not be for every renter who’s in this age group. But if you offer free WiFi in your lobby, or if you have a Wii playing station, this could be an interesting selling point. Many people in their 70s and beyond are going online and gaming and would love these features.

Anything I’ve missed?

-Jessica Fiur, News Editor

Read what renters want in their early 20slate 20s to mid 30s30s to 40s and 50s and 60s.

If you ever get stuck at Pittsburgh International Airport, count on having a pretty good time. The restaurants are nothing out of the ordinary, but the retail experience is extensive with brands not found at other airports. Gap, Godiva, Nine West, Rite Aid and Brooks Brothers are just a few retailers in the extensive Air Mall. If you’re not in the mood for shopping, how about a manicure, massage or haircut? In its own effort to stand apart and build customer loyalty, JetBlue’s ultra-cool Terminal 5 at John F. Kennedy Airport in New York—designed by Rockwell Group with Gensler—now features an online shopping kiosk that connects multi-tasking travelers with Kohl’s department store merchandise. But much more monumental is JetBlue’s Live from T5 concert series which debuted in May 2009. Developed in partnership with Superfly Marketing Group, the concert series has brought something new and different to the travel experience by producing live entertainment for customers traveling through JetBlue’s state-of-the-art Terminal 5. Live from T5 features artists from around the world. All performances take place post-security in the terminal marketplace. Another reason to go with JetBlue. Are there any take-aways from JetBlue’s initiative for apartment marketers?

Photo by Diana Mosher

People…. Planet…. Profit… Sounds like a recipe for real estate success. In a recent “letter to the editor,” a reader introduced us to Su Casa Properties and its Urban Village concept which looks for synergies between people, planet and profit as it rides an important multifamily trend: creating community among residents.

The Urban Village concept is now operating in Arizona and Utah.

We visited the website designed to introduce investors to Su Casa Properties and also saw mention of  Four Cornerstones of Green Restructuring with a full spectrum of over 50 green solutions that are selectively applied based upon each property’s condition. These solutions range from programmable thermostats and low E replacement windows to solar attic fans and grey water collection for irrigation. This sounds like an interesting story for MHN Online Daily.

In the meantime, click here to watch a video produced by Su Casa Properties describing the organic way in which it encourages resident programs to take shape. Hopefully in the near future we’ll also be able to watch a video about the Four Cornerstones of Green Restructuring.

“We were blown away to find that each leg of the stool actually supported the other, and that social responsibility and profitability are not mutually exclusive,” said Peter Slaugh, General Partner and Managing Member of Su Casa Properties. “Happier residents are directly correlated to reduced operating costs. Incorporating the triple bottom line structure (People, Planet, Profit) has created a financially-sound and socially-responsible practice that focuses on social, environmental and financial performance.”

My second job after college was a writing gig in a behemoth building on West 15th Street in the Meatpacking District. Unfortunately this was before the redevelopment wave that later transformed the area into a hipster’s haven. And by the time the Meatpacking District redevelopment started to happen I had moved on to another job in a more vibrant part of Manhattan.

When it did arrive, the urban infill process began slowly: a gallery here, a designer clothing store there, then a boutique hotel and some restaurants to establish the necessary nightlife scene. And, not too long after that—or maybe simultaneously—the apartment buildings and condos started going up. At first I kept my distance from the newly trendy area. My opinion was colored by my memories of the Meatpacking District I had know so long ago—that was no place to hang out.
But in more recent years I’ve had business reasons to stop by and today I’m a fan of the neighborhood as well as the innovative High Line Park which keeps me going back for more.

I do want to point out that transforming an old elevated freight train track to a beautiful urban park is an idea that’s unique to this city. And, I’ve heard that planners from other cities here in the U.S. and beyond are interested in copying the idea in their own locales.

The High Line is located on Manhattan’s West Side. It runs from Gansevoort Street in the Meatpacking District to West 34th Street, between 10th & 11th Avenues. Section 1 of the High Line, which opened to the public on June 9, 2009, runs from Gansevoort Street to West 20th Street. Section 2, between West 20th and West 30th Streets, opened this summer.

If you’ve never visited the area or are looking for an excuse to drop by again, you can kill two (scheduling) birds with one stone if you register for the MHN Excellence Awards cocktail party on Monday, September 19 at 5:30 pm. Click here for registration details.

MHN is partnering with Ohm—an exciting West Chelsea apartment community just around the corner from Section 2 of the High Line—developed by Douglaston Development. Please join us for a Q & A with Douglaston Development‘s Chairman Jeffrey Levine plus our special presentation of the winners of the 2011 MHN Excellence Awards followed by networking and cocktails on the terrace.

Plan your September 19 visit to The Highline Park—New York’s greatest attraction—and don’t miss our evening of awards and networking!

During the height of the recession we frequently heard about multifamily companies scaling back or eliminating the development arms of their companies in order to focus on property management activities.

These days the top headlines are much more focused on the opportunities associated with the next multifamily development boom. In fact, the entire May issue of MHN Magazine was devoted to this topic.

So I was surprised to hear that Charlotte-based developer Crosland has divested its retail, multifamily and residential development arms to focus exclusively on managing its existing assets.

But a closer look at the story reported by The News & Observer reveals that while Crosland is no longer a developer, its development projects have not been abandoned (we’re fans of their work so this is good news). Crosland sold its apartment development and construction units to North Carolina-based Ravin Partners LLC, led by David Ravin, former president of Crosland’s residential development division.

I started working with senior citizens, elderly renters or older residents–as you may wish to call them–many years ago. Having done a vast amount of study of this group of homeowners, renters, and ultimately nursing and congregate care residents has provided a wealth of information on who they are and what they want. Recently, this aging cohort of prospective renters and condo buyers has generated a huge amount of interest on the part of management companies and owners. It seems an aging population is becoming an emerging market segment.

Let’s take a run at the numbers:

As of July 1, 2009, there were 39.6 million people 65 years of age and older. Just between 2008 and 2009, this age group jumped up by 770,699. Considering they now make up about 13 percent of the population, that’s an extraordinary change in conditions.

Fast forward to 2050, and the estimates provide for 88.5 million people age 65 and older, which will represent about 20 percent of the total U.S. population.

Currently the projected number of echo-elders worldwide above the age of 65 is 545 million but is expected to leap to 1.55 billion by 2050, effectively increasing the population from around 7.5 percent to roughly 17 percent globally.

Clearly, this is a generation that deserves attention from marketers and owner/developers.  While there are quite a few accomplished and financially successful prospects in this age range, the average median income in 2009 for households with householders 65 and older was $31,354, compared to the median income for all households at $49,777. Over time, that will catch up as passive wealth is transferred into income-generating activities.

So the leading question is, what do they want?

There is no simple answer, but I can share some observations, proven out over many years of working with this population. I like these people, and find them fascinating subjects for study and discussion. Once you get a hold of them and can get their cooperation (focus groups and intercepts take a lot of patience) and sort through the dozens of stories about life, grandchildren, dry cleaning, early-bird specials and other challenges of living well into your 80s and 90s, you start to see a wonderful consumer. Here is some of what they’re thinking:

  1. They want to age in place. 60 may be the new 60, but this population doesn’t think they’re “old” in any sense of that word until health, family members or their ability to care for themselves changes their outlook. And even then, we’re talking about someone closer to 75, not 65.
  2. Age-restricted housing means a quiet quality of life with no school-bus stops, sports teams or other noise contributors. They’re not anti-social in any way, and in fact are quite active and social, it’s just that their focus has changed to wanting a more societally conscious and friendly lifestyle with less grass cutting and weeding.
  3. They like to rent. One of the old jokes about the elderly is that a long-term commitment is a magazine subscription. The reality is that this population is still pretty mobile, rents often for extended periods before buying or committing to a long-term housing alternative in a new area, and is happy to pay rent. From a management perspective, they’re good renters in all respects and well liked in most communities.

When we get into their housing preferences, it becomes more complicated, and the time horizons shorten. Large luxury kitchens as the center of their entertainment are important, but they don’t have to own them. Easy access to vehicle parking and local services rate high on the list, but so to do inter-urban locations and dense suburbs. Building out a community specifically for echo-elders isn’t worthwhile, but incorporating features that attract them, especially in more generous units, will provide a lift for most properties.

This booming cluster of future renters is becoming a more important force in property management, and yet we still see the focus on Gen Y. It seems it would be a great idea to cater to both.

Jack Kern is the Managing Director of Kern Investment Research, LLC and a veteran of thousands of hours working with echo-elders, a phrase the firm coined when the previous term “old folks” turned out to be unworkable. In both focus panels and intercepts Jack has developed an expertise in understanding the aging consumer and renter cohort. Jack can be reached at JKern@KernIRC.com or 301.601.1900.

Albert Einstein is quoted as saying, “In the middle of every difficulty lies opportunity.” We are at a point in the economic cycle where it’s logical that new home sales would still be struggling. For a lot of reasons, I’m actually happy about this. To me, markets have to proceed in an orderly fashion and today’s news that new home sales are essentially at the same point they’ve been since the middle of last year is a good sign. Let’s go to the videotape:

The headline is that new home sales declined by about 12.5 percent to a 280,000 annual rate in January. Existing home sales were up about 2.5 percent during the same period, mostly likely due to incentives and low pricing on foreclosures. Now there is most certainly a seasonal component to this, but before the Congress and the lobbying from the National Association of Home Builders goes nuts over this, I hope some reasonableness factor becomes evident, and here’s why.

There are still a substantial number of homes in foreclosure and more on the way. The good news is that in 2007 the number of homes on the market in foreclosure probably hit around 72 percent of the total inventory, while now the number seems to be closer to 25 percent. Part of the reason is that more homes are being offered for sale by people who waited for their markets to improve, and the rest is due to judicial intervention (activist judges, political wrangling and tighter controls on courthouse processes) that caused the volume to slow down. Quite simply–and I don’t think anyone disagrees with this–we have to clear out the inventory of unsold, foreclosed homes before the rest of the markets can return to a more normal state.

Apartment owners are achieving significant gains in rents in many markets for the moment, and while that is going to be a somewhat short-lived phenomena, it will permit most properties to return to post-2008 rent levels by mid-year. Some may even see rent increases getting them closer to their previous 2009 rates. What isn’t happening for the most part is a huge flight to apartments from single-family foreclosures, even though some members on Capitol Hill seem to feel that’s the case. A recent call from one of the dumber members of the Federal Reserve calling for another round of housing stimulus will hopefully fail to materialize.

There are, in the parlance of land traders, an astounding number of low-priced builder lots in the home-building shadow market in most of the states where you’d expect to see huge gains in construction of new single residences. It would literally take just a few months for these previously approved parcels to start construction without the usual delays and entitlement issues and cause a flood of new units, which cannot compete in price with foreclosures and the decline in home values in most markets. The net effect, according to some staff at the NAHB, is to build much smaller, much less expensive starter homes, which would only add to the inventory glut. Thankfully that isn’t happening very much.

So why should builders be happy about this? Because the process is proceeding along in an orderly fashion, and once the balance of the single-family home market shows its inevitable correction, then builders will have free rein to start offering new, more innovative products to homebuyers at prices that make sense. By then capital markets will have returned to a more normal level and financing standards will be much more reasonable for new home purchasers. And apartment developers, now seeing the benefit of an emerging national economy and increases in rents, will once again probably lose the customary 18 percent of residents to new and existing home purchases.

I’m all for a balanced national housing policy, and with any luck at all, this time around rental alternatives, in both multi- and single-family will gain as much respect and attention with the administration as home ownership. It is nice that, at least for now, multifamily is the shining star in investment and management and doing everything right. Homebuilders will get their turn, and will hopefully remain patient, at least until apartment rents return to pre-recessionary levels.
Jack Kern is the managing director of Kern Investment Reseach, LLC, a consultancy specializing in multifamily research. He is also an avid forecaster and is in the process of completing his next round of employment and rental market forecasts for 2011 and 2012. If you’d like to be invited to the next comprehensive markets call, please drop him a note at jkern@kernirc.com.

By Eric Brown

I am the kind of guy that Blockbuster loves; I simply do not return the movies on time. We recently moved, and tossed out an embarrassing amount of movies, all of which landed on our credit card at some point. I am also an avid Netflix customer. Each company has figured out my behavior, except one solved an issue for me and the other created one. Could I become more responsible? Yes. Is that likely? Probably not. Is it Blockbuster’s fault that I am not organized? No, it isn’t. But I am no longer their customer, so Netflix won.

As a property management company, how many of your silly rules create a problem for your residents and prospects instead of solving a problem? Likely more than you care to admit.

Marketing is not about you, it is about them

How many of your company rules are about you, versus them? If we all were to look at our policies and procedures that way, the three-ring binders that house those silly rules would be much thinner, and our residents and prospects would be much happier.

Take accepting only money orders for move-in monies. Set aside the potential risk of accepting a personal check for a second. (The perception of risk is likely much higher than the actual risk, but I digress.) Further, if the screening and application process are well executed, good residents do not give you bad checks, particularly at move-in.

When we demand a money order in lieu of a check at one of the early initial resident touch points, we are implying that we do not trust you. Forget that you told the prospect that a money order was required, forget that they should be more organized; the bottom line is you have created a problem for your new resident. The trade-off of ill feelings, even if they aren’t identified initially, is the beginning of the end. You have done nothing to enhance the resident’s experience.

Marketing is a process, not an event

We typically think about apartment marketing as something to create leads to fill vacancy. However, marketing is a series of events that has a starting point and a middle, but never an end.

Is your staff behavior consistent with marketing at every opportunity? Is there a Netflix-like apartment operator just around the corner eroding your market share because you are unwilling to get rid of some of those silly rules that serve you and your company and not the resident? Heck, with deeper analysis the rule may not even serve you but is there because you have always done it that way.

Which of those rules can you abolish that you are hanging on to?

Eric Brown’s background is rooted in the rental and real estate industries. He founded metro Detroit’s Urbane Apartments in 2003, after serving as senior vice president for Village Green Companies, a Midwest apartment developer. He established a proven track record of effectively repositioning existing rental properties in a way that added value for investors while enhancing the resident experience. He also established The Urbane Way, a social media marketing and PR laboratory, where innovative marketing ideas are tested.

My excellent colleague Natasha Selhi passed along some interesting information from the Environmental Protection Agency (EPA) this morning.

The EPA wants renters to know that, much like single family homeowners, they do have control over how green their apartment homes are; in fact, they can express their dissatisfaction with a current apartment community by moving to another.

According to EPA, “A common misconception is that renters have little control over the environmental impacts of their homes. The truth is that renters can influence many environmental aspects of their housing, from choosing where they live to adopting everyday practices that save energy and water.”

EPA has devised a checklist to help select a greener rental house or apartment, as well as to reduce bills and have a healthier and more comfortable indoor environment.

EPA suggests that “before you sign a lease, investigate its green features and quality of its indoor environment. Discuss the considerations [on the checklist] as well as any of your own, with your landlord. If the unit does not meet some of the criteria, use your bargaining power and inquire with the landlord about making some updates.”

How is your apartment community doing with green? And will this EPA checklist help—or hurt—your leasing effort?

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