Builders Target Gen X with Amenity-Rich, Age-Inclusive Communities
National homebuilders are expanding their market reach by catering to Gen X homebuyers who desire the active, resort-style lifestyle previously associated with Boomers. Pulte, following Taylor Morrison’s lead, has launched Del Webb Explore, a brand offering amenity-rich, all-ages communities.
Pulte’s research revealed that 40% of potential Del Webb buyers sought the brand’s active lifestyle but without age restrictions, citing reasons like multi-generational living and a preference for diverse age demographics. PulteGroup CEO Ryan Marshall highlighted the convergence of Gen X’s peak earning years and their desire for sophisticated lifestyle experiences.
Del Webb Explore communities, such as the one planned for North River Ranch between Tampa and Sarasota, will feature amenities like lazy rivers, pickleball courts, and clubhouse facilities with poolside bars. Pulte is also developing Del Webb communities across Central Florida, with potential Explore spin-offs.
Taylor Morrison, which rebranded its Esplanade communities to be age-inclusive, emphasizes a “resort lifestyle” with concierge services, including wine clubs and exclusive travel experiences. Their Esplanade communities in Central Florida, including the upcoming Esplanade at Waterstone in Mascotte, offer a mix of traditional and multi-generational home designs.
The transition to age-inclusive communities impacts development costs. Builders like Taylor Morrison now incur school and mobility impact fees, which are typically waived for age-restricted developments. For instance, mobility fees at Westview will be significantly higher under new rates.
Pulte’s Del Webb Explore incorporates features from its Del Webb and DiVosta brands, offering modified floorplans with optional second floors to accommodate families. Manish Shrivastava, PulteGroup’s CMO, emphasized the brand’s focus on “luxury without limitations,” combining elements of both brands to meet the evolving demands of Gen X homebuyers.
In essence, builders are adapting to Gen X’s desire for active, amenity-rich living, creating communities that blend resort-style features with age-inclusive designs.