With its average age of entry falling to 65 – and up to 50% of homeowners still working – Lifestyle Communities is again reshaping its product to suit its new Generation X homeowners.

“When we started it was the War Generation, who were fantastic, and then we met the Baby Boomers in 2013 who wanted something completely different – downsizing to a bigger life. Now we have welcomed and starting to engage with Generation X, directing our focus to reimagine our service offer, our homes and our clubhouses,” Managing Director and Co-founder James Kelly said.

“Their parents are still alive; they are still working and the kids are finally leaving the home. They have equity in their homes but are time poor as they struggle to meet the challenges of working whilst managing everything else. Lifestyle Communities encompass amenities such as a pool, gym, Pilates rooms and low maintenance gardens and homes affording them the time to do what they want to do, not have to do.

“Our homeowners are also getting younger, the average age moving in is 65 and up to 50% of our homeowners are still working. This significantly increases the addressable market, and our marketing team are leaning into creating a whole new conversation with this emerging customer base.”  

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