How Residential Builders Should Attract Age-In-Place Clients

If your website contains quality pictures and keyword rich marketing content that attracts age-in-place prospects than your on the right track but the best way to speak to prospects is by dividing them into specialized customer groups so that you can address specific needs. Writing blogs to each of these audience groups will attract people seeking those services. One of the fastest growing audience segments for home renovations is the aging baby boomer generation. Dedicating blogs and an area on your website to aging in place renovations or remodeling will attract visitors seeking your services. 

The majority of Americans over age 45, want to continue to live in surroundings that they are familiar with. In fact, research by AARP has found that mature homeowners prefer to ‘age in place’ which means that they live in the home, comfortably safe and independent regardless of age or ability level.

If you are a Certified Aging-in-Place residential builder specialist you will want to attract clients by dedicating a section of the website that will answer their most frequently asked questions about renovating their home.  It's also highly recommended that a set of blog posts be dedicated to attracting the age-in-place client.

Expect that the first question people will ask is whether you have completed similar work before. Dedicate a page on your website that describes your experience, post pictures and include a testimonial from the client.  Visitors want case studies that provide assurance and illustrate that your work has helped people just like them to stay in their home.

It is highly recommended that you use the National Association of Home Builders (NHAB) list of questions, on Aging-in-Place, to create content that will answer each question. To give you a head start, here are four of those questions that you must answer on your website, either in a static location or on a blog post:


Experience is often quoted as one of the primary concerns of prospects. Having had a long career in the local area, helping other clients live in their homes throughout their senior years, will go a long way to persuading them to get in contact with you.

It is likely that you will have a broad range of projects that you have worked on for this client group. If so, you can segregate it into different pages, allowing website visitors to click on a link that will show them a project that closely matches their requirements and is relevant to them e.g. mid-century modern.


This is one of the criteria that most of the older generation will check first. They will want to see some evidence that you are legally allowed to be a residential builder in the state. You could upload the relevant paperwork as a way of demonstrating that you do conform to all regulations.


The older generation is likely to hire someone who has a professional designation. So if you are a residential builder with CAPS (Certified Aging in Place), CGR (Certified Graduate Remodeler) or (GMR) Graduate Master Remodeler; remember to demonstrate this to those who are looking at your website.


All residential builders have a different working style and approach to marketing. Working with those clients who are difficult can become a headache. So, be upfront about your approach to your marketing, website and on your blog so that you attract only the clients you want to work with.

Implementing changes to your website that target a specific audience will attract a higher quality lead and increase visitors to your site that result in requests for quotes and better contracts. The easiest way to begin is by blogging on the topics that interest your ideal clients the most

About Michael Conway

I'm the owner and strategist at Means-of-Production. My firm builds Squarespace websites, Houzz profiles, and content marketing and advertising solutions for architects, interior designers, design-build contractors and landscape design firms. Our all-in-one marketing tactics attract the right clients with exceptional architectural photography and brand messaging that sets you apart from the competition.

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