By: Susan Rogers
Builder/Zonda Research Shows Gen X Is Emerging As An Influential 55+ Buyer, Bringing New Expectations Around Flexibility, Wellness, Social Connection, and How Long A Home Should Work For Them.
The next wave of active-adult buyers may look very different from the generation that came before them, and Patrick Malloy Communities is preparing for that shift through its Soleil 55+ communities in Georgia.
Recent research from Builder and Zonda Economics identifies Gen X as an increasingly active and influential buyer within the 55+ housing market. Unlike many older retirees, Gen X buyers are often still working, may still have children at home or aging parents nearby, and are thinking about a home that can support both the life they live now and the one they expect to live years from now.
That creates a new challenge for builders: active-adult housing can no longer be designed around one definition of retirement.
“The 55+ buyer is becoming much more diverse,” said Patrick Malloy, founder and president of Patrick Malloy Communities. “Some are retired, some are still working, some want to travel constantly, and others want to stay close to children and grandchildren. The opportunity is to create communities flexible enough to support all of those lifestyles.”
Gen X Is Entering The 55+ Market Differently
Builder/Zonda’s research says Gen X buyers are approaching the category with priorities shaped by their own life experience.
Many still want multifunctional homes with room for family, hobbies and work. They also place greater emphasis on homes that can adapt over time, with accessible layouts, thoughtful kitchens and spaces that remain useful as their needs change.
The research also points to another major priority: health span rather than simply lifespan.
Today’s emerging 55+ buyer is paying attention to physical health, mental well-being, social connection, and opportunities to stay active. Zonda specifically notes demand for communities that combine dining, pools, social spaces, fitness, and wellness in contemporary ways.
That aligns closely with the lifestyle at Patrick Malloy Communities’ Soleil brand.
At Soleil Belmont Park in Canton, residents have access to a clubhouse, grand community bar, fitness facilities, resort pool with pool bar, pickleball and tennis courts, bocce, walking areas, social spaces and organized activities. A dedicated Resort Director helps coordinate events and opportunities for residents to connect.
“For this buyer, the amenity package isn’t just a nice extra,” Malloy said. “It can be part of the reason they move. They want places where they can stay active, meet people naturally, and have things to do without having to leave the community every time they want a social experience.”
Still Working, Still Moving, Still Planning Ahead
One of the biggest differences with Gen X is timing.
Zonda notes that many Gen X buyers are still employed and are making housing decisions before traditional retirement. They may be choosing a home now that they expect to remain in for decades.
That means active-adult communities are increasingly competing not only with traditional retirement destinations, but with conventional suburban neighborhoods.
Buyers may still want a home office. They may need space for visiting children or grandchildren. They may want storage, outdoor living, and flexible rooms that can change purpose over time.
At Soleil Summit Chase, Patrick Malloy Communities says buyers can choose among homes designed for comfortable main-floor living while still accommodating needs such as guests, hobbies, offices, storage, and family visits.
“People are thinking further ahead,” Malloy said. “They don’t necessarily want to move again in five or ten years. They want a home that works beautifully today but also makes sense for the life they expect to have later.”
Active Adult Is Moving Beyond A Niche
The Gen X story arrives as the active-adult sector itself gains broader industry attention.
On Sept. 2, Zonda Economics reported through Builder that active-adult housing has moved “squarely into the spotlight,” driven by demographic shifts, limited supply and growing interest from developers. The report describes the core appeal as maintenance-free living, social connection, accessibility, wellness, and community engagement rather than traditional senior services.
That evolution helps explain why the category is attracting buyers who may not identify with conventional ideas of retirement.
“People don’t necessarily think of themselves as ‘senior buyers,'” Malloy said. “They think about where they want to live, who they want around them, and what they want their days to look like. That’s a much more useful way to think about active-adult housing.”
Why The Next 55+ Buyer May Change The Category
Builder/Zonda’s research makes clear that the next generation of active-adult buyers is unlikely to simply repeat the preferences of baby boomers.
Gen X may stay closer to jobs, children, and established communities. They may expect greater flexibility from their homes. They may prioritize wellness, social interaction and technology differently. And many are entering the market while still very much in the middle of active careers and family life.
For Patrick Malloy Communities, that means the future of 55+ housing is less about designing for an age and more about designing for longevity and choice.
“The best active-adult communities are going to be the ones that can evolve with the people who live there,” Malloy said. “The buyer may be 57 today, still working and playing pickleball three mornings a week. Years from now, that same home and community still need to work for them.”
That is also why a strong reputation as an active-adult builder in Georgia increasingly means more than simply offering attractive homes.
It means understanding where the buyer is headed next.
About Patrick Malloy Communities
Founded in 1994, Patrick Malloy Communities is an award-winning Georgia homebuilder and developer with communities throughout metro Atlanta and Georgia. The company has developed more than 11,000 homesites and sold more than 7,000 homes. Its portfolio includes the Soleil active-adult communities, including Soleil Belmont Park in Canton and Soleil Summit Chase in Snellville. Patrick Malloy Communities currently reports 64 OBIE Awards among its industry honors.
Disclaimer: This article is for informational purposes only. Readers should independently verify all information before making decisions based on its content.
