Will it be the Millennials or the Boomers who shape our cities and suburbs in the decades to come? What will these places and spaces look like? Will the Millennials follow the same paths their parents did and move to the suburbs? Will empty nesters sell their single family homes and move to more urban, walkable locations? These questions have been the topic of many debates in cities around the country. In this session, watch the debate take shape and see if these great debaters can change your opinions about these two markets and their influence.

1. The Great Debate: Millennials or Boomers?
JANUARY 19, 2016 || 3 – 4:30 PM
Presenter(s):
Rachel Flint || Hubbell Homes, West Des Moines, IA
Mitch Levinson || mRelevance LLC, Arlington Heights, IL
Aldea Douglas || AARP, Washington, DC
Doug Van Lerberghe || KEPHART, Denver, CO
Moderator:
Stephen Moore || BSB Design, West Des Moines, IA

2. Session Description
Will it be the Millennials or the Boomers who shape our cities
and suburbs in the decades to come?
What will these places and spaces look like? Will the Millennials
follow the same paths their parents did and move to the suburbs?
Will empty nesters sell their single family homes and move to more
urban, walkable locations? These questions have been the topic of
many debates in cities around the country. In this session, watch the
debate take shape and see if these great debaters can change your
opinions about these two markets and their influence.

3. Learning Outcomes
 Learn the positives and negatives of attracting each demographic
group to your community.
 Find out which demographic group to target based on your
community characteristics.
 Understand the generational differences that will inform price points,
location and design.
 Recognize that their interests in a community and home are similar
and learn how to accommodate both generations in terms of design
and amenities.

4. American Institute of Architects (AIA)
Continuing Professional Education
Credit(s) earned on completion of this course will be reported to AIA CES for AIA
members upon completion of the AIA/CES Session Participation Forms found in
the back of this session room and online at www.BuildersShow.com. Certificates of
Completion for both AIA members and non-AIA members are available upon
request.
This course is registered with AIA CES for continuing professional education. As
such, it does not include content that may be deemed or construed to be an
approval or endorsement by the AIA of any material of construction or any method
or manner of handling, using, distributing, or dealing in any material or product.
Questions related to specific materials, methods, and services will be addressed at
the conclusion of this presentation.

5. Survey Question 1
Who will shape our cities and
suburbs in the decades to come?
a.Baby Boomers
b.Millennials
c.Neither

6. Today’s Debate Team Members
Team Millennial
Mitch Levinson
mRELEVANCE LLC
Rachel Flint
Hubbell Homes
Team Boomer
Aldea Douglas
AARP
Doug Van Lerberghe
KEPHART

7. Debate “rules”
5 minute opening arguments – Aldea and Mitch
15 minute Rebuttal Q&A period - Aldea and Mitch
5 minute opening arguments – Doug and Rachel
15 minute Rebuttal Q&A period – Doug and Rachel
20 minutes of audience questions
3 minute closing argument
Audience vote on winner of the debate!

8. Aldea
Douglas
Opening Argument: Boomers

9. Image
The boomers and
millennials represent
a combined total of
150 million people,
the majority of whom
have expressed a
preference for Livable
Communities.
By 2030 the U.S. will have twice as many
people over the age of 65 as we have
today
Every day, 10,000
boomers turn 65
76 million
boomers in 2015!

10. Image Image
The BOOMER
will shape our cities
and suburbs in
decades to
come….more then
the millennial.
Trade shorter
commute for a
smaller home
Proximity to a
mix of shops,
restaurants and
offices
Source: Urban Land Institute, America in 2013, 2013.
Mix of homes Mix of
Income
Public
Transportation
Option

11. Image Image
The BOOMER
is responsible for at
least $7.1 trillion
in annual economic
activity!
The LONGEVITY ECONOMY represents
the sum of all economic activity serving
the needs of Americans over 50.

12. Multigenerational Households
Multigenerational Households as a Percentage of All
Households in the United States, 2000-2012
Source: Pew Research Center analysis of U.S. Decennial Census data, 1940-2000, and 2006-12 revised weight American
Community Surveys (IPUMS)
PercentageofAllHouseholdsintheUnitedStates
The Boomer
is still paying for the
Millennial!
Leave the house
already!

13. 13
Survey after survey finds
that today’s older
adults want to remain
in their homes
Source: AARP Home and Community
Preferences of the 45+ Population, 2014
But most houses haven’t been
designed to adapt. American homes
have traditionally been designed and
built for able-bodied 35 year olds
78%of adults ages 45+
agree or strongly
agree with the
statement: “What
I’d really like to do
is stay in my current
residence for as
long as possible.”

14. 14
Survey after survey finds
that today’s older
adults
want to stay in their
community
Source: AARP Home and Community
For the past 50 years, communities
have developed around cars and other
motor vehicles as our principal form of
transportation
80%of adults ages 45+
agree or strongly
agree with the
statement: “What
I’d really like to do
is stay in my current
community for as
long as possible.”

15. Image
Image

16. Mitch Levinson
MBA, MIRM, CSP, CAPS, CGP
Opening Argument: Millennials

17. WHO
is
REALLY
driving?

18. Myths & Misconceptions
azy?
roke?
o Savings?
nti-The American Dream?FALSE!

19. 75% said that it’s either
fairly or very important
that a company gives
back to society instead
of just making a profit.
75% said that it’s either
fairly or very important
that a company gives
back to society instead
of just making a profit.
62% say that if abrand engages withthem on socialnetworks, they aremore likely tobecome a loyalcustomer.
62% say that if abrand engages withthem on socialnetworks, they aremore likely tobecome a loyalcustomer.
50%
of Millennials
follow brands on
social for the sole
purpose of getting
discounts or
special deals.
50%
of Millennials
follow brands on
social for the sole
purpose of getting
discounts or
special deals.
80% donate
time to
philanthropic
causes and
community
giving.
80% donate
time to
philanthropic
causes and
community
giving.
60% said that they
are often or always
loyal to brands that
they currently
purchase.
60% said that they
are often or always
loyal to brands that
they currently
purchase.
87% use between
two and
three tech devices
at least once on a
daily basis.
87% use between
two and
three tech devices
at least once on a
daily basis.

20. Millennials Appreciate Community
What makes a
community? Is
there a community
garden, dog park,
park, gathering
place or trail
system?

21. Millennials Drive How
Businesses Communicate
illennials:
ant it fast, and now.
ant to self-discover and value
transparency.
ave grown up online & do their own
research.
89% of millennials
said having access
to real-time product
availability
information would
influence their
shopping decisions.
- Accenture, 2015

22. REBUTTAL Q&A SESSION 1
Aldea Douglas
Mitch Levinson

23. Survey Question 2
Which generation is going to buy
more new houses in the next 5
years?
a.Baby Boomers
b.Millennials
c.Neither

24. Opening Argument: Boomers
Doug
Van Lerberghe

25. BOOMERS are still a force to be reckoned with
Have more wealth and spending power than Millennials
- 25% of population
- represent 75% of wealth and 50% of spending power
Value real estate
- 80% own their own home
- 25% own additional real estate beyond their primary residence
Will buy more than half of the new homes sold in the next 5 years
according to Metro Study Research.

26. Homebuyers are getting OLDER

27. Homebuyers are getting OLDER

28. MILLENNIALS have a shifting set of attitudes
First-time homebuyers fell to 32% of all purchasers in 2015, the lowest
level in almost 3 decades. Historical average is 40%.
Getting married later.
Want to maintain geographic flexibility.
Can’t afford down payments and have staggering student loan debt.
Living at home and with roommates in record numbers.
They are comfortable sharing, willing to live in small spaces, and desire
close-to-the-action locations.

29. BOOMERS are much wealthier
Have better credit
More savings
Are willing to pay for upgrades and lot premiums
Millennials are much more cost focused!

30. BOOMER housing OPPORTUNITIES
Remodeling homes – comfort, style and age-friendly
Modern appliances, energy-efficient windows and doors
Private outdoor spaces – entertainment, lock n’ leave
Single level, open plans, low-maintenance
Nice kitchens and master suites
Ability to customize
Continuing to work – home office, shared office space and reception

31. Opening Argument: Millennials
Rachel Flint
MC, CSP, CMP

32. Millennials Drive Housing Trends:
Flexibility
71% of surveyed Millennials say it’s
important for their home to have the
ability to be personalized
– BUILDER, 2015

33. Millennials Drive Housing Trends:
Design
 The “Apple” effect
 Clean Lines
 Outdoor Spaces

34. Millennials Drive Housing Trends:
Technology
 Ease of Use
 Charging Stations
 Tech Outpacing Buyer Demand

35. Millennials Drive Housing Trends:
Urban vs.
Suburban
83% of Millennials surveyed said more
space is the biggest motivator to
purchase a home.
- BUILDER, 2015

36. Millennials Drive Housing Trends:
Sustainability
Millennials have the most
knowledge of sustainability than
other generations, with 80% of
those surveyed indicating that
they have at least a fair amount
of knowledge.
- Cox Conserves Sustainability
Survey, 2015

37. Millennials Drive Housing Trends:
Price
 Upgrades
 Efficiencies

38. REBUTTAL Q&A SESSION 2
Doug Van Lerberghe
Rachel Flint

39. Survey Question 3
With the current community design
preferences towards walkability,
urban neighborhoods and lifestyle,
which generation is diving that most?
a.Baby Boomers
b.Millennials
c.Neither

40. Audience
Q and A

41. Closing
Argument:
Millennials

42. Closing Argument:
Millennials:
Number 82 million strong
Will spend $1.4 trillion annually by 2020 and $10 trillion over
their lifetimes as consumers, in the U.S.
Will exceed the Baby Boomer’s income by 2018
Will buy a home when they feel like it
70% expect to buy a home by 2020
Drive how businesses communicate with customers
Drive product, design, pricing, location and features

43. Closing Argument:
Boomers

44. Final Survey Question
Who will shape our cities and
suburbs in the decades to come?
a.Baby Boomers
b.Millennials
c.Neither

45. Aldea Douglas
AARP
Adouglas@aarp.org
AARP.org/Livable
@AldeaDC
@AARPLivable
Speaker Contacts:
Doug Van Lerberghe
KEPHART
DougV@kephart.com
www.kephart.com
303.832.4474
Rachel Flint
Hubbell Homes
rachel.flint@hubbellhomes.com
HubbellHomes.com
515.280.2038
@rachelf05
Mitch Levinson
mRELEVANCE, LLC
mitch@MELEVANCE.com
MarketingRELEVANCE.com
@mrelevance
@mitchlevinson3
Team Millennial
Team Boomer