Motivation: Active Adult Entry Level buyers consist of a mixture of ethnically and racially diverse individuals who tend to have strong ties to communities and traditions. Their primary motivators for moving would be to downsize or locate closer to family. Just like the Entry Level group, home ownership is relatively low for this group compared to the other groups.

Age/Income/Kids: This consumer group includes households primarily 65 years of age or older. Most individuals are middle or middle to lower class with few households having attained education beyond high school. This is the most financially challenged of the active adult groups and as a result also the most flexible with regards to product type.

Home Preferences/Features: This buyer group will accept nearly all housing types and styles, although stairs and other age-related concerns are a consideration for most buyers.

Hobbies/Interests/Lifestyle Traits: These buyers lead a relatively simple life filled with newspapers, Readers Digest and TV programs like the news and games shows such as The Price is Right. When not at home or with grandchildren, these buyers frequent activities at local senior centers. You would find this group dining at casual/buffet style restaurants such as Bob Evans, Shoney’s and Cracker Barrel. Value conscious, they shop at Wal-Mart, Kohls and QVC, and are frequent users of coupons and sales. Recent travel is likely to include a group bus trip.