William Lyon Homes joins the ranks of builders targeting the active-adult market with its new Ovation brand, which it touts will present a whole new approach to building for this market.
The company recently announced its new focus on the emerging 55+ active adult market — “Ovation, a Lyon Active Lifestyle Community” and in the Pacific Northwest, “Ovation, a Polygon Active Lifestyle Community.”
The builder indicated it plans to leverage its experience in product design and place-making, to differentiate Ovation from traditional “cookie-cutter” active adult communities by "cultivating an appealing brand lifestyle for 55+ buyers who prefer a more intimate, unconventional and contemporary residential environment."
The William Lyon Homes team is focusing their development expertise to create and deliver active adult communities that will address a specific niche opportunity within the 55+ segment market, namely by offering small to mid-sized scale communities located close to urban and suburban areas enabling convenient access to the greater area amenities. In addition, the Ovation communities will feature architecture, amenities and ambiance that are innately different from the competition. Contemporary product design brimming with natural light, private indoor/outdoor living spaces and smart technology will be a defining characteristic.
“At William Lyon Homes, we take great pride in understanding the needs of consumers and tuning in to their aspirations,” said Matthew Zaist, CEO for William Lyon Homes. “Today’s 55+ homebuyers are sophisticated and vital, and they’re searching for something different. We feel confident that these new Ovation communities will fill that niche with an entirely new interpretation of what a modern active adult community should be.”
William Lyon Homes is entering the 55+ active adult market with the debut of several new Ovation active lifestyle communities in highly desirable markets including Phoenix, Arizona, Las Vegas, Nevada, Lacey, Washington and Orange County, California.
The builder’s commitment to a standard of beautiful aesthetics and quality craftsmanship ensures these communities will be set apart from competitors, offering distinctive single-story residential designs with open living spaces, abundant natural lighting, private outdoor spaces, quality finishes, energy-efficient amenities and useful technology features.
Each community location will be less remote and self-contained than typical active adult settings and will ensure lifestyle priorities are accommodated with access to retail, restaurants, outdoor recreation, medical centers, airports and more. Since approximately 70% of this market segment expects to postpone retirement, they will also be within comfortable proximity of business centers.
Reported by PR Newswire (March 15, 2017)
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