Building, Renovation & Accessibility
Demand for senior-friendly housing and accessible refurbishments is growing significantly – because most people want to live independently in their own homes for as long as possible. Care and support are predominantly provided within people’s own homes: Approximately 86% of those requiring care in Austria and Germany are looked after at home.
At the same time, only a small proportion of homes are actually accessible: In Austria, the figure is around 13%, whilst in Germany there is a shortfall of approximately 2.5 million accessible homes.
Tourism and the hospitality industry also need accessible, senior-friendly concepts: The over-65s have strong purchasing power, are quality-conscious and loyal. These hotel rooms are in high demand. What’s more: Family events, weddings, anniversaries or birthdays take place in venues where older relatives and people with disabilities can also participate comfortably.
Those who understand now what older people, their relatives and forward-thinking customers need can clearly position themselves in a growing market. Especially in a challenging construction and renovation sector, senior-friendly living is becoming one of the most important areas for the future. What older target groups need goes beyond marketing and communication: Barrier-free planning, technical solutions, legal issues. I know the relevant providers and experts in Austria and Germany – and will connect you specifically with the right people.
Mistakes we often see:
#1 – The issue of accessibility is treated as a niche topic
Senior-friendly construction is still viewed by many internally as a niche topic for a small, marginal group – yet it affects everyone. Sooner or later, whether directly or as a family carer. The target group is not a niche market.
#2 – The message is reaching the wrong people
Who really makes the decision about a home renovation? It is often the children – family carers aged between 45 and 60 – who take the initiative, do the research and commission the work. This group is rarely targeted. The growing group of people aged 55 and over who are proactively renovating their homes to make them suitable for their age also needs to be specifically targeted.
#3 – Accessibility is either considered too late or not at all
Steps and barriers that aren’t necessary. Doors that are too narrow. Bathrooms and toilets that aren’t accessible. If you don’t take accessibility into account from the start, you’ll create costly problems for your customers – and damage your own reputation.
Why now: The market is changing
The baby boomer generation is reaching retirement age. Pressure on care homes is mounting, whilst the desire to live independently at home is growing. One in four people aged 65 and over falls at least once a year – and according to the WHO, falls are one of the most common causes of pain, disability and loss of independence worldwide. The home is often the place where these falls occur – and where they could also be prevented.
At the same time, informal care provided by relatives is becoming increasingly unstable – lifestyles are changing, and the caregiver support ratio is falling. The home environment is thus becoming an essential factor in care provision – retrofitting and senior-friendly renovations are no longer a ‘nice-to-have’, but a prerequisite for safety, autonomy and predictable care.
To be able to live independently and self-determinedly at home for as long as possible, the right environment is needed: Solutions tailored to individual needs that enable a safe and comfortable home. Millions of homes in Austria and Germany will need to be adapted for older people in the coming years. A wave of renovation projects that is only just beginning.
What I can do for you
Target audience
analysis
Who are your older customers? What triggers their purchasing decisions – and what holds them back? I analyse their life situations, decision-making processes and blind spots in your approach to this target group.
Positioning
I assess whether your offering is suited to the everyday realities of older people’s lives – and highlight specifically where adjustments are needed: In the product, in the design of your communication and marketing, and in your distribution channels.
Understanding
target audiences
In a series of workshops, we will work together to develop ways in which your staff can better understand, engage with and support older customers and their relatives.
Content & Communication
I develop content and communication strategies that reach your target audiences – both online and offline – for the buyers themselves and for their family members, who are often key decision-makers.
GEO & SEO
Anyone looking for senior-friendly solutions these days no longer just turns to Google – they ask ChatGPT, Perplexity or the AI assistant in their browser. Whether your offering features in these results depends on how well-positioned you are today.
Together with a specialist partner, I’ll show you how to become visible in search engines and AI systems – with content that gets found and positioning that works algorithmically too. Because if you don’t appear in AI, you simply don’t exist for a growing number of users.
Let’s talk.
Demographic change isn’t some abstract future concept – it’s already transforming your target audiences right now. If you’d like to understand the opportunities this presents, I’d be delighted to have an initial chat with you.
Either fill in the form – or get in touch with me directly anja@owl-lab.at.