Newest craze for Florida’s Gen X homebuyers: Live like a retiree
Why should the grandparents have all the fun?
It turns out plenty of Gen X homebuyers are just as crazy for pickleball, spa services and wine clubs as their Boomer counterparts, and national homebuilders are responding.
Pulte has joined Taylor Morrison in expanding its active adult brand to create all-ages communities with the same enticing combination of amenities and programming. The nation’s third-largest homebuilder announced its not-just-for-retirees Del Webb Explore spin-off on March 3, with the first two resort-style communities planned in Southern California and Tampa Bay.
The phenomenon is also on its way to the Orlando area.
“We’re seeing a convergence of Gen X reaching their peak earning years, with sophisticated tastes shaped by decades of travel and lifestyle experiences,” PulteGroup President and CEO Ryan Marshall said in the announcement. “The extension of the ageless Del Webb brand means we can now offer a product to those who crave a vibrant, active lifestyle, regardless of age.”
Pulte cited market research that found several factors are driving the overlap in interests between Del Webb’s traditional Boomer buyers and today’s Gen X consumers, who are between the ages of 45 and 60.
Pulte’s research showed that 40% of potential Del Webb buyers desired the brand’s renowned active lifestyle but without the limitation of having to be 55 or older. These buyers cited multiple reasons, such as having older children living with them, needing to help care for grandchildren, being younger than a traditional active adult buyer, and simply wanting to live around people of varying ages.
At North River Ranch, between Tampa and Sarasota, Pulte’s new all-ages community will feature 900 homes and an amenity package that includes a lazy river, covered pickleball courts, and a private clubhouse with a poolside bar and grill.
Pulte currently has four Del Webb 55+ communities in active development across Central Florida in Sunbridge, Minneola, Horizon West and Twin Lakes. Another two are planned in Wellness Way and at EverBe. The Orlando division has not revealed if either of the last two will be a Del Webb Explore.
The new Explore brand shouldn’t be confused with Pulte’s resort division, which focuses exclusively on vacation home communities, like Windsor Cay, that allow short-term rentals. The new brand is for permanent residents who want a resort lifestyle with concierge services.
The Orlando Real’s Ken Pozek called it a smart move. “There’s plenty of Gen Xers that don’t want to be associated with active adult or 55+,” he said. “They want everything The Villages has to offer, they’re just not willing to say ‘I’m in that age bracket.’ So for it to not be age-restricted brings in a wide variety of people. I think it’ll do really well.”
Taylor Morrison introduced its Esplanade brand 12 years ago, and the first communities it built, including the sold-out Esplanade at Clermont, were age-restricted. But in recent years, the company pivoted to reposition the Esplanade brand. Taylor Morrison now has four Esplanade communities with a combined 2,300+ homes in the development pipeline for Central Florida, and none are age-restricted.
“Esplanade is not an active adult brand but rather a resort lifestyle brand,” Division President Brian Brunhofer told GrowthSpotter. “The home and amenity designs cater to living like you’re on vacation every day.”
All Esplanade communities offer concierge services to residents, including a wine club, dry cleaning services, dog walking, private concerts and exclusive travel and resort experiences.
Taylor Morrison is building Esplanade communities at McKinnon Groves in Wellness Way, Center Lake Ranch in St. Cloud and Westview in Poinciana.
Orlando Sentinel March 24, 2025
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