Attitudes and values in older peoples housing development

Attitudes and values in older people’s housing development Dr Friederike Ziegler Dept. of Urban Studies & Planning friederike. ziegler@sheffield. ac. uk

Overview Based on interviews with 10 developers of specialist retirement housing • Who are we building for? • How well do you know your markets? • Are we responding to or shaping markets? • The right product, the right place, at the right time • The future is now- the battle for the mid-markets • Lessons for the North of England 18/12/2021 © The University of Sheffield

Who are we building for? “I always ask myself: Would I want to live here? ” “I haven’t built the scheme yet that I would want to live in. ” “I live in one of our schemes” 18/12/2021 © The University of Sheffield

How well do you know your markets? • Market research & trends • SHMA & demand • Gut feeling 18/12/2021 © The University of Sheffield

Responding to or shaping markets? • Entrepreneurial versus responsive approaches to development • Lifestyle versus need led markets 18/12/2021 © The University of Sheffield

Right product, right place and right time • City centre development • Downsizing 18/12/2021 © The University of Sheffield

The battle for the mid-markets • Housing Associations target for sale markets and shared ownership • Private developers target the mid-markets • Privately rented market 18/12/2021 © The University of Sheffield

• Need for new types of partnerships Lessons for the North of England • LA need to be proactive and engage in positive narratives • Encourage innovation and different housing and development models. • Listen to your customers 18/12/2021 © The University of Sheffield THINK AGEING…differently