D.R. Horton To Establish New Affordable Housing Brand Specifically For Seniors

After the success of the Express Homes brand among first-time buyers (and last-time buyers), D.R. Horton decided to create a new brand specifically for seniors

July 28, 2016

We are all aware by now that Baby Boomers and Millennials share many of the same needs and desires when it comes to buying a house, but when D.R. Horton, the largest home builder in the U.S., launched a home brand specifically targeted at first-time buyers, these similar desires were made even more clear. Boomers began snatching up these starter homes, which D.R. Horton builds and sells under the Express Homes brand, from younger first-time buyers.

The solution? Give them their own brand of affordable homes specifically targeted at active adults. The new brand, known as Freedom Homes, is being marketed as an affordable option for seniors who want a “carefree, low-maintenance lifestyle in an age-restricted community,” Chairman Donald R. Horton said in a prepared statement.

According to the Star-Telegram, Freedom Homes will be available in eight markets by the end of the 2016 fiscal year. By the next year, the brand will be available in a little over 30 percent of the company’s 78 operating markets.

While Freedom Homes will eventually be offered in Florida, Texas, and Arizona, Houston will be the first Texas city where they will be made available. There has been no announcement yet on the average size or price of the homes.

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