Why Franchisees Should Watch the 55+ Housing Trend Closely

Across the country, a powerful demographic shift is reshaping the housing market — and it’s one that every franchise investor should be watching. The generation that once fueled suburban growth is now entering its 60s, 70s, and beyond. These aging homeowners represent not only the largest share of homeownership in the U.S., but also one of the fastest-growing segments driving demand for home improvement and painting services.

As more homeowners look to stay in place rather than downsize, they’re investing in comfort, safety, and longevity. From interior painting services that brighten long-loved living spaces to exterior painting services that protect against weather and time, the 55+ homeowner demographic is fueling new growth for local service franchises across America. And for entrepreneurs, the trend represents more than a passing wave — it’s a generational opportunity.

Demographic Tailwinds: The Aging Population Driving Demand

As detailed in U.S. Census Bureau projections, by 2030, every member of the Baby Boomer generation will be 65 or older, expanding the older population so that 1 in every 5 U.S. residents will be in this age group.

Unlike previous generations, today’s retirees are healthier, wealthier, and more committed to aging in place—with a strong majority (75%) of adults aged 50 and older wishing to remain in their current homes, as per AARP research. That means older homeowners are prioritizing maintenance, upgrades, and beautification projects that make their homes more livable and enjoyable for the long haul.

These trends directly benefit franchises offering painting, remodeling, and home improvement services. A freshly revitalized living space isn’t just about aesthetics — it’s about maintaining independence, creating comfort, and ensuring safety. From slip-resistant flooring and lighting upgrades to high-contrast wall colors that improve visibility, today’s seniors are turning to trusted local experts to make their homes more functional and inviting. That’s where CertaPro Painters franchise owners find consistent opportunity.

From Empty Nesters to Opportunity Investors

As many Boomers transition from raising families to enjoying retirement, they’re reimagining how their homes reflect their new lifestyles. Spare bedrooms are becoming home offices, guest suites, or art studios. Outdoor decks and patios are being repainted and refinished for gatherings.

This wave of renovations is more than seasonal—it’s a lifestyle-driven shift that values comfort and personalization over relocation, with homeowners aged 65 and older now accounting for 27% of all home improvement spending, nearly double their share from two decades ago, as highlighted in Harvard’s Joint Center for Housing Studies report. Franchise owners who understand this shift can align services directly with what this demographic values: quality, trust, and reliability.

By building relationships in established neighborhoods, CertaPro Painters franchisees tap into a customer base eager for premium results and professional care. The trust that homeowners over 55 place in a recognizable brand is invaluable — and it’s a cornerstone of CertaPro’s ongoing success in markets nationwide.

Building Comfort, Not Just Homes

As America ages, the concept of “home” is evolving into a sanctuary that supports independence and identity. For seniors choosing to age in place—where over 80% of older adults feel safer in their homes than anywhere else, according to Choice Mutual’s analysis of aging trends—keeping up with maintenance isn’t optional; it’s essential. That’s where CertaPro Painters franchisees thrives.

More than ever, franchise opportunities that align with demographic realities stand out. The 55+ housing market is stable, predictable, and deeply rooted in community. It rewards reliability and consistency — traits that CertaPro’s franchise system is built upon. With a proven brand, training support, and trusted reputation, entrepreneurs can confidently serve a growing population that values craftsmanship and care.

Start Building Your Future with CertaPro Painters

The Silver Wave isn’t slowing down — and neither is the demand for residential painting services, especially as mortgages lock homeowners in place and drive remodeling trends, with older homeowners spending only 15% of their budgets on DIY projects according to a Forbes analysis. As homeowners invest in comfort, preservation, and pride, the next decade promises robust growth across home service sectors.

Start your painting company with a CertaPro Painters franchise and build a business that grows alongside America’s aging homeowners. From local marketing and training to national brand recognition, CertaPro provides the support and systems you need to turn demographic trends into long-term success.