7 Keys to Successfully Selling Accessible or Age in Place Showers

Whether you’re a design/build contractor, a general kitchen and bath contractor, or home access contractor (who focuses on ‘needs-based’ remodels due to health challenges) the reality is it’s different selling an accessible or age in place bathroom.

People who ask for an accessible or age in place bathroom have different needs (whether it’s due to a health challenge or age).  

People influencing this purchase (adult kids, caregivers, Occupational Therapists, Physical Therapist, case managers etc.) are looking for different product features and benefits than a ‘general remodeling project.’

So, the question becomes how can you better understand the needs of these clients (and the desires of those influencing them)? And how can you communicate the benefits of your solutions and build an age in place or accessible bathroom they’re ecstatic about? Hey- why not try to go beyond one which just ‘works?’

In this article I’ll present 7 keys (I’ll call them the 7 S’s) for a successful accessible or age in place bathroom remodel. At the end – whether you’re a ‘newbie’ to these projects or an ‘old hat’ I’d love your input and questions about this list AND other items you think are essential to add to it as well.

Now, let’s dig in.

Key #1- You ‘gotta have safety’. However, if you lead with safety with a capital ‘S’, it could kill your sale!

I know the knee-jerk reaction when someone says they need an accessible shower, an ADA shower, or they want to ‘age in place’ is to immediately emphasize safe bathroom products. And here’s a few products I’m talking about.

• Ramped shower pans
• Grab bars
• Bench or fold down seats
• Shower heads with diverter.

And while these are all legitimate bathroom ‘safety’ products, the last thing many owners (and even their adult kids who may be ‘eyeing their inheritance…..sad, but true) want is a shower which LOOKS SAFE (because maybe safe is just another word for ugly to them)!

In addition, safe to many people also looks ‘institutional.’ And who like institutional? ‘Er that’d be no one except companies selling institutional-and-geriatric looking products!

So, while you may need to provide a safe shower – look for ways which you can ‘hide the safety in plain sight’ so you don’t turn off your client (or their adult kids who influence the purchase and are eyeing the money they’ll get when the time comes to sell) – yet you still get them a safe shower.

It could be using a ‘removable ramp’ shower pan so they’re not forced to have an “ADA-look’ shower with a permanent ramp.

It could be with decorative grab bars which double as towel bars.

It could be using a fold down seat vs. clunky bench seat or worse yet – geriatric shower chair which eat up all the room in the shower.

It could be using a stylish shower wall surround vs. white plastic panels which reminds them of evil hospital rooms they spend too much time in already.

Key #2 – Use the K.I.S.S. method – Keep It ‘Super Simple’!

For many people who need an accessible or age in place shower, mobility and time may no longer be their “little fren!” (as Tony Montana from the gory movie Scarface might have said).

As we age – unfortunately, our bodies don’t age like fine wine (or even a fine ‘box of wine’ I might add!). So, for your age in place clients the desire (and flexibility) to get on their hands and knees cleaning tile grout joints (assuming they don’t have the extra cash to pay a Grout Doctor franchise to do it for them), is between slim and none.

So, what can you do for people who want to use their time more effectively and purposely (like playing with grandkids or making a difference in their world), yet still give them a slick looking shower?

Here’s 4 smart ideas for a simpler shower.

• Supply a grout free shower pan a high-maintenance tile pan.

• Use grout free shower wall panels – especially ones which are stylish and sturdy.
• Use glass shower doors which have glass surface protection to minimize hard water deposits they can’t get out.
• Use niches made of stainless steel.

Key #3 – Make sure the Accessible and Age in Place bathroom is ‘space expanding’

Bathrooms by their nature are usually smaller spaces than most owners would like. And if your customer has a tub/shower combo with its tapered tub sides and pre-molded ledged ledges for supplies – the amount of space to stand while showering or to have access to soaps, shampoos, and ‘lotions and potions’ (shall we say) is often inadequate.

So, how can you improve their bathroom and ‘expand their space’ without ‘expanding the actual space?’ Here’s 3 smart ideas

• Idea #1 – Do a tub to shower conversion – So many people are removing tubs- since they’re dangerous AND the tub for soaking is seldom used. With a shower they’ll have so much more room than inside the ‘bathing well’ (as the tub manufacturers call it) of a tub.

• Idea #2 – Add niches into the wall or corner shelves onto the wall –With a fiberglass one piece surround installed by a builder, I’m sure your customer has bumped shampoo bottles off those skinny ledges and the bottle has plopped onto the shower floor. With a new shower you can recommend recessed niches or corner shelves to get rid of this frustration.

• Idea #3 – Add volume with a ‘smarter’ glass shower door – Even with a shallow (let’s say 30-32”) tub/shower alcove today there’s a way to increase it’s depth to 36” and eliminate the ‘elbow banging’ experience they hate. Accomplish this with a bowfront curved sliding glass shower door.

Key #4 – Make sure the Accessible and Age in Place bathroom is ‘sellable’

I can’t tell you the number of times I see home access contractors who do accessible bathrooms funded by state assistance, or third party payor programs and they use a ‘functionally correct’ solution and install a shower pan with an integral ramp for someone who is in (or might need to be in) a wheelchair.

And while who can argue with making sure a wheelchair user can use their shower independently – the problem is when that person is no longer living in this home (and the property is on the market) – very few potential buyers want a ramped pan UNLESS they have a person in a wheelchair. And since only 1% of the U.S. population uses a wheelchair daily, the probability of a ramped shower pan being a positive selling feature is low.

And if your potential buyer wants you to remove this ramped pan – which is unfortunately at the bottom of the shower, everything above it also needs to be removed (walls, accessories etc.). And as you know it would be expensive AND painful to the owner to basically ‘re-remodel’ (and yes, I know that’s not a real word) their shower.

To eliminate this future problem, use a removable ramp kit. Place the ramp kit next to a low profile shower pan when you need it, and when they sell their home they can remove it. Wala, problem solved!

Key #5 – Make sure (budget permitting) the Accessible and Age in Place bathroom is ‘stylish’

I don’t know what in the ‘Sam Adams’ makes contractors selling accessible and age in place bathrooms think their clients (and their adult kids) don’t ALSO want a stylish bathroom.

The systems used in many ‘third party payor’ funded (like state waiver, V.A. or workmen’s comp funded) bathrooms can be downright ugly and institutional. And while these bathrooms may be functional, why not make them look stylish if your client has the budget to make it happen? I’d call this ‘sales malpractice’ (or maybe less harshly) just a lack of knowledge of cool, yet accessible/age-in-place friendly products which aren’t budget-busters.

And it’s nice to know style, safety, simplicity, sell-ability and space expanding ARE NOT mutually exclusive goals.

For example – check out these time-effective to install – yet uber-stylish (you’d guess they were tile) – laminate wall panels. Available (from stock) in 31 patterns (and no, this isn’t Baskin Robbins!). There’s no reason your customer can’t have ease of cleaning and a cool look at an affordable price.

Or check out these matte finish stone shower pans. They have 2 tons of weight capacity (there’s no flex in these babies). They aren’t slippery (which is key to minimize falls).

Or lastly – use stylish shower accessories like grab shelves (which add more safety AND storage).

It’s possible for your customers – and those influencing them like adult kids to ‘have it their way’ (and not have to go to Burger King OR the tile store) with a new, and stylish, accessible or age in place shower which doesn’t cost an arm and a leg.

Key #6 – You gotta have a way to ‘show and tell’ what you’re recommending

Let’s face it, people buying remodeling projects often can’t wrap their head around how the finished shower will look. And this is doubly-difficult for people who may also be dealing with the stress of a progressive health condition.

So, the question is how can you create the best – and simplest way to communicate not only with the users of the shower – but also with health care professionals or adults kids who may be influencing the process?

One way is to use a bathroom visualizer and professional bathroom presentation. These tools help clients – and those helping them – see your offerings even if they can’t visit supply stores or your showroom.

Key #7 – You gotta be a ‘student of the game’

Here’s the rub about the bathroom business. Just like most businesses, change is the one thing you CAN count on.

And as Bob Dylan (in the song below might say), The Times They are A-Changin!

So, if you want to be a well-respected contractor in the accessible and age in place market you need to be a student of the game. You need to be current on products and installation processes. And if you’re wondering how to do that here’s a few ideas:

• Go to the ‘big show,’ the Kitchen and Bath Industry Show in Las Vegas (or Orlando depending on the year). This show is attended by 100,000 of your ‘best friends’ and you’ll see mind-blowing bathroom products you’ve never seen before – I guarantee it.

• Join your local remodeling or building industry association. It’s great to learn from other builders, remodelers, and suppliers.
• Listen to podcasts. This is a great way to ‘learn on the run’ which is so needed in this business. And one good podcast for the accessible/age in place remodeling market is the Home Designs for Life podcast by Janet Engel.
• Read blogs. Hey, you can even read this blog – and that’d make ME feel good – ha! ha!
• Read publications from the building and remodeling industry.

So – how can I help you next? Do you have other ideas to add to this list of key success factor for Accessible or Age in Place remodels?

So, after reading these 7 keys to an accessible or age in place shower remodel do you have questions or input to add? If so – comment below.

And if you’re looking for products to help achieve the goals of this article I’ve love to talk to you about stylish grout free wall panels, stone shower pans, safe – yet stylish shower accessories, and glass doors which are a notch above what you’ll see in home centers. To learn more

• Call 888-467-7488 and ask to speak to Mike about our bathroom dealership
• Request free laminate wall panel samples.
• Fill out our become a dealer form.

Thanks for reading and putting up with my humor along the way. I look forward to assisting you – Mike.

Mike Foti,

President, Innovate Building Solutions

  ###

In addition, if you’d like to connect on LinkedIn, you’ll find me at

https://www.linkedin.com/in/mikefoti/