SAGE
Housing
Certification
Marianne Rogerson, PhD
Mount Royal University
Calgary, Alberta
1
Certification
2
SAGE Housing Certification
 Specialist
in
accessible and
generational
housing
National Certification Program
Certification
3
Rationale,
Barriers
Benefits
Certification
4
SAGE Housing Certification
** Set of standardized training modules written
initially for renovators and builders.
Additional modules developed for designers,
architects, sales/marketing professionals, health
care providers, health care administrators, social
workers, etc.
Certification
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Rationale

Aging population





Demographic reality
– New Old
Increase 75+
Sandwich
generation
Value
independence
Embrace
specialization and
customer service
Certification
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Rationale

Health care
challenges
 Practitioner
shortages
 Fewer long-termcare facilities
 Increase in home
delivered services
 Service demands
Certification
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Impact of Boomers

Boomers reshaping social
conventions:
 Marriage, family, parenting,
workforce, healthcare
 Personal freedoms
 Shift from obligation to
gratification in decision making
 Individualistic and less traditional
 Embrace technology
 Retirement is not an event but a
metamorphosis
 Have vast social networks – but
are also solitary
 New old
Certification
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Rationale
 Accessibility,
universal housing
design, flexible
housing


Legislation
Terminology in
place – with
increased
visitability
Certification
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Rationale
 CAPS





program
National program
Standardization
Certified instructors
Assistance with
marketing
Website
recognition of
grads
Certification
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Perceived Barriers to
Certification
 Perception
of limited value
(builders/renovators and consumers)




Expensive
Unnecessary – small customer base
Know building code already
Clients don’t care
Certification
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Benefits of Certification
 Creditability
 Differentiation
 Standardization
of training – common
language
 Enhanced customer service
 Self-regulation
 Limit government involvement
 Unique Canadian culture
Certification
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Who would benefit from this
certificate?

Professionals







Builders
Renovators
Designers
Architects
Real estate agents
Sales and marketing
professionals
Product designers

Professionals






Home care providers
Entrepreneurs
Social workers
Occupational
therapists
Recreation therapists
Kinesiologists
Certification
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Societal Shift
Certification
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Societal Shift
Pilar Single Handle Pull-down Kitchen Faucet with
Touch 20
Certification
Technology - DELTA
15
Moving Forward
 Conceptualize

the certificate
Start with renovator/builders as first target
market. Add additional modules for other
professionals
 Three



primary areas
Accessibility
Design
Marketing and sales
Certification
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Accessibility
 Three




areas of focus
Personal expression
Social space
Relationship of functionality to personal
expression and social space
Health promotion
Certification
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Design
 Basic




principles
Expanded knowledge and understanding
of client needs and expectations
Concept of home – personal expression
and social space
Generational living
Building health promotion into the home
Certification
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Marketing and Sales
 Marketing

your expertise
How do you get potential clients interested
in your company?
 Differentiation
 Expertise
 Inclusive
language
Certification
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Next Step

National committee

Barriers, benefits and curriculum
Challenge barriers
 Clearly defined benefits
 Curriculum development
 Online vs classroom delivery


Parallel consumer education



CARP
Local organizations
Local businesses
Certification