Industry Voices

By Steven Zijl The global elderly population is growing faster than any other, is comparatively wealthy and — depending on geographic and supply standards — is seeking out new communities for its “third age.” Consequently, the seniors housing sector is experiencing rapid transformation on both sides of the Atlantic.  While the United States boasts a mature and well-segmented senior housing market with clear product categories (independent living [IL], assisted living [AL], memory care [MC], skilled nursing facilities [SNF]), Europe remains fragmented and non-standardized. Demographic pressure is increasing the need seek …

By Martin Kimmel For too long, the senior living industry has approached design with a troubling assumption — older adults want old-looking things. Colonial windows. Shutters. This type of traditional architecture underestimates residents’ sophistication and their preference for contemporary living. Even more problematic is the cookie-cutter strategy, which involves replicating the same senior living community design across different markets in the pursuit of efficiency. These approaches fail on multiple levels. This type of design patronizes residents, alienates communities and ultimately hurts business. When a new senior living community appears, feeling …

By Amanda Garvey As sustainability in the built environment continues to gain momentum, everything from tall towers to data centers is becoming greener. The seniors housing sector holds significant, often underrecognized potential for advancing eco-friendly practices.  There are currently more than 32,000 assisted living communities in the U.S., according to the National Center for Assisted Living. These facilities present a unique opportunity to make a positive impact on the environment.  As of 2024, there were also 14,827 certified nursing facilities (nursing homes) nationally, according to Kaiser Family Foundation (KFF) State …

Paul Gordon, a partner at HansonBridgett, a full-service law firm headquartered in San Francisco, has counseled clients in the seniors housing and care space since 1975. He is such a longstanding expert in the business that the Chambers USA legal directory refers to him as the “godfather of seniors housing.”  Gordon’s entire practice is devoted to representation of seniors housing and long-term care providers, as well as related organizations. This work includes business transactions, regulatory compliance, risk management and dispute resolution, fair housing and ADA compliance, as well as operations counseling.  Over …

By Amanda Kepshire, CallRail Standing out as a senior living provider is no longer just about amenities or availability. Success today requires a deeper strategy: one that combines human connection with data-driven precision. Prospective residents and their families are seeking transparency, trust and a personalized experience from the very first interaction. That means that marketing efforts need to be more intentional, measurable and aligned with what truly matters to seniors and their loved ones. Communities that adapt now by refining messaging, improving outreach and using data-informed insights to guide their …

By Kirsten Jacobs, LeadingAge “At what point in history has segregation ever worked?” This provocative question was posed 10 years ago by Pat Sprigg, then the CEO of Carol Woods Retirement Community, a LeadingAge member. On that day, a room full of participants gathered to explore the best and promising practices in dementia care, and Pat challenged us to reflect deeply on the practice of separating individuals living with dementia — and to consider whether a more inclusive, compassionate approach might be possible. Today, I find myself among a growing …