Webinar: Active Adult — How to Define It and Where is the Industry’s Hottest Segment Trending?


On June 30, Seniors Housing Business hosted a panel discussion called “Active Adult — How to Define It and Where is the Industry’s Hottest Segment Trending?” Experts from the seniors housing industry joined to talk about what makes active adult/55+ market a large and quickly growing segment. Click to watch to this engaging webinar.

“Adult children are big influencers in the decision to move to active adult living. Also, seniors are looking to sell their home and take that equity and travel. They are looking to rightsize, not necessarily downsizing,” points out Michael Uccellini of The United Group. Catering to the needs of the next generation of active adult consumers means creating an ecosystem of care and community for seniors.

Hear seniors housing experts discuss the following topics and more:

  • People and circumstances influencing seniors to move into active adult
  • Resident profiles and how to employ them to define and attract customers
  • Active adult rentals and how they differ from other multifamily properties
  • Absorption pace and how to plan accordingly
  • Impacts of COVID-19 on active adult

Click here to listen to the full webinar.


  • Ryan Frederick, SmartLiving 360 (moderator)
  • Michael Uccellini, The United Group
  • Margaret Wylde, ProMatura
  • Mitch Brown, Greystar
  • Robert May, Avenida Partners

Webinar sponsor: For 36 years, ProMatura has been a world leader in market research for residential communities, specializing in all forms of age-qualified housing (senior living, seniors housing and retirement communities). They are a full-service firm, helping clients make decisions and solve conundrums through custom-designed studies. Their data are valid, reliable, usable and defensible. Their research has proven again and again to yield exceptional, successful communities.

Hear panelists explain what is important when creating an active adult community that will bring enjoyment to residents and their loved ones for years to come.

To see past Seniors Housing Business webinars, click here. For more information on the seniors housing industry, subscribe to the weekly Seniors Housing Business newsletter or the bi-monthly magazine.