Sessions

The senior housing industry has spent years searching for a scalable middle market model—and many success stories remain difficult to replicate. This session will showcase organizations that have successfully navigated the challenges of serving this growing cohort of older adults and explore which levers are most effective in delivering a middle-market product.

Panelists will examine the full range of cost drivers—land, construction, operations, staffing, utilities, insurance, and capital—and identify where meaningful opportunities exist to improve affordability. The discussion will focus on how to align product design, pricing, and target market while building scalable models that balance expense control with market demands without losing sight of the affordability mission.

In addition, panelists will address common challenges, including the misalignment between product and customer, the rise of “middle market by choice,” and how to operate communities that appeal to both middle- and higher-income residents. Attendees will leave with practical insights to help overcome barriers and evaluate alternative approaches to serving middle-income older adults.