NIC Notes

Insights in Seniors Housing & Care

Business Environment  |  Economic Trends  |  Forgotten Middle  |  Market Trends  |  Seniors Housing

Considerations for a Successful Middle Market Product: A Strawman

By: Beth Mace & Ryan Brooks  |  January 20, 2022

Introduction A growing number of senior housing operators and capital providers are expressing interest in the “Forgotten Middle,” a term coined by NIC in 2019 in its seminal research to describe the large middle-income seniors cohort by its demographic characteristics as well as its housing and healthcare needs. The middle market includes Americans who have too much wealth to qualify for government support programs such as Medicaid, but not enough financial resources to pay most private pay options for very long. Identifying the right balance of hospitality, services, and care delivery, while still maintaining a monthly rental price that can be paid for by this group, is the cornerstone to a successful middle-market strategy.

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