Tag: NIC MAP

Occupancy is rising, development remains constrained and the first wave of baby boomers is turning 80 — forces that are quietly redefining senior living’s trajectory. The real story isn’t just momentum, it’s what the data reveals about where the market is headed next. 

On Varsity’s weekly Roundtable, Lisa McCracken, Head of Research & Analytics at the National Investment Center for Seniors Housing & Care (NIC), translated NIC’s latest research into clear signals for operators and marketers. Below are a few Fresh Perspectives from her discussion.

DEMAND FOR SENIOR LIVING OUTPACING SUPPLY GROWTH – Occupancy isn’t rising because we suddenly cracked the marketing code. It’s rising because inventory growth is at historic lows while the 80+ population accelerates. The supply-demand gap is doing heavy lifting.

90% IS THE NEW PSYCHOLOGICAL MILE MARKER

With national occupancy nearing 90 percent and record occupied units for 13–14 straight quarters, the industry is regaining confidence. Crossing that threshold signals strength — even if 91.7 percent remains the ultimate benchmark.

PENETRATION IS COMPLEX, NOT DEMOGRAPHIC

Age and income alone don’t determine market success. Cultural norms, policy, labor dynamics, ADLs and local economics all influence penetration. A one percent gain nationally would be massive — but it requires nuance, not shortcuts.

VALUE MUST BE PROVEN, NOT PRESUMED

Feeling impactful isn’t enough. Claims-based research shows residents live longer, have lower mortality and fewer hospitalizations than peers — data that strengthens positioning with payers and prospects alike.

ER VISITS TELL A STORY

Senior housing residents visit the emergency department more often, but are hospitalized less. That tension reveals both opportunity and operational blind spots — and points to the next frontier of improvement.

DEVELOPMENT IS A SLOW SWITCH

Even if capital loosens and construction starts rebound in 15–18 months, extended development timelines mean new supply won’t arrive quickly. Today’s drought could shape market dynamics for years.

DATA IS THE BRIDGE

From value-based care toolkits to expanded market coverage, NIC’s role isn’t just reporting numbers, it’s connecting silos, informing strategy and helping a small but essential sector prepare for a very big future.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here. 

The senior living industry is at an inflection point, shaped by rising demand, shifting expectations and rapid change across care, workforce and media. Recently on Varsity’s podcast, Roundtable Talk, Derek welcomed Kimberly Bonvissuto, content editor at McKnight’s Senior Living.  

During the discussion, Kimberly unpacks the arrival of the “silver wave,” the growing gap between senior living supply and demand and assisted living’s evolution into a more healthcare-driven model. The following are some fresh perspectives from the conversation. Check out the full episode here. 

MCKNIGHT SENIOR LIVING IS ONE OF THE INDUSTRY’S MOST RESPECTED PUBLICATIONS. WHEN YOU LOOK AT SENIOR LIVING TODAY, WHAT STORYLINES FEEL MOST IMPORTANT FOR OUR INDUSTRY?

I’d say the silver wave is finally here. The industry needs to find a way to address the discrepancy between supply and demand. There’s just not enough supply right now. According to NIC MAP, development rates are meeting only 25% of the pace necessary to sustain demand. Assisted living is also becoming more of a healthcare setting, and the increasing use of technology and AI is another hot topic.

WHAT’S A TREND THAT YOU THINK THE INDUSTRY IS OVERREACTING TO, AND ONE THAT’S NOT GETTING ENOUGH ATTENTION?

Going back to AI, it’s a hot topic right now, but providers need to be careful that the tech they adopt will solve the issues they’re facing. They shouldn’t be tempted by the shiny object. Not paying enough attention? Solo agers and the middle market. If providers don’t address the middle market, they’re leaving a big opportunity and money on the table.

WHAT ARE SOME OF THE MORE DRAMATIC CHANGES YOU’VE SEEN IN MEDIA ACROSS YOUR CAREER?

Social media has had a major impact on journalism, good and bad. What I find surprising is how quickly people will believe whatever they read online if it fits into their belief system. The rise of AI is also impacting journalism. But the bigger problem is the dramatic drop in trust and negative attention to mainstream media, which I find shocking and concerning.

HOW MUCH OF YOUR COVERAGE COMES FROM PITCHES VERSUS YOUR OWN IDEAS?

I would actually say it’s pretty equal. A good part of my morning every day is spent reading through email pitches and combing through websites for today’s news and going to associations. So it’s kind of a toss up.

WHAT MAKES A PITCH STAND OUT?

We have to write three stories a day, five days a week. I don’t have time to read through a long, drawn out pitch before I get to what you’re actually pitching. Get to the point right away. I prefer a quick email with a couple sentences and bullet points. And sometimes I get pitched one thing, but I take the story in a completely different direction.

WHAT DO YOU WISH PR TEAMS INCLUDED UPFRONT?

If you’re going to send me something under embargo, have someone available to talk about it immediately. Don’t tell me you’ll get back to me in a week or two. I’m either going to run with what you sent me or I’m going to move on. If you’re not ready, don’t send it.

HOW CAN PROVIDERS BUILD REAL RELATIONSHIPS WITH REPORTERS?

Be responsive. Virtually everyone is going to have an incident that draws negative attention. It’s okay to say you can’t comment, especially on pending litigation. Even better, talk about initiating an internal investigation. Create a statement you can share widely. If I know I can trust you to give me background, I can determine whether it’s truly worth pursuing.

Want to hear more from Kimberly? Check out the full episode of Roundtable Talk for more fresh perspectives. Watch new episodes of Roundtable Talk on the Varsity website and on Apple Podcasts, Spotify, and iHeartRadio.