Understanding Your Senior Population: Four Steps for Senior Housing Operators to Follow.

As a senior housing operator, understanding the senior population in your market is fundamental to providing tailored and effective services. Here are four steps to help you gain a comprehensive understanding of the seniors in your community - and use that information to your advantage.

Step 1. Continuously Conduct Market Research

Demographic Analysis

Start by analyzing the demographics of the senior population in your area. Key factors to consider include age, income levels, health status, and lifestyle preferences. This data will help you create a detailed profile of your target market, ensuring that your services are aligned with their needs and expectations. You should be able to answer questions like: where does my population currently live? Where are they moving? When are they moving into long-term care environments? Understanding your target market will help you understand your own offerings so that you can better meet the needs of your population.

Competitor Analysis

Next, study the existing senior housing competitors in your region to give yourself a strategic advantage. Evaluate their services, pricing structures, level of care options, and occupancy rates. This information can help in the short term, but also helps for long-term planning.  For example, you might discover a market gap for memory care options or a preference among seniors in your area for a specific unit type. Both are valuable pieces of information that can help you achieve occupancy and growth goals.

2. Analyze Health and Wellness Trends in Your Region

Health Statistics

Expand beyond demographic data and assess local health statistics to understand the prevalent health conditions among seniors in your area. Knowing the common health issues can help you tailor your services to better address these needs, whether through specialized care programs or partnerships with healthcare providers. For example, your region may have a higher prevalence of orthopedic injuries and thus your facility could differentiate with a robust in-house physical therapy program. Or you may find that dementia is more common in your area and it would be a good idea to introduce memory care services. This information helps you predict and meet the needs of your residents.

3. Evaluate Economic Factors

Affordability Analysis

One of the most important data points is the financial capabilities of the senior population in your market. Understanding their income levels and financial constraints will help you develop suitable pricing strategies and ensure your services are accessible to a broader range of seniors. If you are in a low-income area, explore available funding options, government subsidies, and financial assistance programs that can support seniors in affording housing. Making these resources known to potential residents can ease their financial burden and make your facility more attractive.

4. Consider Your Data Source

Ensure the data you rely on is frequently updated, comprehensive, and easy to use. Annual updates from manual callers or 'secret shoppers' are a good start but often lack the detail needed for informed decisions. Find a reliable and consistent data source that is inclusive of as many data points as possible, features user-friendly visualizations, and offers regularly updated information. Timeliness is essential to stay competitive in this industry. This approach will help your team identify trends and apply insights to your business strategy regularly, aiding in the achievement of growth goals.


By following these steps, senior housing operators can gain a comprehensive understanding of the senior population in their market. This knowledge is crucial for developing services that meet their specific needs, improving resident satisfaction, and ensuring the success of your facility. Stay engaged, informed, and proactive in addressing the evolving needs of the senior community, and you will create a thriving environment for your residents.


Stay ahead in the senior housing market with Senior House. Start optimizing your strategies today with accurate insights and actionable data.