If you’re a vendor selling into the senior housing market, this scenario might sound familiar:  
 
You go to build your market plan, but your generic B2B database just doesn’t have what you need. The data is so shallow you can’t find care type, operator size, growth trajectory, or even operator names. You’re left spending  time on trial and error. 

To be successful in senior housing, you need precise, relevant information that will help you make targeted sales and marketing decisions to outpace your competitors.  

Senior-housing-specific providers like NIC MAP have direct links to facility decision makers so that you can develop a sharp and efficient strategy in less time. 

Here’s how you can use NIC MAP’s market intelligence platform for vendors, Industry Insight, to break down the senior housing market. 

6 Steps to Successfully Segment the Senior Housing Market 

Industry Insight is designed specifically for vendors selling into senior housing. The data is regularly updated and granular, so that you can identify decision-makers, track industry changes, and prioritize your outreach.  

Take these six steps to easily create a segmented plan with NIC MAP’s Industry Insight.  

1. Segment by Operator Size 

When you want to build a clear market plan that works for your products and services, you need to be able to identify the right audience. For example, if you’re an enterprise company selling technologies and services into senior living, you might only want to filter out emerging, mid-size operators and hone in on portfolios with 20+ properties. 

Industry Insight provides 9,200+ operator portfolios with total property count, geographic footprint, and unit mix. With industry-specific data like this, you can find just the audience you’re looking for. 

Tip: Use filters by operator size and region to align territories and prioritize outreach more strategically. 

Want to level up your strategy? Download our guide for vendors: Using Data to Master the Senior Housing Market.  

2. Segment by Care Type 

Each senior housing care type—independent living, assisted living, memory care, CCRCs, or skilled nursing—has unique needs. So when you can filter by care types and unit breakdown, you can plan with precision to target only segments that apply to your offerings. In Industry Insight, every property is tagged with details on care types and unit mix.  

3. Segment by Ownership Type  

Direct access to operators reduces sales cycle times, improves negotiation quality, and increases your chances of closing deals. That’s why it’s so challenging when databases only show LLC information instead of actual decision-makers. With Industry Insight, you can cut through ownership structures and find out who’s really in charge. We provide regularly updated, true ownership data for moof properties. 

4. Segment by Market Activity 

It’s more likely you’ll land meetings when you can time outreach with market moves. For example, finding a renovation project in your market might mean new contracts are on the table. If you can get this information before it becomes widely recognized, you have that much more of an edge over competitors.  

Use Industry Insight to look for:  

We provide weekly sales data and monthly construction pipeline updates.  

5. Segment by Contact Role and Level  

Personalized pitches build trust from the start, but only if you have the right contact info and job-level details to tailor your message. Our data includes 100,000+ up-to-date contacts from C-suite to community-level, and you can filter by operator size, job title, property type, and region.  

6. See It All in One System  

Instead of spending hours opening tabs and pulling the data you could find in generic B2B databases and online maps, you can use Industry Insight to see all your data in one place. Plus, you can filter and export it for CRM use.  

Smarter Segmentation Means Better Results  

Don’t spend your time chasing leads that don’t align with your ideal buyer profile. With a well-segmented market plan, your company can target the most promising segments. This approach:  

Want to see how your team could use NIC MAP’s powerful segmentation tool, designed just for senior housing vendors? Visit nicmap.com/vendors to learn more.