Jim Moore Jim Moorehas over 50 years of industry experience and for the past 45 years the company that Moore founded – Moore Diversified Services, Inc. – has served literally thousands of national and international clients. Jim’s company is heavily involved in market feasibility studies, detailed financial pro forma analysis, strategic planning, operations analysis and investment advisory services.

Moore spends most of his time in the trenches – the real world of Senior housing. Jim has personally conducted over 4,500 major Senior housing and health care consulting engagements in over 1,200 markets in 50 states and the District of Columbia – experience that is unmatched in the industry today. He has also conducted over 40 major international consulting engagements in China, Hong Kong, Japan, Australia, Thailand, Canada, Europe, Central America and Mexico.

He has moderated over 800 Senior consumer and business focus groups. As part of his consulting practice, he has actually lived briefly in over 130 retirement and assisted living communities. His clients include a broad spectrum of both national leaders and small organizations – with a balanced mix of for-profit and not-for-profit clients.

Moore is a leading independent living and assisted living author. He has authored several hundred industry technical papers, trade journal articles, and a weekly business column for two major newspapers. He is the author of six books on Seniors housing and health care. His previous books include “Assisted Living 2000 – Practical Strategies for the Next Millennium”, “Assisted Living Strategies for Changing Markets” and his latest book, “Independent Living & Continuing Care Communities (CCRCs)”.

For over 14 years he authored the monthly column entitled, “Senior Housing” for Contemporary Long Term Care Magazine – a leading industry trade periodical. He has authored articles for other leading Senior housing and health care publications; including the “Assisted Living Executive” and the “National Investment Center’s Key Financial Indicators”.  For the past ten years he has authored a monthly column for “McKnights Assisted Living” industry periodical. Moore also writes a nationally syndicated Senior housing and health care column provided directly to Senior living communities and for inclusion in major state association newsletters and periodicals. Moore also publishes a recurring email newsletter that is distributed to industry CEO’s, CFO’s and COO’s.

As a recognized Senior living and health care national expert, he has provided expert witness support and testimony in over 55 cases at the local, state and national levels.

He is past president of a major Senior living industry trade association. He is currently active in five major industry trade associations and serves as an independent director or an Advisory Board member of five Senior housing and health care organizations. He is Chairman Emeritus of the Board of Directors of a major public Senior living company with a portfolio of over 130 properties that is traded on the New York Stock Exchange. Jim has been a guest lecturer for “The Business of Seniors’ Housing & Care” at Johns Hopkins University’s Graduate Division of Business & Management and The Erickson School of Aging Studies at The University of Maryland.

Jim holds a Bachelor of Science degree in Industrial Technology with an electronics engineering major from Northeastern University in Boston and an MBA in Marketing and Finance from Texas Christian University in Fort Worth, Texas.




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Lynne Moore

President and Project Manager

Lynne MooreMDS is a two generation company. Ms. Moore is President and Project Manager for MDS Research Company, Inc. and is responsible for all MDS market research-related projects. She has a broad background in market research and, for over 35 years, has been directly responsible for the design and implementation of comprehensive research engagements involving all aspects of Senior housing and health care including:

  • Continuing Care Retirement Communities (CCRCs)
  • Active Adult Senior Housing
  • Independent Living/Congregate Care
  • Assisted Living/Residential Care
  • Nursing and Health Care
  • Alzheimer’s/Dementia Care
  • Community-Based Services – Including Home Health Care, Adult Day Care, Outpatient Rehabilitation Services, Etc.

Ms. Moore has been personally involved in the implementation of major studies in over 1,200 markets in 50 states and the District of Columbia. These studies involved to-be-developed new communities as well as the repositioning and/or expansion of existing communities. MDS Research Company’s broad spectrum of research services include, but are not limited to, the following:

  • Market Feasibility Studies
  • Financial Feasibility/Pro Forma Analysis
  • Financial Operations and Benchmarking Analysis
  • Market Size and Depth Analysis
  • Demographic Analysis
  • Senior Housing Competitor Evaluations
  • Mystery Shopping
  • Market Scanning
  • Site Selection Planning/Evaluation
  • Senior Consumer Research:
    • -Surveys
    • -Focus Groups
  • Lost Prospect Surveys
  • Resident Satisfaction Surveys

Ms. Moore’s clients include a broad spectrum of national leaders and small organizations and include developers, health care organizations, faith-based organizations, Senior housing operators/management companies, architects, lenders, underwriters, investors, REITs and other financial institutions. These clients consist of both for-profit and not-for-profit clients. Ms. Moore holds a B.B.A. in Marketing from Texas Christian University in Fort Worth, Texas.


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 Roy Barker

Senior Living Consultant

Over the last eighteen years, Roy Barker has been involved in providing consulting services to the Senior Living Industry as the Director – Special Projects for Moore Diversified Services (MDS) and is now heading up the Boston office. Roy’s focus is improving the overall resident experience while optimizing operations through higher occupancy, affordable monthly service fees, and reasonable expense structures. Roy has also been instrumental in the conceptual design, project management, and implementation of software and a financial template series designed specifically for the senior living industry.

Roy is an authority in the field of employee turnover analysis and retention strategies. He also specializes in improving financial positions through efficient operations, which includes but is not limited to expense management, which can include specific issues like controlling cost or service creep in direct care, managing employee turnover, and benchmarking/operations analysis. Managing these factors will also provide affordability to a larger segment of the senior market. Roy is also an advocate of tiered pricing which recaptures cost from those residents who utilize the most services. Roy is also instrumental in helping operators increase occupancy through refining marketing strategies, marketing team development, and prospect seminars. Other services offered that are also an important part of building a great organization include corporate leadership training, staff development, and customer service training sessions.

Roy is a Certified Senior Advisor (CSA), a Dallas Area Agency on Aging Advisory Committee member, and was a Certified Long Term Care Ombudsman in the state of Texas.  He holds a master’s degree in Applied Gerontology – Long-term care, Senior Housing, and Aging Services from the Robert B. Toulouse School of Graduate Studies, Department of Applied Gerontology University of North Texas (UNT). He also holds a BBA – Finance also from UNT.  


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