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

Roy Barker has spent his career working with businesses of all types to improve their sales and marketing strategies. He believes that any company can improve their financial position through expense management, managing employee turnover, and operational efficiencies.

His other areas of expertise include processed-based efficiency, employee turnover analysis, and employee retention strategies.

For the past 19 years, Roy has consulted with Senior Living Communities to improve their resident services and optimize operations. He has proven to be instrumental in helping communities increase their occupancy by refining their sales processes, marketing strategies, marketing team development, and prospect seminars.

Roy is a Certified Senior Advisor, a Dallas Area Agency on Aging Advisory Council member, and was a Certified Long-Term Care Ombudsman.

Prior to his work with Senior Living Communities, Roy was an Investment Advisor with Morgan Stanley and a Manager of Construction with Southwestern Bell Telephone/AT&T.


  • BBA in finance from the University of North Texas (UNT)
  • Master’s Degree in Long-Term Care, Senior Housing, and Aging Services from the Toulouse Graduate School Department of Gerontology at UNT

Specialties: Operations Analysis • Strategic Planning • Sales & Marketing Evaluations and Strategies • Social Media Consulting • Employee Retention Evaluation and Strategies • Revenue & Expense Management Strategies

Roy enjoys working with organizations to improve their financial performance. And he always has an eye out for new opportunities and professional collaborations.  


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