Seniors’ community changes name to appeal to middle-income seniors and adds nursing care

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A senior community in Westland, MI, which was due to close last year, has found new life with a rebrand intended to appeal to middle-income seniors.

Fifty-four percent of the 14.4 million middle-income older adults in the United States in 2029 will not have the financial resources to pay for housing and elderly care, and a combination of public and private efforts will be needed to address the looming crisis, projects the landmark study funded by the National Investment Center for Seniors Housing & Care in 2019.

Middle-income seniors are considering senior housing options. Although they are cost-conscious and seek value over frills, they also want quality services and support.

The new Westland House, managed by Columbus, OH-based Alcore Senior Management, targets middle-income seniors and sweetens the deal with licensed care not previously offered in the community. However, the rebranded community no longer offers memory care.

“When we researched this market, we saw a huge void for affordable licensed care,” Chris Schott, executive vice president of Alcore Senior Management, told Hometown Life. “It’s not very often you come across something like this, so we wasted absolutely no time.”

Residents of Alcore are typical middle-class seniors who pay primarily with their own funds but need the services offered by senior living and care. In Michigan, where Westland House is located, assisted living costs an average of $4,250 per month, and a nursing home room can cost an average of $9,095 (semi-private) or $9,855 (private) per month , according to the Genworth Cost of Care Survey released earlier this year. By comparison, monthly rents for Westland House range from $2,775 to $4,275, according to Hometown Life.

The 98-unit building features new carpets and lobbies and a new dining room as well as renovated guest rooms. It offers four floor plans, each with a private full bathroom, including a shower. Each room is available with an emergency call light system. Most units are studios, but there are also a limited number of one- and two-bedroom options.

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