Move-in rate growth slowed for independent living communities in the third quarter, while assisted living properties posted accelerating rate gains, according to newly released industry data.
Figures from the third-quarter 2025 NIC MAP Seniors Housing Actual Rates Report show year-over-year growth in independent living move-in rates eased significantly by September. Growth fell to 7.6%, down from 17.5% recorded in June, signaling a notable moderation in pricing momentum.
At the same time, asking rates for independent living continued to climb, increasing 8.2% year over year in September — a half-point increase from the prior quarter, according to industry analysis.
Discounts widen in independent living
The gap between asking rates and actual move-in rates also widened for independent living communities during the quarter. By September, average move-in rates were 8.6% below asking rates, roughly equivalent to a one-month discount. That represents a sharp increase from the smaller 0.8-month discount seen in June.
The widening spread suggests operators may be leaning more heavily on concessions or pricing flexibility to maintain occupancy amid softer demand growth.
Assisted living rates pick up pace
In contrast, assisted living properties experienced accelerating rate growth across all pricing categories in the third quarter.
Initial rates rose 6.3% year over year in September — the strongest growth since the third quarter of 2023. In-place rates increased 6.1%, while asking rates climbed 6.6% compared with September 2024 levels.
Unlike independent living, assisted living discounts narrowed over the same period. Average move-in rates were 8.1% below asking rates in September, or about a one-month discount. That marked an improvement from the 1.3-month discount offered in June, indicating firmer pricing power.
Data reflects broad national sample
The quarterly rate report draws on pricing data from roughly 300,000 senior housing units nationwide, representing more than 50 senior living operators. Industry observers often view the report as a key barometer of pricing trends and operator strategies across the senior housing landscape.
