The Law of Big Mo: Why Momentum Now Matters More Than Ever in Senior Housing

John Maxwell once wrote, “Momentum is a leader’s best friend.”I learned this principle early in my career, and it continues to shape the way I lead capital strategy, organizational development, and long-term planning.

Momentum—what Maxwell calls “The Law of Big Mo”—isn’t accidental. It is created. And once it takes hold, it becomes a force multiplier: it accelerates progress, clarifies complexity, and builds confidence across teams, investors, and partners.

In senior housing, momentum is no longer optional.It is the defining strategic advantage of the next decade.

The Data Is Unmistakable

By 2030, more than half of adults over 85 will require help with memory or physical care.One in three will have Alzheimer’s disease.The cohort is expanding faster than our healthcare and housing systems can adapt.

This is not a lifestyle-driven demand curve—it is a care-driven one.

Families will transition earlier, more urgently, and with higher expectations. They will sell homes, unlock equity, and seek environments that are safe, dignified, and medically aware—without veering into institutional care.

The demographic wave is not approaching. It is arriving.

The Headwinds Are Real—But They Mask the Opportunity

The industry is navigating:

These challenges are real. But historically, the strongest inflection points have always come when the headwinds are fiercest.

Momentum builds in paradox:The environment feels tight precisely when the long-term fundamentals are strongest.

We are seeing this already:

The signals are subtle—but unmistakable.

Momentum as Strategy

At Mainstay, momentum isn’t a slogan. It is a strategy.

We are focused on three lanes where momentum accelerates return and reduces risk:

1. Middle-Market Creation

Designing affordable, boutique communities that feel residential—not institutional—while delivering care-enabled stability.

2. Distressed Asset Repositioning

Transforming underperforming properties into modern, dignity-first, care-forward environments.

3. Integrated Care Platforms

Leveraging our rehab and healthcare partnerships to extend independence in Independent Living and compress unnecessary move-outs.

This is not speculation. It is stewardship.

Every decision—from underwriting to operations—is filtered through the question:“What creates momentum here?”

Because momentum is what moves capital, attracts partners, stabilizes operations, and builds community trust.

Why Momentum Matters for Capital Partners

Momentum in senior housing is not abstract. It shows up in:

When momentum is working for you, performance compounds.When it is absent, even strong assets stall.

The difference is leadership—and timing.

The Moment Is Rising

Senior housing is one of the most meaningful and necessary real estate opportunities of our time. The demographic wave is fixed. The demand is unavoidable. The need is deeply human.

And momentum will determine which organizations rise to meet it.

At Mainstay Financial and Mainstay Senior Living, we intend to be one of them—by creating momentum daily, consistently, and intentionally for the residents we serve, the teams we build, and the investors we steward.

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About the Author: Tod Petty serves as Chief Investment Officer at Mainstay Financial Services & Mainstay Senior Living, guiding capital strategy and investor relations. He authors The Build Series—a collection of insights designed to bring clarity and discipline to senior housing investment.