The housing industry for the elderly has changed from being primarily the effort of charitable organizations to include a large number of for-profit businesses. Psychologists interested in dealing with this industry will have to be aggressive. Important considerations include the following: (1) managers make decisions about finances, products, and services which impact older persons; (2) these entrepreneurs create and manage capital which makes new living and health care options available; (3) psychologists should try to learn from those who have been in the business; (4) potential clients for psychologists include entrepreneurs trying to enter the industry; (5) many who want information do not want to pay for it; (6) large companies do not want consultants, but want to hire their own people; and (7) small companies are more interested in consultants' data than are large companies. Psychologists working with industrial clients should read industry journals and attend industry meetings; identify practitioners' information needs and supply that information; make recommendations based on data, experience, and current psychological and gerontological information; and accept a timetable. Industrial parties should be sure the psychologist knows what they want, anticipate questions, share insight, insist on understandable terminology, give a deadline, and insist on discussions of implications. By working with industry, psychologists can contribute to the creation of better long-term care settings. (ABL)