David Greenberg began his career in real estate as an appraiser for a nationally recognized firm which specialized in valuation of senior living communities. David's niche was market analysis for developers, lenders and investors during the early years of the private, for- profit ALF industry.

In the late 1990s, David transitioned into the field of brokerage, and began working with assisted and independent living facilities, skilled nursing homes as well as psychiatric facilities. This experience lead to a transaction based business which also included: residential memory-care facilities, head-trauma treatment centers, behavioral health communities and residential care homes.

The formation of Senior Property Group, with Winston Lovelace, CPA, allows each partner to take advantage of their specialized skill. David's knowledge of the Florida market is well established.

Winston Lovelace, CPA

  David Greenberg

...Each assignment - for each client - is unique and centered on their goals 

In the '80s, Winston developed a 100-bed assisted living facility. After he sold the community, Winston joined David Greenberg to form the Senior Property Group LLC.

Winston's unique contribution to Senior Property Group is especially important to those clients seeking professional skill to aid in their acquisition or disposition. As a former ALF owner and CPA in healthcare, Winston's recommendations are highly valued

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Winston was one of the founding members of the Florida Health Care Association: today he maintains membership in various professional groups including, the Florida Assisted Living Association.

Winston's approach to clients is highly individualized. Each client can expect to benefit from his years of experience and rely on his advice in analyzing their investment.  

Client Reviews...

"Both David and Winston showed us knowledge, experience and integrity in the sale process. Their level of commitment to us was extraordinary. We would recommend them to any one of our business friends and would use them again in the future." --- John V. Mills


David is a member of various professional organizations, including as the Florida Assisted Living Association. He also serves on the advisory board for Sarasota’s North Trail Redevelopment Partnership (NTRP), the Sarasota County Enterprise Zone Advisory Committee and is a former member of the Economic Development Corporation (EDC) for Sarasota County. David has also served as a court experienced, expert witness, in consultation with other specialist in the retirement community industry. His expertise is gained from a strong foundation in research, data analysis and market knowledge for this unique sector. David has participated in over $200 million dollars in sales transactions for senior living properties and development land.

Winston Lovelace, CPA, is a native of North Carolina, a graduate of Florida State University,  and a lifelong entrepreneur in the field of healthcare advisory services.

During his years as a practicing CPA, Winston was recognized as an expert in all aspects of senior living. In this capacity, he became a trusted advisor to professionals in the burgeoning CCRC industry and the explosive growth of ALF facilities. His expertise in skilled nursing facility reimbursement led to his well-regarded testimony in federal and state civil cases and presentation to the Florida Legislature Healthcare Committees. Winston and his business partner expanded their firm, Lovelace Roby & Company to become one of the largest CPA firms in Florida.  Eventually, the firm became associated with Moore Stephens International and the firm is currently known as Moore Stephens Lovelace.



"David and Winston were invaluable in assisting in the sale of my Assisted Living property. Both of their individual skills, jointly and individually, worked perfectly together to bring the sale to conclusion.  Both men gave their undivided attention and went far beyond with their knowledge and skill in insuring the deal to close.  I truly believe my sale would not have happened without their ongoing assistance throughout the transaction."  --- Harvey Rafofsky