The Move In Senior Living Marketing

In this special edition of With the Move, we’re proud to be part of the Shift the Narrative campaign, an initiative focused on redefining how people see and understand senior living. Larry sits down with Sarah Robertson (CEO of The Arbors & The Ivy), Bri LaChapelle (Digital Marketing Specialist), and Ally Montemagni (Founder of Free Tide Creative) to explore how authentic storytelling, data-driven marketing, and meaningful partnerships are changing the conversation around aging and care. From a chance meeting at a conference to a deeply intentional partnership, this episode dives into how The Arbors & Ivy is blending strategy and heart, leveraging SEO, paid media, and powerful resident stories to build trust with families at every stage of their journey. You’ll hear: How storytelling brings the senior living experience to life Why authenticity and empathy are critical in today’s marketing The role of education in supporting the “sandwich generation” How aligning marketing across channels creates real impact Why the industry must move beyond outdated perceptions of senior living At its core, this conversation is about more than marketing; it’s about connection, trust, and reshaping the future of senior care. https://www.linkedin.com/in/ally-montemagni-5485401b/ https://www.linkedin.com/in/sara-robertson-5b876311a/ https://www.linkedin.com/in/briana-lachappelle-cdp-430b14105/ https://arborsassistedliving.com/ https://www.freetidecreative.com/

In this episode of The Move In Senior Living Podcast, host Larry Williams explores the trust gap in senior living with Katharine Ross, the president of Seniors Guide. The conversation emphasizes the importance of authentic information, transparency, and community stories to help families make confident decisions for themselves or their loved ones when choosing a senior living and care transition. Ross discusses evolving consumer perceptions, the power of content, and the initiatives she supports to shift the narrative in senior living marketing. https://www.linkedin.com/in/katharine-ross-rms-seniorsguide/ https://partners.seniorsguide.com/

In this episode of The Move In Senior Living Podcast, Amy McKinley and Libby Lauer of Senior Source Consulting Group explore how small, often overlooked human moments can significantly impact occupancy rates and overall community success. The conversation emphasizes that blind spots are usually revealed by outside experts conducting mystery shopping, helping operators identify gaps in resident experience and communication that everyday internal reviews might miss. Amy and Libby highlight that the most effective improvements often stem from simple tweaks, such as enhancing website messaging, personalizing tours, and training staff to be more curious and engaged, that cost little but yield big results. We discuss the importance of data-driven insights transforming into meaningful conversations, especially in a sector where human connection is key. The episode offers practical strategies for senior living operators to uncover their blind spots, leverage customer journey audits, and use data to tailor experiences that resonate deeply with consumers. Amy and Libby also share their journey of building a consulting firm dedicated to helping communities showcase their strengths, emphasizing the power of humility, openness, and active listening in achieving operational excellence. https://www.linkedin.com/in/amy-mckinley-72b33243/ https://www.linkedin.com/in/libby-l-lauer-ms-427b2a17/ https://www.seniorsourceconsulting.com/

In this episode of The Move In, Larry Williams talks with Jeff Steblea, VP of Growth Solutions at Unlock Health, about how senior living marketers can get more from paid media by focusing on what actually drives results. Jeff breaks down why success starts with clear goals, not vanity metrics, and why cost per lead, landing page strategy, negative keywords, and strong follow-up systems are essential to turning paid search into real growth. They also explore how paid and organic search can work together, and why paid search may become even more valuable in an AI-driven landscape. If you want to improve lead quality, prove ROI, and make smarter paid media decisions, this episode is for you. https://www.linkedin.com/in/jeffsteblea/ https://unlockhealth.com/

In a world of AI, automation, and generic follow-ups, what actually builds trust in senior living sales? In this episode of The Move In, Larry Williams sits down with Christie Freeze of SalesMail to explore why the future of sales remains deeply human and how personalized video is helping teams build faster, stronger connections with prospects and families. Drawing from real engagement data, Larry and Christie unpack what “speed to trust” really means and why it matters more than ever. They discuss how personalized video follow-ups can increase close rates, how pre-tour reminder videos can reduce no-shows by up to 60%, and why intentional, human communication helps families feel more confident throughout the decision-making journey. The conversation also dives into the power of showing, not just telling. From day-in-the-life storytelling to virtual walkthroughs and post-tour recaps, Christie shares how video can help senior living operators shift the narrative, reduce fear, and create a more personal experience at every stage of the sales process. Whether you’re a sales counselor, marketer, or operator, this episode offers practical ideas for using video to build trust, improve follow-up, and create more meaningful connections with the families you serve. In this episode, you’ll learn: Why “speed to trust” may matter more than speed to lead How personalized video follow-ups can improve deposits and close rates Why pre-tour videos help reduce anxiety and lower no-show rates How to use video to show the senior living experience, not just describe it Simple ways sales teams can build confidence and consistency on camera https://www.linkedin.com/in/christiefreeze/ https://www.salesmail.com/ Connection Report

In this conversation, industry leaders discuss the findings of Unlock Health's 2026 Senior Living Marketing Survey, emphasizing the need for intentional marketing strategies amidst rising competition. Larry Williams is joined by Jodi Langhorst, senior director of sales at Generations, and Thomas Cloutier, a seasoned marketing, sales and operations leader in the industry. They explore the importance of customer experience, brand awareness, and the evolving landscape of marketing tools. The discussion highlights the significance of personal stories, empathy in sales, and the role of referrals in driving success. As the industry faces budget constraints, the focus shifts towards optimizing marketing spend and enhancing the sales experience to foster meaningful connections with prospects. https://www.linkedin.com/in/thomas-cloutier-595b778b/ https://www.linkedin.com/in/jodi-langhorst-mba-aa1a3525/ https://unlockhealth.com/resources/reports/2026-senior-living-marketing-survey-report/

In this episode of The Move In, Maggie Seybold from WelcomeHome Software joins me to unpack the biggest takeaways from the 2025 Year in Review for senior living marketing. We dive into what’s really driving occupancy growth right now, and why the most successful operators are shifting from reactive tactics to intentional, data-informed sales and marketing strategies. Maggie shares insights on the growing importance of memory care, how digital search behavior continues to evolve (including the impact of AI-driven search), and why alignment between sales and operations is no longer optional; it’s essential. If you’re looking to sharpen your strategy, better leverage your data, and create a more seamless experience for prospects and families, this conversation is packed with practical insights you can apply immediately. https://www.linkedin.com/in/maggie-seybold-5bb415126/ http://www.welcomehomesoftware.com https://info.welcomehomesoftware.com/seniorcareinsights

In this episode, Jason Falls shares his personal journey of searching for a senior living community for his father, highlighting the emotional challenges and insights he gained along the way. This conversation emphasizes the importance of personal connections, pricing transparency, and marketing strategies that resonate with families navigating these decisions. Falls+Partners - https://fallspartners.comMarketing Podcast Network - https://marketingpodcasts.netTravel & Cruise Industry News - https://youtube.com/@chilliescruises

As The Move-In heads into 2026, host Larry Williams hits pause to reflect on what last year’s conversations revealed, and how those insights are shaping the future of the podcast. In this reset episode, Larry shares why The Move-In is evolving from standalone conversations into a more intentional, series-based format, designed to help senior living marketing and sales professionals navigate what’s next with greater clarity and purpose. Drawing from the themes that consistently surfaced in 2025, he outlines the five core pillars that will guide the podcast in 2026: ·    Data insights ·    Trust ·    Empathy and value ·    Alignment ·    Shared learning Larry also explains the shift to a bi-weekly cadence, the rationale for prioritizing depth over volume, and how upcoming conversations will better connect marketing, sales, and operations across the full resident and family journey, from first touch through move-in and beyond. The episode closes with a preview of what’s ahead, including a level-set conversation featuring a first-person family experience navigating senior living, and the return of on-site conversations at the 2026 SMASH Conference. Whether you’ve been with The Move-In since the beginning or you’re just tuning in, this episode sets the stage for a more focused, intentional, and human-centered year of conversations. https://www.linkedin.com/showcase/the-move-in-senior-living-marketing

In this episode, Eric Varin, Vice President of Sales and Marketing at Grand Living, joins the conversation to unpack how senior living marketing is changing, and what leaders need to do next. Eric shares why authenticity and transparency matter more than ever, how video has become a critical trust-building tool, and what shifting consumer behavior means for sales and marketing teams. Eric and Larry explore the realities of 2025, including the growing influence of AI, evolving buyer expectations, and the pressure to stand out in a crowded market. Eric also offers practical insights on how operators can prepare for 2026 by doubling down on human connection, aligning sales and marketing, and implementing strategies that actually move prospects forward. https://www.linkedin.com/in/eric-varin-mba-98a94633/

In this special year-end conversation, Guest host Greg Anderson interviews regular host Larry Williams as he reflects on the insights gained from hosting 50 episodes of the Move In Senior Living Marketing podcast. They discuss the evolving landscape of sales and marketing in senior living, emphasizing the importance of a unified approach, understanding the modern customer, leveraging AI and data, and the significance of authentic storytelling. They also examine the challenges presented by national lead aggregators and offer insights into future industry trends.

In today’s conversation, recorded at the SMASH conference, Charlie Scholz Senior Director of Marketing at True Connection Communities, brings his agency-honed expertise in digital attribution to spotlight one of the senior living industry’s most overlooked challenges: call tracking. Charlie explains why so many leads disappear at the front desk, how dynamic call tracking and AI-powered call summaries restore visibility, and why senior living must deliver the seamless customer experience that families already expect from every other service in their lives. He also shares the powerful system his team built, CRM-agnostic automation, instant lead creation, OpenAI-enhanced transcripts, Power BI insights, and how it has transformed speed-to-lead and team efficiency across their communities. This episode is all about removing friction, aligning your tech stack, and making a lasting impression during one of the most emotional and pivotal moments in a family’s decision-making journey. We discuss: • Why call tracking is often ignored—and why that must change • How dynamic call tracking works and the importance of UTM data • How AI improves summaries, categorization, and training • How automation prevents lost leads and accelerates speed-to-lead • Practical steps to modernize your tech stack and customer experience   https://www.linkedin.com/in/charliescholz/

In this episode, Shonia Russelle shares her 35-year journey in senior living marketing, emphasizing the importance of embracing change, lifelong learning, and the evolving landscape of marketing strategies. She discusses the balance between traditional and digital marketing, the significance of the prospect's experience, and staying true to one's passion in the industry. https://otterbein.org/

In this episode, Sonia Vachon of Further delves into the rapidly evolving world of senior living sales and the critical need to break down silos between sales and marketing. She shares why today’s most successful organizations view technology not as a replacement for human connection—but as a powerful tool to amplify it. Sonia unpacks how a unified customer experience, simplified tech stacks, and smarter data use can transform lead management and help teams move faster, together. https://www.linkedin.com/in/sonia-vachon/ https://www.talkfurther.com/

In this insightful episode recorded at the SMASH conference, Pandel Ludwig, Director of Marketing at American Senior Communities, takes a deep dive into the evolving world of dynamic creative optimization. Pandel shares how her team is leveraging data, AI, and ever-changing ad formats to connect with audiences more meaningfully, from PPC and Google Gen Ads to Meta campaigns that adapt on the fly. She reveals why one-size-fits-all creative is no longer enough, how dynamic text and multiple ad variations can boost engagement, and why listening to call data offers unexpected marketing insights. The conversation also explores the human side of marketing in senior living: the power of storytelling through resident testimonials, the importance of community connection, and how digital campaigns ultimately drive in-person tours and move-ins. Key Topics: What dynamic creative optimization really means in senior living marketing How to build a “toolbox” of ads that adapt to audience intent Using AI for faster creative production and testing Leveraging call tracking data to improve ad performance Why resident stories and testimonials outperform traditional ads https://www.linkedin.com/in/pandel-ludwig-07212b105/

In this episode of With the Move, host Larry Williams sits down with Heather TerHark, Chief Strategy Officer at Vivo Senior Living and a Board Advisor for SMASH, to explore how consumer demand in senior living is rapidly evolving and how providers can keep up. Live from the SMASH conference, Larry and Heather delve into how technology, lifestyle expectations, and generational shifts are transforming what today’s seniors and their families seek in senior living communities. From Wi-Fi-powered streaming and smart home tech to on-demand dining and purpose-driven engagement, Heather shares practical insights into meeting modern expectations while preserving the heart of human connection. They also discuss the importance of creating vibrant, experience-driven communities, where residents aren’t just living, but thriving. Through personal stories, this conversation sheds light on the intersection of innovation, compassion, and the future of senior care. Key Takeaways: Why today’s seniors are more tech-savvy than ever—and how communities can adapt The role of experience in every stage of the customer journey, from lead to move-in How to use technology not just for safety and convenience, but for connection and joy The marketing challenge: showing the world that senior living isn’t a place to go and die—it’s a place to live https://www.linkedin.com/in/heather-terhark-monreal-0642bb23/ https://www.vivaseniorliving.com/

In this episode of The Move In, host Larry Williams sits down with Matt Paxton, one of the nation’s leading cleanout experts, star of Hoarders and Filthy Fortunes, and author of Keep the Memories, Lose the Stuff. Matt shares how his decades of work helping families downsize, declutter, and transition into senior living have revealed a universal truth: it’s never about the stuff, it’s about the stories behind it. From the emotional challenges of letting go to the power of empathy in senior living sales, Matt offers a masterclass on understanding people’s attachments, their trauma, and the healing that can come through compassion and positivity. He opens up about starting Clutter Cleaner with little more than a borrowed car and a dream, how loss shaped his mission to help families, and why he believes positivity is the ultimate currency in business and in life. Whether you’re a senior living professional, a caregiver, or someone facing a major life transition, this conversation will remind you that helping others isn’t about selling—it’s about listening, validating, and meeting people where they are. https://www.linkedin.com/in/iammattpaxton/ https://cluttercleaner.com/ https://go.discovery.com/show/filthy-fortunes-discovery-atve-us Book: Keep the Memories, Lose the Stuff

On this episode of The Move In Senior Living Marketing, Larry Williams chats with Katie Beach and Frank Lococo from the University of Nebraska Medicine team. The conversation centers on the importance of authenticity in recruitment and the need to foster a cohesive internal culture at Nebraska Medicine. It emphasizes the importance of delivering on promises made to potential employees and ensuring that their experiences align with the organization's values and culture.

In this episode of The Move In, Carsten Ellsworth, Marketing Director at Avista Senior Living, discusses the importance of data in senior living marketing. He emphasizes the need to let data guide storytelling rather than forcing data to fit preconceived narratives. The conversation explores the emotional complexities of the sales cycle in senior living, the role of clean data in making informed marketing decisions, and the integration of technology and AI in marketing strategies. Carsten shares insights on testing hypotheses, maintaining clean data, and the importance of flexibility in marketing approaches. https://www.linkedin.com/in/carstenellsworth/ https://avistaseniorliving.com/

In this conversation, Vice President of Sales and Marketing at Schlegel Villages, Brad Bushby, discusses the intersection of technology and authenticity in senior living marketing. He emphasizes the importance of human connection over automation, sharing real stories from residents to build trust and engagement. The discussion also highlights the Green Bench Program, which aims to combat ageism by showcasing the wisdom of elders through storytelling and community engagement. Brad shares insights on how to elevate the industry by collaborating and focusing on the genuine experiences of residents. https://www.linkedin.com/in/brad-bushby-b6685011/ https://elderwisdom.ca/pledge/ https://schlegelvillages.com/about

In this episode, Brooke Sellas explores how social media marketing is shifting from simple content posting to meaningful, two-way conversations. She introduces her CARE framework (Conversations, Acquisition, Retention, and Engagement) as a more innovative approach to measuring ROI and fostering lasting customer relationships. Brooke and Larry delve into why emotional connection and vulnerability are crucial for building authentic brands, and how marketers can leverage social platforms as 24/7 focus groups that foster genuine engagement and trust. Whether you’re leading strategy or managing daily content, this conversation will help you rethink what success looks like on social media and how to humanize your brand in the process. ⁠https://www.linkedin.com/in/brookebsellas/⁠ ⁠https://bsquared.media/⁠ ⁠Social Media CX Podcast

In this episode, Kelly Myers and Larry Williams discuss the evolving sales process in senior living, emphasizing the importance of clear communication, building trust, and personalizing the sales experience. They explore how technology has changed the landscape, the necessity of active listening, and the impact of jargon on family relationships. The conversation highlights the need for sales professionals to adapt their approaches to meet families where they are, ensuring a compassionate and understanding environment during one of the most emotionally charged decisions of their lives.   https://www.linkedin.com/in/kelly-singleton-myers-a915a87/ https://kjbsalesconsulting.com/

In this conversation, Maggie Cattell and Dr. Sam Fazio from the Alzheimer's Association discuss the importance of training and resources in dementia care. They emphasize the importance of person-centered care, the role of community engagement, and the significance of establishing trust with families. The discussion covers various programs and recommendations aimed at improving care quality, as well as the importance of leadership in implementing these practices. The conversation underscores the evolving nature of dementia care resources and the necessity for ongoing support and education for healthcare professionals. https://www.linkedin.com/in/macattell/ Alzheimer's Association websitedementia care practice recommendationsessentiALZcurriculum reviewProject ECHO dementia care provider roundtable

In this episode of With the Move In, Larry sits down with Bailey Beeken, the Senior Director of SMASH, to explore the latest trends shaping senior living marketing and operations. Together, they unpack key strategies communities can use to build stronger connections with prospects, refine their digital presence, and adapt to an increasingly competitive landscape. Bailey also tells the story of the SMASH conference, how it has grown into the place where senior living marketing and sales leaders come together to learn, share, and shape the future of the field. She highlights the sessions she’s most excited about for 2025, from marketing innovation to leadership development, and explains why these conversations are so pivotal for the industry. Whether leading a community, building a marketing strategy, or looking for fresh inspiration, this episode offers actionable takeaways and a forward-looking perspective. https://www.hmpglobalevents.com/smash  https://www.linkedin.com/in/baileybeeken/ https://www.linkedin.com/company/smashconference/

In this conversation, Matt Reiners discusses the practical applications of AI in professional settings, particularly in podcast production, sales, and personal branding. He emphasizes the importance of customizing AI agents to fit specific roles, automating mundane tasks to focus on meaningful work, and maintaining a human touch in all outputs. The discussion also touches on overcoming imposter syndrome and the future of AI as a tool for enhancing human connection rather than replacing it. https://www.linkedin.com/in/mattreiners/ https://www.parasolalliance.com/ Connecting the Dots: Senior Living Success Podcast Raising Tech, powered by Parasol Alliance Podcast

In this episode, Jenni Bost, VP of Marketing at Radiant Senior Living, shares her insights on navigating the complexities of AI in senior living marketing. She discusses the importance of integrating AI into marketing strategies while maintaining authentic human connections. Jeanni emphasizes the need for clean data and effective use of machine learning to drive marketing decisions. The conversation also explores the future of AI in marketing, the challenges faced by small teams, and the significance of continuous learning in a rapidly evolving industry. https://www.linkedin.com/in/jennibost/ https://radiantseniorliving.com/ https://www.radiantcareers.com/

In this conversation, Kiera DesChamps, CEO of KD Consulting Group, discusses the importance of bridging the gap in senior living marketing, particularly after the initial tour. She emphasizes the need for concierge-level service, building genuine relationships, and understanding prospects' emotional and logistical challenges. Kira shares insights from her new book, 'After the Tour,' which aims to guide prospects from interest to action, highlighting the significance of early conversations and the role of partnerships in creating a supportive environment for those transitioning to senior living communities. Purchase "After the Tour" on Amazon https://www.linkedin.com/in/kieradeschamps/ https://kdconsults.com/

This episode of The Move In dives into family caregiving with guest Nicole Will. The conversation explores caregivers' everyday challenges and why understanding their needs is critical for the senior living industry. Nicole shares her perspective on the overlap of personal and professional caregiving, the role technology can play in easing burdens, and the importance of empathy in how organizations communicate and market. The discussion highlights the power of caregiver training, the necessity of community support, and the trust that must be built to serve families well. https://www.willgather.com/ https://www.willgatherpodcast.com/ LinkedIn: https://www.linkedin.com/in/nicole-will-0a33a930/ Facebook: https://www.facebook.com/WillGather-1132074970266544 Instagram: https://www.instagram.com/willgather/ AARP report: https://www.aarp.org/pri/topics/ltss/family-caregiving/caregiving-in-the-us-2025/ Lorenzo's house: https://lorenzoshouse.org/ HomeSight: https://connected.vantiva.com/homesight-by-vantiva

In this episode, Heather Tussing, president of the Aspenwood Company discusses the importance of creating a culture of value in senior living. She emphasizes that culture is felt and must be intentional, impacting team members and residents. Heather shares insights on defining and leading culture, intentional leadership's role in hiring practices, and the challenges of maintaining culture across multiple communities. She also highlights the significance of leveraging culture in marketing and sales, and the need for technology to enhance the resident experience while keeping culture at the forefront. https://www.linkedin.com/in/heather-tussing-933a9316/ https://www.theaspenwoodcompany.com/

In this conversation, Nick Jasmon, Vice President and Partner at Elevate Senior Living, discusses the importance of empathy in the sales process within the senior living industry. He emphasizes that the sales experience should be more than just a transaction; it should be a supportive journey for families during a challenging time. The discussion covers the need for collaboration between sales, marketing, and operations to create a seamless experience for prospective residents. Nick shares insights on how to involve the entire team in the sales process, the role of marketing in shaping messages based on sales feedback, and the significance of maintaining a fun and engaging atmosphere in sales. Ultimately, the conversation highlights the emotional aspects of selling senior living and the importance of building genuine connections with families. https://www.linkedin.com/in/nick-jasmon-73036894/ https://www.elevateseniorliving.com/

In this episode of The Move In Senior Living Marketing podcast, hosts Larry Williams and Rachel Keller discuss the critical aspects of lead management in the senior living industry. They emphasize the importance of responding quickly to leads, particularly within 10 minutes, to increase conversion rates. The conversation also highlights the challenges faced by sales teams, especially regarding after-hours calls, and the role of AI in enhancing lead management processes. Key performance indicators for success are discussed, along with the need for community engagement and the importance of storytelling in marketing. https://www.linkedin.com/in/rachelschisler/ https://catalystseniorlivingsolutions.com/catalyst

In this conversation, Heath Stukenholtz, co-founder of Senior Care Finder, discusses the evolving landscape of senior living marketing and the aggregator model. He emphasizes the importance of consumer empowerment, transparency, and the need for a shift away from traditional high-pressure sales tactics. The discussion covers how Senior Care Finder differentiates itself by providing a consumer-first platform that allows for unbiased research and comparison of senior living options. The conversation also touches on the significance of reputation management and the changing buyer's journey in the senior care industry. https://seniorcarefinder.com/resource/resource-library/consumer https://www.linkedin.com/in/heath-stukenholtz-4178351/ https://seniorcarefinder.com/resource/yearinreview-2024

In this episode of The Move In, host Larry Williams engages with Julie Podewitz, founder of Grow Your Occupancy, to discuss the complexities of sales in the senior living industry. They explore the importance of understanding sales opportunities, bridging gaps between sales, marketing, and operations, and the evolution of sales strategies post-COVID. Julie emphasizes the need for effective communication, tracking key performance indicators, and establishing a simple sales process to enhance occupancy rates. The conversation highlights the significance of coaching and continuous improvement in achieving sales success. https://www.linkedin.com/in/julie-podewitz-7772522b/ https://growyouroccupancy.com/ https://www.youtube.com/@growyouroccupancy https://www.amazon.com/Re-Solving-Occupancy-Puzzle-Executive/dp/B0F5BL6D2X

In this conversation, Sara Robertson, CEO of The Arbors and The Ivy and founder of the Aging Parent Solution, discusses families' challenges when caring for aging parents. She emphasizes the importance of education, empathy, and community support in navigating the complexities of senior care. The discussion highlights the role of marketers in providing resources and guidance to families before they reach a crisis point, as well as the emotional pain points that adult children experience. Sarah shares insights on the sandwich generation's financial challenges and the need for a proactive approach to senior living marketing. https://www.linkedin.com/in/sara-robertson-5b876311a/ https://theagingparentsolution.com/ https://arborsassistedliving.com/

In this conversation, Ann Collette, Chief Strategy Officer at Masonicare, discusses the organization's transformative journey from financial struggles to a renewed focus on branding and culture. She emphasizes the importance of aligning the brand with the organization's mission and values, the challenges of making tough decisions, and the significance of listening to consumer perspectives. The discussion also covers the evolution of Masonicare's logo, the emotional impact of change on the board, and the future growth opportunities through mergers and acquisitions. Ultimately, the conversation highlights the heart of Masonicare's mission: to create a community where stories are lived and shared. https://www.linkedin.com/in/ann-collette-krantz-098a1639/ https://www.masonicare.org/

In this conversation, Reed Davis and Larry Williams explore the critical role of empathy, curiosity, and emotional resilience in the sales process within the senior living industry. They discuss the importance of soft skills over hard skills, the need for effective training, and the significance of creating a supportive culture that motivates sales teams. Reed emphasizes the necessity of detachment from outcomes and the courage to ask tough questions, while also highlighting the importance of authenticity in building connections with prospects. The discussion culminates in the idea that embracing failure is essential for growth in sales. https://www.linkedin.com/in/reed-davis-15388956/ https://oneonone.com/academy/

In this conversation, Christie Freeze discusses the transformative power of personalized video messaging in the senior living industry. She emphasizes the importance of speed to lead, building trust through video, and creating a human connection in a technology-driven world. The discussion covers best practices for video messaging, the sales process, and how to overcome camera confidence. Christie also highlights the significance of personalization and data-driven insights in enhancing engagement and reducing no-shows. Ultimately, the conversation aims to shift the narrative around senior living, showcasing it as a community-focused and supportive environment. https://www.linkedin.com/in/christiefreeze/ https://heartlegacy.com/ http://CAREbyChristie.com

In this conversation, Evan Kuo discusses the intricacies of senior living marketing, emphasizing the importance of bridging the gap between sales and operations.  He highlights the role of ALIS as a comprehensive software solution for senior living communities, the challenges of resident retention, and the significance of trust and culture in enhancing the resident experience.  The discussion also touches on the importance of effective communication, data management through CRM systems, and creating meaningful connections in the sales process. https://www.linkedin.com/in/kuoevan/ https://www.go-alis.com/

In this conversation, Bob Burg discusses the importance of understanding our unconscious beliefs about money and success, emphasizing the Go-Giver philosophy, which states that when you prioritize giving value over closing sales, you’ll actually bring in many more sales. He outlines the five laws of stratospheric success, highlighting the significance of value, compensation, influence, authenticity, and receptivity in achieving sustainable success in sales. The discussion also touches on the human element in sales, the role of technology, the importance of mentorship, and the need to overcome negative societal messages about prosperity. https://www.linkedin.com/in/bobburg/ https://burg.com/ The Go-Giver on Amazon

In this conversation, Larry Williams and Alex Bennett discuss the critical role of authenticity and reputation management in the senior living industry. They explore how real-time feedback can enhance resident experiences and the importance of proactive strategies in managing online reviews. The discussion also highlights the integration of technology and automation in gathering feedback and the significance of leveraging resident insights for marketing purposes. Ultimately, the conversation emphasizes the human element in building trust and community in senior living. Alex Bennett LinkedIn Profile https://www.opiniion.com/

In this episode, Megan Ulrich discusses the transformative power of intergenerational relationships in senior living. She shares insights on how partnerships with schools and universities can create meaningful connections between residents and students, enhancing community engagement and marketing strategies. The conversation highlights the importance of authentic storytelling, the impact of these relationships on talent acquisition, and practical advice for implementing successful intergenerational programs. https://www.linkedin.com/in/megan-ulrich-mba-7b6b822b/

In this episode, John Kotsatos, VP of Sales and Marketing at Meadowood, discusses the comprehensive rebranding process that transformed the community's identity during the COVID-19 pandemic. The conversation highlights the importance of maintaining a connection to the community's rich history while modernizing its image to attract new residents and staff. John shares insights on overcoming resistance to change, the role of storytelling in branding, and the impact of visual identity on community engagement. In this conversation, John discusses the intricate process of rebranding and website redesign for Meadowood, emphasizing the importance of community involvement, emotional connection, and the impact of COVID-19 on marketing strategies. He shares insights on logo evolution, color palette choices, and the necessity of creating a user-friendly website that tells a compelling story. John highlights the significance of not just checking boxes in marketing initiatives but striving for authenticity and pride in the work produced. Chapters 00:00 The Importance of Branding in Senior Living 03:03 Navigating the Rebranding Process 06:07 Connecting History with Modern Identity 08:56 Overcoming Resistance to Change 12:02 The Role of Storytelling in Branding 14:48 Visual Identity and Community Engagement 18:06 The Impact of COVID on Marketing Strategies 25:21 Navigating Brand Transformation 32:08 The Color Palette Evolution 41:44 Website Redesign Goals and User Experience 45:53 Embracing Uncomfortable Growth

In this episode, Maggie Seybold, VP of Customer Insights at WelcomeHome, discusses the insights from the 2024 Year in Review Report for senior living marketing. The conversation covers the evolving landscape of senior living marketing, the importance of data in understanding sales performance, and the changing expectations of prospects. Key themes include the significance of pre-engagement processes, the shift away from reliance on aggregators, and emerging trends in service lines. The discussion emphasizes the need for intentional strategies in lead generation and customer engagement to enhance the overall experience in senior living communities. Takeaways • Benchmarking your performance against the right data is essential. • Today's senior living prospects are doing their homework. • Your online presence needs to educate and inform. • Clear pricing and transparent service info are crucial. • Prioritize your time and your leads. • Not all inquiries are created equal. • Lean into tools that help you qualify leads early. • Personalize your follow-up for better engagement. • Understanding the prospect's journey is key. • The landscape of senior living marketing is rapidly evolving. Titles • Navigating the Future of Senior Living Marketing • Insights from the 2024 Year in Review Report • Transforming Senior Living Sales Strategies Chapters 00:00 Introduction to the 2024 Year in Review Report 09:40 The Evolving Landscape of Senior Living Marketing 18:16 Understanding the Pre-Engagement Process 27:19 Shifting Away from Aggregators 34:00 Trends in Service Lines and Consumer Preferences Link to 2024 Year in Review Report https://www.welcomehomesoftware.com/resources/reports

In this episode of Move in Senior Living Marketing, host Larry Williams explores the growing importance of content creation in today’s digital landscape with senior living content consultant Bryan Reynolds. Together, they dive into practical strategies for developing meaningful content that resonates with a wide range of audiences, starting small with manageable tasks like blogs and gradually expanding into videos, newsletters, and full editorial calendars. The conversation highlights the crucial role of storytelling in senior living marketing and the value of repurposing content across multiple platforms. Bryan also shares insights on engaging with diverse audiences and effectively measuring the ROI of social media efforts. Tune in for actionable tips and real-world takeaways to help elevate your content marketing strategy in the senior living industry. Episode Breakdown: 00:00 – Introduction to Content Creation in the Attention Economy 01:11 – Welcome and Episode Overview 01:45 – Key Areas of Focus in Content Strategy 02:41 – Starting Small and Building a Strategy 05:18 – Understanding and Defining Content 07:19 – The Power of Storytelling in Senior Living 09:58 – Developing a Content Strategy for Multiple Audiences 15:51 – Repurposing Content for Maximum Impact 18:09 – Connecting with Different Levels of Care 20:14 – The Future of Social Media and Video Content 22:52 – Practical Tips for Video Content Creation 26:39 – Measuring ROI and Final Thoughts 32:23 – Conclusion and Key Takeaways https://www.linkedin.com/in/bryanrey/

In this episode of The Move in Senior Living Marketing, host Larry Williams speaks with Nathan Jones, founder and CEO of Dash Media, about the impact of authentic storytelling through short-form video content in senior living. Nathan shares insights on how Dash Media captures and scales high-quality, emotionally connecting stories from residents and staff, reshaping public perception and building trust. They discuss the flexibility required in video production, the significance of heart in storytelling, and the tangible results in brand awareness, lead generation, and recruitment. This episode is a must-listen for anyone looking to leverage meaningful content to engage with audiences in the senior living sector. 00:00 The Importance of Brand Awareness 01:28 Introduction to the Episode 02:35 Meet Nathan Jones of Dash Media 03:26 The Origin of Dash Media 05:14 The Power of Authentic Storytelling 11:12 Capturing Resident Stories 20:39 Social Media Strategies for Senior Living 21:28 Community Stories and Graphics 21:56 Challenges of Video Content Creation 22:51 Purpose of Social Media Posts 23:34 Strategies for Engaging Content 25:53 Scaling Social Media Services 29:11 Impact on Lead Generation and Occupancy 33:15 Future of Video Production in Senior Living 35:35 Final Thoughts and Contact Information   https://www.mydashmedia.com/ https://www.linkedin.com/in/nathan-jones-seniorliving/

In this episode of The Move In Senior Living Marketing, host Larry Williams sits down with James Lee, co-founder of Bella Groves, to explore the profound impact of storytelling in the marketing strategies for senior living communities. James emphasizes the importance of focusing on the journey of the caregiver, outlining how effective marketing should connect emotionally with the audience through deeply understanding their experiences. They discuss the necessity of blending technical marketing knowledge with emotional intelligence, and the transformational potential of campaigns that prioritize listening over broadcasting. Additionally, James shares insights from his upcoming TEDx talk and details the mission and collaborative efforts behind the think tank he organized. The conversation is a deep dive into how meaningful storytelling and authentic connections can drive real change in the industry.   00:00 Introduction to Marketing and Leadership 01:28 The Power of Storytelling in Marketing 01:45 Welcome to The Move In: Guest Introduction 03:40 The Importance of Authenticity and Connection 05:18 James Lee's Journey and Insights 07:06 Marketing Strategies and Real-World Applications 10:06 Understanding the Customer's Journey 15:40 The Hero's Journey in Dementia Care 20:08 Billboard Marketing Strategy 22:08 Simplifying Complex Messages 23:09 Content Marketing and Social Media 24:43 Final Advice for Students 27:12 The Think Tank Initiative 31:36 Becoming a TEDx Speaker 33:45 Final Thoughts and Reflections

In this episode, Larry Williams discusses the intersection of marketing, talent acquisition, and employee engagement in the senior living industry with Brooke Saxon Spencer, Vice President of Marketing at Claiborne Senior Living. They delve into the importance of treating employees well to ensure resident satisfaction and share insights on how senior living organizations can leverage marketing strategies for recruitment and retention. Key topics covered include the role of structured onboarding, ongoing training, internal branding, and the power of authentic storytelling through video and social media to enhance employee and resident experiences.   00:00 The Importance of Employee Treatment 01:28 Introduction to the Episode 01:49 Meet Brooke Saxon Spencer 02:23 The Role of Marketing in Senior Living 02:52 The Power of Storytelling in Recruitment 03:09 Casual Conversation and Personal Stories 04:44 Claiborne Senior Living's Marketing Strategy 06:47 Integrating Marketing and HR for Employee Satisfaction 17:16 Revamping the Onboarding Process 19:52 Revamping the Orientation Program 20:41 Interactive and Personalized Training 22:29 Feedback and Continuous Improvement 24:55 Empowering Employees and Building Trust 28:29 Marketing for Talent Acquisition 32:12 The Importance of Employee Experience 36:31 Final Thoughts and Key Takeaways

In this episode of Move-In Senior Living Marketing, host Larry Williams discusses the importance of the move-in experience for senior living communities with Murry Mercier, Director of Senior Living Solution Architecture at PointClickCare, and Kaden McKenzie, Director of Sales at Senior Sign. They explore common challenges faced during the move-in process, such as overwhelming paperwork and administrative delays, which can deter potential residents. The conversation highlights the game-changing partnership between PointClickCare and Senior Sign, designed to streamline this process, eliminate administrative headaches, and enhance transparency. This collaboration aims to improve efficiency, boost occupancy rates, and create better experiences for residents, families, and staff through digital transformation. The episode also touches on future innovations and the continued importance of embracing technology in senior living.   00:00 Introduction to Senior Living Digital Transformation 01:08 The Emotional Complexity of Moving into Senior Living 01:32 Meet the Experts: Larry, Murray, and Kaden 02:10 The Move-In Experience: Challenges and Solutions 02:31 The Game-Changing Partnership: PointClickCare and Senior Sign 02:49 Future of Digital Transformation in Senior Living 03:24 In-Depth Discussion with Murray and Kaden 06:11 The Big Announcement: Partner Powered Engagement 07:34 The Importance of Efficiency and Human Interaction 08:56 Addressing Paperwork and Administrative Burdens 09:48 The Role of Technology in Enhancing Senior Living 13:08 Transparency and Trust in Senior Living Communities 23:25 Advice for Communities Considering Digital Transformation 29:54 Final Thoughts and Takeaways https://www.linkedin.com/in/kadenmckenzie/ https://www.linkedin.com/in/murrymercier/

In this enlightening episode of Move In Senior Living Marketing, host Larry Williams chats with Jack York, Chief Storyteller at Tailgate, about the profound impact of storytelling in senior living communities. Through his work capturing the voices of seniors, Jack emphasizes how authentic stories outperform amenities in marketing and fostering engagement. They discuss the hidden crisis of loneliness among seniors and how meaningful conversations can enhance well-being. Jack's anecdotes, including heartfelt tales from World War II veterans to centenarians, underscore the importance of preserving and sharing personal histories. Tune in for an inspiring dialogue filled with lessons on connection, aging, and the powerful role of narrative.   00:00 Introduction to Senior Living Storytelling 01:09 Meet Jack York: Chief Storyteller 01:35 The Power of Storytelling in Senior Living 02:13 Jack York's Journey and Mission 02:53 The Birth and Evolution of Tailgate 04:48 Connecting with Seniors: The Process 09:21 Vintage Voices: Capturing Centenarian Stories 13:40 The Impact of Sharing Stories 23:06 Personal Reflections and Lessons Learned 34:44 Encouraging Storytelling in Senior Living Communities 41:58 Conclusion and Key Takeaways https://www.linkedin.com/in/jack-york-1273a42/ https://talegate4joy.com/ https://www.facebook.com/talegate4joy https://www.instagram.com/talegate4joy/

In this episode of the Move-In Senior Living Marketing Podcast, host Larry Williams speaks with Libby Lauer from Senior Source Consulting Group. Libby shares her expertise in senior living sales, mystery shopping, and customer experience. Key topics discussed include the discovery process's importance, pricing transparency, avoiding generic building tours, and addressing concerns thoroughly before saying goodbye. Libby emphasizes the significance of creating trust and value through understanding prospects' needs and providing personalized, human-centered interactions.   00:00 Introduction to Trust and Value in Senior Living Sales 01:28 Welcome and Guest Introduction 01:55 Key Topics in Senior Living Sales 02:12 Libby's Background and Expertise 02:28 Challenges in Senior Living Sales 05:06 Libby's Mystery Shopping Process 10:19 Importance of Discovery in Sales 17:08 Discussing Pricing Transparently 22:35 The Right Way to End a Tour 26:55 Final Thoughts and Advice 29:43 Key Takeaways https://www.linkedin.com/in/libby-l-lauer-ms-427b2a17/ https://www.seniorsourceconsulting.com/