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PODCAST

The Move In Senior Living Marketing

Welcome to The Move In Senior Living Marketing, a podcast from Unlock Health, a full-service marketing partner for the aging services industry. Join us for candid conversations exploring the latest marketing strategies with the senior living community leaders, and innovative solution partners, who are moving our industry forward. Together we’ll build a community to build better communities. Welcome to The Move In Senior Living Marketing, with Larry Williams.

business marketing

All Episodes

14:44

Connecting the Dots: Unifying Sales, Marketing, and...

The Move In Senior Living Marketing ·

2025/12/02

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,

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17:07

How Dynamic Creative Drives Engagement with Pandel...

The Move In Senior Living Marketing ·

2025/11/25

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

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24:41

Designing for Today’s Consumer Demands with Heather...

The Move In Senior Living Marketing ·

2025/11/18

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

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31:04

Empathy, Trust, and the Art of Letting Go with Matt...

The Move In Senior Living Marketing ·

2025/11/11

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

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36:56

How Internal Branding Transformed Culture at Nebraska...

The Move In Senior Living Marketing ·

2025/11/04

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.

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35:04

Data-Backed Decisions: Smarter Marketing in Senior...

The Move In Senior Living Marketing ·

2025/10/28

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

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53:47

Real People, Real Stories: Authentic Marketing in...

The Move In Senior Living Marketing ·

2025/10/21

In this conversation, Vice President of Sales and Marketing at Schlegel Villages, Brad Bushby, discusses the intersection of technology andauthenticity 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

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24:00

Connection Over Content: Turning Social Media into...

The Move In Senior Living Marketing ·

2025/10/14

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

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49:33

From Tours to Trust: Modernizing the Sales Journey...

The Move In Senior Living Marketing ·

2025/10/08

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

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39:26

Connect, Equip, Stand Out: Team Dementia Training...

The Move In Senior Living Marketing ·

2025/09/30

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

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37:40

Building a Tribe: The Story of SMASH and the Future...

The Move In Senior Living Marketing ·

2025/09/23

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

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36:37

The Future Is More Human: Leveraging AI Agents in...

The Move In Senior Living Marketing ·

2025/09/16

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

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38:26

Outperforming with Less: Practical AI and the Power...

The Move In Senior Living Marketing ·

2025/09/09

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

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49:12

After the Tour: Guiding Prospects with Clarity, Care...

The Move In Senior Living Marketing ·

2025/09/02

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

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51:31

Care Partnership in Action: Centering the Family in...

The Move In Senior Living Marketing ·

2025/08/26

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

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37:39

The Culture Ripple: How Joy, Leadership, and...

The Move In Senior Living Marketing ·

2025/08/19

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,

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41:29

Redefining the Senior Living Journey: Empathy, Sales,...

The Move In Senior Living Marketing ·

2025/08/13

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 supportivejourney 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

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44:28

Data-Driven Moves: Smarter Lead Management with...

The Move In Senior Living Marketing ·

2025/08/05

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

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54:49

Hate ‘Em or Love ‘Em: The Aggregator Dilemma in...

The Move In Senior Living Marketing ·

2025/07/30

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

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57:15

Solving the Occupancy Puzzle with Julie Podewitz

The Move In Senior Living Marketing ·

2025/07/23

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

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48 results

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