The Move In Senior Living Marketing

Earning Trust During the Decision: Navigating Senior Living Options

Tue, 28 Apr 2026 21:30:00 -0000

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/

Mystery Shops Don’t Lie: What the Data Says About Your Sales Experience

Tue, 14 Apr 2026 21:30:00 -0000

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/

Data Beyond Clicks: Paid Media Best Practices That Drive Qualified Leads

Tue, 31 Mar 2026 21:30:00 -0000

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/

The Engagement Data Powering Senior Living Conversions

Tue, 17 Mar 2026 21:30:00 -0000

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

Inside the 2026 Senior Living Marketing Survey Report

Tue, 03 Mar 2026 22:49:00 -0000

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/

Senior Living Decisions in 2025: What the Data Tells Us

Tue, 17 Feb 2026 22:30:00 -0000

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

What a Real Senior Living Shopping Experience Teaches Marketers

Tue, 03 Feb 2026 22:30:00 -0000

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.com
Marketing Podcast Network - https://marketingpodcasts.net
Travel & Cruise Industry News - https://youtube.com/@chilliescruises

The Move-In Evolves: A Series-Driven Vision for 2026

Tue, 20 Jan 2026 22:30:00 -0000

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

What Senior Living Marketing Taught Us in 2025, and How to Win in 2026 with Eric Varin

Tue, 06 Jan 2026 22:30:00 -0000

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/

Conversations that Moved Me: Reflections from a Year of The Move In with Guest Host Greg Anderson

Mon, 22 Dec 2025 22:30:00 -0000

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.

From Black Holes to Better Leads: Modernizing Call Tracking with Charlie Scholz

Wed, 17 Dec 2025 14:40:00 -0000

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/

From Mailers to Machine Learning: The Evolution of Senior Living Marketing with Shonia Russelle

Tue, 09 Dec 2025 22:30:00 -0000

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/

Connecting the Dots: Unifying Sales, Marketing, and Data with Sonia Vachon

Tue, 02 Dec 2025 22:30:00 -0000

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/

How Dynamic Creative Drives Engagement with Pandel Ludwig

Tue, 25 Nov 2025 22:30:00 -0000

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/

Designing for Today’s Consumer Demands with Heather TerHark

Tue, 18 Nov 2025 22:30:00 -0000

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/

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

Tue, 11 Nov 2025 22:30:00 -0000

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

How Internal Branding Transformed Culture at Nebraska Medicine with Katie Beach and Frank Lococo

Tue, 04 Nov 2025 22:30:00 -0000

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.

Data-Backed Decisions: Smarter Marketing in Senior Living with Carsten Ellsworth

Tue, 28 Oct 2025 21:30:00 -0000

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/

Real People, Real Stories: Authentic Marketing in Senior Living with Brad Bushby

Tue, 21 Oct 2025 21:30:00 -0000

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

Connection Over Content: Turning Social Media into Clients with Brooke Sellas

Tue, 14 Oct 2025 21:30:00 -0000

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

From Tours to Trust: Modernizing the Sales Journey with Kelly Myers

Wed, 08 Oct 2025 00:03:00 -0000

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/

Connect, Equip, Stand Out: Team Dementia Training that Builds Trust with Maggie Cattell and Dr Sam Fazio

Tue, 30 Sep 2025 21:30:00 -0000

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 website
dementia care practice recommendations
essentiALZ curriculum review
Project ECHO dementia care provider roundtable

Building a Tribe: The Story of SMASH and the Future of Senior Living Marketing with Bailey Beeken

Tue, 23 Sep 2025 21:30:00 -0000

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/

The Future Is More Human: Leveraging AI Agents in Work and Life with Matt Reiners

Tue, 16 Sep 2025 21:30:00 -0000

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

Outperforming with Less: Practical AI and the Power of Small Marketing with Jenni Bost

Tue, 09 Sep 2025 21:30:00 -0000

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/

After the Tour: Guiding Prospects with Clarity, Care & Connection with Kiera DesChamps

Tue, 02 Sep 2025 21:30:00 -0000

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/

Care Partnership in Action: Centering the Family in Senior Living Marketing with Nicole Will

Tue, 26 Aug 2025 21:30:00 -0000

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

The Culture Ripple: How Joy, Leadership, and Intentionality Impact Senior Living with Heather Tussing

Tue, 19 Aug 2025 21:30:00 -0000

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/

Redefining the Senior Living Journey: Empathy, Sales, and Culture with Nick Jasmon

Wed, 13 Aug 2025 01:13:00 -0000

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/

Data-Driven Moves: Smarter Lead Management with Rachel Keller

Tue, 05 Aug 2025 21:30:00 -0000

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

Hate ‘Em or Love ‘Em: The Aggregator Dilemma in Senior Living with Heath Stukenholtz

Wed, 30 Jul 2025 21:47:00 -0000

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

Solving the Occupancy Puzzle with Julie Podewitz

Wed, 23 Jul 2025 01:41:00 -0000

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

It Is Our Responsibility: Lighting the Way Through Aging and Care with Sara Robertson

Tue, 15 Jul 2025 21:00:00 -0000

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/

Legacy Reimagined: Masonicare’s Bold Brand Move with Ann Collette

Tue, 08 Jul 2025 20:30:00 -0000

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/

Mastering the Human Side of Senior Living Sales with Reed Davis

Tue, 01 Jul 2025 21:30:00 -0000

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/

Why Video Builds Trust Before the Tour with Christie Freeze

Tue, 24 Jun 2025 21:00:00 -0000

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

Sales, Ops, and the Space Between: Aligning for Resident Success with Evan Kuo

Tue, 17 Jun 2025 21:00:00 -0000

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/

Why Giving Beats Closing: A Sales Shift That Changes Everything with Bob Burg

Wed, 11 Jun 2025 21:16:00 -0000

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

Unlocking Trust with Real-Time Feedback in Senior Living with Alex Bennett

Tue, 03 Jun 2025 21:00:00 -0000

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/

The Power of Intergenerational Relationships in Senior Living with Megan Ulrich

Tue, 27 May 2025 21:30:00 -0000

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/

Modernizing Without Losing Your Identity: A Rebrand Journey, with John Kotsatos

Tue, 20 May 2025 21:30:00 -0000

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

Inside the Data: What’s Shaping Senior Living Sales with Maggie Seybold

Tue, 13 May 2025 20:30:00 -0000

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

Creating Content That Resonates with Bryan Reynolds

Tue, 06 May 2025 21:30:00 -0000

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/

Engagement Starts with a Story with Nathan Jones

Tue, 29 Apr 2025 21:30:00 -0000

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/

Love > Dementia: Messaging That Moves People with James Lee

Tue, 22 Apr 2025 21:00:00 -0000

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

More Than Leads: Marketing’s Role in Culture and Hiring with Brooke Saxon-Spencer

Tue, 15 Apr 2025 21:00:00 -0000

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

Digital Move-In, Real Impact with Kaden McKenzie and Murry Mercier

Wed, 09 Apr 2025 17:00:00 -0000

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/

The Power of Storytelling in Senior Living with Jack York

Wed, 02 Apr 2025 12:30:00 -0000

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/

Senior Living Sales: What Mystery Shops Reveal, with Libby Lauer

Wed, 26 Mar 2025 12:00:00 -0000

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/

Mastering the Website RFP Process with Jessica Freeburg

Tue, 18 Mar 2025 21:30:00 -0000

In this episode of The Move in Senior Living, we sit down with Jessica Freeburg, Senior Digital Marketing Analyst at Benedictine Living, to discuss the intricate process of revamping a senior living website. From navigating the RFP process for vendor selection to managing multiple stakeholders and launching 36 websites in just four months, Jessica shares her insights, challenges, and key takeaways from the experience.

https://www.linkedin.com/in/jessica-freeburg-bb75897/

Marketing Meets Recruitment, with Fran Palma

Tue, 11 Mar 2025 21:30:00 -0000

In this episode, we sit down with Fran Palma, the Chief Marketing and Digital Strategy Officer at Covenant Living, to discuss how his team has transformed their recruitment strategies in the wake of COVID-19. We dive into Covenant Living’s approach, from building a career website from scratch to leveraging cutting-edge technology and marketing strategies for talent acquisition. Fran shares insights into the collaboration between marketing and HR to optimize the applicant experience and the use of data to tailor recruitment messaging. This episode is packed with valuable tips for senior living organizations aimed at attracting top talent and creating a desirable work environment.

00:00 Introduction to Employee Retention Strategies

01:07 Leveraging Marketing for Talent Acquisition

02:12 Fran Palma's Career and Recruitment Innovations

03:12 Strategic Shifts in Recruitment Post-COVID

04:52 Implementing Marketing Tactics in Recruitment

08:53 Utilizing Data and Technology in Recruitment

12:14 The Future of Talent Acquisition

14:00 Conclusion and Key Takeaways

https://www.linkedin.com/in/fran-palma/

Embracing Accessibility, Diversity & AI in Senior Living Marketing with Lola Rain

Tue, 04 Mar 2025 22:30:00 -0000

In this insightful episode of 'Move in Senior Living Marketing,' Larry Williams sits down with industry expert Lola Rain to delve into the critical aspects of senior living marketing. Lola shares her extensive 25 years of marketing experience and her passion for both the creative and analytical sides of the field. Key topics include the importance of website accessibility and compliance, the role of diversity and inclusivity, and leveraging AI and innovative content in marketing strategies. Lola also provides practical advice on conducting annual website audits and ensuring marketing materials align with DEI commitments. The conversation wraps up with valuable tips on stress reduction and maintaining work-life balance in a demanding industry.

00:00 Introduction to Marketing Insights

01:06 Meet Lola Rain: A Multifaceted Marketing Expert

01:21 The Importance of Website Accessibility

01:43 Diversity and Inclusivity in Marketing

01:48 Leveraging AI and Smart Content

02:03 Lola's Journey in Senior Living Marketing

04:55 Website Accessibility Best Practices

10:17 Brand Integrity and Inclusivity

12:36 Conference Highlights and AI Insights

14:56 Final Thoughts and Stress Reduction Tips

19:28 Closing Remarks and Takeaways

https://www.linkedin.com/in/lola-rain/

Storytelling Through Senior Living Photography with Tom Sanders

Wed, 26 Feb 2025 14:04:00 -0000

In this episode, the focus is on the importance of storytelling in senior living communities. The host engages in an insightful discussion with Tom Sanders, the founder of Senior Living Photography, who shares his expertise in capturing the vibrant lives of senior residents. Tom emphasizes the need for high-quality storytelling to highlight residents' personal journeys and the role it plays in marketing senior living communities. He delves into the challenges of photographing seniors, particularly those with cognitive and physical limitations, and offers practical advice for making them feel comfortable during shoots. Tom also discusses the integration of modern and diverse imagery in senior living marketing, the potential uses and pitfalls of AI and stock photography, and his experiences photographing war veterans. Finally, Tom urges senior living companies to invest more in high-production storytelling to authentically showcase their residents' lives.

00:00 The Power of Storytelling in Senior Living

01:07 Meeting Tom Sanders: A Pioneer in Senior Living Photography

02:00 Tom Sanders' Journey and Philosophy

04:55 Challenges and Techniques in Senior Living Photography

09:07 The Future of Senior Living Photography

15:40 The Role of AI and Stock Photography

19:16 Final Thoughts and Takeaways

https://www.linkedin.com/in/tom-sanders-b372b1139/

https://seniorstockphotos.com/

https://tomsandersphoto.com/

Sales, Marketing & Operations: Getting Senior Living in Sync with Greg Anderson

Wed, 19 Feb 2025 12:30:00 -0000

In this episode, Larry Williams talks with Greg Anderson, Managing Director of Northbridge Advisory Services, about the senior living industry. They discuss the importance of emotional connections in marketing, strategies for leveraging data to inform business decisions and the value of bringing in talent from outside the industry. Greg emphasizes the need for transparency, clear communication, and the necessity of aligning business goals with investor expectations. The conversation highlights the power of community and collaboration in improving senior living operations.

00:00 The Emotional Side of Buying Decisions

01:25 Introduction to Senior Living Marketing

02:12 Meet Greg Anderson: Insights and Experiences

02:48 The Power of Community and Connection

04:44 Challenges and Strategies in Senior Living

11:52 The Importance of Data in Marketing

16:15 Aligning Business Goals with Investor Expectations

22:13 Final Thoughts and Personal Reflections

https://www.linkedin.com/in/greganderson/

https://www.northbridgeadvisory.com/

Beyond the Sale: Creating a Resident Experience That Lasts, with Jami Van Gysel

Wed, 12 Feb 2025 12:30:00 -0000

In this episode, we speak with Jamie Van Gysel, the Chief Sales, Marketing, and Experience Officer at Christian Care Fellowship Square, who has over 25 years of experience in senior living. Jamie shares her insights on the importance of building genuine relationships with seniors and their families, discussing strategies for adapting sales and engagement methods during the COVID-19 pandemic, and delivering exceptional resident experiences. Key takeaways include the effectiveness of personalized gestures in sales, the seamless transition from sales to the resident experience team, and innovative ways to engage waitlisted prospects. Join us for this deep dive into creating meaningful connections in senior living.

00:00 Building Relationships with Soup

01:01 Introducing Jamie Van Geisel

01:46 Jamie's Career Journey

03:29 Adapting During COVID-19

07:11 Creative Follow-Up Strategies

10:36 Seamless Transition to Resident Experience

19:33 Engaging the Waitlist

25:57 Conclusion and Key Takeaways

Turning Conference Ideas into Action with Jamison Gosselin

Tue, 04 Feb 2025 21:37:00 -0000

In this episode, Larry Williams sits down with Jamison Gosselin, the principal of Jamison Marketing, to discuss the critical steps for turning conference takeaways into actionable projects. They dive into setting up a vision, managing urgent versus important tasks, securing buy-in from the team, and effectively planning to ensure the ROI from conference learnings. Jamison shares practical advice on creating post-conference action plans, prioritizing important marketing initiatives over daily urgencies, and building executive buy-in with compelling visions backed by data. This insightful conversation is packed with strategies to help marketing executives and their teams implement ideas collected from industry events.

00:00 Creating a Vision for Your Project

01:04 Introduction to the Speaker and Topic

01:43 Challenges of Implementing Conference Takeaways

02:26 Developing an Action Plan

03:44 Justifying Conference Expenses

05:13 Setting Deadlines and Accountability

06:24 Managing Urgent vs. Important Tasks

08:59 Tools and Technologies for Project Management

10:36 Gaining Buy-In from Your Team

13:38 Conclusion and Key Takeaways

https://www.linkedin.com/in/jamisongosselin/

https://www.linkedin.com/company/jamison-marketing-communications-llc/about/

The Art of Senior Living Sales with Christy VDW

Mon, 27 Jan 2025 16:12:00 -0000

In this episode, we dive into a rich conversation with Christy Van Der Westhuizen, the SVP of Sales and Marketing at Legend Senior Living. Renowned in the Senior Living community, Christy shares her expertise on the importance of vulnerability and transparency in sales, the evolving role of artificial intelligence and technology in streamlining sales and marketing processes, and the significance of collaboration between marketing and sales teams. Throughout the discussion, Christy emphasizes creating value for customers, fostering a culture of authenticity, and balancing emotional aspects with business goals. Highlights include her innovative training techniques and her philosophy of appreciating and communicating more to achieve unified goals. Don't miss this insightful conversation packed with practical advice and inspiration for sales professionals.

00:00 Introduction to Value Creation in Sales

00:43 Interview with Christy Vander Westhuizen

00:55 Christy's Background and Personal Brand

01:07 Discussion on Vulnerability and Transparency in Sales

06:20 The Role of AI in Sales and Marketing

09:53 Maintaining Enthusiasm in Sales Teams

14:48 Balancing Emotions and Business Goals in Sales

20:12 Collaboration Between Sales and Marketing

22:04 Final Thoughts and Advice from Christy

23:44 Key Takeaways from the Interview

https://www.linkedin.com/in/christyvdw/

Guiding Generations Forward with Katharine Ross

Mon, 27 Jan 2025 14:36:00 -0000

In this episode, we explore the evolving landscape of senior living with Katherine Ross, the driving force behind SeniorsGuide.com. With over 20 years of experience, Katherine offers invaluable insights into how families can make informed decisions about senior care. The conversation touches on the history and purpose of SeniorsGuide.com, the need for transparent pricing in senior living, and the importance of adapting content for different generational segments—from the greatest generation to millennials. Katherine emphasizes the significance of meeting consumers where they are in the research process and staying current with digital advancements to provide the best possible online experience.

00:00 Introduction to Generational Segments in Senior Living

00:56 Conversation with Katherine Ross: Insights and Experience

01:20 The Evolution of Senior Living Content

02:09 Navigating Senior Living: Tips and Strategies

02:37 The Role of SeniorsGuide.com

05:12 Changes in Senior Living Over the Years

06:33 The Importance of Transparent Pricing

08:09 Katherine Ross's Journey in Senior Living

09:36 Future of Senior Living Content

11:50 Conclusion and Key Takeaways

https://www.linkedin.com/in/katharine-ross-rms-seniorsguide/

Smooth Transitions, Happy Futures, with Maureen, Lisa, Matt

Sun, 26 Jan 2025 16:37:00 -0000

In this insightful discussion, Larry speaks with Maureen Longoria and Lisa Burns, co-founders of Live Now Relocation, alongside Matt Paxton, founder of Clutter Cleaner and star of 'Hoarders', about the critical aspects of helping seniors transition into senior living communities. They delve into the emotional challenges attached to downsizing, the importance of compassionate support, and the significant role of companies like Live Now and Clutter Cleaner. The conversation highlights the need for senior living communities to adopt comprehensive relocation management services and the success that can be achieved through effective partnerships and technology. Key takeaways include the usage of digital tools to preserve memories, building rapport with potential residents, and marketing the benefits of a smooth transition process.

00:00 Introduction to Senior Living Transitions

01:25 Meet the Experts: Maureen, Lisa, and Matt

02:03 The Emotional Challenges of Downsizing

03:24 Live Now Relocation: A Comprehensive Solution

03:53 Matt Paxton's Journey and Insights

07:26 The Unique Aspects of Senior Moves

10:44 Building Strategic Partnerships

12:26 Supporting Families Through Compassionate Service

18:07 Collaborating with Senior Living Communities

19:58 The Emotional Impact of Decluttering for Seniors

22:23 Innovative Solutions for Downsizing

23:39 Building Trust During the Transition

26:01 The Role of Technology in Senior Moves

27:35 Ensuring a Smooth Move-In Experience

31:20 Marketing the Benefits of a Smooth Transition

33:53 Final Thoughts and Key Takeaways

Links:

https://livnowrelocation.com/

https://transitionfranchisebrands.com/

https://www.linkedin.com/in/maureenlongoria/

https://www.linkedin.com/in/lisaburns1/

https://www.linkedin.com/in/iammattpaxton/

Trust, Tech & Teamwork with Jessi and Brandon

Sun, 26 Jan 2025 16:31:00 -0000

In this episode, we sit down with Jessi Weldon, EVP of Sales and Marketing at Primrose Retirement, and Brandon Christiansen, Director of Marketing, to explore the power of collaboration in senior living sales and marketing. Jessi and Brandon share their journey of building a strong partnership based on trust, accountability, and leveraging each other’s strengths. They also dive into how technology and data are reshaping how sales and marketing teams work together while emphasizing the importance of focusing on people first.

Tune in for actionable insights on fostering collaboration, optimizing strategies, and driving meaningful results in senior living.

Key Moments:

[00:00:00] Building Strong Teams
Jessi emphasizes the importance of trust and collaboration between sales and marketing, highlighting their shared mission to create impactful communities.
[00:01:32] Dual Leadership Dynamics
Jessi and Brandon discuss how their complementary skills enable them to execute successful sales and marketing strategies.
[00:04:13] Aligning Sales and Marketing Goals
They explore how shared goals and open communication lead to better alignment and unified efforts.
[00:06:00] Leveraging Technology and Data
Brandon explains how CRM systems and data analysis streamline processes, ensuring marketing efforts directly support sales objectives.
[00:09:43] Accountability and Improvement
Both Jessi and Brandon share how their focus on accountability and continuous improvement drives better outcomes.
[00:12:45] Focus on Relationships
Jessi highlights the importance of fostering partnerships with vendors and leveraging resources to focus on building strong relationships with prospects and residents.
[00:15:00] The Future of Sales and Marketing
A discussion on how collaboration and technology will continue to evolve, creating stronger integration between sales and marketing teams.