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 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/

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/

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/

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/

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/

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/

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

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 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/

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/

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/

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/

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.

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 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, 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 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 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 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 powerful episode of On the Move in Senior Living Marketing, Larry Williams sits down with Brad Bushby, Vice President of Sales and Marketing at Schlegel Villages and executive producer of The Green Bench documentary. What started as a celebration of the Green Bench Program’s 10-year anniversary became something far greater: a deeply moving documentary about trust, human connection, storytelling, and the wisdom that comes from truly listening to older adults. Brad shares the inspiration behind the film, which follows residents as they revisit meaningful places from their past, reconnect with lifelong memories, and engage in heartfelt conversations that reveal the beauty, heartbreak, humor, and resilience that define a life well lived. Together, Larry and Brad unpack why authentic storytelling matters more than ever in senior living—and how building trust often begins with something as simple as sitting down and listening. The conversation explores: The emotional journey behind creating The Green Bench documentary How authentic resident stories can transform senior living marketing Why storytelling builds deeper trust with families and prospects The importance of vulnerability, empathy, and human connection How communities can move beyond features and amenities to showcase real life The growing “Green Bench” movement and its impact on the industry More than a conversation about marketing, this episode is a reminder that every resident has a story worth hearing, and that trust is built one meaningful conversation at a time. Brad Bushby Linkedin Page The Green Bench Film - Official Trailer

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, 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/