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Welcome to The Move In Senior Living Marketing, a podcast from Unlock Health, a full-service marketing partner for the aging services industry.
Join us for candid conversations exploring the latest marketing strategies with the senior living community leaders, and innovative solution partners, who are moving our industry forward.
Together we’ll build a community to build better communities. Welcome to The Move In Senior Living Marketing, with Larry Williams.
53 Episodes
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As The Move-In heads into 2026, host Larry Williams hits pause to reflect on what last year’s conversations revealed, and how those insights are shaping the future of the podcast.
In this reset episode, Larry shares why The Move-In is evolving from standalone conversations into a more intentional, series-based format, designed to help senior living marketing and sales professionals navigate what’s next with greater clarity and purpose.
Drawing from the themes that consistently surfaced in 2025, he outlines the five core pillars that will guide the podcast in 2026:
· Data insights
· Trust
· Empathy and value
· Alignment
· Shared learning
Larry also explains the shift to a bi-weekly cadence, the rationale for prioritizing depth over volume, and how upcoming conversations will better connect marketing, sales, and operations across the full resident and family journey, from first touch through move-in and beyond.
The episode closes with a preview of what’s ahead, including a level-set conversation featuring a first-person family experience navigating senior living, and the return of on-site conversations at the 2026 SMASH Conference.
Whether you’ve been with The Move-In since the beginning or you’re just tuning in, this episode sets the stage for a more focused, intentional, and human-centered year of conversations.
https://www.linkedin.com/showcase/the-move-in-senior-living-marketing
In this episode, Eric Varin, Vice President of Sales and Marketing at Grand Living, joins the conversation to unpack how senior living marketing is changing, and what leaders need to do next. Eric shares why authenticity and transparency matter more than ever, how video has become a critical trust-building tool, and what shifting consumer behavior means for sales and marketing teams.
Eric and Larry explore the realities of 2025, including the growing influence of AI, evolving buyer expectations, and the pressure to stand out in a crowded market. Eric also offers practical insights on how operators can prepare for 2026 by doubling down on human connection, aligning sales and marketing, and implementing strategies that actually move prospects forward.
https://www.linkedin.com/in/eric-varin-mba-98a94633/
In this special year-end conversation, Guest host Greg Anderson interviews regular host Larry Williams as he reflects on the insights gained from hosting 50 episodes of the Move In Senior Living Marketing podcast. They discuss the evolving landscape of sales and marketing in senior living, emphasizing the importance of a unified approach, understanding the modern customer, leveraging AI and data, and the significance of authentic storytelling. They also examine the challenges presented by national lead aggregators and offer insights into future industry trends.
In today’s conversation, recorded at the SMASH conference, Charlie Scholz Senior Director of Marketing at True Connection Communities, brings his agency-honed expertise in digital attribution to spotlight one of the senior living industry’s most overlooked challenges: call tracking.
Charlie explains why so many leads disappear at the front desk, how dynamic call tracking and AI-powered call summaries restore visibility, and why senior living must deliver the seamless customer experience that families already expect from every other service in their lives. He also shares the powerful system his team built, CRM-agnostic automation, instant lead creation, OpenAI-enhanced transcripts, Power BI insights, and how it has transformed speed-to-lead and team efficiency across their communities.
This episode is all about removing friction, aligning your tech stack, and making a lasting impression during one of the most emotional and pivotal moments in a family’s decision-making journey.
We discuss:
• Why call tracking is often ignored—and why that must change
• How dynamic call tracking works and the importance of UTM data
• How AI improves summaries, categorization, and training
• How automation prevents lost leads and accelerates speed-to-lead
• Practical steps to modernize your tech stack and customer experience
https://www.linkedin.com/in/charliescholz/
In this episode, Shonia Russelle shares her 35-year journey in senior living marketing, emphasizing the importance of embracing change, lifelong learning, and the evolving landscape of marketing strategies. She discusses the balance between traditional and digital marketing, the significance of the prospect's experience, and staying true to one's passion in the industry.
https://otterbein.org/
In this episode, Sonia Vachon of Further delves into the rapidly evolving world of senior living sales and the critical need to break down silos between sales and marketing. She shares why today’s most successful organizations view technology not as a replacement for human connection—but as a powerful tool to amplify it. Sonia unpacks how a unified customer experience, simplified tech stacks, and smarter data use can transform lead management and help teams move faster, together.
https://www.linkedin.com/in/sonia-vachon/
https://www.talkfurther.com/
In this insightful episode recorded at the SMASH conference, Pandel Ludwig, Director of Marketing at American Senior Communities, takes a deep dive into the evolving world of dynamic creative optimization.
Pandel shares how her team is leveraging data, AI, and ever-changing ad formats to connect with audiences more meaningfully, from PPC and Google Gen Ads to Meta campaigns that adapt on the fly. She reveals why one-size-fits-all creative is no longer enough, how dynamic text and multiple ad variations can boost engagement, and why listening to call data offers unexpected marketing insights.
The conversation also explores the human side of marketing in senior living: the power of storytelling through resident testimonials, the importance of community connection, and how digital campaigns ultimately drive in-person tours and move-ins.
Key Topics:
What dynamic creative optimization really means in senior living marketing
How to build a “toolbox” of ads that adapt to audience intent
Using AI for faster creative production and testing
Leveraging call tracking data to improve ad performance
Why resident stories and testimonials outperform traditional ads
https://www.linkedin.com/in/pandel-ludwig-07212b105/
In this episode of With the Move, host Larry Williams sits down with Heather TerHark, Chief Strategy Officer at Vivo Senior Living and a Board Advisor for SMASH, to explore how consumer demand in senior living is rapidly evolving and how providers can keep up.
Live from the SMASH conference, Larry and Heather delve into how technology, lifestyle expectations, and generational shifts are transforming what today’s seniors and their families seek in senior living communities. From Wi-Fi-powered streaming and smart home tech to on-demand dining and purpose-driven engagement, Heather shares practical insights into meeting modern expectations while preserving the heart of human connection.
They also discuss the importance of creating vibrant, experience-driven communities, where residents aren’t just living, but thriving. Through personal stories, this conversation sheds light on the intersection of innovation, compassion, and the future of senior care.
Key Takeaways:
Why today’s seniors are more tech-savvy than ever—and how communities can adapt
The role of experience in every stage of the customer journey, from lead to move-in
How to use technology not just for safety and convenience, but for connection and joy
The marketing challenge: showing the world that senior living isn’t a place to go and die—it’s a place to live
https://www.linkedin.com/in/heather-terhark-monreal-0642bb23/
https://www.vivaseniorliving.com/
In this episode of The Move In, host Larry Williams sits down with Matt Paxton, one of the nation’s leading cleanout experts, star of Hoarders and Filthy Fortunes, and author of Keep the Memories, Lose the Stuff. Matt shares how his decades of work helping families downsize, declutter, and transition into senior living have revealed a universal truth: it’s never about the stuff, it’s about the stories behind it.
From the emotional challenges of letting go to the power of empathy in senior living sales, Matt offers a masterclass on understanding people’s attachments, their trauma, and the healing that can come through compassion and positivity. He opens up about starting Clutter Cleaner with little more than a borrowed car and a dream, how loss shaped his mission to help families, and why he believes positivity is the ultimate currency in business and in life.
Whether you’re a senior living professional, a caregiver, or someone facing a major life transition, this conversation will remind you that helping others isn’t about selling—it’s about listening, validating, and meeting people where they are.
https://www.linkedin.com/in/iammattpaxton/
https://cluttercleaner.com/
https://go.discovery.com/show/filthy-fortunes-discovery-atve-us
Book: Keep the Memories, Lose the Stuff
On this episode of The Move In Senior Living Marketing, Larry Williams chats with Katie Beach and Frank Lococo from the University of Nebraska Medicine team. The conversation centers on the importance of authenticity in recruitment and the need to foster a cohesive internal culture at Nebraska Medicine. It emphasizes the importance of delivering on promises made to potential employees and ensuring that their experiences align with the organization's values and culture.
In this episode of The Move In, Carsten Ellsworth, Marketing Director at Avista Senior Living, discusses the importance of data in senior living marketing. He emphasizes the need to let data guide storytelling rather than forcing data to fit preconceived narratives. The conversation explores the emotional complexities of the sales cycle in senior living, the role of clean data in making informed marketing decisions, and the integration of technology and AI in marketing strategies. Carsten shares insights on testing hypotheses, maintaining clean data, and the importance of flexibility in marketing approaches.
https://www.linkedin.com/in/carstenellsworth/
https://avistaseniorliving.com/
In this conversation, Vice President of Sales and Marketing at Schlegel Villages, Brad Bushby, discusses the intersection of technology and
authenticity in senior living marketing. He emphasizes the importance of human connection over automation, sharing real stories from residents to build trust and engagement. The discussion also highlights the Green Bench Program, which aims to combat ageism by showcasing the wisdom of elders through storytelling and community engagement. Brad shares insights on how to elevate the industry by collaborating and focusing on the genuine experiences of residents.
https://www.linkedin.com/in/brad-bushby-b6685011/
https://elderwisdom.ca/pledge/
https://schlegelvillages.com/about
In this episode, Brooke Sellas explores how social media marketing is shifting from simple content posting to meaningful, two-way conversations. She introduces her CARE framework (Conversations, Acquisition, Retention, and Engagement) as a more innovative approach to measuring ROI and fostering lasting customer relationships.
Brooke and Larry delve into why emotional connection and vulnerability are crucial for building authentic brands, and how marketers can leverage social platforms as 24/7 focus groups that foster genuine engagement and trust. Whether you’re leading strategy or managing daily content, this conversation will help you rethink what success looks like on social media and how to humanize your brand in the process.
https://www.linkedin.com/in/brookebsellas/
https://bsquared.media/
Social Media CX Podcast
In this episode, Kelly Myers and Larry Williams discuss the evolving sales process in senior living, emphasizing the importance of clear communication, building trust, and personalizing the sales experience.
They explore how technology has changed the landscape, the necessity of active listening, and the impact of jargon on family relationships. The conversation highlights the need for sales professionals to adapt their approaches to meet families where they are, ensuring a compassionate and understanding environment during one of the most emotionally charged decisions of their lives.
https://www.linkedin.com/in/kelly-singleton-myers-a915a87/
https://kjbsalesconsulting.com/
In this conversation, Maggie Cattell and Dr. Sam Fazio from the Alzheimer's Association discuss the importance of training and resources in dementia care. They emphasize the importance of person-centered care, the role of community engagement, and the significance of establishing trust with families. The discussion covers various programs and recommendations aimed at improving care quality, as well as the importance of leadership in implementing these practices. The conversation underscores the evolving nature of dementia care resources and the necessity for ongoing support and education for healthcare professionals.
https://www.linkedin.com/in/macattell/
Alzheimer's Association websitedementia care practice recommendationsessentiALZcurriculum reviewProject ECHO dementia care provider roundtable
In this episode of With the Move In, Larry sits down with Bailey Beeken, the Senior Director of SMASH, to explore the latest trends shaping senior living marketing and operations. Together, they unpack key strategies communities can use to build stronger connections with prospects, refine their digital presence, and adapt to an increasingly competitive landscape.
Bailey also tells the story of the SMASH conference, how it has grown into the place where senior living marketing and sales leaders come together to learn, share, and shape the future of the field. She highlights the sessions she’s most excited about for 2025, from marketing innovation to leadership development, and explains why these conversations are so pivotal for the industry.
Whether leading a community, building a marketing strategy, or looking for fresh inspiration, this episode offers actionable takeaways and a forward-looking perspective.
https://www.hmpglobalevents.com/smash
https://www.linkedin.com/in/baileybeeken/
https://www.linkedin.com/company/smashconference/
In this conversation, Matt Reiners discusses the practical applications of AI in professional settings, particularly in podcast production, sales, and personal branding. He emphasizes the importance of customizing AI agents to fit specific roles, automating mundane tasks to focus on meaningful work, and maintaining a human touch in all outputs. The discussion also touches on overcoming imposter syndrome and the future of AI as a tool for enhancing human connection rather than replacing it.
https://www.linkedin.com/in/mattreiners/
https://www.parasolalliance.com/
Connecting the Dots: Senior Living Success Podcast
Raising Tech, powered by Parasol Alliance Podcast
In this episode, Jenni Bost, VP of Marketing at Radiant Senior Living, shares her insights on navigating the complexities of AI in senior living marketing. She discusses the importance of integrating AI into marketing strategies while maintaining authentic human connections. Jeanni emphasizes the need for clean data and effective use of machine learning to drive marketing decisions. The conversation also explores the future of AI in marketing, the challenges faced by small teams, and the significance of continuous learning in a rapidly evolving industry.
https://www.linkedin.com/in/jennibost/
https://radiantseniorliving.com/
https://www.radiantcareers.com/
In this conversation, Kiera DesChamps, CEO of KD Consulting Group, discusses the importance of bridging the gap in senior living marketing, particularly after the initial tour. She emphasizes the need for concierge-level service, building genuine relationships, and understanding prospects' emotional and logistical challenges. Kira shares insights from her new book, 'After the Tour,' which aims to guide prospects from interest to action, highlighting the significance of early conversations and the role of partnerships in creating a supportive environment for those transitioning to senior living communities.
Purchase "After the Tour" on Amazon
https://www.linkedin.com/in/kieradeschamps/
https://kdconsults.com/
This episode of The Move In dives into family caregiving with guest Nicole Will. The conversation explores caregivers' everyday challenges and why understanding their needs is critical for the senior living industry.
Nicole shares her perspective on the overlap of personal and professional caregiving, the role technology can play in easing burdens, and the importance of empathy in how organizations communicate and market. The discussion highlights the power of caregiver training, the necessity of community support, and the trust that must be built to serve families well.
https://www.willgather.com/
https://www.willgatherpodcast.com/
LinkedIn: https://www.linkedin.com/in/nicole-will-0a33a930/
Facebook: https://www.facebook.com/WillGather-1132074970266544
Instagram: https://www.instagram.com/willgather/
AARP report: https://www.aarp.org/pri/topics/ltss/family-caregiving/caregiving-in-the-us-2025/
Lorenzo's house: https://lorenzoshouse.org/
HomeSight: https://connected.vantiva.com/homesight-by-vantiva
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