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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.
39 Episodes
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In this conversation, Maggie Cattell and Dr. Sam Fazio from the Alzheimer's Association discuss the importance of training and resources in dementia care. They emphasize the importance of person-centered care, the role of community engagement, and the significance of establishing trust with families. The discussion covers various programs and recommendations aimed at improving care quality, as well as the importance of leadership in implementing these practices. The conversation underscores the evolving nature of dementia care resources and the necessity for ongoing support and education for healthcare professionals.
https://www.linkedin.com/in/macattell/
Alzheimer's Association websitedementia care practice recommendationsessentiALZcurriculum reviewProject ECHO dementia care provider roundtable
In this episode of With the Move In, Larry sits down with Bailey Beeken, the Senior Director of SMASH, to explore the latest trends shaping senior living marketing and operations. Together, they unpack key strategies communities can use to build stronger connections with prospects, refine their digital presence, and adapt to an increasingly competitive landscape.
Bailey also tells the story of the SMASH conference, how it has grown into the place where senior living marketing and sales leaders come together to learn, share, and shape the future of the field. She highlights the sessions she’s most excited about for 2025, from marketing innovation to leadership development, and explains why these conversations are so pivotal for the industry.
Whether leading a community, building a marketing strategy, or looking for fresh inspiration, this episode offers actionable takeaways and a forward-looking perspective.
https://www.hmpglobalevents.com/smash
https://www.linkedin.com/in/baileybeeken/
https://www.linkedin.com/company/smashconference/
In this conversation, Matt Reiners discusses the practical applications of AI in professional settings, particularly in podcast production, sales, and personal branding. He emphasizes the importance of customizing AI agents to fit specific roles, automating mundane tasks to focus on meaningful work, and maintaining a human touch in all outputs. The discussion also touches on overcoming imposter syndrome and the future of AI as a tool for enhancing human connection rather than replacing it.
https://www.linkedin.com/in/mattreiners/
https://www.parasolalliance.com/
Connecting the Dots: Senior Living Success Podcast
Raising Tech, powered by Parasol Alliance Podcast
In this episode, Jenni Bost, VP of Marketing at Radiant Senior Living, shares her insights on navigating the complexities of AI in senior living marketing. She discusses the importance of integrating AI into marketing strategies while maintaining authentic human connections. Jeanni emphasizes the need for clean data and effective use of machine learning to drive marketing decisions. The conversation also explores the future of AI in marketing, the challenges faced by small teams, and the significance of continuous learning in a rapidly evolving industry.
https://www.linkedin.com/in/jennibost/
https://radiantseniorliving.com/
https://www.radiantcareers.com/
In this conversation, Kiera DesChamps, CEO of KD Consulting Group, discusses the importance of bridging the gap in senior living marketing, particularly after the initial tour. She emphasizes the need for concierge-level service, building genuine relationships, and understanding prospects' emotional and logistical challenges. Kira shares insights from her new book, 'After the Tour,' which aims to guide prospects from interest to action, highlighting the significance of early conversations and the role of partnerships in creating a supportive environment for those transitioning to senior living communities.
Purchase "After the Tour" on Amazon
https://www.linkedin.com/in/kieradeschamps/
https://kdconsults.com/
This episode of The Move In dives into family caregiving with guest Nicole Will. The conversation explores caregivers' everyday challenges and why understanding their needs is critical for the senior living industry.
Nicole shares her perspective on the overlap of personal and professional caregiving, the role technology can play in easing burdens, and the importance of empathy in how organizations communicate and market. The discussion highlights the power of caregiver training, the necessity of community support, and the trust that must be built to serve families well.
https://www.willgather.com/
https://www.willgatherpodcast.com/
LinkedIn: https://www.linkedin.com/in/nicole-will-0a33a930/
Facebook: https://www.facebook.com/WillGather-1132074970266544
Instagram: https://www.instagram.com/willgather/
AARP report: https://www.aarp.org/pri/topics/ltss/family-caregiving/caregiving-in-the-us-2025/
Lorenzo's house: https://lorenzoshouse.org/
HomeSight: https://connected.vantiva.com/homesight-by-vantiva
In this episode, Heather Tussing, president of the Aspenwood Company discusses the importance of creating a culture of value in senior living. She emphasizes that culture is felt and must be intentional, impacting team members and residents. Heather shares insights on defining and leading culture, intentional leadership's role in hiring practices, and the challenges of maintaining culture across multiple communities. She also highlights the significance of leveraging culture in marketing and sales, and the need for technology to enhance the resident experience while keeping culture at the forefront.
https://www.linkedin.com/in/heather-tussing-933a9316/
https://www.theaspenwoodcompany.com/
In this conversation, Nick Jasmon, Vice President and Partner at Elevate Senior Living, discusses the importance of empathy in the sales process within the senior living industry. He emphasizes that the sales experience should be more than just a transaction; it should be a supportive
journey for families during a challenging time. The discussion covers the need for collaboration between sales, marketing, and operations to create a seamless experience for prospective residents. Nick shares insights on how to involve the entire team in the sales process, the role of marketing in shaping messages based on sales feedback, and the significance of maintaining a fun and engaging atmosphere in sales.
Ultimately, the conversation highlights the emotional aspects of selling senior living and the importance of building genuine connections with families.
https://www.linkedin.com/in/nick-jasmon-73036894/
https://www.elevateseniorliving.com/
In this episode of The Move In Senior Living Marketing podcast, hosts Larry Williams and Rachel Keller discuss the critical aspects of lead management in the senior living industry. They emphasize the importance of responding quickly to leads, particularly within 10 minutes, to increase conversion rates. The conversation also highlights the challenges faced by sales teams, especially regarding after-hours calls, and the role of AI in enhancing lead management processes. Key performance indicators for success are discussed, along with the need for community engagement and the importance of storytelling in marketing.
https://www.linkedin.com/in/rachelschisler/
https://catalystseniorlivingsolutions.com/catalyst
In this conversation, Heath Stukenholtz, co-founder of Senior Care Finder, discusses the evolving landscape of senior living marketing and the aggregator model. He emphasizes the importance of consumer empowerment, transparency, and the need for a shift away from traditional high-pressure sales tactics. The discussion covers how Senior Care Finder differentiates itself by providing a consumer-first platform that allows for unbiased research and comparison of senior living options. The conversation also touches on the significance of reputation management and the changing buyer's journey in the senior care industry.
https://seniorcarefinder.com/resource/resource-library/consumer
https://www.linkedin.com/in/heath-stukenholtz-4178351/
https://seniorcarefinder.com/resource/yearinreview-2024
In this episode of The Move In, host Larry Williams engages with Julie Podewitz, founder of Grow Your Occupancy, to discuss the complexities of sales in the senior living industry. They explore the importance of understanding sales opportunities, bridging gaps between sales, marketing, and operations, and the evolution of sales strategies post-COVID. Julie emphasizes the need for effective communication, tracking key performance indicators, and establishing a simple sales process to enhance occupancy rates. The conversation highlights the significance of coaching and continuous improvement in achieving sales success.
https://www.linkedin.com/in/julie-podewitz-7772522b/
https://growyouroccupancy.com/
https://www.youtube.com/@growyouroccupancy
https://www.amazon.com/Re-Solving-Occupancy-Puzzle-Executive/dp/B0F5BL6D2X
In this conversation, Sara Robertson, CEO of The Arbors and The Ivy and founder of the Aging Parent Solution, discusses families' challenges when caring for aging parents. She emphasizes the importance of education, empathy, and community support in navigating the complexities of
senior care. The discussion highlights the role of marketers in providing
resources and guidance to families before they reach a crisis point, as well as the emotional pain points that adult children experience. Sarah shares insights on the sandwich generation's financial challenges and the need for a proactive approach to senior living marketing.
https://www.linkedin.com/in/sara-robertson-5b876311a/
https://theagingparentsolution.com/
https://arborsassistedliving.com/
In this conversation, Ann Collette, Chief Strategy Officer at Masonicare, discusses the organization's transformative journey from financial struggles to a renewed focus on branding and culture. She emphasizes the importance of aligning the brand with the organization's mission and values, the challenges of making tough decisions, and the significance of listening to consumer perspectives. The discussion also covers the evolution of Masonicare's logo, the emotional impact of change on the board, and the future growth opportunities through mergers and acquisitions. Ultimately, the conversation highlights the heart of Masonicare's mission: to create a community where stories are lived and shared.
https://www.linkedin.com/in/ann-collette-krantz-098a1639/
https://www.masonicare.org/
In this conversation, Reed Davis and Larry Williams explore the critical role of empathy, curiosity, and emotional resilience in the sales process within the senior living industry. They discuss the importance of soft skills over hard skills, the need for effective training, and the significance of creating a supportive culture that motivates sales teams. Reed emphasizes the necessity of detachment from outcomes and the courage to ask tough questions, while also highlighting the importance of authenticity in building connections with prospects. The discussion culminates in the idea that embracing failure is essential for growth in sales.
https://www.linkedin.com/in/reed-davis-15388956/
https://oneonone.com/academy/
In this conversation, Christie Freeze discusses the transformative power of personalized video messaging in the senior living industry. She emphasizes the importance of speed to lead, building trust through video, and creating a human connection in a technology-driven world.
The discussion covers best practices for video messaging, the sales process, and how to overcome camera confidence. Christie also highlights the significance of personalization and data-driven insights in enhancing engagement and reducing no-shows. Ultimately, the conversation aims to shift the narrative around senior living, showcasing it as a community-focused and supportive environment.
https://www.linkedin.com/in/christiefreeze/
https://heartlegacy.com/
http://CAREbyChristie.com
In this conversation, Evan Kuo discusses the intricacies of senior living marketing, emphasizing the importance of bridging the gap between sales and operations.
He highlights the role of ALIS as a comprehensive software solution for senior living communities, the challenges of resident retention, and the significance of trust and culture in enhancing the resident experience.
The discussion also touches on the importance of effective communication, data management through CRM systems, and creating meaningful connections in the sales process.
https://www.linkedin.com/in/kuoevan/
https://www.go-alis.com/
In this conversation, Bob Burg discusses the importance of
understanding our unconscious beliefs about money and success, emphasizing the Go-Giver philosophy, which states that when you prioritize giving value over closing sales, you’ll actually bring in many more sales.
He outlines the five laws of stratospheric success, highlighting the significance of value, compensation, influence, authenticity, and receptivity in achieving sustainable success in sales. The discussion also touches on the human element in sales, the role of technology, the importance of mentorship, and the need to overcome negative societal messages about prosperity.
https://www.linkedin.com/in/bobburg/
https://burg.com/
The Go-Giver on Amazon
In this conversation, Larry Williams and Alex Bennett discuss the critical role of authenticity and reputation management in the senior living industry. They explore how real-time feedback can enhance resident experiences and the importance of proactive strategies in managing online reviews. The discussion also highlights the integration of technology and automation in gathering feedback and the significance of leveraging resident insights for marketing purposes. Ultimately, the conversation emphasizes the human element in building trust and community in senior living.
Alex Bennett LinkedIn Profile
https://www.opiniion.com/
In this episode, Megan Ulrich discusses the transformative power of intergenerational relationships in senior living. She shares insights on how partnerships with schools and universities can create meaningful connections between residents and students, enhancing community engagement and marketing strategies. The conversation highlights the importance of authentic storytelling, the impact of these relationships on talent acquisition, and practical advice for implementing successful intergenerational programs.
https://www.linkedin.com/in/megan-ulrich-mba-7b6b822b/
In this episode, John Kotsatos, VP of Sales and Marketing at Meadowood, discusses the comprehensive rebranding process that transformed the community's identity during the COVID-19 pandemic. The conversation highlights the importance of maintaining a connection to the community's rich history while modernizing its image to attract new residents and staff. John shares insights on overcoming resistance to change, the role of storytelling in branding, and the impact of visual identity on community engagement. In this conversation, John discusses the intricate process of rebranding and website redesign for Meadowood, emphasizing the importance of community involvement, emotional connection, and the impact of COVID-19 on marketing strategies. He shares insights on logo evolution, color palette choices, and the necessity of creating a user-friendly website that tells a compelling story. John highlights the significance of not just checking boxes in marketing initiatives but striving for authenticity and pride in the work produced.
Chapters
00:00 The Importance of Branding in Senior Living
03:03 Navigating the Rebranding Process
06:07 Connecting History with Modern Identity
08:56 Overcoming Resistance to Change
12:02 The Role of Storytelling in Branding
14:48 Visual Identity and Community Engagement
18:06 The Impact of COVID on Marketing Strategies
25:21 Navigating Brand Transformation
32:08 The Color Palette Evolution
41:44 Website Redesign Goals and User Experience
45:53 Embracing Uncomfortable Growth
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