The Move In Senior Living Marketing
Welcome to The Move In Senior Living Marketing, a podcast from Unlock Health, a full-service marketing partner for the aging services industry. Join us for candid conversations exploring the latest marketing strategies with the senior living community leaders, and innovative solution partners, who are moving our industry forward. Together we’ll build a community to build better communities. Welcome to The Move In Senior Living Marketing, with Larry Williams.
Episodes
July 7, 2026 • 36 mins
In this episode of With the Move In, Larry wraps up the “Trust is the Currency” series with Tom Sanders, owner of Tom Sanders Photography and Films and Senior Living Photography.
Tom shares how his career began with photographing World War II veterans and evolved into more than 20 years of visual storytelling for the senior living industry. Together, Larry and Tom discuss why authentic imagery matters more than ever,...
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June 23, 2026 • 40 mins
In this episode of The Move In Senior Living Podcast, host Larry Williams discusses all aspects of video content with Nathan Jones, founder and CEO of Dash Media, which specializes in video content marketing for the senior living industry. Jones talks about creating scalable, authentic video content for senior living communities. Discover how to build effective systems, leverage storytelling, and strategically use video throughout ...
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June 9, 2026 • 38 mins
In this episode of The Move In Senior Living Podcast, host Larry Williams chats with B Squared Media’s Brooke Sellas about the evolving role of social media in senior living marketing, emphasizing trust-building, meaningful engagement, and responsive communication. Brooke shares practical insights and experiences she’s gained advising brands of all shapes and sizes on how senior living communities can leverage social ch...
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May 26, 2026 • 37 mins
In this episode of The Move In, recorded at the L&R Media Studio, Larry Williams sits down with senior living revenue growth strategist Cristy Ballard for a powerful conversation about why customer experience is becoming one of the most important growth strategies in senior living.
From the very first phone call to follow-up, move-in, and long-term resident satisfaction, Cristy shares why every touchpoint has the power to bu...
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May 12, 2026 • 48 mins
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...
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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 meaningf...
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April 28, 2026 • 40 mins
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 pe...
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April 14, 2026 • 60 mins
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 e...
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March 31, 2026 • 36 mins
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 rea...
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March 17, 2026 • 45 mins
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 &l...
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March 3, 2026 • 43 mins
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...
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February 17, 2026 • 39 mins
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 memo...
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February 3, 2026 • 45 mins
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.comMarketing Podcast Ne...
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January 20, 2026 • 12 mins
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 cla...
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January 6, 2026 • 38 mins
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, i...
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December 22, 2025 • 55 mins
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 s...
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December 17, 2025 • 17 mins
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 visibili...
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December 9, 2025 • 13 mins
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/
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December 2, 2025 • 14 mins
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 tr...
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November 25, 2025 • 17 mins
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 ...
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