The Move In Senior Living Marketing

Unlock Health
  • 5.0 (3)
  • MARKETING
  • UPDATED WEEKLY

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.

  1. 1D AGO

    Building Trust, One Conversation at a Time: Inside the Green Bench Documentary

    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

    49 min

  2. MAY 5

    Special Edition: Shift the Narrative — Real Stories, Real Families, Real Senior Living

    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/

    17 min

  3. APR 28

    Earning Trust During the Decision: Navigating Senior Living Options

    In this episode of The Move In Senior Living Podcast, host Larry Williams explores the trust gap in senior living with Katharine Ross, the president of Seniors Guide. The conversation emphasizes the importance of authentic information, transparency, and community stories to help families make confident decisions for themselves or their loved ones when choosing a senior living and care transition. Ross discusses evolving consumer perceptions, the power of content, and the initiatives she supports to shift the narrative in senior living marketing. https://www.linkedin.com/in/katharine-ross-rms-seniorsguide/ https://partners.seniorsguide.com/

    41 min

  4. APR 14

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

    In this episode of The Move In Senior Living Podcast, Amy McKinley and Libby Lauer of Senior Source Consulting Group explore how small, often overlooked human moments can significantly impact occupancy rates and overall community success. The conversation emphasizes that blind spots are usually revealed by outside experts conducting mystery shopping, helping operators identify gaps in resident experience and communication that everyday internal reviews might miss. Amy and Libby highlight that the most effective improvements often stem from simple tweaks, such as enhancing website messaging, personalizing tours, and training staff to be more curious and engaged, that cost little but yield big results. We discuss the importance of data-driven insights transforming into meaningful conversations, especially in a sector where human connection is key. The episode offers practical strategies for senior living operators to uncover their blind spots, leverage customer journey audits, and use data to tailor experiences that resonate deeply with consumers. Amy and Libby also share their journey of building a consulting firm dedicated to helping communities showcase their strengths, emphasizing the power of humility, openness, and active listening in achieving operational excellence. https://www.linkedin.com/in/amy-mckinley-72b33243/ https://www.linkedin.com/in/libby-l-lauer-ms-427b2a17/ https://www.seniorsourceconsulting.com/

    1 hr

  5. MAR 31

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

    In this episode of The Move In, Larry Williams talks with Jeff Steblea, VP of Growth Solutions at Unlock Health, about how senior living marketers can get more from paid media by focusing on what actually drives results. Jeff breaks down why success starts with clear goals, not vanity metrics, and why cost per lead, landing page strategy, negative keywords, and strong follow-up systems are essential to turning paid search into real growth. They also explore how paid and organic search can work together, and why paid search may become even more valuable in an AI-driven landscape. If you want to improve lead quality, prove ROI, and make smarter paid media decisions, this episode is for you. https://www.linkedin.com/in/jeffsteblea/ https://unlockhealth.com/

    37 min

  6. MAR 17

    The Engagement Data Powering Senior Living Conversions

    In a world of AI, automation, and generic follow-ups, what actually builds trust in senior living sales? In this episode of The Move In, Larry Williams sits down with Christie Freeze of SalesMail to explore why the future of sales remains deeply human and how personalized video is helping teams build faster, stronger connections with prospects and families. Drawing from real engagement data, Larry and Christie unpack what “speed to trust” really means and why it matters more than ever. They discuss how personalized video follow-ups can increase close rates, how pre-tour reminder videos can reduce no-shows by up to 60%, and why intentional, human communication helps families feel more confident throughout the decision-making journey. The conversation also dives into the power of showing, not just telling. From day-in-the-life storytelling to virtual walkthroughs and post-tour recaps, Christie shares how video can help senior living operators shift the narrative, reduce fear, and create a more personal experience at every stage of the sales process. Whether you’re a sales counselor, marketer, or operator, this episode offers practical ideas for using video to build trust, improve follow-up, and create more meaningful connections with the families you serve. In this episode, you’ll learn: Why “speed to trust” may matter more than speed to lead How personalized video follow-ups can improve deposits and close rates Why pre-tour videos help reduce anxiety and lower no-show rates How to use video to show the senior living experience, not just describe it Simple ways sales teams can build confidence and consistency on camera https://www.linkedin.com/in/christiefreeze/ https://www.salesmail.com/ Connection Report

    46 min

  7. MAR 3

    Inside the 2026 Senior Living Marketing Survey Report

    In this conversation, industry leaders discuss the findings of Unlock Health's 2026 Senior Living Marketing Survey, emphasizing the need for intentional marketing strategies amidst rising competition. Larry Williams is joined by Jodi Langhorst, senior director of sales at Generations, and Thomas Cloutier, a seasoned marketing, sales and operations leader in the industry. They explore the importance of customer experience, brand awareness, and the evolving landscape of marketing tools. The discussion highlights the significance of personal stories, empathy in sales, and the role of referrals in driving success. As the industry faces budget constraints, the focus shifts towards optimizing marketing spend and enhancing the sales experience to foster meaningful connections with prospects. https://www.linkedin.com/in/thomas-cloutier-595b778b/ https://www.linkedin.com/in/jodi-langhorst-mba-aa1a3525/ https://unlockhealth.com/resources/reports/2026-senior-living-marketing-survey-report/

    44 min

  8. FEB 17

    Senior Living Decisions in 2025: What the Data Tells Us

    In this episode of The Move In, Maggie Seybold from WelcomeHome Software joins me to unpack the biggest takeaways from the 2025 Year in Review for senior living marketing. We dive into what’s really driving occupancy growth right now, and why the most successful operators are shifting from reactive tactics to intentional, data-informed sales and marketing strategies. Maggie shares insights on the growing importance of memory care, how digital search behavior continues to evolve (including the impact of AI-driven search), and why alignment between sales and operations is no longer optional; it’s essential. If you’re looking to sharpen your strategy, better leverage your data, and create a more seamless experience for prospects and families, this conversation is packed with practical insights you can apply immediately. https://www.linkedin.com/in/maggie-seybold-5bb415126/ http://www.welcomehomesoftware.com https://info.welcomehomesoftware.com/seniorcareinsights

    40 min
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Ratings & Reviews

5
out of 5
3 Ratings

About

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.

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