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://avistaseniorliving.com/

In this conversation, Vice President of Sales and Marketing at Schlegel Villages, Brad Bushby, discusses the intersection of technology and

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.

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 website
dementia care practice recommendations
essentiALZcurriculum review
Project 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/