The Untapped Power of a Referral-Driven Sales Culture in Senior Living

What if one of your strongest sources of new residents isn’t another marketing campaign, but the relationships your team is already building every day?

In this episode of The Move In Senior Living Podcast, host Larry Williams sits down with Jessi Weldon, Executive Vice President of Sales & Marketing at Primrose Retirement, to explore how senior living organizations can turn referrals into a powerful and sustainable driver of occupancy.

Jessi shares how Primrose takes a strategic, intentional approach to building a referral-driven sales culture, from engaging the entire community team to consistently nurturing relationships with residents, families, professionals, and local partners.

Tune in for practical ideas on breaking down silos between sales, marketing, and operations, strengthening referral relationships, and creating a culture where generating new opportunities and move-ins becomes everyone’s business.

https://www.linkedin.com/in/jessiweldon/

Transform Your Sales Approach with the Goal Giver Mindset

In this episode of The Move In Senior Living Podcast, host Larry Williams hosts a compelling discussion with Bob Berg, co-author of The Go Giver, and Christy Van Der Westhuizen, Senior Vice-President of Sales and Marketing at Jaybird Senior Living. They explore how adopting a go- giver mindset, centered on service, curiosity, and trust, can transform sales and leadership in the senior living industry.

https://www.linkedin.com/in/christyvdw/

https://www.linkedin.com/in/bobburg

The Go-Giver

https://thegogiver.com/

Asking Tough Questions Builds Empathy and Trust in Senior Living Sales

In this episode of The Move In Senior Living Podcast, host Larry Williams interviews senior living sales expert Reed Davis from One On One Sales Academy. Reed shares transformative insights on building trust, asking tough questions, and shifting from a sales pitch to serving with empathy.

Discover how to connect authentically with prospects and their families to make a meaningful difference in their lives.

Resources & Links:

• Reed Davis on LinkedIn - ⁠⁠https://www.linkedin.com/in/reed-davis-15388956/⁠⁠

• One On One Sales Academy Online - ⁠⁠https://oneonone.com/⁠⁠

• One On One Sales Summit Online - ⁠⁠https://oneonone.com/summit⁠⁠

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, especially in an age of stock photography and AI-generated visuals.

They explore how senior living communities can better showcase real residents, vibrant lifestyles, modern amenities, and meaningful stories through photography and motion. Tom also shares practical advice on planning photo shoots, helping residents feel comfortable on camera, organizing digital assets, and creating a library of visuals that supports marketing for years to come.

For senior living marketers and operators, this conversation is a reminder that trust is built visually, and the right imagery can help families see the true life, energy, and heart of a community.

https://www.linkedin.com/in/tom-sanders-b372b1139/

https://tomsandersphoto.com/

https://seniorstockphotos.com/

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 the marketing funnel to connect with audiences and build trust.

https://www.linkedin.com/in/nathan-jones-seniorliving/

https://www.mydashmedia.com/

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 channels to enhance credibility, handle difficult conversations, and turn feedback into opportunities for growth.

https://www.linkedin.com/in/brookebsellas/

https://bsquared.media/

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 build trust or break it. Together, they explore how communities can move beyond siloed sales, marketing, and operations teams to create a more connected, human-centered customer journey.

Cristy also shares her perspective on the future of AI in senior living, explaining how automation can improve efficiency while making emotional intelligence, empathy, and authentic human connection more valuable than ever before.

This episode dives into intentional follow-up strategies, customer experience leadership, branding, operational alignment, and why the communities that will continue to grow are those that help prospects, residents, and families feel truly seen, heard, and valued.

https://www.linkedin.com/in/cristy-ballard-7712b611/

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:

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

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:

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/

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/