The Move In Senior Living Marketing

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

https://www.linkedin.com/in/libby-l-lauer-ms-427b2a17/

https://www.seniorsourceconsulting.com/

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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/

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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

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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/

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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

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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.com
Marketing Podcast Network - https://marketingpodcasts.net
Travel & Cruise Industry News - https://youtube.com/@chilliescruises

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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 clarity and purpose.

Drawing from the themes that consistently surfaced in 2025, he outlines the five core pillars that will guide the podcast in 2026:

·    Data insights

·    Trust

·    Empathy and value

·    Alignment

·    Shared learning

Larry also explains the shift to a bi-weekly cadence, the rationale for prioritizing depth over volume, and how upcoming conversations will better connect marketing, sales, and operations across the full resident and family journey, from first touch through move-in and beyond.

The episode closes with a preview of what’s ahead, including a level-set conversation featuring a first-person family experience navigating senior living, and the return of on-site conversations at the 2026 SMASH Conference.

Whether you’ve been with The Move-In since the beginning or you’re just tuning in, this episode sets the stage for a more focused, intentional, and human-centered year of conversations.

https://www.linkedin.com/showcase/the-move-in-senior-living-marketing

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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, including the growing influence of AI, evolving buyer expectations, and the pressure to stand out in a crowded market. Eric also offers practical insights on how operators can prepare for 2026 by doubling down on human connection, aligning sales and marketing, and implementing strategies that actually move prospects forward.

https://www.linkedin.com/in/eric-varin-mba-98a94633/

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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 storytelling. They also examine the challenges presented by national lead aggregators and offer insights into future industry trends.

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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 visibility, and why senior living must deliver the seamless customer experience that families already expect from every other service in their lives. He also shares the powerful system his team built, CRM-agnostic automation, instant lead creation, OpenAI-enhanced transcripts, Power BI insights, and how it has transformed speed-to-lead and team efficiency across their communities.

This episode is all about removing friction, aligning your tech stack, and making a lasting impression during one of the most emotional and pivotal moments in a family’s decision-making journey.

We discuss:

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

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