Episodi

  • What Senior Living Marketing Taught Us in 2025, and How to Win in 2026 with Eric Varin

    What Senior Living Marketing Taught Us in 2025, and How to Win in 2026 with Eric Varin
    Jan 6 2026
    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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    39 min
  • Conversations that Moved Me: Reflections from a Year of The Move In with Guest Host Greg Anderson

    Conversations that Moved Me: Reflections from a Year of The Move In with Guest Host Greg Anderson
    Dec 22 2025
    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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    55 min
  • From Black Holes to Better Leads: Modernizing Call Tracking with Charlie Scholz

    From Black Holes to Better Leads: Modernizing Call Tracking with Charlie Scholz
    Dec 17 2025
    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: • Why call tracking is often ignored—and why that must change • How dynamic call tracking works and the importance of UTM data • How AI improves summaries, categorization, and training • How automation prevents lost leads and accelerates speed-to-lead • Practical steps to modernize your tech stack and customer experience https://www.linkedin.com/in/charliescholz/
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    18 min
  • From Mailers to Machine Learning: The Evolution of Senior Living Marketing with Shonia Russelle

    From Mailers to Machine Learning: The Evolution of Senior Living Marketing with Shonia Russelle
    Dec 9 2025
    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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    13 min
  • Connecting the Dots: Unifying Sales, Marketing, and Data with Sonia Vachon

    Connecting the Dots: Unifying Sales, Marketing, and Data with Sonia Vachon
    Dec 2 2025
    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 transform lead management and help teams move faster, together. https://www.linkedin.com/in/sonia-vachon/ https://www.talkfurther.com/
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    15 min
  • How Dynamic Creative Drives Engagement with Pandel Ludwig

    How Dynamic Creative Drives Engagement with Pandel Ludwig
    Nov 25 2025
    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/
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    17 min
  • Designing for Today’s Consumer Demands with Heather TerHark

    Designing for Today’s Consumer Demands with Heather TerHark
    Nov 18 2025
    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/
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    25 min
  • Empathy, Trust, and the Art of Letting Go with Matt Paxton

    Empathy, Trust, and the Art of Letting Go with Matt Paxton
    Nov 11 2025
    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
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    31 min