In this episode of The Move In Senior Living Marketing, host Larry Williams sits down with James Lee, co-founder of Bella Groves, to explore the profound impact of storytelling in the marketing strategies for senior living communities.
James emphasizes the importance of focusing on the journey of the caregiver, outlining how effective marketing should connect emotionally with the audience through deeply understanding their experiences.
They discuss the necessity of blending technical marketing knowledge with emotional intelligence, and the transformational potential of campaigns that prioritize listening over broadcasting.
Additionally, James shares insights from his upcoming TEDx talk and details the mission and collaborative efforts behind the think tank he organized.
The conversation is a deep dive into how meaningful storytelling and authentic connections can drive real change in the industry.
- 00:00 Introduction to Marketing and Leadership
- 01:28 The Power of Storytelling in Marketing
- 01:45 Welcome to The Move In: Guest Introduction
- 03:40 The Importance of Authenticity and Connection
- 05:18 James Lee's Journey and Insights
- 07:06 Marketing Strategies and Real-World Applications
- 10:06 Understanding the Customer's Journey
- 15:40 The Hero's Journey in Dementia Care
- 20:08 Billboard Marketing Strategy
- 22:08 Simplifying Complex Messages
- 23:09 Content Marketing and Social Media
- 24:43 Final Advice for Students
- 27:12 The Think Tank Initiative
- 31:36 Becoming a TEDx Speaker
- 33:45 Final Thoughts and Reflections
- 22:35 The Right Way to End a Tour
- 26:55 Final Thoughts and Advice 29:43 Key Takeaways
- 19:16 Final Thoughts and Takeaways
Playback options
A PODCAST OF UNLOCK HEALTH
The Move In Senior Living Marketing
Love > Dementia: Messaging That Moves People (with James Lee)
April 22, 2025 • Episode #16
A PODCAST OF UNLOCK HEALTH
The Move In Senior Living Marketing
Love > Dementia: Messaging That Moves People
with James Lee
Feb. ???, 2025 • Episode #?
Clip 1 (59 sec.)
James Lee shares powerful advice for future marketers—reminding us that marketing isn’t the mission itself, but a tool to bring the mission in your heart to life and make meaningful impact.
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Clip 2 (57 sec.)
James Lee reframes the hero’s journey through the eyes of caregivers—reminding senior living marketers that the real story isn’t about amenities, but about love, sacrifice, and the courage to ask for help.
Clip 3 (46 sec.)
James Lee shares his guiding philosophy: success in senior living—and in life—comes from leading with both head and heart. Master your skills, grow your relationships, and make a difference with purpose, not privilege.
“The caregiver is the hero of the story. Our role as providers is to be the guide who gives them the tools and wisdom to continue their journey.”
More clips from this episode are available here.
James Lee
Co-Founder
Bella Groves