GUEST
In this episode, Heather Tussing, president of the Aspenwood Company, discusses the importance of creating a culture of value in senior living.
She emphasizes that culture is felt and must be intentional, impacting both team members and residents.
Heather shares insights on how to define and lead culture, the role of intentional leadership in hiring practices, and the challenges of maintaining culture across multiple communities.
Heather also highlights the significance of leveraging culture in marketing and sales, and the need for technology to enhance the resident experience while keeping culture at the forefront.
Takeaways
- Creating a culture of value is essential for success.
- Sales is a collective responsibility, not just one person's role.
- Culture is felt; it should evoke joy and connection.
- Intentional leadership is key to fostering a positive culture.
- Hiring practices should align with cultural values.
- Scaling culture across communities requires consistent presence and communication.
- Celebrate all successes, big or small, to reinforce culture.
- Technology should enhance, not replace, the human element in care.
- Every team member influences the customer journey.
- Building connections is vital in the senior living industry.
Chapters
00:00 Creating a Culture of Value
09:51 Defining and Leading Culture
19:54 The Impact of Culture in Senior Living
29:40 Hiring for Cultural Fit
37:02 Scaling Culture Across Communities
Playback options
A PODCAST OF UNLOCK HEALTH
The Move In Senior Living Marketing
The Culture Ripple: How Joy, Leadership, & Intentionality Impact Senior Living (with Heather Tussing)
August 19, 2025 • Episode #33
A PODCAST OF UNLOCK HEALTH
The Move In Senior Living Marketing
The Culture Ripple:
How Joy, Leadership, & Intentionality Impact Senior Living
with Heather Tussing
Aug. 19, 2025 • Episode #33
Clip 1 (55 sec.)
The right hire isn’t just about resumes. It’s about cultural fit. Learn how being transparent during the interview process sets the tone for long-term team alignment and success.
Want to know how Unlock generates more qualified leads with our senior living digital marketing strategies?
Unlock Health • The Move In: Senior Living Marketing Podcast
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Clip 2 (46 sec.)
Sales isn't a solo job. It takes an aligned team where everyone contributes in authentic ways. Discover how cultural buy-in across departments drives occupancy from the inside out.
Clip 3 (39 sec.)
The tour is just the beginning. See how a thoughtful, team-led onboarding experience can help turn tours into lasting move-ins—and create momentum for resident retention.
“Culture is what you feel. If you walk into a community and feel joy, the residents & team members feel it, too. And if you feel tension, they feel that as well.”
More clips from this episode are available here.
Heather Tussing
President
The Aspenwood Company