In this episode of The Move In, Carsten Ellsworth, Marketing Director at Avista Senior Living, discusses the importance of data in senior living marketing.

He emphasizes the need to let data guide storytelling rather than forcing data to fit preconceived narratives.

The conversation explores the emotional complexities of the sales cycle in senior living, the role of clean data in making informed marketing decisions, and the integration of technology and AI in marketing strategies.

Carsten shares insights on testing hypotheses, maintaining clean data, and the importance of flexibility in marketing approaches.

Takeaways

• Let the data tell the story, not the other way around.
• Clean data is essential for making informed marketing decisions.
• The sales cycle in senior living is emotional and complex.
• Testing and learning from data is crucial for success.
• Building a robust tech stack is key to effective marketing.
• AI can enhance data analysis but is still evolving in its application.
• Marrying storytelling with data creates a powerful marketing strategy.
• Key performance indicators should guide marketing efforts.
• Flexibility in marketing strategies is important for adapting to changes.
• Maintaining clean data requires good systems and team collaboration.

Chapters

• 00:00 - The Power of Data in Storytelling
• 02:57 - Understanding Senior Living Marketing
• 05:49 - The Emotional Sales Cycle
• 08:45The Role of Data in Marketing Decisions
• 11:53 - Testing and Learning from Data
• 14:51 - Building a Tech Stack for Success
• 18:04 - Integrating AI in Marketing
• 20:48 - Marrying Data with Storytelling
• 23:57 - Key Performance Indicators in Marketing
• 26:46 - The Importance of Flexibility in Marketing
• 30:03 - Maintaining Clean Data
• 32:46 - Final Thoughts and Takeaways

Playback options

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A PODCAST OF UNLOCK HEALTH

The Move In Senior Living Marketing

Data-Backed Decisions: Smarter Marketing in Senior Living (with Carsten Ellsworth)

October 29, 2025 • Episode #43

A PODCAST OF UNLOCK HEALTH

The Move In Senior Living Marketing

Data-Backed Decisions: Smarter Marketing in Senior Living

with Carsten Ellsworth

Oct. 29, 2025 • Episode #43

Clip 1 (40 sec.)

Let the data lead. This clip explores why marketers should build stories from insights—not the other way around—to drive alignment and uncover what actually works.

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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

Data Storytelling – How to Marry Data & Narrative

Clip 2 (53 sec.)

Gut checks don’t scale. Learn how writing real hypotheses and letting the data guide next steps helped this team make smarter sales decisions and boost performance.

Data Storytelling – Truthful Insights & Sales Incentives

Clip 3 (55 sec.)

Paid ads matter. But SEO is the foundation. Hear how one senior living group layered strategies, tracked results, and built a sustainable engine for digital growth.

SEO Strategy – Our Paid Ads vs. Organic Google Search

“We were trusting our gut way too much. I had to learn to slow down, ask what the data was really telling us, and be okay if the numbers didn’t support what I wanted to be true."

More clips from this episode are available here.

Carsten Ellsworth
Marketing Director
Avista Senior Living