In this conversation, Eric Varin, Vice President of Sales and Marketing at Grand Living, discusses the evolving landscape of senior living marketing, emphasizing the importance of authenticity, video content, and the need for transparency in communication.
He reflects on the challenges faced in 2025, including the impact of AI and changes in consumer behavior, and shares insights on preparing for 2026 by focusing on human connections and effective sales strategies.
Takeaways
- Video is a powerful tool for storytelling in marketing.
- Authenticity is key; being vulnerable builds trust.
- The marketing landscape is changing with AI and conversational search.
- Transparency in pricing and occupancy is crucial for consumer trust.
- •Social media should be used to tell community stories authentically.
- Sales teams need to focus on quality interactions over quantity.
- Understanding the unique needs of prospects is essential for success.
- Celebrating small wins can foster a positive culture during change.
- Investing in SEO and content is vital for digital presence.
- Building a strong brand awareness strategy is necessary for growth.
Chapters
- 00:00 The Importance of Video in Senior Living Marketing
- 11:08 Reflections on 2025: Key Changes and Challenges
- 23:02 Preparing for 2026: Strategies and Insights
- 29:16 The Human Connection in Sales and Marketing
Playback options
A PODCAST OF UNLOCK HEALTH
The Move In Senior Living Marketing
What Senior Living Marketing Taught Us in 2025, and How to Win in 2026 (with Eric Varin)
January 7, 2026 • Episode #52
A PODCAST OF UNLOCK HEALTH
The Move In Senior Living Marketing
What Senior Living Marketing Taught Us in 2025, and How to Win in 2026
with Eric Varin
Jan. 7, 2026 • Episode #52
Clip 1 (40 sec.)
Families are using conversational search tools like ChatGPT to evaluate senior living communities. Learn why SEO, expert content, and strong FAQs now matter more than keywords alone.
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Unlock Health • The Move In Senior Living Marketing Podcast
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Clip 2 (47 sec.)
Video does not have to be perfect to be effective. This clip explains why authentic, unscripted video builds trust with families before, during, and after the tour.
Clip 3 (30 sec.)
Senior living teams are investing in better video to use across social media, websites, and follow-up. Learn how one community creates video once and repurposes it everywhere.
"We learned that transparency & relevance matter more than ever. Families are making emotional decisions, and they expect clarity at every step. Marketing has to help sales show up prepared, human, and aligned with what families are actually searching for, not what we think they want.”
More clips from this episode are available here.
Eric Varin
VP of Sales & Marketing
Grand Living
