In this episode of The Move In Senior Living Podcast, host Larry Williams chats with Schlegel Villages Vice-President of Sales and Marketing Brad Bushby who also serves as the executive producer of the company’s documentary film project The Green Bench.
The two talk about the unique approach to senior living storytelling that is more than just a promotional item for Schlegel Villages, but an industry-lifting project that is having a positive impact across the spaces. Bushby shares insights on capturing resident stories, leveraging community engagement, and transforming marketing through human connection.
TAKEAWAYS
1. Authentic stories flourish when community champions take the lead
- The idea: Leverage residents and families eager to share positive experiences.
- Why it matters: Builds trust and authenticity by using genuine supporters' voices.
- In practice: Identify champions through past reviews and record their stories naturally.
2. Storytelling is more powerful than polished marketing
- The idea: Real conversations resonate more than staged content.
- Why it matters: Creates emotional connections that deepen trust and engagement.
- In practice: Capture spontaneous conversations with simple tools like your phone.
3. Shift marketing focus from features to human feelings
- The idea: Highlight life stories and emotional bonds over amenities.
- Why it matters: Motivates people through feelings and connection.
- In practice: Use residents' life experiences to craft empathetic marketing messages.
4. The power of storytelling extends beyond marketing into community and industry culture
- The idea: Sharing stories fosters community purpose and elevates industry standards.
- Why it matters: Strengthens bonds and influences authenticity and compassion.
- In practice: Create channels to showcase resident voices and promote storytelling culture.
5. Asking big unlocks unexpected opportunities
- The idea: Thinking boldly opens doors to impactful projects.
- Why it matters: Embracing big ideas leads to innovation and recognition.
- In practice: Approach stakeholders confidently about bold projects like documentaries.
TIMESTAMPS
- 00:00 - Introduction to Authentic Storytelling in Senior Living
- 01:56 - The Green Bench Movement and Elder Wisdom
- 04:32 - Brad Bushby's Role and Vision for the Documentary
- 09:55 - Creating a Powerful Documentary: Behind the Scenes
- 14:24 - Stories in the Eyes: The Power of Memory and Connection
- 23:14 - Guidance for Community Leaders on Resident Stories
- 30:02 - The Emotional Impact of Resident Stories
- 35:32 - Future Plans for the Green Bench Movement
- 44:46 - Upcoming Screenings and Industry Impact
Playback options
A PODCAST OF UNLOCK HEALTH
The Move In Senior Living Marketing
Building Trust, One Conversation at a Time: Inside the Green Bench Documentary (with Brad Bushby)
May 12, 2026 • Season 2 • Episode 9 • Trust Is The Currency Series #2 of 6
A PODCAST OF UNLOCK HEALTH
The Move In Senior Living Marketing
Building Trust, One Conversation at a Time: Inside the Green Bench Documentary
with Brad Bushby
May 12, 2026 • S2E09
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Unlock Health • The Move In Senior Living Marketing Podcast
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“Go to the people that have left you good Google reviews. Have conversations and bring a camera. Record it. It doesn’t have to be polished or look like a commercial. We’re still using our own residents and the champions that are excited and want to support us.”
Brad Bushby
VP of Sales & Marketing
Schlegel Villages
Clip 1 (46s)
Every community has great amenities. That’s not what drives decisions. Learn how shifting from features to real value builds trust and increases occupancy.
More clips from this season are available here.
Clip 2 (51s)
This isn’t just a film. It’s a masterclass in storytelling. See how authentic resident stories create deeper connection, stronger trust, and better marketing outcomes.
Clip 3 (26s)
A bench sparked meaningful conversations, relationships, and connection across generations. See how simple ideas can create powerful impact in senior living.
