Park Plaza Senior Living | Senior Living Sales Director

Position Summary

The Senior Living Sales Director is responsible for leading the sales and occupancy strategy for Park Plaza Senior Living by managing the complete prospect journey from initial inquiry through move-in and successful transition into the community. As the primary sales professional and frontline ambassador for Park Plaza Senior Living, this role cultivates meaningful relationships with prospective residents, families, referral sources, and community partners while delivering an exceptional customer experience. This position reports directly to the Executive Director.

The Senior Living Sales Director develops and executes sales strategies that achieve occupancy goals, maintains an active and healthy prospect pipeline, and ensures consistent follow-up throughout the sales process. This position works collaboratively with the Marketing Coordinator to maximize lead generation and community visibility and partners with the Director of Institutional Advancement on strategic outreach, partnerships, sponsorships, and initiatives that support organizational growth.

The Senior Living Sales Director coordinates closely with the Director of Community Living and other operational leaders to ensure a seamless transition from prospect to resident, fostering confidence, trust, and long-term resident satisfaction.

Essential Responsibilities

Sales Leadership & Occupancy Management

• Lead all sales activities for Park Plaza Senior Living with accountability for achieving occupancy and revenue goals.
• Develop and execute annual and quarterly sales plans aligned with organizational objectives.
• Maintain a robust sales pipeline through proactive prospecting, lead nurturing, and relationship management.
• Manage the complete sales lifecycle from inquiry through move-in.
• Conduct timely follow-up with all inquiries using established response standards.
• Build trusted relationships with prospective residents and family decision-makers.
• Guide prospects through the decision-making process using a consultative sales approach.
• Prepare pricing proposals and residency agreements in accordance with organizational policies.
• Monitor sales metrics and adjust strategies to maximize occupancy.

 

Lead Generation & Business Development

• Identify and cultivate new referral sources throughout the community.
• Develop relationships with:
• Hospitals
• Rehabilitation centers
• Skilled nursing facilities
• Physicians
• Home health providers
• Senior service organizations
• Congregations
• Financial planners
• Elder law attorneys
• Realtors
• Community organizations
• Represent Park Plaza at networking events, health fairs, educational programs, and community functions.
• Conduct outreach activities that increase awareness of Park Plaza Senior Living.
• Maintain regular communication with referral partners.

 

Marketing Collaboration

Work collaboratively with the Marketing Coordinator to:

• • Develop targeted marketing campaigns.
  • Evaluate lead sources and campaign effectiveness.
  • Coordinate community events and open houses.
  • Support digital and traditional marketing initiatives.
  • Ensure consistent branding and messaging.
  • Provide sales feedback that informs future marketing strategies.
  • Identify emerging market opportunities and competitive trends.

 

Move-In Coordination

• Coordinate a seamless transition from signed agreement to move-in.
• Collaborate with the Director of Community Living regarding apartment readiness and resident onboarding.
• Ensure all required documentation is completed accurately.
• Maintain regular communication with incoming residents and families.
• Coordinate move-in dates with internal departments.
• Follow up after move-in to ensure resident satisfaction.

 

Strategic Partnerships

Collaborate with the Director of Institutional Advancement when initiatives involve:

• Community partnerships
• Corporate relationships
• Sponsorship opportunities
• Donor-related events
• Community engagement initiatives
• Institutional marketing efforts
• Brand awareness activities

Support initiatives that strengthen Park Plaza's reputation and expand community visibility.

 

Customer Experience

• Deliver exceptional hospitality throughout every stage of the sales process.
• Conduct personalized community tours.
• Assess individual needs and recommend appropriate living options.
• Serve as a trusted resource for prospective residents and families.
• Maintain regular communication throughout the decision process.
• Coordinate move-in timelines and expectations.
• Ensure every interaction reflects Park Plaza's mission and values.

 

CRM & Administrative Management

• Maintain accurate prospect records within the CRM system.
• Document all contacts, meetings, tours, and follow-up activities.
• Generate sales reports and occupancy forecasts.
• Track referral sources and conversion metrics.
• Maintain confidentiality of resident and prospect information.
• Ensure compliance with applicable regulations and organizational policies.

 

Leadership & Collaboration

The Senior Living Sales Director works collaboratively with:

• Executive Director
• Director of Community Living
• Marketing Coordinator
• Director of Institutional Advancement
• Resident Services
• Dining Services
• Maintenance
• Finance
• Reception
• Community staff

This role promotes cross-functional communication to ensure exceptional resident experience and consistent achievement of occupancy goals.Qualifications

Education

Bachelor’s degree in marketing, Business Administration, Communications, Healthcare Administration, or a related field preferred.

Equivalent experience may be considered.

Experience

• Three to five years of successful sales experience required.
• Senior living, healthcare, hospitality, or residential real estate sales experience strongly preferred.
• Demonstrated success meeting or exceeding sales goals.
• Experience using CRM systems.
• Experience conducting presentations and community outreach.

 

Knowledge, Skills & Abilities

• Strong consultative sales skills
• Excellent relationship-building abilities
• Exceptional verbal and written communication
• Professional presentation skills
• Customer-focused mindset
• Strategic thinking and planning
• Marketing and business development experience
• Strong organizational skills
• Time management and prioritization
• Negotiation and closing skills
• Ability to analyze sales data and trends
• Ability to manage multiple priorities
• Proficiency with Microsoft Office and CRM software
• Ability to maintain confidentiality
• Ability to work independently and collaboratively

 

Core Competencies

• Relationship Building
• Customer Service Excellence
• Sales Effectiveness
• Emotional Intelligence
• Initiative
• Accountability
• Collaboration
• Integrity
• Professionalism
• Adaptability
• Communication
• Problem Solving
• Strategic Thinking
• Results Orientation

 

Key Performance Indicators (KPIs)

Performance may be evaluated using measures such as:

• Occupancy rate
• Net occupancy growth
• Lead response time
• Inquiry-to-tour conversion rate
• Tour-to-deposit conversion rate
• Deposit-to-move-in conversion rate
• Monthly move-ins
• Referral source growth
• CRM data quality
• Prospect follow-up compliance
• Resident and family satisfaction
• Marketing event participation
• Sales activity goals
• Revenue generated through occupancy growth

 

Working Conditions

• Frequent interaction with prospective residents, families, and community members.
• Regular walking throughout the community.
• Occasional evening and weekend events.
• Local travel for networking, outreach, and business development.
• Ability to lift up to 25 pounds on occasion.

 

Mission Alignment

The Senior Living Sales Director exemplifies the mission, vision, and values of Park Plaza Senior Living by fostering meaningful relationships, promoting dignity and independence for older adults, and creating an exceptional experience for every prospective resident and family. Through collaboration, integrity, and service excellence, this position contributes directly to the long-term success, reputation, and sustainability of the Park Plaza community.

For more information or to apply, please contact Carin Maher, Carin@sageviewconsulting.com