Community Relations Director

Watson Assisted Living -

Department:

Admissions & Marketing
Reports To:

Regional Director of Admissions and Marketing/Administrator
Position Summary
The Community Relations Director is responsible for driving occupancy growth for the Assisted Living Facility through proactive lead generation, relationship management, and exceptional service to prospective residents and families. This role serves as the primary liaison between the community and referral partners, oversees the full sales cycle from inquiry through move‑in, and develops strategic outreach and marketing initiatives to increase qualified leads and conversions.
Key Responsibilities
Sales, Lead Management & Occupancy Growth
Manage all inbound and outbound leads, ensuring timely follow‑up and accurate documentation in the CRM system

Conduct tours for prospective residents and families, effectively communicating the community’s value, services, and care model

Develop and execute strategic plans to increase occupancy and maintain target census levels

Create and implement promotional offers, incentives, and outreach campaigns to increase lead volume and conversion

Analyze lead sources and conversion data to refine sales strategies and improve outcomes

Move‑In Coordination & Admissions
Coordinate all aspects of the move‑in process, ensuring a seamless experience for residents and families

Complete initial assessments in collaboration with clinical and operations teams

Prepare and process resident agreements, admission paperwork, and required documentation accurately and efficiently

Serve as the primary point of contact for families throughout the decision‑making and move‑in process

Community Outreach & Referral Development
Build and maintain strong referral relationships with hospitals, skilled nursing facilities, rehabilitation centers, home health agencies, and other downstream providers

Develop partnerships with community organizations, senior centers, faith‑based groups, and local businesses

Represent the community at networking events, health fairs, and professional meetings

Maintain consistent communication with referral partners to drive sustained lead flow

Collaboration & Leadership
Work closely with the Executive Director, clinical team, and department leaders to align sales efforts with operational capacity and resident care needs

Provide regular reports on sales activity, pipeline status, occupancy trends, and outreach efforts

Participate in leadership meetings and contribute to overall strategic planning

Qualifications
Bachelor’s degree in Marketing, Business, Healthcare Administration, or related field preferred

Minimum of 2–5 years of sales, marketing, or community relations experience, preferably in senior living, healthcare, or hospitality

Proven track record of meeting or exceeding occupancy or sales goals

Strong interpersonal, communication, and presentation skills

Ability to build trust with families, referral partners, and internal teams

Highly organized with strong attention to detail and follow‑through

Key Competencies
Relationship‑driven sales approach

Strategic thinking and problem solving

Compassionate, customer‑focused mindset

Strong negotiation and closing skills

Ability to manage multiple priorities in a fast‑paced environment
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