The Sales Director serves as a relationship builder, community ambassador, and champion of resident-centered living. This role is responsible for maintaining and growing occupancy through meaningful connections with prospective residents, families, referral partners, and the broader community.
At Peaceful Pines Senior Living, Living Life Together means recognizing that choosing a senior living community is one of the most important decisions a family can make. The Sales Director helps individuals and families navigate that journey with compassion, empathy, and expertisefocusing not only on services and amenities, but on understanding each person's story, goals, needs, and vision for a meaningful life.
The Sales Director partners closely with community leadership to ensure prospective residents experience a seamless transition into the community while supporting a culture where resident satisfaction, exceptional service, and occupancy growth go hand-in-hand.
The Sales Director is both a growth leader and a culture ambassador-connecting people to a community where they can truly belong, thrive, and feel at home.
Essential Duties and Responsibilities
Resident & Family Experience
- Serve as the primary point of contact for prospective residents and families throughout the sales and move-in process.
- Build trusting relationships through active listening, empathy, responsiveness, and personalized communication.
- Take time to understand each prospective resident's unique story, preferences, interests, and care needs.
- Guide families through the decision-making process with professionalism, compassion, and transparency.
- Ensure prospective residents experience a welcoming and positive introduction to the community.
- Conduct community tours that focus on lifestyle, relationships, engagement, and whole-person living.
- Perform home visits and other personalized outreach activities when appropriate.
- Follow up consistently to support informed and confident decisions.
- Support resident and family satisfaction initiatives that contribute to retention and occupancy goals.
Sales & Census Development
- Achieve and exceed established occupancy goals, sales targets, and census objectives.
- Maintain an organized and proactive sales pipeline through consistent follow-up and relationship management.
- Spend the majority of time on revenue-generating activities, including:
- Follow-up calls
- Community visits and tours
- Home visits
- Professional outreach
- Event planning and participation
- Relationship development activities
- Develop creative and individualized follow-up strategies that align with prospective residents' needs and interests.
- Utilize consultative sales techniques focused on understanding needs rather than simply filling apartments.
- Maintain a sense of urgency while respecting each family's decision-making timeline.
Community Outreach & Relationship Building
- Build and maintain strong relationships with healthcare providers, hospitals, social workers, discharge planners, physicians, faith communities, and other referral sources.
- Serve as an ambassador for Peaceful Pines throughout the local community.
- Conduct one-on-one meetings with referral partners and professional contacts.
- Represent Peaceful Pines at community events, health fairs, expos, educational programs, and networking opportunities.
- Identify opportunities to increase awareness and strengthen the community's reputation.
- Develop partnerships that support long-term census growth and community engagement.
- Speak and present to civic groups, community organizations, referral partners, and other audiences.
Marketing & Community Promotion
- Collaborate with Home Office and community leadership to develop and execute marketing and outreach strategies.
- Support implementation of approved sales and marketing plans.
- Participate in planning, promoting, and executing events that showcase the community and its culture.
- Represent Peaceful Pines at exhibits, booths, presentations, and public events.
- Promote the community's mission, values, lifestyle, and services through all interactions.
- Share resident success stories and community experiences in ways that reflect the organization's values and brand standards.
Admissions & Move-In Coordination
- Collaborate with nursing leadership to coordinate assessments, physician orders, and move-in planning.
- Assist prospective residents and families with admission documentation and paperwork.
- Ensure all required information is entered into CRM and EHR databases.
- Help facilitate a smooth, welcoming move-in experience for residents and families.
- Coordinate with operational departments to ensure move-in readiness.
Team Leadership & Culture Building
- Promote a sales-minded culture focused on service, hospitality, and resident experience.
- Provide sales-related coaching and training for community team members.
- Lead training initiatives on:
- Inquiry management
- Telephone skills
- Tour excellence
- Customer service
- Referral relationship building
- Encourage all team members to recognize their role in supporting occupancy and resident satisfaction.
- Contribute to a positive work environment focused on collaboration, accountability, and shared success.
Systems, Reporting & Performance Management
- Utilize CRM and sales tracking systems to document inquiries, tours, referrals, outreach activities, and follow-up actions
- Maintain accurate and timely sales records and reporting
- Monitor sales metrics and pipeline activity to identify opportunities for improvement
- Utilize tools, resources, and systems provided by the Home Office to maximize effectiveness
- Analyze referral patterns, conversion rates, and occupancy trends to support strategic decision-making
- Maintain accountability for established sales goals and performance expectations
General Requirements
- Bachelor's degree in Marketing, Business, Healthcare Administration, Communications, or related field preferred.
- Previous senior living, healthcare, hospitality, or consultative sales experience preferred.
- Proven ability to build relationships and influence decision-making.
- Experience with CRM software and sales tracking systems preferred.
- Strong presentation, networking, and public speaking skills.
- Must maintain confidentiality of resident, family, and organizational information.
- Ability to work flexible hours including occasional evenings, weekends, and community events.
- Must be able to travel locally for outreach, networking, and marketing activities.
- Ability to manage multiple priorities and adapt to changing circumstances.
- Commitment to supporting the mission, values, and culture of Peaceful Pines Senior Living.
HME Care is an Equal Opportunity, Affirmative Action employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity or expression, national origin, disability, or status as a protected veteran. Applicants who would like to request reasonable accommodation to the application or interview process should call the Director of Human Resources at 1‑605‑736‑1974 or email
Must be able to pass a background check.
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