Director of Sales

About Lake House Senior Living

Lake House Senior Living operates care and lifestyle-focused Independent Living, Assisted Living and Memory Care communities across five states, serving thousands of residents and families. Guided by our Pillars of Excellence, Lake House fosters a culture of connection, authenticity, and purpose where residents feel at home and Team Members feel inspired to learn, grow, and lead.

The Director of Sales (DOS) manages the sales operations of the community. The focus of the DOS is connecting with prospective residents through multi‑communication platforms to inspire them to move into the community. The DOS connects with new inquiries and existing inquiries to convert leads into resident move‑ins and achieve occupancy targets. Utilizing industry trends and knowledge of local competitors, the DOS creates successful sales tactics.

Success is measured by sales conversions, revenue optimization, move‑ins, and average daily occupancy.

• Interact with all leads provided through multiple channels—including advertising, public relations, referral, or personal contact—and convert those leads into residents using professional selling skills and the Sales Playbook.
• Build customer‑focused relationships by advancing the lead through the sales process and gaining commitment.
• Execute all facets of the Sales Playbook (Sales System) including discovery, objection handling, and closing techniques to achieve budgeted occupancy and net revenue.
• Manage sales tracking reports, provide daily updates, and convey all activities to the Executive Director.
• Conduct weekly strategy and advisory meetings with the Executive Director.
• Communicate sales results to key stakeholders at least weekly.
• Conduct on‑site walkthroughs of the community to ensure the tour path and model rooms are ready.
• Plan and execute local sales events to generate and convert leads.
• Pull management reports on sales activities, leads, move‑ins, conversions, and critical success factors.
• Track leads, keeping accurate records on all prospects and sales activities using a CRM.
• Collaborate with the Executive Director and marketing teams in developing tactics to achieve lead goals.

• Conduct quarterly competitive market research, including established and new/upcoming communities, product ranking, and analysis, and report data into the competitive market analysis tool.
• Prepare general market analysis and develop methodologies for tracking prospective residents and referral sources.
• Identify competitive opportunities and threats and present strategic alternatives to the Executive Director and Regional Sales Leadership.
• Demonstrate a strong understanding of the senior living industry and local market conditions.

• Strive to meet predetermined monthly sales goals.
• Determine which revenue drivers to utilize—pricing, incentives, inventory management—to optimize net revenue and achieve budget.
• Use selling skills with prospective residents to achieve everyday revenue optimization.
• Analyze and interpret sales metrics to recommend operational improvements that boost community NOI.
• Provide expert advice to prospective residents and internal/external partners.

• Identify and develop an effective network of non‑paid referral sources to generate leads and move‑ins.
• Plan and execute monthly presentations to professional referral sources.
• Lead monthly referral development meetings with the Executive Director and executive team to expand the referral network.
• Document all networking and referral sources in the CRM.

• Review and facilitate the Move‑In Packet with the resident and/or family.
• Facilitate and coordinate the Resident Assessment with the clinical team.
• Oversee and manage the move‑in process to ensure a smooth transition into the community.
• Ensure all state‑mandated paperwork and forms are completed on or before the move‑in date.
• Coordinate with the Executive Director, Board of Managers, and Director of Housekeeping to prepare administrative files per state regulations, ensuring a timely lease signing.

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