Area Sales Director

Gemstone Senior Living•San Antonio, TX

20d•Hybrid

About The Position

The Area Sales Director (ASD) is a high-impact, hybrid leadership role responsible for driving census growth, revenue performance, and brand reputation across a portfolio of assisted living and memory care communities in the San Antonio region (San Antonio, Bulverde, Marble Falls, Kerrville and San Marcos). Blending the relationship-driven acumen of luxury hospitality with the mission-centered environment of senior living, the ASD leads and develops community-level sales teams while also executing hands-on sales activities — conducting tours, generating leads, and maintaining strong relationships with prospective residents, families, and referral partners. The ideal candidate is highly motivated, results-driven, and comfortable working independently from home and on-site as needed. The position reports to the Regional Director of Sales & Operations.

Requirements

Bachelor's degree in Business, Marketing, Hospitality Management, Healthcare Administration, or a related field required.
Minimum 5–7 years of progressive sales leadership experience, with demonstrated success managing multi-site or regional sales teams.
Minimum 3 years of experience in senior living, assisted living, memory care, or luxury hospitality with transferable skills.
Proven track record of meeting or exceeding sales, occupancy, and revenue targets across a portfolio of communities or properties.
Direct experience in hospitality (hotel, resort, club, or luxury service) strongly preferred; dual-sector backgrounds (hospitality + senior living) are highly competitive.
Experience managing and developing sales teams of 5 or more direct reports.
Deep understanding of the senior living sales cycle, including the emotional dynamics of families navigating care transitions.
Exceptional coaching and people development skills; ability to inspire performance without micromanagement.
Strong business acumen with the ability to read financial performance data, occupancy reports, and market analyses and translate them into actionable strategy.
Hospitality-informed service mindset: understands how luxury service principles (anticipation, personalization, discretion, attention to detail) translate into senior living differentiation.
Skilled at building and maintaining referral networks; comfortable in clinical, legal, financial, and community settings.
Proficiency in CRM systems and Microsoft Office Suite; comfort with data-driven decision making.
Excellent written and verbal communication skills; compelling presenter to both internal teams and external audiences.
Ability to work independently to manage the sales responsibilities of two communities.
Willingness and ability to travel between two communities weekly.

Nice To Haves

Certified Senior Advisor (CSA) or Certified Dementia Practitioner (CDP) designation.
Active membership in LeadingAge, Argentum, or state-level senior living association.
Hospitality certifications (e.g., Certified Hospitality Sales Professional — CHSP) are a plus.

Responsibilities

Own and drive occupancy targets across all assigned communities, maintaining a portfolio average at or above budgeted census.
Develop and execute individualized market penetration strategies for each community based on local competitive landscape, demographic data, and referral network analysis.
Monitor and analyze weekly sales activity metrics, pipeline velocity, and conversion rates; implement real-time corrective action as needed.
Collaborate with the Regional Director of Sales & Operations to establish KPIs, quarterly and annual revenue forecasts, and strategic growth plans.
Conduct in-person and virtual tours for prospective residents and families. Send timely Outlook invites to the community leadership so they are tour ready.
Perform proactive prospecting, including outbound calling, networking, and follow-ups.
Oversee the move-in process, collect proper documentation, schedule assessments, and collaborate with the clinical team to ensure compliance on every move-in.
Facilitate ongoing sales training with team, tour walk throughs, and best-practice so all team members are prepared for a tour.
Identify a team member in both communities who can conduct tours when the ASD is not present at the community. Develop and train the individuals so they are an extension of the sales team.
Oversee the Lifestyle Enrichment calendar to include shared events for families, prospects and residents that will support family involvement and produce organic leads.
Establish a preferred partner list of vendors with the insight of the clinical team that will be utilized for in-house referrals. Ensure the entire team member is focused on referring to our preferred partners.
Champion a hospitality-first philosophy throughout the sales process — from initial inquiry through move-in and family integration — ensuring every touchpoint reflects warmth, professionalism, and personalized care.
Oversee the design and execution of community events, discovery tours, and curated prospect experiences that reflect a premium lifestyle brand.
Partner with Executive Directors, Dining, Life Enrichment, and Housekeeping leaders to ensure the physical environment and team presentation consistently reflect five-star standards.
Review and enhance the community tour experience, leveraging hotel/ resort industry best practices in storytelling, personalization, and sensory detail.
Build and sustain strategic referral partnerships with hospitals, physician practices, skilled nursing facilities, home health agencies, elder law attorneys, financial advisors, and faith communities.
Develop and execute targeted outreach plans for each community's primary referral corridors, tracking relationship health and referral volume.
Represent the organization at industry associations, senior living conferences, local events, and outreach opportunities to elevate brand visibility and referral partnerships.
Identify and develop new market segments, including corporate relocation, elder care consulting, and concierge medical referral channels.
Partner with the Regional Director of Sales & Marketing to ensure community-level messaging, digital presence, and collateral align with brand standards and competitive positioning.
Provide field intelligence on competitive pricing, programming, and market trends to inform marketing strategy and occupancy initiatives.
Oversee local digital reputation management, including response protocols for online reviews, ensuring responses reflect hospitality-caliber professionalism.
Ensure consistent and accurate use of the CRM (Alis) platform across the two communities.
Deliver weekly, monthly, and quarterly performance dashboards to senior leadership, including occupancy trends, referral source analysis, move-in/move-out drivers, and competitive benchmarking.
Analyze market data and census trends to proactively identify at-risk communities and recommend strategic interventions.