Director of Sales

Benton House of Sugar Hill•Sugar Hill, GA

About The Position

The Director of Sales (DOS) manages a senior living community’s sales operations, connecting with prospective residents through multiple communication channels and converting inquiries into move-ins to achieve occupancy targets. The role uses industry trends and local competitor knowledge to develop effective sales tactics. Success is measured through sales conversions, revenue optimization, move-ins, and average daily occupancy. The DOS also develops referral networks and local marketing efforts, analyzes market conditions and sales metrics, and works with community leadership to improve occupancy and revenue. The role oversees key parts of the resident move-in process, coordinating assessments, documentation, and administrative files to support a smooth transition and timely lease signing. The DOS participates in community leadership activities and maintains professional development in the field.

Requirements

Bachelor’s degree in marketing, business, public relations, or a related field preferred.
Two years of marketing or sales experience in a senior living setting preferred.
Proficiency in Microsoft Office, including Word, Excel, Outlook, and PowerPoint.
Experience using sales CRM systems to track leads and sales activities.

Nice To Haves

Bachelor’s degree in marketing, business, public relations, or a related field.
Two years of marketing or sales experience in a senior living setting.

Responsibilities

Engage leads from advertising, public relations, referrals, and personal contact, and convert them into community residents using the sales process.
Build customer-focused relationships, advance prospects through the sales process, and gain customer commitment.
Execute the Sales Playbook, including discovery, objection handling, and closing techniques, to meet occupancy and net revenue budgets.
Manage sales tracking reports, provide daily updates, and communicate activities to the Executive Director.
Conduct weekly strategy and advisory meetings with the Executive Director and communicate sales results to key stakeholders at least weekly.
Conduct on-site walkthroughs to ensure the tour path and model rooms are ready for visitors.
Plan and execute local sales events to generate and convert leads.
Produce management reports on sales activities, leads, move-ins, conversions, and critical success factors.
Track leads and prospects, maintain accurate sales activity records, and use a CRM.
Collaborate with the Executive Director and marketing teams to develop tactics for achieving lead goals.
Conduct quarterly competitive market research, including analysis of established and upcoming communities, product rankings, and competitive data.
Prepare general market analyses and develop methods for tracking prospective residents and referral sources.
Identify competitive opportunities and threats and present strategic alternatives to the Executive Director and Regional Sales Leadership.
Use knowledge of the senior living industry and local market conditions to inform sales efforts.
Meet monthly sales goals and select pricing, incentives, and inventory management strategies to optimize net revenue and achieve budget.
Use selling skills to optimize revenue with prospective residents and analyze sales metrics to recommend operational improvements that support community NOI.
Advise prospective residents and internal and external business partners.
Develop a network of non-paid referral sources to generate leads and move-ins.
Plan and deliver monthly presentations to professional referral sources.
Lead monthly referral development meetings with the Executive Director and appropriate executive team members.
Document networking and professional referral sources in the CRM.
Review and facilitate move-in packets with residents and/or families.
Coordinate resident assessments with the clinical team and oversee the move-in process.
Ensure state-mandated paperwork and forms are completed by the resident and/or family on or before move-in.
Coordinate with the Executive Director, BOM, and DHW to prepare resident administrative files according to state-specific requirements and support timely lease signing.
Maintain professional development by reading, attending conferences, and participating in training sessions.
Represent the community and senior living concept professionally and honestly.
Participate in community leadership meetings and functions.
Perform other duties as assigned.