JOB TITLE: Director of Sales and Marketing, Independent Living

DEPARTMENT: Sales and Marketing 

MAIN FUNCTION: The Director of Sales and Marketing for Independent Living combines a hands-on approach with coaching, training, and motivating a sales team.  This position maintains or exceeds budgeted occupancy using sales and marketing strategies which encourage applications and move-ins to the community.  

REPORTS TO: Executive Director with a dotted line reporting to the Regional Director of Sales for performance benchmarks 

SUPERVISES: Marketing Coordinator and Retirement Sales Counselor(s) 

A review of this job description has excluded the marginal functions of the position. However, employees will be required to follow any other job-related instructions and to perform any other job-related duties required by their supervisor.

JOB DUTIES AND FUNCTIONAL RESPONSIBILITIES:

ESSENTIAL REQUIREMENTS

• Monitors goals and performance metrics
• Generates the quarterly marketing plans and lead conversion strategies, tactics and follow through objectives that lead to move ins
• Conducts and monitors measurable sales critical success factors, for calls, appointments, tours, in home visits, videos, compliance to the sales board, quotas and occupancy for the community
• Monitors move-in goals (both individual and team) which advance occupancy for the community. 
• Contributes with move ins and presents and sells the community lifestyle to the prospective resident – from initial lead through closing – leading to deposits and gains in occupancy
• meets with prospective residents through telephone contact, personal appointments and will apply effective sales techniques which include a thorough discovery process, pipeline management tools, consultative and relational selling practices
• Leads the inside sales team by example through their own selling techniques and Presbyterian Homes prescribed sales system, and best practice selling standards
• Embraces a culture of continuous self-improvement and self-correction              

RESPONDING TO INQUIRES

• Monitors all active and inactive inquiries with a same day speed-to-lead sense of urgency.
• Sources and tracks leads to measure successful strategies and uncover opportunities
• Maintains up to date ENQUIRE database records for prospective residents and referral sources including telephone contacts, presentations and tours, sales appointments, marketing, and networking events
• Responds to inquiries the same business day with phone call setting, next step appointments booked two weeks out with a minimum number of appointments a month on your calendar and theirs as identified in the commission and compensation plan. Daily mining of the database for the purpose of setting appointments.  Tracks call metrics and report at the weekly sales board accountability call
• Follows up with prospects to facilitate a decision to move-in. Connects with a sufficient volume of leads and prospects daily to create the velocity of sales needed to meet established goals; work within a metrically driven set of benchmarks and critical success factors including inquiry to tour, tour to move in and inquiry to move in ratios
• Maintains contact with interested prospects, families, and influencers in order to nurture leads and relationships. Follows up with phone calls, emails and texts, notes and letters, invitations to events and the One Day videos
• Creates and Executes on a quarterly strategic marketing event plan as directed by the Regional Director of Sales and VP of Strategic Sales and Marketing

EVALUATE PROSPECTS

• Evaluates prospect applications for appropriateness and works closely with medical staff to qualify prospective residents
• Carefully reviews the financial and health qualifications of each applicant and supervises and monitors the approval process
• Schedules appointments for tours and presentations
• Schedules functional nursing assessments (where appropriate) to evaluate physical and cognitive abilities to determine eligibility for move ins and level of care
• Maintains an appropriate waiting list for apartments
• Is aware of Presbyterian Homes Corporate Compliance policies including those having to do with confidentiality and security of information, and concern for the well-being of residents and patients. Demonstrates behaviors and completes work in a manner consistent with these policies including all sales and marketing policies, systems, and processes.

FACILITATE NECESSARY PAPERWORK AND MOVE-IN PROCEDURE

• Signs contracts with qualified applicants
• Collects necessary paperwork from prospective residents
• Sets closing dates within guidelines
• Assists future residents with the transition to the community
• Facilitates move-ins and all communications necessary during the moving process with future residents and staff
• Evaluates marketing and sales procedures on a regular basis
• Maintains accurate inventory of unit status (occupied/un-occupied residences). Is informed by Environmental Services when apartments are move in ready.

PRODUCTIVITY

• Generates a minimum quota or more of LifePlan sales per month as identified in the individual compensation and commission plan from all lead sources including but not limited to potential resident, staff, and professional community contacts

• Achieves productivity standards as outlined in the monthly Corporate Sales Productivity Report
• Monitors staff to ensure productivity standards are met
• Coaches staff and/or arrange for any necessary sales training
• Participates in Annual Reviews for direct reports

MAINTAIN AND UPDATE RECORDS AND REPORT RESULTS:

• Maintains Enquire database with regard to basic information as well as ongoing communications with prospects
• Reports all sales and marketing activities on a weekly and monthly basis
• Creates, updates, and maintains accurate files on all applicants and future residents
• Monitors and reports effectiveness of corporate marketing strategies
• Communicates regularly with Director of Community Life, Construction Manager, Dinning Director
• Conducts weekly update meetings with Executive Director discussing the weekly sales board for the team, cottage/apartment availability, room turnover, the interplay of sales and operations, improved process, operational challenges, upcoming sales strategies, incentives, etc.
• Participates in a required weekly sales board call presenting prospect pipeline to the Executive Director and Corporate Management.  This call is a standing appointment on the Sales Directors calendar and takes top priority for attendance and preparation.

OTHER FUNCTIONS

• Plans and executes events that introduce prospective residents to community lifestyle as well as nurture leads in the database.  Plans events that lead to next steps sales appointments.
• Works with Regional Director of Sales and VP of Strategic Marketing and Sales to establish annual budgetary requirements
• Completes annual competitive analysis and update quarterly event marketing plans.
• Monitors and maintains adequate supply of brochures and application forms etc.
• Collaborates with corporate marketing in the development of all promotional materials
• Stays current with regard to industry education and developments
• Be aware of Presbyterian Homes Corporate Compliance policies including those having to do with confidentiality and security of information, and concern for the well-being of residents.
• Demonstrates behaviors and completes work in a manner consistent with Presbyterian Homes’ policies and Corporate Compliance rules.
• Demonstrates the ability to perform to the sales manual “Rules of the Road”  for Sales Managers.  Embodies and promotes adoption of the sales systems and parameters to the team, leading by example.

HOSPITALTIY PROMISES:

Presbyterian Homes fully embraces a culture of hospitality. To that end, we include the following hospitality promises in the job description for this role. 
 

1. We greet residents, employees, and guests warmly, by name and with a smile.
2. We treat everyone with courteous respect and kindness.
3. We strive to anticipate resident, employee and guest needs and act accordingly.
4. We listen and respond enthusiastically in a timely manner.
5. We hold ourselves and one another accountable.
6. We embrace and value our differences.
7. We make residents, employees and guests feel important.
8. We ask, “is there anything else I can do for you?”
9. We maintain high levels of professionalism, both in conduct and appearance, at all times.
10. We pay attention to details.

EDUCATION: Bachelor’s degree with focus in marketing, business administration, communications, finance, hospitality, or related field of study.

EXPERIENCE: Five or more years of sales experience including commissioned sales.  Experience in senior housing a plus.

                                           Previous CCRC/LifePlan experience preferred.

                                                Previous experience supervising staff.

QUALIFICATIONS: Excellent verbal and written communication skills. Strong customer service skills in helping others make good decisions. Compassion and empathy for seniors with a genuine desire to problem solve. Organized and goal oriented. Expert at analyzing data. Technically savvy. Strong critical thinking skills as it applies to sales outcomes. Advanced knowledge of the use of CRMs in the sales process

CONTACTS: Prospective residents, family members and influencers, staff, board members and the general public.

PHYSICAL DEMANDS: Capable of working in general office conditions. 

WORKING CONDITIONS: Deadline-oriented position with a high sense of urgency. Periodic extended working hours which may include evenings and occasional weekend sales and marketing coverage. Works in a clean, well-lit office.