The Director of Sales & Marketing is responsible for generating and managing leads for our senior living community and qualifying prospects to move them through the admission process for the purpose of achieving budgeted occupancy targets at the community. Develop the property’s marketing, public relations, and advertising programs to develop a growing base of referral sources, and to promote the programs provided at the property. Maintain a thorough knowledge of the property’s products and services to effectively and accurately represent the community to referral sources and prospects. Spend a portion of the work week marketing and selling outside of the community. Maintain a working knowledge of the local market trends and competitors to assist in the development of sales and marketing strategies and action plans. Reports to: Executive Director.The Director of Sales & Marketing is responsible for generating and managing leads for our senior living community and qualifying prospects to move them through the admission process for the purpose of achieving budgeted occupancy targets at the community. Develop the property’s marketing, public relations, and advertising programs to develop a growing base of referral sources, and to promote the programs provided at the property. Maintain a thorough knowledge of the property’s products and services to effectively and accurately represent the community to referral sources and prospects. Spend a portion of the work week marketing and selling outside of the community. Maintain a working knowledge of the local market trends and competitors to assist in the development of sales and marketing strategies and action plans. Reports to: Executive Director.
ESSENTIAL FUNCTIONS, DUTIES AND RESPONSIBILITIES
- Develop an organized marketing and sales approach to effectively move prospects through the sales process to achieve budgeted occupancy targets.
- Responsible for maintaining budgeted occupancy by both generating the number of qualifiedinquiries, referrals, tours and then effectively closing the sale.
- Utilizing recognized sales methods, achieve targeted closing ratios through effective information gathering and presenting valid value-based options that “make sense” to the client.
- Receive and/or respond to all incoming calls for inquiries. Follow-up with the inquiries via effective telephone calls, cards/letters, mailing of marketing information and other means in an effort to meet budgeted occupancy. Enter all available information in You’ve Got Leads database.
- Keep referral, mailing list and customer information up-to-date.
- Identify, build and develop an effective network of community and professional sources for potential resident referrals and establish relationships that assure continuing opportunities for the property through spending a portion of the workweek out of the property engaged in these activities.
- Achieve and maintain required number of marketing contacts per week. Maintain outside referral database of qualified contacts.
- Develop active referral base within the community by making personal visits and sponsoring networking functions at the property. Accurately represent the community, its services, and pricing structure in all interactions.
- Monitor condition of all model rooms and respite rooms daily. Ensure that all rooms are ready for tour activity. In conjunction with Executive Director, furnish, decorate and appoint model and respite rooms.
- Conduct morning walk-through of community to ensure readiness for property tours. Ensure all common areas needing attention are addressed at the beginning of each day, prior to any tour activity.
- Complete the marketing report weekly and provide completed report to the Executive Director.
- Meet with the Executive Director daily to report on census, admissions, discharges, transfers, deposits, inquiries, and tours. Maintain model room, respite room and rent-ready room availability list.
- Attend all appropriate networking functions in the area.
- Ensure You’ve Got Leads database is up-to-date and accurate. Complete input of all required information (leads and activity) timely and accurately.
- Ability to measure success rates of referral contacts by establishing systems for tracking referral sources and requests for information by callers and walk-in visitors.
- Assist with the processing of all required information necessary to complete a successful move-in, as requested.
- Work with the Executive Director and Regional Sales & Marketing Director to establish a creative marketing and advertising plan for the property, seek advertising resources, and coordinate public relations efforts.
- Develop and complete a Competitive Market Analysis at least twice a year or as directed to do so by the Executive Director.
- At the direction of the Executive Director, collaborate with the Regional Sales & Marketing Director to develop brochures, public service announcements and other promotional advertising for local and regional audiences.
- Participate in daily “Stand-Up” meetings to communicate key issues within the department, as required by Executive Director.
- Perform day-to-day clerical work connected with the position.
- Ensure knowledge base remains current regarding aging, assisted living and dementia- specific care through continuing education.
- Assist with the setting-up and tearing down of special events.
- Supervise move-in coordinator which includes identifying and addressing performance issues, provide guidance and direction , and evaluate performance .
- Encourage teamwork through cooperative interactions with co-workers and other departments.
- Support a positive and professional image through actions and dress.
- Maintain a safe and secure environment for all staff, residents and guests, following established safety standards.
- Perform other duties consistent with position as assigned by the Executive Director.
Qualifications
MINIMUM QUALIFICATIONS
- Bachelor’s degree in communications, public relations, marketing, related field, or equivalent experience preferred
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Minimum of two years’ experience working in long-term care industry, preferred. Possess some knowledge of health care terminology.
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Ability to perform calculations needed for tracking referrals, preparing reports and completing admissions documents.
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Understand complex issues and ability to make decisions and prioritize requirements of the job.
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Demonstrates exceptional communications skills, both verbally and written in dealing with referral sources, residents, family members and co-workers. Speaks confidently and effectively in front of groups.
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Be proficient in basic office equipment (including a personal computer) for the purpose of accomplishing and maintaining a high level of job performance.
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Be mobile and able to perform physical requirements of the job. Be able to spend the majority of the workday/workweek out of the community marketing and selling. Good physical health verified by a health screening, including a chest x-ray or an intradermal test result not more than 6 months prior or seven (7) days after employment.
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Ability to show sincere compassion towards older adults. Demonstrates genuine concern for the physical and emotional needs of older people and their families. Displays a team spirit in performance of daily duties. Possesses good character and displays personal integrity.
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Employee must pass a criminal record clearance prior to beginning work in the community.
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