Director of Sales

About the Role

The Director of Sales (DOS) manages the sales operations of the community, connecting with prospective residents through multi-communication platforms to inspire them to move into the community. The DOS focuses on converting leads to move-ins to achieve occupancy targets, utilizing industry trends and local competitor knowledge to create successful sales tactics. Success is measured through sales conversions, revenue optimization, move-ins, and average daily occupancy.

Responsibilities

• Sales:
  • Interacts with all leads from multiple channels (advertising, public relations, referrals, or personal contact) and converts them into residents using professional selling skills and the company’s sales process.
  • Builds customer-focused relationships by advancing leads through the sales process and gaining customer commitment.
  • Executes all facets of the Sales Playbook (Sales System), including discovery, overcoming objections, and closing techniques to achieve budgeted occupancy and net revenue.
  • Manages sales tracking reports, provides daily updates, and conveys all activities to the Executive Director.
  • Conducts weekly strategy and advisory meetings with the Executive Director.
  • Communicates sales results to key stakeholders at least once a week.
  • Conducts on-site walk-throughs to ensure the tour path and model rooms are ready for visitors.
  • Plans and executes local sales events to generate and convert leads.
  • Pulls management reports on sales activities, leads, move-ins, conversions, and critical success factors.
  • Tracks leads and maintains accurate records of all prospects and sales activities using a CRM.
  • Collaborates with the Executive Director and marketing teams to develop marketing tactics to achieve lead goals.
• Market Conditions:
  • Conducts quarterly competitive market research, including analysis of established and upcoming communities, and reports data into the competitive market analysis tool.
  • Prepares general market analysis and develops methodologies for tracking prospective residents and referral sources.
  • Identifies competitive opportunities and threats, presenting strategic alternatives to the Executive Director and Regional Sales Leadership.
  • Demonstrates a strong understanding of the senior living industry and local market conditions.
• Revenue Optimization:
  • Strives to meet predetermined monthly sales goals.
  • Determines revenue drivers, including pricing, incentives, and inventory management, to optimize net revenue and achieve budget goals.
  • Uses selling skills to achieve “everyday matters” revenue optimization with prospective residents.
  • Analyzes and interprets sales metrics to make recommendations on business operations to improve community NOI (Net Operating Income).
  • Provides expert advice to prospective residents and both internal and external business partners.
• External Business Development:
  • Identifies and develops an effective network of non-paid referral sources to generate leads and move-ins.
  • Plans and executes monthly presentations to professional referral sources.
  • Leads monthly referral development meetings with the Executive Director and appropriate executive team members to expand the referral network.
  • Properly documents all networking and professional referral sources in the CRM.
• Resident Move-In Process:
  • Reviews and facilitates the Move-In Packet with the resident and/or family.
  • Facilitates and coordinates the Resident Assessment with the clinical team.
  • Oversees and manages the move-in process to ensure a smooth transition into the community.
  • Ensures all state-mandated paperwork and forms are completed on or before the move-in date by the family and/or resident.
  • Coordinates with the Executive Director, BOM, and DHW to ensure the resident’s Administrative Files are fully prepared according to state-specific regulatory requirements, so lease signing occurs on the scheduled date without delays.
• Leadership and Development:
  • Keeps abreast of professional development in the field by reading, attending conferences, and training sessions.
  • Acts professionally and honestly in representing the Community’s concept of senior living.
  • Actively participates in all community leadership meetings and functions.
  • Performs other duties as assigned.

Requirements

• Bachelor’s degree in Marketing, Business, Public Relations, or a related field preferred.
• Two years of experience in marketing/sales within a senior living setting preferred.
• Proficient in Microsoft Office (Word, Excel, Outlook, PowerPoint).
• Experience working with sales CRM systems, tracking leads, and sales activities.

Benefits

• Competitive pay.
• Medical, dental, vision, life, and disability insurance.
• Paid time off and holidays.
• 401(k) with employer match.
• Paid training and career growth opportunities.
• Wellness-related benefits.
• Employee Assistance Program (EAP).

About TerraBella Senior Living

TerraBella Senior Living serves thousands of residents and families, offering a full range of lifestyle and care options including Active Independent Living, Assisted Living, Memory Care, and short-term Respite. With a foundation rooted in purpose, hospitality, and connection, TerraBella fosters communities where both residents and team members thrive. As part of one of the largest senior living organizations in America, TerraBella communities have earned Great Place to Work® certifications from 2022–2026.

At TerraBella, culture, growth, and heart define who we are. We continually aspire to and invest in learning and development opportunities that support our team members’ professional growth, ensuring every team member has the tools to build a meaningful and rewarding career.