Senior Director of Sales and Marketing

JOB DESCRIPTION

Since 1904, Presbyterian Homes has provided independent, not-for-profit, and faith-based retirement communities near Chicago, welcoming seniors and staff of all religious backgrounds at their four communities: Westminster Place and Ten Twenty Grove in Evanston, Lake Forest Place in Lake Forest, and The Moorings in Arlington Heights. Offering a range of health care services at three of their four faith-based senior living communities, they ensure priority access to a continuum of care even at their unique rental option, Ten Twenty Grove. Lake Forest Place, a Life Plan Community in the Chicago suburbs, is one of four of Presbyterian Homes of Illinois Communities. Quality permeates every aspect of life at Lake Forest Place, evident in the craftsmanship of residences, meticulously landscaped 60+-acre campus, delicious cuisine, and rich array of activities.

The Senior Director of Sales and Marketing for Lake Forest Place combines a hands-on approach with coaching, training, and motivating a sales team. This position oversees the Marketing Coordinator and Retirement Sales Counselors. The Senior Director of Sales and Marketing maintains or exceeds budgeted occupancy in IL, AL, and Memory Support while also participating in Skilled Nursing marketing efforts.

Presbyterian Homes has achieved national recognition and accreditation for senior living leadership and expertise. Their team members have consistently rated Presbyterian Homes as a great workplace in confidential engagement surveys.

Essential Functions

• Monitors goals and performance metrics for the Marketing Coordinator and Retirement Sales Counselors
• 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
• Provides transformational leadership to help team and individuals develop with succession planning growth tracks. Leads annual performance evaluations for direct reports.
• Represents the Sales Department at Operational Leadership Meetings at the community.
• Participates in the annual budget planning along with VP of Strategic Marketing and Sales and monitors monthly accounting variance reports on marketing budget for the community spend.
• Works in tandem with the Skilled Nursing Sales Team to bridge in house patient referrals for permanent residency into Assisted Living and participates in combined community referral events.

Responding to Inquiries

• Monitors all active and inactive inquiries
• 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 within 24 hours with a speed to lead philosophy by phone call setting, next step appointments booked two weeks out with a minimum number of appointments per month on your calendar, as identified in the commission and compensation plan
• Daily mining of the database for the purpose of setting appointments. Tracks call metrics and reports 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 and a quarterly strategic outreach plan for referrals as directed by the Regional Director of Sales and VP of Strategic Marketing and Sales.

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

Facilitate Necessary Paperwork and Move-in Procedure

• Signs contracts with qualified applicants and collects necessary paperwork from prospective residents; sets closing and move in 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 and Assisted Living/Memory Support 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 or exceeded
• Motivate staff with monthly SPIF's or incentives that drive team members towards stretch goals
• 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 Aline/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 the Administrator of Community Life, Construction Manager and Dining Director, Administrator (s) of Healthcare and Admissions Coordinator in Skilled Nursing.
• Conducts weekly update meetings with Executive Director discussing cottage/apartment availability, room turnover, the interplay of sales and operations, improved process, operational challenges, upcoming sales strategies, incentives, etc.
• Participates in a weekly sales board call presenting prospect pipeline to the Executive Director, Regional Director of Sales, and Corporate Management

Other Functions

• Plans and executes events that introduce prospective residents to the community as well as nurture leads in the database. Plans events that lead to next steps sales appointments.
• Works with 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.
• Conducts professional outreach appointments resulting in referrals for the community.
• 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.

Skills/Qualifications

• Bachelor's degree with focus in marketing, business administration, communications, finance, hospitality, or related field of study.
• Five or more years of sales experience including commissioned sales.
• Experience in senior's housing required.
• Previous CCRC / Life Plan experience preferred
• Previous experience supervising staff
• Must possess excellent verbal and written communication skills.
• Strong customer service skill in helping others make good decisions
• Proven track record of leadership development and people management skills
• 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

Benefits:

• Health Insurance: Medical, Dental Vision
• Flexible Spending Account
• Short-term Disability, Long-term Disability & Extended Illness Bank Program
• Employee wellness program with medical benefit deduction incentives and cash bonuses!
• Confidential employee assistance program
• Generous Paid Time Off/PTO plan. It is a plan that rolls over year to year.
• 403(b) retirement plan with employer match and baseline
• Scholarship programs, including tuition reimbursement
• Tickets at Work savings platform