Community Relations Director

POSITION: Community Relations Director

REPORTS TO: Executive Director 

JOB SUMMARY:  The Community Relations Director role is responsible for driving occupancy through strategic marketing initiatives and cultivating strong relationships with potential residents and their families while promoting the company and brand. 

QUALIFICATIONS: Previous experience in marketing and sales as it relates to increasing brand awareness and lead generation across multiple markets preferred. Strong written and verbal communication skills and the ability to relate to the public, residents, families, team members, peers, and other professionals appropriately, ability to maintain accurate sales-related records, content management systems and provide information as requested/required. Applicants must have the ability and willingness to utilize CRM systems (e.g., Welcome Home), etc, strong prioritization, organization, and project management skills, and the ability to work flexible hours and travel to meet the requirements of the job. Appropriate academic and experience is required for this position.

The Community Relations Director is expected to be demonstrating competency and pursuing proficiency in the following areas; this is how the Community Relations Director will be measured at period evaluations of his/her performance:

1. Sales and Marketing
   1. Develop and execute a comprehensive marketing and sales plan to achieve occupancy and revenue goals.
   2. Conduct tours of the community for prospective residents and their families, highlight features and benefits that meet their needs.
   3. Follow up with leads in a timely manner through calls, emails, and personal visits to maintain relationships and close sales.
   4. Organize and participate in community events, open houses, and informational seminars to promote the community and generate leads.
   5. Must ensure all marketing collateral and admissions agreements comply with Michigan LARA requirements.  
2. Community Outreach
   1. Build and maintain relationships with key referral sources, such as physicians, hospitals, case managers, senior centers, and other community organizations.
   2. Represent the community at networking events and meetings to enhance visibility and establish partnerships within the local community.
   3. Act as the primary contact for media inquiries and external communications regarding the community.
3. Collaboration and Teamwork
   1. Work closely with the Director and other team members to develop promotional materials and campaigns.
   2. Partner with the care and operations teams to ensure a seamless transition for new residents, including move-in coordination and personalized care planning.
   3. Provide training and support to staff on customer service and community engagement best practices.
4. Administration
   1. Monitor and analyze market trends, competitor activities, and community needs to refine marketing and sales strategies.
   2. Prepare and present regular occupancy and sales performance reports to the leadership team.
   3. Ensure compliance with state and federal regulations regarding marketing and sales activities for senior living facilities.

DUTIES:The Community Relations Director position will be responsible for the listed job duties including but not limited to: 

• Develop and implement comprehensive sales strategies to attract potential residents to our assisted living community.
• Conduct market research to identify target demographics and assess competitor offerings.
• Assist in developing compelling marketing materials, including brochures, advertisements, and digital content, to effectively communicate the benefits of our community.
• Uphold our commitment to providing exceptional customer service and fostering a supportive and welcoming environment for residents and their families.
• Report on the performance and efficiency of campaigns to assist with the development of key performance indicators and benchmarks.
• Work with the Executive Directors to train team members on answering the phone, taking complete messages, customer service, touring prospects, and preparing the community for tours. 
• Clearly and accurately explain income qualifying process and service level assessment process. 
• On a weekly basis conduct follow-up phone calls to those on the active inquiry list. 
• Maintain the inquiry lead tracking system. 
• Complete the weekly sales report with accuracy and share with the team as needed. 
• Meet regularly with the Executive Directors to support increasing occupancy and maintain a waiting list for available suites; identify potential move-outs and identify individuals in the tracking system or on the wait list who may be appropriate for the anticipated available suite. 
• Develop and implement internal and external events to build community awareness. 
• Drive and support the move-in process in coordination with the Executive Director and the team. 
• Identify and recommend advertising opportunities for communities. 
• Assist with the formulation of the annual marketing budgets. 
• Accountable to maintain projected budget for assigned communities. 
• In coordination with the team, develop and implement a strategic marketing plan, to include the quarterly sales plans and competitive analysis. 
• Establish and maintain open and effective communication with residents, families, employees, owners, supervisor and other members of the team. 
• Carry out other duties as assigned by supervisor or as necessary to maintain quality and continuity of services, safety of residents and security of premises. 
• Ensure model rooms are completely staged and ready to tour within 2 days of turning over rooms. 

FIRST IMPRESSIONS 

• Communicates with maintenance/environmental departments at each community for room readiness. 
• Monitor community first impressions and cleanliness throughout, including landscaping and exterior. 
• Recommend capital improvements and non-routine projects at communities annually and ongoing  
• Carry out other duties as assigned by supervisor or as necessary to maintain quality and continuity of services, safety of residents and security of premises.

PHYSICAL REQUIREMENTS:

• Prolonged periods of standing, walking, and sitting.
• Must be able to lift up to 15 pounds at a time. 
• Flexibility to work evenings or weekends as required.
• Must be able to commute to locations as needed which may require prolong driving at times. 

In addition to my duties as outlined above, the Community Relations Director must uphold company values in day-to-day activities in pursuit of our mission to build trust:  

• Tell the Truth
• Work Hard
• Follow the Rules
• Love Others
• Have Fun