Sales Counselor

Position Summary

The Sales Counselor supports the community’s occupancy, census, and revenue goals by managing the prospective resident sales process from initial inquiry through move-in. This position builds trusted relationships with prospective residents, families, residents, referral partners, and internal departments; conducts needs-based tours and follow-up; maintains accurate CRM records; and coordinates a seamless transition for new residents entering the community.

Position Pay Scale: $63,000.00 to $75,000.00 per year (plus commission)

Essential Duties and Responsibilities

Sales Development and Lead Management

• Collaborates with the sales and marketing team to achieve and sustain community occupancy goals.
• Generates, qualifies, and closes sales opportunities through proactive calling, outreach, networking, and systematic follow-up.
• Reviews CRM data daily to identify, track, qualify, prioritize, and advance leads from multiple sources.
• Maintains accurate, timely prospect records, relationship status, activity history, and detailed notes within the CRM system.
• Encourages prospect engagement by securing tours, applications, and waitlist deposits, as appropriate.
• Prepares concise reporting on prospect status, pipeline activity, conversion progress, and sales results.

Prospect Consultation, Tours, and Admission Coordination

• Qualifies prospective residents by assessing housing preferences, anticipated care needs, and financial readiness before move-in.
• Conducts personalized community tours tailored to each prospect’s needs, preferences, timeline, and decision-making process.
• Clearly communicates community services, lifestyle benefits, pricing structures, entrance and monthly fee options, and applicable assessment processes.
• Effectively positions community features and value propositions within the local market and against competing alternatives.
• Coordinates pre-placement meetings, clinical assessments, financial prequalification, documentation, and related interviews with clinical and administrative staff.
• Escalates clinical, financial, or eligibility questions to the appropriate leader.

Resident Experience, Retention, and Move-In Coordination

• Builds and sustains positive relationships with current residents and their families to support resident retention and referral generation.
• Coordinates new resident move-in logistics with internal departments, including unit readiness, documentation, mover scheduling, orientation, welcome activities, and other transition needs.
• Serves as liaison between new residents, families, and the Resident Welcome Committee to promote a smooth transition and community integration.
• Follows through on identified concerns or transition barriers and communicates updates to appropriate internal partners.

Marketing, Outreach, and Referral Development

• Partners with the sales and marketing department and external advertising agency to develop, update, and distribute marketing communications.
• Cultivates referral pipelines through engagement with residents, families, professional partners, community organizations, and other referral sources.
• Plans, organizes, and executes on-site and off-site events designed to attract prospective residents and referral partners.
• Represents the organization at Chamber of Commerce events, community meetings, and other outreach opportunities.
• Contributes to promotional materials, including brochures, videos, direct mail, presentations, and other sales collateral.
• Helps ensure consistent application of the community’s brand identity across internal and external touchpoints.
• Coordinates community social media and blog content with the advertising agency and internal stakeholders, as assigned.
• Collaborates with cross-functional teams on community design enhancements and capital upgrades that support marketability and the resident experience.

Collaboration and Professional Responsibilities

• Works collaboratively with clinical, operations, dining, activities, finance, facilities, and other departments to support the sales process and resident transition.
• Maintains confidentiality, professionalism, responsiveness, and strong customer service when interacting with prospects, residents, families, and external partners.
• Participates in required meetings, training programs, and continuing education related to senior living, admissions, sales, marketing, and regulatory expectations.
• Supports Hollenbeck Palms’ mission, values, and commitment to quality of life, excellence, compliance, efficiency, appreciation, and balance.
• Performs other related duties and special projects as assigned.

 Minimum Qualifications

• Bachelor’s degree in marketing, business, healthcare administration, communications, or related field; equivalent relevant experience may be considered.
• Two or more years of progressive sales, admissions, marketing, or business-development experience in senior living, healthcare, hospitality, real estate, or another relationship-based sales environment.
• Experience in assisted living, life plan community/CCRC, skilled nursing, or another senior-care setting strongly preferred.
• Demonstrated ability to manage a sales pipeline, conduct consultative sales conversations, and meet occupancy, census, or revenue goals.
• Working knowledge of senior-living admissions processes, levels of care, and related privacy and regulatory considerations preferred.
• Proficiency with CRM databases, Microsoft Office, virtual communication tools, and reporting systems.
• Excellent verbal and written communication, presentation, listening, relationship-building, organization, and follow-through skills.
• Ability to read, write, and speak English fluently; bilingual and bicultural skills preferred.
• Valid California driver license, reliable transportation, and proof of automobile insurance for local outreach and event responsibilities, as required.

Core Competencies

• Consultative selling and closing
• Relationship management and customer service
• Lead qualification and CRM discipline
• Event planning and community outreach
• Collaboration and cross-functional coordination
• Professional judgment, discretion, and confidentiality
• Problem-solving, initiative, and attention to detail

Working Conditions and Physical Requirements

Reasonable accommodations may be made to enable qualified individuals with disabilities to perform the essential functions of this position.

• Frequent sitting, computer, telephone, written communication, and data-entry work.
• Regular standing and walking throughout the campus and between buildings while conducting tours, attending meetings, and meeting with prospects, residents, and families.
• Occasional evening, weekend, and off-site work may be required for tours, outreach events, open houses, or business needs.
• Ability to communicate effectively in person, by telephone, and through electronic communications; visual ability sufficient to review documents and computer screens.
• May work in a fast-paced environment with interruptions, competing priorities, emotionally sensitive conversations, and time-sensitive move-in needs.