Admissions Director

Heron House at Largo; Largo (FL); On-site; USD 50,000 - 75,000; Full time

Job summary

Heron House Largo is seeking a Marketing & Business Development professional to drive occupancy through a strategic plan, partnerships with hospitals and community partners, and proactive outreach. You will oversee advertising, referrals, and events to raise awareness of the community.

The role includes managing leads, tours, needs assessments, and the admissions process with HIPAA-conscious record keeping. Strong communication and organizational skills are essential.

Qualifications

• Bachelor's degree in Marketing, Business Administration, Healthcare Administration, or related field preferred.
• 2-5+ years of experience in marketing, sales, or admissions in senior living or healthcare preferred.
• Knowledge of ALF regulations and senior care industry preferred.

Responsibilities

• Develop and execute a strategic marketing plan to achieve occupancy goals.
• Build and maintain relationships with hospitals, physicians, case managers, social workers, and community partners.
• Conduct routine outreach visits and networking to generate referrals.
• Represent the facility at community events, health fairs, and professional organizations.
• Manage advertising efforts (digital, print, social media, website updates).
• Monitor local market trends and competitor activity.
• Manage all incoming leads (calls, emails, walk-ins, online inquiries).
• Maintain a CRM or lead tracking system with accurate information.
• Conduct tours for prospective residents and families.
• Perform needs assessments and present service options.
• Follow up to convert inquiries into deposits and move-ins.
• Meet or exceed monthly and annual census and conversion goals.
• Oversee the full admissions process from inquiry to move-in.
• Coordinate pre-admission assessments with nursing staff.
• Ensure documentation, assessments, and approvals are completed.
• Verify financial eligibility with business office.
• Ensure compliance with state regulations and facility policies.
• Coordinate move-in process with nursing, dietary, housekeeping, and maintenance.
• Conduct resident and family orientations and ensure a welcoming first impression.
• Serve as primary contact for prospective residents and families; maintain ongoing communication.
• Track metrics: leads, tours, deposits, move-ins; monitor conversion and referral source performance; report to Executive Director.
• Analyze marketing ROI and adjust strategies as needed.
• Ensure all activities comply with regulations and HIPAA confidentiality.

Skills

Sales skills

Negotiation

Closing skills

Communication

Interpersonal abilities

Organization

Education

Bachelor's degree in Marketing, Business Administration, Healthcare Administration, or related field

Job description

Essential Duties and Responsibilities

Marketing & Business Development

Develop and execute a strategic marketing plan to achieve and maintain occupancy goals

Build and maintain relationships with hospitals, physicians, case managers, social workers, and community partners

Conduct routine outreach visits and networking to generate referrals

Represent the facility at community events, health fairs, and professional organizations

Manage advertising efforts (digital, print, social media, website updates)

Monitor local market trends and competitor activity

Lead Management & Sales

Manage all incoming leads (calls, emails, walk‑ins, online inquiries)

Maintain a CRM or lead tracking system with accurate, up-to-date information

Conduct tours for prospective residents and families

Perform needs assessments and present appropriate service options

Follow up consistently to convert inquiries into deposits and move‑ins

Meet or exceed monthly and annual census and conversion goals

Admissions & Intake

Oversee the full admissions process from inquiry to move‑in

Coordinate pre‑admission assessments with nursing staff

Ensure all required documentation, assessments, and approvals are completed

Verify financial eligibility in collaboration with the business office

Ensure compliance with state regulations and facility policies

Move‑In Coordination

Coordinate all aspects of the move‑in process for a seamless transition

Communicate with all departments (nursing, dietary, housekeeping, maintenance) to ensure readiness

Conduct resident and family orientations

Ensure a welcoming and positive first impression of the community

Relationship Management

Serve as the primary contact for prospective residents and families

Build trust and maintain ongoing communication throughout the decision‑making process

Address concerns with professionalism, empathy, and urgency

Maintain relationships with referral sources for continued business growth

Reporting & Performance Tracking

Track and report key metrics including:

Leads, tours, deposits, and move‑ins

Conversion ratios

Referral source performance

Occupancy rates

Provide regular reports to the Executive Director

Analyze marketing ROI and adjust strategies as needed

Compliance

Ensure all marketing and admissions activities comply with state and federal regulations

Maintain confidentiality in accordance with HIPAA guidelines

Qualifications

Education & Experience

Bachelor's degree in Marketing, Business Administration, Healthcare Administration, or related field (preferred)

2-5+ years of experience in marketing, sales, or admissions (senior living or healthcare preferred)

Proven track record of meeting or exceeding sales/occupancy goals

Knowledge, Skills, and Abilities

Strong sales, negotiation, and closing skills

Excellent communication and interpersonal abilities

Ability to build and maintain professional relationships

Strong organizational and time management skills

Ability to multitask and manage competing priorities

Knowledge of ALF regulations and senior care industry (preferred)