Senior Living Admissions Director: Growth & Strategy

Heron House at Largo; Largo (FL); On-site; USD 55,000 - 75,000; Full time

Job summary

Heron House at Largo is seeking a Marketing & Admissions professional to drive occupancy through strategic marketing, community relations, and lead conversion. The role includes tours, needs assessments, and managing the full admissions process from inquiry to move-in.

Qualifications include a bachelor’s degree and 2–5+ years in marketing, sales, or admissions in healthcare. Strong communication, negotiation, and organizational skills are essential for success.

Qualifications

• 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.

Responsibilities

• 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.
• 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.
• 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.
• 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.
• 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

Skills

Sales skills

Communication

Interpersonal skills

Time management

Multitasking

Education

Bachelor’s degree (Marketing/Business/Healthcare)

2–5+ years experience

Job description

Heron House at Largo is seeking a Marketing & Admissions professional to drive occupancy through strategic marketing, community relations, and lead conversion. The role includes tours, needs assessments, and managing the full admissions process from inquiry to move-in.

Qualifications include a bachelor’s degree and 2–5+ years in marketing, sales, or admissions in healthcare. Strong communication, negotiation, and organizational skills are essential for success.