Marketing and Admissions Position Summary The Marketing and Admissions Director is responsible for increasing and maintaining occupancy at Park Place Senior Living by generating qualified leads, building referral relationships, conducting tours, and coordinating an organized admissions process. This position serves as the primary point of contact for prospective residents, families, hospitals, rehabilitation centers, case managers, and MI Choice Waiver agencies. The director is accountable for moving prospects from initial inquiry through admission while ensuring that each resident is financially, clinically, and operationally appropriate for the community. The successful candidate must be highly responsive, comfortable asking for the move-in, and capable of balancing relationship-based sales with detailed admissions coordination. Primary ResponsibilitiesSales and Occupancy Growth Develop and execute a marketing plan focused on increasing assisted living and memory care occupancy. Respond to new inquiries promptly, preferably within 15 minutes during normal business hours. Conduct telephone consultations, in-person tours, virtual tours, and follow-up appointments. Maintain consistent follow-up with every qualified prospect until the family makes a decision. Clearly explain Park Place's services, all-inclusive pricing, care capabilities, and admission requirements. Ask qualified families for the commitment, reservation, and move-in. Monitor apartment availability and maintain an accurate waiting list. Re-engage older leads and families who previously toured or requested information. Meet established monthly tour, deposit, admission, and occupancy goals. Admissions Coordination Guide residents and families through the entire admissions process. Collect all required admission documentation, including: Signed medication list Health care appraisal and physician documentation Assistive-device information Financial and payment documents Insurance and Medicaid information Required consents and residency agreements Confirmation of an adequate medication supply Coordinate resident assessments with the administrator and clinical leadership. Confirm that clinical approval has been obtained before finalizing an admission. Coordinate move-in dates with care, medication management, dietary, housekeeping, and maintenance teams. Provide families with clear written instructions regarding admission requirements and move-in expectations. Maintain complete, accurate, and confidential prospect and admission records. Follow all applicable HIPAA, Fair Housing, Michigan licensing, and company requirements. MI Choice Waiver and Referral Coordination Develop working relationships with MI Choice Waiver agencies, supports coordinators, case managers, and social workers. Help families understand the difference between private-pay admission and MI Choice Waiver participation. Track the status of Medicaid and MI Choice applications, approvals, authorizations, and required documentation. Coordinate with the administrator and billing team to verify payment sources before admission. Maintain regular communication with referral partners regarding availability and appropriate placement opportunities. Ensure that marketing statements regarding Medicaid and waiver participation are accurate and do not guarantee eligibility or approval. Referral Development and Community Outreach Build productive referral relationships with: Hospitals and discharge planners Skilled nursing and rehabilitation centers Home health and hospice agencies Physicians and medical practices Senior centers and faith communities Elder-law attorneys and guardians Area agencies on aging Medicaid and MI Choice representatives Other senior-service professionals Conduct regular outreach visits, presentations, networking events, and professional follow-ups. Represent Park Place at community events, senior fairs, healthcare meetings, and referral-source functions. Maintain a referral-source database and document outreach activity and results. Generate referral traffic through consistent relationship management—not occasional drop-ins. Marketing and Brand Management Maintain accurate and professional marketing materials. Coordinate social media, community events, open houses, digital advertising, and local outreach. Capture appropriate photos, resident stories, testimonials, and community updates after obtaining required authorization. Monitor online reviews and coordinate timely, professional responses. Ensure that Park Place's website, social media, and printed materials reflect current services and pricing. Track which marketing sources produce qualified leads, tours, and actual admissions. Recommend changes to underperforming advertising and outreach initiatives. Customer Experience Provide families with timely, compassionate, and straightforward communication. Set realistic expectations regarding care capabilities, costs, Medicaid eligibility, and admission timelines. Maintain contact with families during the first 30 days following admission. Work with department leaders to address early concerns that could affect resident satisfaction or retention. Treat every inquiry, tour, and admission as a priority, regardless of payment source. Performance Expectations The Marketing and Admissions Director will be evaluated using measurable results, including: Total occupancy and net occupancy growth Number of qualified leads generated Initial response time Tours scheduled and completed Tour-to-deposit conversion rate Deposit-to-move-in conversion rate Number of monthly admissions Referral-source activity and resulting admissions CRM accuracy and follow-up completion Completed admission files before move-in Resident retention during the first 30 and 90 days Marketing return on investment Monthly targets will be established by ownership and the administrator based on current occupancy, available apartments, and community capacity. Required Qualifications Minimum of two years of sales, marketing, admissions, healthcare, senior living, or related experience. Demonstrated ability to generate leads, conduct tours, follow up consistently, and close sales. Strong verbal, written, organizational, and relationship-management skills. Ability to discuss pricing and financial requirements directly and professionally. Ability to manage multiple prospects and admissions without losing follow-up. Proficiency with email, Microsoft Office, CRM platforms, social media, and electronic recordkeeping. Ability to maintain confidentiality and comply with HIPAA requirements. Valid driver's license, reliable transportation, and ability to complete local outreach. Ability to meet all applicable employment, background-check, and health-screening requirements. Preferred Qualifications Senior living assisted living or memory care experience. Familiarity with Michigan Medicaid and the MI Choice Waiver Program. Existing relationships with Kalamazoo-area healthcare and senior-service providers. Experience working with hospitals, rehabilitation centers, case managers, and discharge planners. Experience with CRM reporting, digital marketing, and community outreach. Schedule Expectations This position is primarily performed during normal business hours but requires flexibility. Some evening and weekend tours, networking events, open houses, and family appointments will be required. The director must remain responsive to time-sensitive admission opportunities. Compensation Competitive base salary with eligibility for a performance-based incentive tied to completed admissions, net occupancy growth, documentation compliance, and resident retention. Employment Statement Park Place Senior Living is an equal-opportunity employer. Employment decisions are based on qualifications, performance, and the operational needs of the community. Reasonable accommodations will be considered in accordance with applicable law.
