Director of Sales

Director of Sales

Lake House Senior Living

Location: Indianapolis, IN

Salary: $185,000 – $300,000 (estimated)

Lake House Senior Living operates care and lifestyle-focused Independent Living, Assisted Living and Memory Care communities across five states, serving thousands of residents and families. Guided by our Pillars of Excellence, Lake House fosters a culture of connection, authenticity, and purpose where residents feel at home and Team Members feel inspired to learn, grow, and lead.

As part of one of the largest senior living families in the United States, Lake House communities have earned Great Place to Work® certifications from 2022–2026. Lake House is a place where purpose thrives, culture unites us, and opportunity is always present. We continually aspire and invest in learning and development opportunities that support our team members’ professional growth, ensuring every team member has the tools to build a meaningful and rewarding career.

The Director of Sales (DOS) manages the sales operations of the community. The focus of the DOS is connecting with prospective residents through multi‑communication platforms to inspire prospective residents to move into the community. The DOS connects with new inquiries and existing inquiries with the goal of converting these leads to move‑ins to achieve occupancy targets. Utilizes industry trends, and knowledge of local competitors to create successful sales tactics.

The success of the DOS is measured in multiple ways, including sales conversions, revenue optimization, move‑ins, and average daily occupancy.

• Interacts with all leads provided through multiple channels including advertising, public relations, referral, or personal contact and converts those leads into residents of the community using professional selling skills and our sales process.
• Builds customer focused relationships by advancing the lead through the sales process and gaining customer commitment.
• Executes all facets of the Sales Playbook (Sales System) including proper discovery, overcoming objections, and closing techniques to achieve budgeted occupancy and net revenue.
• Manages the sales tracking reports and provides daily updates and conveys all activities to the Executive Director.
• Conducts weekly strategy and advisory meetings with the Executive Director.
• Communicates sales results to key stakeholders at least one week.
• Consistently conducts on‑site walk‑throughs of the community to ensure the tour path and model rooms are ready for company.
• Plans and executes local sales events to generate and convert leads.
• Pulls management reports on sales activities, leads, move‑ins, conversions, and critical success factors.
• Tracks leads, keeping accurate records on all leads and prospects and all sales activities using a CRM.
• Collaborates with Executive Director and marketing teams in developing marketing tactics to achieve lead goals.

• Conducts quarterly competitive market research including established communities and new/upcoming communities, product ranking and analysis and accurately reports data into the competitive market analysis tool.
• Prepares general market analysis and develops methodologies for tracking prospective residents and referral sources.
• Identifies competitive opportunities and threats and presents strategic alternatives to the Executive Director and Regional Sales Leadership.
• Demonstrates a strong understanding of the senior living industry and local market conditions.

• Strives to meet predetermined monthly sales goals.
• Determines which revenue drivers to utilize, including pricing, incentives, inventory management, to optimize net revenue and achieve budget.
• Uses selling skills with prospective residents to achieve "everyday matters" revenue optimization.
• Analyzes and interprets sales metrics to make recommendations on business operations to improve community NOI.
• Provides expert advice to both prospective residents and both internal and external business partners.

• Identifies and develops an effective network of non-paid referral sources to generate…