Regional Sales Director - Senior Living

The Regional Sales Director provides strategic sales leadership across an assigned portfolio of HumanGood Life Plan Communities, including Independent Living, Assisted Living, and Memory Support. The position is accountable for driving achievement of occupancy, sales, move-in, and entrance fee goals through strong leadership, coaching, performance management, sales strategy, and disciplined execution.

In this role, you will serve as a key partner to community Executive Directors, Sales Directors, Marketing, Operations, and other organizational leaders to develop and execute strategies that support both community and organizational goals. Community Sales Directors have a dotted-line reporting relationship to the Regional Sales Director.

This role combines strategic portfolio leadership with hands-on coaching and community presence, with a strong focus on developing high-performing sales leaders, identifying opportunities and barriers to performance, and driving measurable results across the region.

Location : this position is hybrid with heavy travel: 30-40% work from home + 60-70% travel to communities, events, etc

Compensation: 135-170K depending on experience and location + generous performance-based bonus

The Regional Sales Director partners closely with Executive Directors and community and organizational leadership to drive sales performance throughout the assigned portfolio. Key areas of responsibility include:

• Regional sales strategy and execution
• Sales leadership, coaching, and talent development
• Occupancy, sales, move-in, and entrance fee performance
• Community sales planning and budgeting
• Sales team performance and accountability
• Pipeline management, forecasting, and conversion performance
• Competitive and market analysis
• Pricing and inventory strategy
• Salesforce CRM utilization and data integrity
• Sales standards, processes, and operating procedures
• Market and industry analytics
• Strategic organizational initiatives and growth opportunities

Sales Performance & Strategy

• Drive sales, occupancy, move-in, and entrance fee performance across assigned communities and maintain accountability for achieving established goals.
• Partner with Executive Directors, Sales Directors, Marketing, and other key leaders to develop and execute annual sales strategies, budgets, community sales plans, and tactical initiatives.
• Regularly evaluate sales performance, pipeline activity, conversion metrics, inventory, market conditions, competitive positioning, and other key indicators to identify opportunities and risks.
• Develop and oversee focused action plans for communities that are not meeting established sales, occupancy, revenue, or activity expectations.
• Identify trends and common barriers across the portfolio and develop strategies that address broader organizational opportunities rather than only individual community challenges.
• Lead sales strategy for operational communities as well as expansions, redevelopments, Greenfield developments, Master Plan projects, and other strategic initiatives.
• Provide recommendations related to pricing, product positioning, inventory, incentives, competitive strategy, and market opportunities.
• Partner with community and organizational leadership to ensure sales strategies support financial objectives while delivering a strong prospect and resident experience.
• Maintain awareness of emerging senior living trends, consumer expectations, market conditions, and industry performance metrics that may impact sales performance or revenue generation.

Leadership, Coaching & Talent Development

• Provide high-performance leadership and ongoing coaching to community Sales Directors and other sales team members as appropriate.
• Conduct regular one-on-one coaching sessions focused on leadership development, sales performance, pipeline management, strategy, professional growth, and accountability.
• Model, coach, and reinforce HumanGood sales principles, philosophies, standards, and expectations.
• Establish clear expectations for sales leadership and performance and use data, observation, and coaching to hold teams accountable for results.
• Observe and evaluate team and individual performance and provide timely, constructive feedback designed to improve results.
• Partner with Executive Directors and Human Resources on recruitment, selection, onboarding, retention, development, and performance management of sales team members.
• Provide meaningful input to Executive Directors regarding Sales Director performance, development opportunities, performance concerns, and quarterly or annual performance discussions.
• Identify individual and team skill gaps and coordinate targeted coaching, training, and development to improve performance.
• Ensure new sales team members successfully complete required HumanGood orientation, onboarding, training, and sales activity standards.
• Build a culture that values accountability, collaboration, curiosity, professional development, innovation, and recognition of achievement.
• Identify and develop high-potential talent and contribute to building a strong pipeline of future sales leaders.
• Celebrate individual and team successes while continuously raising expectations for performance and results.

Sales Operations & Execution

• Ensure consistent execution of HumanGood sales standards, sales processes, and standard operating procedures across assigned communities.
• Maintain strong CRM discipline and ensure Salesforce is effectively used for pipeline management, forecasting, prospect follow-up, reporting, and sales performance management.
• Monitor CRM data accuracy and completeness and ensure community sales teams maintain timely and meaningful prospect documentation.
• Regularly review community sales pipelines, lead activity, prospect movement, conversion performance, deposits, move-ins, occupancy, entrance fees, and other key performance indicators.
• Evaluate the quality and effectiveness of sales activity, not simply activity volume, and coach teams to remain focused on revenue-generating and relationship-building activities.
• Maintain working knowledge of resident agreements, contract options, pricing structures, and other sales-related documents in order to appropriately guide sales leaders.
• Partner with community leadership to identify and resolve operational barriers that negatively impact the sales process, prospect experience, inventory availability, or move-in velocity.
• Provide timely reporting to the Vice President of Sales regarding regional performance, opportunities, risks, personnel concerns, strategic priorities, and recommended actions.
• Manage and support vendor relationships that contribute to sales effectiveness and organizational goals.
• Ensure compensation, incentives, rewards, and recognition programs are understood and appropriately support desired sales behaviors and results.

Community Presence & Regional Leadership

• Maintain a strong and consistent onsite presence across assigned communities, with travel prioritized based on business needs, sales performance, team development, leadership needs, and strategic initiatives.
• Travel approximately 60–70% of the time throughout the assigned region and to other HumanGood locations as business needs require.
• Use onsite visits to coach sales leaders and teams, assess execution, evaluate the prospect experience, review pipeline and inventory, identify barriers, and partner with community leadership on strategies for improved performance.
• Increase onsite presence when a community is experiencing sales-performance challenges, leadership transitions, significant inventory, major projects, or other circumstances requiring additional regional support.
• Balance community-level involvement with responsibility for identifying and addressing portfolio-wide opportunities and priorities.
• Serve as a visible, accessible leader while maintaining appropriate accountability and ownership at the community level.

Market, Competitive & Pricing Intelligence

• Ensure assigned communities maintain a current and accurate understanding of their competitive markets.
• Lead and interpret market and competitive analyses to identify changes in pricing, product, positioning, demand, consumer behavior, and competitive activity.
• Assess the market position of each assigned community and identify opportunities to strengthen differentiation and competitive performance.
• Partner with Marketing and other organizational teams on strategies related to positioning, awareness, lead generation, prospect engagement, and competitive differentiation.
• Utilize market intelligence, CRM data, industry data, financial information, and other available analytics to inform sales strategy and recommendations.
• Provide insight into market-rate positioning and pricing opportunities based on demand, inventory, competitive conditions, product desirability, and overall sales performance.
• Identify broader trends across multiple markets and communicate relevant opportunities and risks to organizational leadership.

Cross-Functional & Organizational Leadership

• Build strong partnerships with Executive Directors, Operations, Marketing, Human Resources, Finance, Health Services, and other organizational teams to support sales and organizational performance.
• Act as a trusted sales advisor to community and regional leadership while maintaining appropriate accountability for sales standards and results.
• Bring emerging community trends, recurring barriers, opportunities, and market intelligence back to organizational leadership so system-level solutions can be considered.
• Communicate openly and constructively when community or organizational practices are creating barriers to sales performance.
• Support Post-Acute Care business development and other revenue initiatives as assigned.
• Participate in organizational initiatives, new business opportunities, affiliations, acquisitions, due diligence, RFP responses, conferences, and special projects as requested by the Vice President of Sales.
• Represent HumanGood professionally with residents, prospects, business partners, vendors, and industry colleagues.
• Promote and protect the rights of residents and prospects and support a culture of ethical business practices.
• Lead through influence, accountability, expertise, coaching, and strong relationships.
• Be responsible for results and maintain a high level of accountability for regional sales performance.
• Use data, observation, experience, and sound judgment to identify performance gaps and determine appropriate interventions.
• Address performance concerns directly, constructively, and in a timely manner.
• Balance support for community leaders with the responsibility to objectively evaluate performance and challenge approaches when results or standards are not being achieved.
• Provide candid, solution-oriented feedback while maintaining strong partnerships with Executive Directors and other leaders.
• Think beyond individual community challenges to identify patterns, systemic issues, and solutions that can benefit the broader organization.
• Communicate clearly, respectfully, and transparently, including when delivering difficult feedback or challenging existing approaches.
• Demonstrate curiosity and continually seek to understand the underlying reasons for changes in performance.
• Be adaptable and comfortable operating in a fast-paced, geographically dispersed organization.
• Prioritize effectively and determine where regional leadership involvement will have the greatest impact.
• Recognize and celebrate strong performance while continually developing talent and raising expectations for results.
• Demonstrate high levels of integrity, professionalism, discretion, and sound judgment.

Minimum Qualifications: 

• Minimum of five years of progressive sales leadership experience, including experience as a Sales Director, Regional Sales Director, or comparable senior sales leader.
• Senior living, Life Plan Community/CCRC, healthcare, hospitality, real estate, or another relationship-based sales environment is preferred.
• Candidates should demonstrate a successful track record of:
  • Achieving or exceeding sales, occupancy, and revenue goals
  • Leading and developing high-performing sales teams
  • Coaching sales leaders and improving individual and team performance
  • Managing performance and accountability
  • Using data and analytics to drive decisions
  • Developing and executing sales strategies
  • Leading effectively across multiple locations or markets
  • Building productive partnerships with executive and operational leadership
• Valid driver's license
• Ability to meet applicable HumanGood employment, health-screening, background-check, and regulatory requirements
• Other certifications as required by state, local, or organizational requirements
• Ability to travel approximately 60–70%, primarily to assigned HumanGood communities

What’s in it for you?

At HumanGood, your work makes a meaningful impact every day. As part of our Community Support Center (corporate team), you’ll collaborate across departments to support our communities and help reimagine what it means to age well. Your ideas, expertise, and impact truly matters here.

Build your future where you’re supported — you’ll have the total rewards you need to build a confident, secure life for you and your family. Count on a compensation package that maximizes your health, wealth and well-being. And adds up to 40% in value to your base compensation.

We offer a comprehensive range of benefits and perks to support you, including:

• Health, Dental and Vision Plans- start the 1 st of the month following your start date
• 20 days of paid time off (increases with years of service), plus 7 company holidays
• 401(k) with up to 4% employer match and no waiting on funds to vest
• HSA option with employer contribution
• Tuition Reimbursement and continuing education programs
• $25/line unlimited cell phone plan (plus taxes and fees)
• Cell Phone Stipend
• 5-star employer-paid employee assistance program

Join a purpose-driven organization where you can grow your career, collaborate with great teams, and make a meaningful impact every day.

Learn more:

Equal Opportunity Employer
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