Regional Director of Census Development (multi-state)

Regional Director of Census Development (multi-state)

Premier Senior Living, LLC - NY, OH

Classification: Exempt

Reports to: Vice President of Operations

Supports: Community Sales and Executive Directors

Position Summary

The Regional Director of Census Development is responsible for driving census and occupancy growth across a portfolio of assisted living and memory care communities through strategic market expansion, partnership development, sales leadership, and disciplined execution.

This is a highly field-focused, externally driven role with a strong emphasis on increasing census at assigned communities. The position builds new referral channels, opens secondary markets, strengthens local community presence, and helps hardwire consistent sales and marketing systems and processes across the portfolio.

The Director works hands-on in priority markets to generate qualified leads, accelerate move-ins, and support community teams in converting opportunities into sustained occupancy growth.

Primary Goal of the Role: Increase census at assigned communities by combining disciplined field execution, strategic sales and marketing leadership, and measurable market expansion.

Essential Job Functions

Strategic Partnership Development

• Identify, develop, and maintain high-value referral relationships across all assigned markets, including hospitals, discharge planners, health systems, neurologists, geriatricians, specialty physicians, home health, hospice, skilled nursing providers, care managers, and senior advisors.
• Establish formal and informal partnership pipelines that consistently generate qualified leads and expand private-pay referral sources, markets, and opportunities.
• Position each community as a preferred provider within its market.

New Lead Source Creation & Market Expansion

• Identify and penetrate secondary and underdeveloped referral markets for each community.
• Build targeted outreach strategies for new geographic and demographic segments.
• Launch and scale new lead channels beyond traditional referral patterns.
• Drive community visibility through in-person networking, events, and strategic presence.

Field Execution & Market Ownership

• Maintain a strong in-market presence within designated focus communities.
• Work directly alongside community Sales & Marketing teams on external sales efforts, tours, and conversion opportunities.
• Lead by example through hands-on relationship building and lead generation activity.
• Prioritize time in markets with the highest opportunity for census growth.

Sales Systems & Process Discipline

• Implement and reinforce standardized sales systems and workflows across all communities.
• Ensure adherence to PSL Sales University processes, including inquiry management and response times, follow-up cadence, conversion strategies, and CRM (Eldermark) documentation and pipeline management.
• Conduct regular audits of sales activity, pipeline health, and conversion performance.
• Drive consistency, accountability, and execution excellence across all sites.

Performance Accountability

• Drive achievement of census, move-in, and occupancy targets across the portfolio.
• Monitor and report on key performance indicators, including lead volume, source mix, conversion ratios, and time from inquiry to move-in.
• Identify barriers to census growth and implement immediate corrective actions.
• Partner with Executive Directors to align sales efforts with operational readiness.

What This Role Owns

• Census growth across all assigned communities.
• Development of new and sustainable referral pipelines.
• Expansion into secondary and underperforming markets.
• Consistent execution of PSL Sales University systems.
• Direct contribution to NOI improvement.

Qualifications

• 5+ years of senior living sales, marketing, or business development experience required.
• Proven success in external sales, referral development, and market expansion.
• Multi-site or regional leadership experience strongly preferred.
• Demonstrated ability to build and sustain strategic partnerships.
• Strong CRM discipline; Eldermark experience preferred.
• Highly self-directed with a strong field presence and execution mindset.
• Ability to travel 50%+ with regular in-market engagement.

Compensation & Performance Incentives

• Base Salary: $70,000-$85,000, based on experience and performance. Opportunity to earn $201,000/year based on the combined maximum payout opportunity across the incentive categories below.

Incentive


Criteria


Payout


Frequency


Quarterly Census Growth Bonus


Threshold: +3% net occupancy growth across portfolio or +9 net move-ins.


Target: +5% net occupancy growth or +15 net move-ins.


Stretch: +7%+ net occupancy growth or +22+ net move-ins.


$3,000 / $6,000 / $10,000+


Quarterly


New Lead Source / Market Expansion Bonus


$500-$1,000 per qualified new referral source that generates at least 3 qualified leads and 1 move-in within the quarter.


Additional $2,000 bonus for successfully launching a new secondary market, defined as establishing consistent referral flow from a previously inactive geography/source.

Variable


Quarterly


Community Turnaround Bonus


$2,000-$5,000 per designated community that achieves +10 net census gain or improves occupancy by +8% within 90 days.


Variable


As earned