Admissions Director

Essential Duties and Responsibilities

Marketing & Business Development

• 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

Lead Management & Sales

• 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

Admissions & Intake

• 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

Move-In Coordination

• 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

Relationship Management

• Serve as the primary contact for prospective residents and families
• Build trust and maintain ongoing communication throughout the decision-making process
• Address concerns with professionalism, empathy, and urgency
• Maintain relationships with referral sources for continued business growth

Reporting & Performance Tracking

• 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

Compliance

• Ensure all marketing and admissions activities comply with state and federal regulations
• Maintain confidentiality in accordance with HIPAA guidelines

Qualifications

Education & Experience

• 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

Knowledge, Skills, and Abilities

• Strong sales, negotiation, and closing skills
• Excellent communication and interpersonal abilities
• Ability to build and maintain professional relationships
• Strong organizational and time management skills
• Ability to multitask and manage competing priorities
• Knowledge of ALF regulations and senior care industry (preferred)