Community Relations Manager

SUMMARY
The Community Relations Manager (CRM) is responsible for obtaining occupancy goals for Independent Living, Assisted Living and Memory Care. Working with the community Executive Director and other community leaders to ensure revenues related to occupancy are meeting the approved budget for the community.

You are a partner with the Executive Director and other community team members in three key areas:

Community Sales Culture
As the CRM, you are the sales leader for the community, working to build a strong sales and customer-centric culture. You demonstrate a passion for Capri’s mission to prospects, families, residents, and employees. You emulate and teach the community team the right behaviors that lead to growing and sustaining occupancy.

Build Professional Outreach Relationships
Through the development and implementation of innovative community outreach and marketing programs, the CRM nurtures relationships that provide referrals to the community. A critical component of success, you proactively build and maintain meaningful relationships with professionals who interact with seniors and their families involved in guiding senior care decisions. You build a successful network of outreach partners that routinely provide referrals. In return, you provide consistent communication and offer educational support and cross-referral business to these partners.

Lead Management
As CRM you develop, coordinate, direct, and execute all sales efforts and relationship-building with potential residents, current residents, and families. The decision-making process is difficult and emotional for residents and their families. You provide guidance and support through this journey. This involves qualifying prospects, identifying their specific needs, and providing education and resources for the families. The CRM maintains consistent contact with its prospects providing meaningful and established next steps. You are responsible for growing and maintaining the lead bank to establish a strong pipeline for consistent move-ins and occupancy growth. Capri uses the electronic You’ve Got Leads (YGL) for lead and source management.

ESSENTIAL RESPONSIBILITIES include the following:

• Be well-versed and able to effectively communicate services and cost to potential residents and family members. Maintain an active lead database and follow-up activities.

• Assess prospective residents to determine appropriateness for the community.

• Identify current trends in the marketplace by completing a competitive analysis and updating the marketing strategy plan as needed to meet changing market and competitive conditions.

• Perform community marketing activities including community outreach and activities with businesses that help influence the senior market. Educate the healthcare community regarding Capri Communities’ continuum of care services.

• Participate in coordinating and planning events for the community to attract potential residents and generate tours. Using Capri communication tools, ensure the entire campus is aware of events and utilize all departments (i.e. culinary), fostering a strong sales culture.

• Plan, develop, organize, implement, evaluate, and direct the marketing programs and activities to maintain and increase census and to provide the public with information relative to our community, its programs, services, and practices.

• Ensure compliance with all Fair Housing laws, HIPPA regulations, WHEDA/HUD, safety, and any other regulations related to our business. Maintain confidentiality of all pertinent personal or health information concerning residents and staff.

• Coach and assist other non-marketing staff members in the development and use of marketing policies and procedures and establish a rapport with and between all community departments.

• Communicate progress, success, challenges, and concerns with the Executive Director as it relates to the building or residents.

• Support, follow, and carry out the company vision, mission and values.

• Perform other duties as assigned.

SUPERVISORY RESPONSIBILITIES
This position has no supervisory responsibilities.

QUALIFICATIONS
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skills and/or abilities required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

COMPETENCIES

• Adaptability

• Building Customer Loyalty 

• Building Strategic Working Relationships

• Building Trust

• Decision Making

• Impact

• Organization Fit

• Planning and Organizing

• Sales Ability/Persuasiveness

• Professional Knowledge/Skills

EDUCATION and/or EXPERIENCE
Bachelors Degree in Business with a Sales/Marketing emphasis plus one to three years related experience and/or training, or equivalent combination of education and experience.
Previous Assisted Living (RCAC or CBRF) experience is preferred, as is familiarity with State of WI Chapter DFHS 89 and 83 guidelines.
Marketing and/or public relations contacts in the area community is preferred.