Senior Living Marketing Specialist

According to prescribed policies and procedures of the organization including all applicable state, federal and accreditation regulations and under the general supervision of the Senior Director of Marketing, the Corporate Leasing and Marketing Specialist will play a key role in driving leasing success and marketing initiatives across our portfolio including affordable and mid-market senior housing. Focusing on properties facing occupancy challenges, new developments, and recent acquisitions. With a blend of hands-on leasing strategies and data-driven marketing initiatives, the role will work closely with property teams to boost occupancy, streamline lead generation, and position properties competitively. This role involves some traveling to provide on-site support, overseeing lease-up strategies, and implementing innovative marketing campaigns that drive results.

Essential Functions:

• Develop targeted leasing plans to address occupancy challenges in underperforming properties.
• Customize strategies based on specific property needs, local market dynamics, and demographic trends.
• Identify and address barriers to lease-up success, such as promotional offers, or enhancing property visibility.
• Lead lease-up efforts for new developments and recently acquired properties, implementing accelerated leasing strategies that maximize pre-leasing and initial occupancy rates.
• Partner with property managers to establish a leasing cadence, provide on-site training, and monitor progress to meet rapid lease-up goals.
• Analyze lead conversion rates across various properties and implement strategies to improve prospect-to-lease ratios.
• Utilize CRM tools to track leads from inquiry to signed lease, providing data-backed insights to optimize follow-up processes and minimize gaps in the sales pipeline.
• Collaborate with the marketing team to create property-specific marketing materials and digital campaigns.
• Use digital platforms, and event-based marketing to reach and attract prospective renters.
• Deploy marketing campaigns with a focus on competitive positioning and brand differentiation in challenging markets.
• Conduct training sessions and coaching for property teams, particularly in areas with lagging occupancy.
• Develop scripts, leasing techniques, and follow-up strategies to enhance closing rates and boost morale.
• Provide best practices for addressing prospect objections and adapting leasing approaches in diverse markets.
• Conduct market research to stay informed of trends, competitive landscape, and emerging marketing tools.
• Provide actionable insights to enhance leasing strategies and support property teams by conducting ongoing leasing calls.
• Serve as a resource to property managers and operation teams, providing training on leasing techniques, CRM use, and marketing campaigns.
• Collaborate with property teams to elevate sales skills and ensure best practices in lead management.
• Collaborate with property managers to implement retention-focused leasing strategies, addressing turnover rates by proactively engaging residents nearing renewal periods.
• Promote resident appreciation initiatives that increase satisfaction and encourage lease renewals, especially at properties with higher turnover.
• Represent the company at industry events, trade shows, and networking opportunities to enhance brand presence and attract potential residents and or partners.

Expectations:

Demonstrates and maintains a positive, professional manner. Manages time efficiently, provides leadership as a role model, promotes a team approach, and participates in policy creation and problem-solving methods.