Case Studies
Representative senior living leadership searches and the challenges behind them.
CASE STUDY
Sales and Marketing Director Search for a Not-for-Profit CCRC
Acacia Creek, owned and managed by Masonic Homes of California, engaged LM Hurley & Associates to conduct a Sales and Marketing Director search for a distinctive not-for-profit CCRC on a 330-acre campus.
The ChallengeAcacia Creek needed a Sales and Marketing Director for an award-winning not-for-profit CCRC owned and managed by Masonic Homes of California. The community is located on a 330-acre campus and offers 154 duplex and condo-style apartments and villas.
This was a distinctive senior living community with a specialized value proposition. The right sales leader needed to understand more than occupancy goals. The role required the ability to communicate Acacia Creek’s lifestyle, campus setting, resident experience, and long-term value to prospective residents and families. Because the community served a specific market and offered a different experience than many traditional senior living communities, the search required a candidate with strong relationship-building skills, polished communication, strategic follow-up discipline, and the ability to rebuild census momentum. This was not simply a sales leadership search. Acacia Creek needed a Sales and Marketing Director who could understand a distinctive CCRC, communicate its value clearly, and rebuild census momentum with confidence and discipline.The SearchLM Hurley & Associates worked to identify sales and marketing leaders with senior living experience, strong interpersonal skills, and the ability to represent Acacia Creek and Masonic Homes of California with credibility. The search focused on candidates who could manage the full sales process, build relationships with prospective residents and families, develop referral sources, strengthen follow-up systems, and help translate the community’s unique strengths into qualified leads and move-ins. Because cultural fit was important, LMH evaluated candidates for communication style, professionalism, resilience, sales discipline, and ability to work effectively with leadership, residents, prospects, families, and community stakeholders. The ResultLM Hurley & Associates contacted and screened 187 prospects and interviewed 11 candidates. After evaluation, we narrowed the field to the three strongest candidates and presented them to Acacia Creek. The client interviewed all three finalists and ultimately chose a candidate who exceeded the search specifications and did not require relocation. An offer was extended and accepted within 71 days of engagement. The selected candidate brought six years of senior living sales experience and more than fifteen years of real estate sales experience, giving the community a sales leader with the relationship-building skills, follow-up discipline, and market understanding needed for the role. |
SEARCH SNAPSHOT CLIENT Acacia Creek, owned and managed by Masonic Homes of California Search Model Exclusive Engagement Search ROLE Sales and Marketing Director TIMELINE Offer accepted within 71 days of engagement SEARCH ACTIVITY 187 prospects contacted and screened; 11 candidates interviewed FINALISTS Three finalists presented; all three interviewed by the client 
What Made It Challenging
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Why This Search Mattered
Sales and marketing leadership is critical for a CCRC with a distinctive market position. At Acacia Creek, the right leader needed to build trust, communicate value, manage follow-up, strengthen referral relationships, and help prospective residents understand what makes the community different.
By identifying candidates with the right combination of senior living sales experience, communication ability, and cultural fit, LM Hurley helped Acacia Creek secure a sales leader capable of rebuilding census momentum and supporting long-term occupancy goals.
By identifying candidates with the right combination of senior living sales experience, communication ability, and cultural fit, LM Hurley helped Acacia Creek secure a sales leader capable of rebuilding census momentum and supporting long-term occupancy goals.
