Caron Group is a family of care homes across mid and south Wales. Our ethos is to provide quality care and to ensure that privacy, dignity and choice for our residents is at the core of everything we do. We have been operating in the care sector for twenty-four years and specialise in residential, nursing and dementia care for older people. We are currently undergoing an exciting chapter in our growth and are looking for dedicated individuals to join us on this journey.
About The Role
We’re looking for a passionate and commercially aware Care Home Sales Administrator to be the first point of contact for families exploring care for a loved one. This is a pivotal role focused on managing incoming enquiries from families, guiding them through the care journey, and ensuring a high-quality customer experience from first contact through to admission.
A proven track record in sales and experience using CRM systems to manage pipelines and track conversion, and strong interpersonal skills are essential. The successful candidate will leverage their sales expertise to respond to enquiries, build relationships with prospective residents and their families, engage with the local community, and support a range of marketing initiatives and campaigns.
You’ll work at the centre of our enquiry journey, combining empathy, communication, and commercial awareness to support families in making one of life’s most important decisions.
This role presents an exciting opportunity to join a dedicated and supportive team, where you can make a meaningful impact on occupancy, customer experience, and overall business performance, with clear scope for future progression as the function evolves.
* Please note, the title of this role may be adapted internally to reflect business needs.
The Care Home Sales Administrator will be based at our Support office in Cardiff, however the role will involve some travel to the various care homes in the group.
Responsibilities:
Enquiry & Admissions Management
* Manage all inbound enquiries (phone, email, web, social) with empathy and professionalism.
* Build rapport with families, understanding care needs, timelines, and preferences.
* Guide families through the full journey from first contact to admission.
* Coordinate tours, assessments, and admissions with care home teams.
* Proactively follow up leads to maximise conversion.
CRM & Sales Pipeline Management
* Maintain accurate records of all enquiries in the CRM system.
* Track and manage your enquiry pipeline to support occupancy targets.
* Use data insights to prioritise leads and improve conversion rates.
* Support CRM optimisation, workflows, and automated follow-ups.
Relationship Management
* Build trusted relationships with families and act as their consistent point of contact.
* Work closely with Home Managers to ensure seamless communication and support.
* Ensure a smooth transition from enquiry to admission.
Commercial & Marketing Collaboration
* Partner with Marketing to maximise lead generation and campaign performance.
* Provide insights on customer behaviour, objections, and trends.
* Represent the organisation at events, open days, and community activities.
*This is not an exhaustive list
Essential Requirements:
* Strong communication skills and high emotional intelligence.
* Experience in sales, customer service, care, or healthcare environments.
* Confident managing multiple leads or enquiries.
* Highly organised and proactive.
* Comfortable using CRM systems.
Desirable:
* Experience in care home sales, occupancy management, or enquiry conversion.
* Understanding of the care sector and admissions processes.
* Experience working with pipelines, targets, or KPIs.
* Interest in improving processes, workflows, and systems.
* Awareness or basic use of AI‑enabled tools to support productivity, insight, or workflow enhancement, with a willingness to learn and develop these skills further.
Package:
* £35,000 - £38,000 per annum dependent on experience
* Employee Referral Scheme
* Blue Light Discount Card (Eligibility to apply)
* Auto-enrolment Pension Scheme
* Hybrid working – 1 day per week working from home (post probation, terms apply)
* Training towards your development
Required Criteria
Skills Needed
Qualifying Leads, Sales Metrics & KPI, Empathy, Telephone handling, Client Relationship Management, Time Management/Organisational skills, Communication, Administrative skills
About The Company
Caron Group is proud to offer 17 exceptional care homes across Mid and South Wales, each dedicated to providing high-quality, compassionate care tailored to meet the unique needs of every resident. We offer a range of services including residential care, nursing care, and specialist dementia care all delivered by a highly trained and compassionate team. Our safe, understanding and engaging environment helps our residents maintain their dignity and quality of life.
Company Culture
Caron Group's strength is attributable to our team of highly motivated, passionate and dedicated staff. We invest in exceptional talent and our people share a commitment to success that is second to none. This energy is harnessed to deliver the highest levels of relationship-centred care. We are committed to supporting our staffs’ continuous professional development throughout their careers, through the provision of formal training and development opportunities. The group offers a friendly family culture and supportive environment of teamwork, respect and integrity where everyone makes a valued contribution.
Company Benefits
We believe that caring for our people is just as important as caring for our residents. To reward dedication and contribution, we offer competitive pay and a supportive working environment. Our team members enjoy access to ongoing training and development, career progression opportunities, an auto-enrolment pension and an employee referral scheme. We pride ourselves on fostering a culture of collaboration, inclusivity and continuous learning, providing a workplace that inspires, empowers, and nurtures growth.
Referral bonus, Blue Light Card, Culture of recognition, Progression opportunities
Salary
£35,000.00 - £38,000.00 per year