Watercrest Fortifies Sales With New Leadership and Advanced Tech

VERO BEACH, FL – January 15, 2026 – Watercrest Senior Living Group is launching a significant offensive to enhance its sales operations in 2026, combining a strategic leadership appointment with major investments in data-driven technology. The moves signal a concerted effort by the luxury senior living operator to accelerate growth and refine its resident acquisition process in an increasingly competitive national market.

At the heart of this initiative is the appointment of Anna Dodd as the new Regional Director of Sales Operations. Alongside this key hire, Watercrest has adopted two specialized software platforms: WelcomeHome Software for customer relationship management (CRM) and Further Pricing Assistant for real-time market analytics. This dual strategy of empowering personnel while upgrading technological infrastructure underscores a commitment to both the human and digital sides of the senior living business.

The Human Element: Strengthening Sales Leadership

The selection of Anna Dodd is a pivotal component of Watercrest's growth strategy. Dodd is tasked with supporting the sales efforts across the company's entire portfolio of assisted living and memory care communities. Her role will encompass coaching and onboarding new sales associates and, crucially, preparing new communities for successful openings—a key factor for any expanding operator.

Dodd is not a newcomer to the complexities of the senior living sector. Her career is built on a foundation of driving census growth and mentoring sales professionals. Prior to joining Watercrest, she served as the Regional Director of Sales and Marketing for Legend Senior Living, where she managed the performance of communities across several states. Her background also includes a successful tenure as Director of Sales and Marketing for Merrill Gardens at ChampionsGate, where she was instrumental in the community's initial lease-up and stabilization. This hands-on experience in both established and new-build environments provides her with a comprehensive understanding of the entire sales lifecycle.

"Anna brings a rare combination of poise, talent, and heart to her leadership, and her ability to connect with teams and families alike makes her a natural fit for our Watercrest organization," said Kaleigh Petree, Vice President of Sales Operations for Watercrest, in a statement. This emphasis on connection is critical in an industry where the sales process is not merely a transaction but a deeply personal journey for families making life-altering decisions.

The Digital Edge: A Tech-Forward Approach

Complementing its investment in leadership, Watercrest is overhauling its technological toolkit. The transition to WelcomeHome Software as its primary CRM platform marks a significant move away from more generalized systems. WelcomeHome is designed specifically for the senior living industry, with features tailored to the unique, relationship-heavy sales cycle. The platform is intended to streamline lead management, automate follow-ups, and provide sales teams with a clearer, more efficient workflow, allowing them to focus more on building relationships with prospective residents.

Simultaneously, the implementation of Further Pricing Assistant tackles another major industry challenge: pricing strategy. This tool provides real-time competitive analysis and market data, enabling the company to move beyond static pricing models. By leveraging data-driven insights, Watercrest aims to make more confident and agile pricing decisions that reflect current market dynamics, optimize occupancy, and maximize revenue without sacrificing its competitive position.

"Our transition to WelcomeHome and Further reflects our commitment to working with intuitive, forward-thinking partners who understand the intricacies of senior living operations," Petree stated. "Both platforms provide our teams with the clarity, efficiency, and insight they need to perform at a high level." This adoption of specialized technology is indicative of a broader trend where senior living operators are seeking sophisticated tools to navigate a complex market.

Navigating a Shifting Market Landscape

Watercrest's strategic initiatives are set against the backdrop of a senior living industry in flux. Occupancy rates have been on a steady path to recovery since the challenges of the pandemic. According to data from the National Investment Center for Seniors Housing & Care (NIC), assisted living occupancy in primary markets has climbed back to around 85%, but the sector is still working to regain pre-pandemic highs. This environment makes every potential resident interaction critical.

Competition remains fierce, with major national operators like Sunrise Senior Living and Atria Senior Living, as well as specialized luxury providers, all vying for residents. In this climate, operational efficiency and a sophisticated sales approach are no longer optional but essential for survival and growth. Watercrest's dual investment in a proven sales leader and cutting-edge technology positions it to address these market realities head-on. The ability to quickly adapt pricing and personalize the sales journey can become a significant competitive differentiator.

From Sales Funnel to Resident Experience

While these initiatives are centered on sales and operations, their impact is expected to extend directly to the experience of families and residents. For prospective residents, a more efficient and personalized sales process, powered by a specialized CRM and guided by experienced leadership, can reduce the stress and confusion often associated with choosing a senior living community. Clear, data-informed pricing can foster trust and transparency during a major financial decision.

Indirectly, the benefits could also be felt by current residents. Successful sales and marketing efforts lead to high occupancy and financial stability. This financial health enables the operator to reinvest in its core mission: providing high-quality care, innovative programming, and exceptional amenities. A community that is thriving financially is better positioned to retain top-tier staff, maintain its luxury aesthetic, and enhance the daily lives of the people who call it home. By fortifying its sales engine, Watercrest is ultimately reinforcing the foundation upon which its resident experience is built.