Crystal Hovar

With more than two decades of experience in sales, business development, and senior living operations, Crystal Hovar has built a career centered on leadership, relationship-building, and service-driven results. Currently serving as Senior National Sales Specialist at Cogir Senior Living, Crystal plays a key role in supporting national sales strategies, strengthening operations, and helping communities deliver high-quality senior living experiences. Her work is rooted in collaboration, consistency, and a deep understanding of the emotional decisions families face when choosing care for their loved ones. Crystal’s journey in senior living began with a passion for helping people and creating meaningful impact. Over the years, she has held a variety of leadership positions, including Director of Community Relations at Merrill Gardens, Regional Sales Director at ENSIGN GROUP INC, and Sales Specialist at Sunwest Management. Across each role, she has developed a reputation for driving occupancy growth, motivating teams through challenging markets, and building trust with residents and families alike. Her ability to combine proven sales strategies with empathy and authentic communication has consistently delivered both strong performance and lasting relationships. A graduate of Grand Canyon University with a Bachelor of Business Administration, Crystal also earned an Associate of Arts degree from Humphreys University. She credits much of her professional growth to a leadership philosophy focused not only on results, but on how people feel throughout the process. Whether supporting sales teams, guiding families through difficult transitions, or helping strengthen senior living communities, Crystal believes influential leadership comes from showing up with positivity, compassion, and purpose every day. What continues to drive Crystal most is the opportunity to make a difference in people’s lives. She understands that every interaction in senior living carries emotional weight, and she approaches each conversation with empathy and care. Passionate about supporting both residents and colleagues, she remains committed to helping communities thrive while ensuring families feel supported and heard.