Heather Baxter

I attribute my success to a deeply personal “why,” a strong work ethic, and a commitment to relationship-driven leadership. My great-grandmother, who helped raise me, inspired my path into senior living when I assisted in finding the right assisted living and memory care community for her. I remember specifically searching for a residence that offered an in-and-out tub to ensure her comfort and safety. That experience gave me firsthand insight into the emotional and practical challenges families face, and it continues to guide how I serve seniors and their loved ones today.

Professionally, I began my career in community management and multi-housing apartments in Pennsylvania before relocating to Southwest Florida and transitioning into senior living leadership. Over the past five-plus years, I have discovered that my strengths lie in driving occupancy, building high-performing teams, and cultivating authentic relationships that convert conversations into lasting partnerships. I increased occupancy in one community from 55 percent to 100 percent and sustained rates above 97 percent. I was honored to be named a Top 40 Sales Associate nationwide, earning Chairman’s Club recognition and achieving President’s Club status for three consecutive quarters. I also consistently averaged 11 non-paid referrals per month, contributing to communities receiving Best of Senior Living and national recognition for excellence. These accomplishments reflect consistency, accountability, and a team-centered approach.

Recently, I launched my own senior living staging and interior design company in Florida, inspired by my experience supporting families during urgent transitions into assisted living or rehabilitation. I created a staging platform that provides fully furnished, move-in-ready apartments, complete with everything from furniture to everyday essentials, for seniors entering communities temporarily due to hospital or rehab stays. I also stage model apartments to support occupancy growth for senior living operators. Entrepreneurship, for me, is about service and legacy. My business is a family endeavor, with my children involved in sales strategy, social media, and logistics. I studied politics in college, but my true foundation was built growing up in my family’s restaurant and bed and breakfast business, where I learned to work hard, stay adaptable, and do whatever needs to be done. Ultimately, I believe my success comes from combining heart, hustle, and a genuine commitment to making transitions easier for others.

The best career advice I have ever received is to lead with both confidence and compassion. Throughout my career, I have been mentored by strong women who modeled what balanced, effective leadership looks like — decisive yet empathetic, results-driven yet people-centered. Watching them navigate challenges with clarity and grace reinforced the importance of staying grounded in both purpose and integrity.

My leadership style has also been shaped by hands-on experience across restaurants, bed and breakfast management, senior housing, and community organizations. Those environments taught me lessons that no classroom ever could — how to think on my feet, serve others with excellence, solve problems quickly, and lead by example. I learned that true leadership is built in the day-to-day moments, through consistency, humility, and a willingness to do whatever needs to be done.

For young women entering the senior living or senior staging industry — or any service-oriented field — my advice is to lead with empathy while operating with strategy and confidence. This is deeply personal work. Families are trusting you during some of the most vulnerable and emotional moments of their lives. Take the time to truly listen, communicate clearly, and approach every interaction with compassion and professionalism. Empathy should always be your foundation, but it must be supported by structure, accountability, and high standards.

I also encourage you to prioritize relationships over transactions. In senior living especially, success is built on trust, credibility, and consistency. Whether you are driving occupancy, supporting a family through a transition, or building referral partnerships, genuine connections will always outperform short-term sales tactics. Show up consistently, follow through on your word, and focus on adding value. Strong relationships will sustain your reputation and your business far longer than any marketing strategy ever could.

Finally, believe in your ability to lead. Do not underestimate the power of resilience, adaptability, and hard work. Be willing to learn every aspect of the business, get your hands dirty when necessary, and remain open to mentorship. Confidence grows through experience, and when you pair heart with hustle, you create impact that lasts.

The senior living industry is one of the most rewarding fields I have ever worked in, but it is also one of the most complex. One of the biggest challenges we face is perception. Many families begin their search in crisis mode after a fall, hospitalization, or sudden diagnosis. By the time they walk through our doors, they are often overwhelmed and emotional. My role is to help move them from uncertainty to confidence through patience, empathy, and clear education. Changing the narrative around senior living from “last resort” to “supportive next chapter” requires both heart and leadership.

Another significant challenge is maintaining occupancy stability while upholding high standards of care. Senior living is not just about filling apartments; it is about building trust, aligning teams, protecting reputation, and delivering an experience that naturally generates referrals. Strong outreach, consistent relationship building, and operational discipline are essential. From a staging perspective, timing and logistics also present unique obstacles. Families often need apartments prepared within days. Coordinating furnishings, layouts, and personal details under tight deadlines requires efficiency, strong vendor partnerships, and attention to dignity. Every space must feel welcoming and thoughtfully prepared, never temporary or institutional.

Despite these challenges, I see tremendous opportunity. The demand for senior living solutions continues to grow as our population ages. Families are seeking guidance, compassion, and professionalism during major life transitions. This creates space for strong leadership, relationship-driven sales strategies, and innovative services like senior-focused staging that make transitions smoother and more supportive. I believe the future of this industry belongs to those who can balance business excellence with genuine care.

The values that matter most to me in both my professional and personal life are drive, positivity, integrity, and balance. I have always believed in perseverance — I simply keep going, no matter the circumstances. As a mother with children in different stages of life, from SAT preparation and finals to college transitions and football seasons, my days are full. Yet I approach each responsibility with commitment and optimism. That same energy carries into my professional life, where consistency and determination have been key to my success.

Positivity is something I intentionally bring into every environment. I have been told that I carry a sense of lightness that makes others feel comfortable and at ease. I believe that comes from being relatable, authentic, and grounded in strong ethics. Whether I am supporting families through major life transitions or leading a team, I strive to operate with honesty, compassion, and a genuine desire to help in any way I can. My work is deeply people-centered, and I take that responsibility seriously.

Equally important to me is balance. While I am driven and committed, I also understand the importance of stepping back to recharge and be present with my family. Sustainable success requires both ambition and self-awareness. Maintaining a healthy work-life balance allows me to show up fully — as a leader, a business owner, and a mother — with clarity, resilience, and purpose.