Business Development Advisor

About this role

Honor Technology’s mission is to change the way society cares for older adults. As a leader in aging care innovation, Honor provides the technology, tools, and services that empower older adults to live life on their own terms. Honor’s growing portfolio includes its consumer care brand, Home Instead, Inc., the world’s leading provider of in-home care for older adults. With a global franchise network and more than 100,000 Care Pros, Home Instead delivers over 50 million hours of personalized care annually.

Together, Honor and Home Instead are setting a new standard for aging in place, backed by powerful technology, compassionate care, and a commitment to aging on your own terms.

Join us to create a new and better aging experience for our clients, their families, and our Care Professionals.

About the Role:

As a Business Development Advisor for Honor in our Northern California market, you are the single-threaded owner of referral demand generation within your territory - supported by clear priorities and partnership with local and national teams.

You own a defined portfolio of healthcare and community-based referral relationships and are accountable for building durable, trust-based partnerships that drive consistent and repeat client referral volume over time.

This field-based role leverages a playbook of sales strategies and operating rhythms to guide the Business Development Manager on progressing each referrer relationship through a clear progression from awareness, to building trust, to driving repeat referrals. Through ownership of the referrer relationships, you consult and guide referrers to understand Home Instead’s value proposition and how it supports their mission, through to more detailed support on how to successfully refer clients to Home Instead.

Success requires the ability to mobilize referral partners, create urgency, and drive sustained momentum across complex healthcare environments—often without formal authority.

This role is primarily accountable for referral demand generation, but does reach beyond traditional referral sales. Supporting in-home consultations, care starts, and occasional after-hours needs is an intentional part of owning the referral partner relationship. These moments build credibility with referral partners and families. Success requires flexibility, sound judgment, and resilience.

In this role you’ll be part of a mission-driven team in a sector with existing, strong demand. You’ll have unlimited earning potential with uncapped commissions, backed by a meritocratic culture that rewards your success. We empower you to take ownership of your success with flexible working conditions, bringing your authentic approach and judgement to a centralized set of proven best practices, and the chance to contribute to shaping the future of home care.

This role requires ~75% travel in the field across our market that extends from San Francisco and the surrounding area.

Compensation for this role is Base Salary and uncapped commission for an expected OTE range of $110,000-$120,000.

Role Responsibilities:

• Core Referral Ownership & Execution

• Own and grow a portfolio of referral relationships, including hospitals, skilled nursing facilities, rehab centers, senior living communities and other community partners.

• Execute all stages of the consultative sales process, including prospecting, cold calls, follow-ups, and developing tailored solutions based on client and referral needs.

• Actively mobilize referral partners by aligning Home Instead services to their patient/client needs, organizational goals, and care gaps.

• Create urgency and momentum by identifying referral opportunities, asking directly for referrals and removing friction in the referral process.

• Maintain disciplined CRM hygiene by tracking activity, outcomes and next steps. Use CRM data to diagnose performance gaps and refine outreach strategy

• Field-Based, Relationship-Driven Selling

• Spend ~75% of your time in the community executing purposeful, repeatable field outreach.

• Influence and align multiple stakeholders within partner organizations to move from interest to action to consistent referral behavior.

• Build credibility and trust through consistent presence, consultative conversations, and value-based engagement.

• Long-Term Relationship Management

• Maintain the long-term engagement, and productivity of referral relationships.

• Proactively re-energize stalled relationships to maintain forward momentum over long sales cycles.

• Continuously reinforce Home Instead’s value proposition through outcomes, responsiveness, and reliability.

Key Results:

• Referral Demand Growth

• Sustained growth in qualified referral inquiries from priority referral partners

• Increased referral share from the highest-impact accounts within the territory

• Successful reactivation of dormant or underperforming referral relationships

• Referral Quality & Conversion

• Referrals that consistently convert to scheduled care consultations and Starts of Care

• Effective partnership with intake and care teams to reduce referral friction and drop-off

• Execution Discipline & Reliability

• Consistent follow-through on commitments made to referral partners

• Demonstrated reliability, responsiveness, and loop closure across the portfolio

• Accurate and timely documentation of referral activity and insights in Salesforce

• Territory Judgment & Focus

• Clear evidence of prioritization, with time and effort concentrated on relationships that compound value

• Measurable impact driven by focus and tradeoff-making, not equal coverage

We’re looking for you to bring:

• 2+ years of experience in a quota-carrying role

• Experience in outside, field-based sales, specifically selling a service

• 1+ year of experience in home care, healthcare, or a senior-related industry

• Strong verbal and written communication skills

• Demonstrated ability to use data to evaluate personal performance,

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