Business Development Advisor
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. This is an individual contributor (IC) role with full ownership of a defined referral portfolio.
You build and grow durable, trust-based partnerships with healthcare and community referral sources that drive consistent, repeat client volume over time. Acting as a consultative partner, you help referrers understand Home Instead’s value proposition, align it to their mission, and simplify the process of referring clients.
Success requires the ability to mobilize referral partners, create urgency, and sustain momentum across complex healthcare environments.
While primarily accountable for referral demand generation, this role extends beyond traditional referral sales. Supporting in-home consultations, care starts, and occasional after-hours needs is an intentional part of strengthening referral relationships and building credibility with partners and families. Success requires flexibility, sound judgment, and resilience.
You’ll be part of a mission-driven team in a high-demand sector, with unlimited earning potential through uncapped commissions in a meritocratic culture that rewards performance.
This role requires ~75% travel in the field across our market that extends from San Mateo to Santa Clara over to Santa Cruz. Compensation includes base salary plus uncapped commission, with an expected OTE of $110,000.
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:
- Experience in outside, field-based sales, specifically selling a service
- Experience in a quota-carrying role
- 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, identify gaps, and adapt outreach strategy to drive results.
- Comfort spending most time in the community and driving action-oriented conversations
- Comfort using required systems and tools (Salesforce, calendars, documents, Slack, etc.)
- Experience working in or knowledge of the Northern California market
- Nice to Have
- B2B experience developing referral relationships in healthcare or home care
- B2C experience conducting in-home or consultative sales conversations
- Existing network in home care, hospice, senior living, or social work
Leadership Principles:
Honor’s Leadership Principles are the foundation of translating our mission into action. These principles define how we show up and make decisions, and how we hire, develop and grow talent. While Honor has 13 leadership principles, the following are particularly relevant to this role:
- Always Push: Leaders set a high bar for themselves and others. They know that mediocrity isn't an option; they set ambitious goals, always strive for better, and commit to delivering top-notch service and outcomes.
- Identify Problems: Leaders have a keen sense that an identifiable problem is present. They identify it, determine the root cause and propose a solution. Leaders ensure solutions are implemented and partner as necessary.
- GSD: Leaders make tangible progress, delivering quality and timely results. When looking at their accomplishments over the course of a month, it's staggering what they have accomplished and how much they have moved the organization forward.
- Build Trust: Leaders are forthright and ethical. They openly seek the truth and the best path forward, communicating openly, honestly and respectfully. They willingly receive and give feedback. Leaders are not dogmatic - they welcome different perspectives, experiences and identities.
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At Honor, we put people first. Our leadership culture is guided by Leadership Principles that prioritize integrity, compassion, and excellence. We offer a unique opportunity to lead with purpose and make a meaningful impact no matter your role.
Honor is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex (including pregnancy), national origin, age, disability, genetic information, political affiliation or belief.