At Grand Oaks, guiding families through one of life’s most important decisions takes genuine care and expertise—and Fema Watson-Brown, Director of Sales, plays a vital role in supporting residents and their families.

Learn more about Fema and her role at Grand Oaks in our Q&A below.

Can you tell us about your educational and professional background?

Fema: I have worked in healthcare administration for many years, mostly in roles that focus on finance, billing, and overall operations. Before coming to Grand Oaks, I worked in hospitals and other senior living communities, and those experiences really helped shape how I support both residents and their families today.

What inspired you to work in senior living, particularly in sales and leadership?

Fema: I have always had a heart for helping others, and I especially enjoy working with seniors. There is something deeply meaningful about being a part of this stage in someone’s life. I love knowing that my work helps bring peace of mind to both residents and their families.

How would you describe your new role and responsibilities as Director of Sales?

Fema: I guide prospective residents and their families from their initial inquiry to move-in and beyond. My role includes educating families about our services, coordinating tours and assessments, assisting with the move-in process, and serving as a resource as they make important decisions.

What does an average day look like for you?

Fema: No two days are exactly the same, which is one of the things I enjoy most about my role. But every day is focused on helping families find the right care for their loved ones.

I manage and support our sales team and also collaborate with department leaders to ensure a smooth transition for new residents and a positive experience for current residents. In addition, I build relationships with healthcare professionals and community partners who may be looking for senior living resources for their patients or clients.

You moved from Business Office Manager to Director of Sales, two roles that require different skill sets. What did that transition teach you, and how does your background in operations shape the way you approach sales today?

Fema: While operations and sales are different disciplines, both are centered on people and trust. My operations background gave me a strong understanding of how the community functions behind the scenes, including billing, contracts, move-ins, and resident services.

Today, that knowledge helps me provide families with accurate information and realistic expectations. It also allows me to answer questions confidently and collaborate effectively with other departments to ensure a smooth experience for residents.

How has your perspective on senior living changed from when you first started to where you are now?

Fema: I used to see senior living primarily as a service. Over time, I have come to see it as a partnership. Families are often navigating significant life transitions, and our role extends beyond providing care.

We offer support, guidance, connection, and peace of mind. I have seen firsthand how the right community can improve quality of life for both residents and their loved ones.

How do you welcome new residents and their families during the transition from potential to actual resident?

Fema: My goal is to make the transition feel as seamless and welcoming as possible. I work closely with families and our team to ensure they understand each step of the process. I also make sure families know who to contact with questions and what to expect on move-in day.

What steps do you take to ensure families feel informed and confident about pricing, contracts, and financial details?

Fema: I want families to understand not only the costs involved but also the value of the services and support being provided. I review everything in detail with families and encourage them to ask questions throughout the process.

In what ways does your role contribute to the overall resident experience at Grand Oaks?

Fema: As one of the first people families meet, I help establish trust by ensuring a smooth transition, maintaining communication, and collaborating with our team. Even after moving in, I continue to check in with residents and families to ensure they feel supported.

How do you collaborate with other team members to support residents? Can you share a time when teamwork really stood out?

Fema: Senior living is truly a team effort. One example that stands out is when we had a move-in scheduled on a very tight timeline. Multiple departments came together to prepare the apartment, coordinate the assessment, and ensure everything was ready for the resident’s arrival.

Seeing everyone work toward a common goal reinforced, for me, how dedicated our team is to provide excellent service.

What was the most memorable interaction you have had with a resident or their family?

Fema: There was one family who came to us during a very difficult time. They were worried about both care and finances. I worked closely with them to sort through everything, and over time, they opened up and felt more at ease. One day, the daughter hugged me and said, “You made all the difference.” I will never forget that moment.

What is one part of your job that people might not expect or fully understand?

Fema: I think people might not realize how emotional this work can be. It is not just paperwork or numbers—it is people’s lives, their stories, and their worries. I try to meet them with empathy first, before anything else.

What part of your work do you find most rewarding, and why?

Fema: Helping someone feel less anxious or overwhelmed is incredibly rewarding. When a family feels seen, heard, and supported, I know I have done my job well. Those moments mean everything to me.

In your opinion, what makes Grand Oaks different from other senior living communities?

Fema: Grand Oaks really does feel like a family. There is warmth and kindness in every hallway. We know our residents by name, we celebrate their birthdays, and we laugh together. It is not just a place to live—it is a place to belong.