When residents and families have questions about transitioning to senior living, having the right person in their corner makes all the difference. As Sales Counselor at Grand Oaks, Muhammad Razzaq is that person—offering guidance, answering questions, and helping families feel confident every step of the way.

Learn more about Muhammad and his work at Grand Oaks in our Q&A below.

Can you tell us about your educational and professional background?

Muhammad: I attended UCONN for my undergraduate degree in economics and a master’s in public administration. My interest in healthcare stemmed from my grandmother, who practiced as a physician for 52 years.

She lived with us until her passing, and the disjointed healthcare experience was in large part what led me to begin my career working for an electronic health record (EHR) company in Boston. I moved to DC after getting married and transitioned into a development role at a property management company to pursue my interest in real estate.

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

Muhammad: I did not feel the same sense of fulfillment despite having found success in property management, so I was anxious to find another opportunity. The best part of business development in both my previous companies was the ability to interact with many different individuals, learn about their stories, and build lasting relationships. In assisted living, I found a way to be in healthcare, working directly with families while continuing to develop my skills.

How would you describe your role and responsibilities?

Muhammad: As a Sales Counselor, my primary responsibility is to ensure organizations and families are fully informed about what Grand Oaks has to offer so that they can make informed decisions regarding assisted living needs.

What does an average day look like for you?

Muhammad: Most of my day is spent conducting outreach—calling or emailing individual contacts who have inquired about the community or visiting local medical offices/hospitals to get referrals. 

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

Muhammad: I believe families feel welcome when they see a true sense of community. Families can often tell when teams within a community work together. During the initial phases, the sales team is the sole point of contact for a family.

Once the family decides they would like to tour, the interconnectedness of the teams at Grand Oaks becomes evident. I strongly believe the same interconnectedness after move-in is what sets Grand Oaks apart—sales team members remain visible to residents even after move-in.

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

Muhammad: Being transparent and urging families to budget for higher levels of care is how I ensure families feel comfortable about pricing. Most families are concerned about being good financial stewards of their loved ones’ money, so showing that you align with them in that goal helps build trust throughout the sales process. Similarly, I have found that families appreciate that the sales team is knowledgeable and can speak to contractual clauses.  

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

Muhammad: One of the most important parts of any assisted living community is the socialization opportunities presented to residents. I am fortunate to have a sales leader who encourages me to step outside my office and actively interact with residents. I have made it a habit to stop by for a few rounds of trivia in the mornings, to drop by and greet residents and grab a chocolate during their bingo games, and to stop and greet residents as I see them during the day. 

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

Muhammad: There are several instances in which collaboration was vital to ensuring residents were supported. The best example was when each member of the sales team assisted in scheduling an assessment for a potential resident.

During the assessment, it became apparent that the future resident would be a better fit for our memory care community, so the clinical team performing the assessment called the nurse manager over at Oasis, and they were able to assess the resident for memory care without having to inconvenience the family to come back at a different time.  

How do you collaborate with the sales team to support current and future residents?

Muhammad: Collaboration is essential for any team. The sales team members’ offices are next to each other, and we often have free-flowing conversations to brainstorm solutions in real time.

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

Muhammad: There are several families that I have had the pleasure of getting to know. The most memorable, though, was when a family lost out on an apartment that they thought would be perfect for their loved one. The sales team brainstormed and identified an apartment being turned over that met the family’s needs. It was truly rewarding to see the joy on the relatives’ faces once they had secured the new apartment.

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

Muhammad: Collaboration with the facilities team. Many people might assume that facilities and sales are not working in close collaboration, but we have weekly walk-throughs in the community to identify areas for improvement/get updated on projects.

Are there any common concerns or misconceptions families have when they first come to you about senior living, and how do you address them?

Muhammad: Many families have misconceptions about who qualifies for senior living. They often conflate senior living with only being part of the equation when care is needed, rather than an environment that may also be beneficial for socialization. Many families are unaware of the level of independence some residents have.

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

Muhammad: When family members come up to you when the resident is not around and thank you or say that Grand Oaks is taking care of their loved one. I strongly believe that you cannot be the best version of yourself as a salesperson unless you truly believe what you are selling. 

What makes Grand Oaks different from other senior living facilities?

Muhammad: Grand Oaks truly feels like a community. Residents come from varying professional backgrounds, have different interests and different lived experiences, but ultimately, you see that most residents have built strong relationships. Our typical staff tenure is longer than most other communities in the area, which reinforces the community feel, given that residents can build relationships with the staff as well.  

What advice do you have for families considering senior living for their loved ones?

Muhammad: Choose a true community—where residents share values and can be themselves—and ensure that you observe how staff members treat the residents.

What do you enjoy doing in your spare time?

Muhammad: Having grown up in New England, I am an avid Boston sports fan. I enjoy playing sports—especially basketball and soccer—more than watching them. I also love to travel with my wife. We are slowly making our way through our bucket list spots.