Day in the Life - Angela Roberts, Sales and Marketing Manager at Grove Place Retirement Village

Angela Roberts

Ever wondered what really goes on behind the scenes in retirement property sales? Angela Roberts, Grove Place’s Sales and Marketing Manager explains what her role involves, how she got here, and why coffee is absolutely essential.

Q: What’s your official title, and what does your role really involve day-to-day?

Officially, I serve as the Sales and Marketing Manager at Grove Place, a distinguished retirement village in Southampton.

Unofficially, I wear many hats.

My role extends far beyond traditional sales and marketing responsibilities. I handle property sales end to end -conducting viewings, negotiating offers, answering enquiries, and assisting vendors in preparing their homes for market. This includes coordinating reinstatement quotes, arranging valuations, and carrying out market appraisals.

I also take a proactive approach to marketing, developing and implementing creative local campaigns to generate interest and engagement.

One of the most difficult parts of my role is sales progression and the challenge of keeping the process moving - liaising with solicitors, managing the chain, and stepping in to resolve delays. Ensuring a smooth and timely completion for all parties involved.

Q: How did you get into the real estate and retirement living space? Was it planned or a happy accident?

My transition into the retirement living sector was not planned. At the time, I was working as an estate agent in a fast-paced environment. The job was demanding, with ten-minute viewing slots, frequent delays, and, on occasion, the wrong property keys. More often than not, I found myself meeting both the property and the vendor for the first time during the viewing. The lack of in-depth knowledge about the properties and their owners left me feeling disconnected from the process, and I rarely had the opportunity to truly understand the needs and preferences of those I was working with.

The whole experience felt somewhat chaotic, and I knew I was seeking something different. Then, I came across an advertisement for a sales role in retirement living. Although intrigued, I was understandably hesitant about the nature of the role and what it would entail. However, after meeting the General Manager at the retirement village, my concerns quickly dissipated. They provided clarity and reassurance, and the warmth and welcoming atmosphere of the village made an immediate impression. I decided to take the leap, and seven years later, I can confidently say that I have never looked back. I continue to love what I do, finding great fulfilment in helping individuals find the right place to call home in their later years.

Q: What gets you out of bed in the morning? What motivates you most about your work?

What truly excites me about my role is the opportunity to meet new people. I enjoy discovering what has brought them to Grove Place, learning about their careers and life stories, and ideally sharing a few laughs along the way. I believe that humour plays an important role in building genuine connections, and I strive to create a welcoming, light-hearted environment.

One of the most rewarding aspects of this role is the chance to truly get to know individuals. I take the time to understand what they value, what they envision for their future, and what they’re hoping to find here. It’s often the beginning of a meaningful relationship built on trust, understanding, and shared aspirations.

Q: What is one thing you must include in your morning routine to start the day right?

Coffee. Definitely coffee. And checking my emails, usually from the comfort of my bed. I like to see what the day has in store and it’s my way of mentally preparing for whatever surprises the day has in plan for me.

Q: If you could swap jobs with one resident for a day, who would it be and why?

There is a resident I would absolutely love to swap places with. She is everything I aspire to be - full of life, endlessly creative, and a complete inspiration.

She organises fun events in the village, goes on holidays with other residents, and is always the one to start the conga line at any event or party. She is a true tour de force and I think she would make a great Sales Manager & Marketing too!

Q: What’s the most heart-warming story you’ve heard from a resident?

There are countless moments that leave a lasting impact, but some that stand out the most involve residents who arrive feeling uncertain or overwhelmed about their future. Some people come to us feeling lonely, seeking support, or coping with the recent loss of loved ones. Some are simply unsure of what their next steps should be, feeling as though they may not have many options.

However, when they step into Grove Place and experience our environment, they soon realize they do have choices. Here, they discover a welcoming community, new friendships, and a profound sense of belonging. The key is providing them with a place where they are valued, surrounded by a compassionate team and peers who genuinely care.

It is truly moving to witness someone transform from feeling isolated to embracing a renewed sense of hope. This, more than anything, is what makes Grove Place so special.

Q: If you could live in any property at Grove Place, which one would it be and why?

The bungalow conversion.  We recently amalgamated two of our one-bedroom bungalows.

It is not the largest property at Grove Place, but it feels like our penthouse. I am so proud of it because it was a project we worked really hard on.

Q: If Grove Place had a mascot, what would it be and why?

A smiley face with a pair of hands giving you a warm hug. That sums up the team perfectly. They are amazing because everyone genuinely cares and gets along with the residents.

The residents would 100 percent agree. The team is always there with a smile and a hug, and that warmth is what makes Grove Place feel like home.

Q: What’s the most popular activity among residents that would surprise people?

Croquet. Yes, really.

Our residents love it, and they can be quite competitive. Especially when it’s residents versus the Grove Place team (which we usually lose). It is not exactly mainstream these days, but every Saturday afternoon in the summer months, you will find them on the sun terrace with Pimm’s and homemade scones.

Also, the snooker room is a hit. Mostly with the men in the village, but we do get a few lady players too. If I am completing a viewing, I always must knock before entering because it is serious business in there.

Q:What’s the funniest or most unexpected question a prospective resident has ever asked you?

I have been asked a few times: "Are there many single men in the village?" Of course, it's the ladies who ask, which makes me laugh. So, I go on to tell them about the two weddings we have had at Grove Place. It's never too late.

Q: What’s your favourite thing about Grove Place?

The people. Hands down. The residents, the team, the sense of community. For me it is all about the relationships. Every day brings new stories, new laughs, and new connections.

Q: What do you find most challenging about your role?

Without a doubt, the most challenging part of the role is the sales process itself. People get frustrated with the usual challenges of property purchases. My job is to support them through it.

If I can help settle their nerves and make things easier, I will.  The conveyancing process is not just a transaction, for our demographic, moving home is a huge emotional and practical shift.

Many buyers return for multiple viewings throughout the sales process, and I always encourage that. After all, they have often lived in their homes for 30 or 40 years, and now they are making a life-changing decision.

Q: If you could change one thing about the industry, what would it be?

I would work to make Integrated Retirement Communities more mainstream and accessible to all individuals. As people age, they often face the difficult experience of losing a partner, friends, or their established community. Integrated Retirement Communities offer a supportive and inclusive environment that can help mitigate these challenges.

Retirement should be viewed as a natural next chapter in life, not a last resort. Unfortunately, many people remain unaware of the benefits and options that Integrated Retirement Communities provide. By raising awareness and expanding access, we can ensure that this lifestyle option becomes a viable and attractive option for everyone, promoting a fulfilling and connected lifestyle in later years.

Q: If you could bottle up one feeling that residents experience here, what would it be?

Relief. Or maybe security. Actually, a bit of both.

It is a big decision to move to a retirement village. Until they arrive, residents are hoping, believing, and trying to convince themselves it is the right choice. But once they settle in, there is a sense of peace and confirmation that they have found what they were looking for.

They can view, ask questions, and explore, but that feeling of relief and security is only truly felt once they move in.

Q: You’ve been working at LifeCare Residences villages for over 7 years - what’s changed the most since you started?

There is a real sense of collaboration and teamwork.

As a company, we have a proactive approach.  Constantly improving, problem-solving, and adapting to meet the needs of the market and residents we serve. The recent bungalow conversion is a perfect example.