LCS Celebrates Employee SalesFIRST Honorees  

LCS has announced the latest employee honorees to receive SalesFIRST™ Awards. SalesFIRST is an LCS company imperative designed to elevate experiences for residents and deliver industry-leading performance across LCS-owned or managed communities. The biannual award recognizes excellence in Focus, Invest, Responsibility, Systems, and Transparency.

“Each of these honorees exemplifies the spirit of LCS SalesFIRST - putting relationships first and delivering meaningful, memorable experiences for residents, customers, and colleagues,” said Jim Pusateri, SVP/Chief Sales Officer. “Their commitment to excellence and passion for serving others is truly what sets them apart, and we are proud to recognize their achievements and celebrate the impact they make every day.”

SalesFIRST honorees include:

FOCUS: Lori Frost, Director of Life Enrichment, Delaney at Waco
Lori is recognized for her extraordinary focus on purposeful engagement and creating innovative partnerships that bring meaning and connection to residents’ lives. Her collaboration with Baylor University’s School of Social Work has expanded into a second year, pairing students with residents for ongoing storytelling, learning, and intergenerational connection—an example of focus that elevates experience and strengthens her community’s identity.

INVEST: Sam Notowich, Executive Director, Heritage at Irene Woods
Sam is honored for fully investing in sales success through hands-on leadership and culture-building. By embedding himself in the sales process and aligning every department to support the prospect experience, Sam helped drive Independent Living occupancy from 64% to over 90% in just 18 months at Heritage of Irene Woods.

RESPONSIBILITY: Liza Steinfeld, Administrator, The Clare
Liza exemplifies responsibility through disciplined execution, regulatory excellence, and unwavering accountability. Her leadership of the Assisted Living Occupancy Plan helped The Clare reach 100% occupancy in Assisted Living and Memory Care multiple times, while also achieving the highest Skilled Nursing occupancy in the community’s history.

SYSTEMS: Maxine Murray, LCS Clinical Operations Specialist
Maxine is recognized for building and restoring clinical systems that directly support occupancy and operational stability. In the absence of clinical leadership at Clarendale Clayton, Maxine stepped in, earned state assessment qualifications, rebuilt processes, and helped the community achieve its highest occupancy levels to date while ensuring continuity of care and compliance.

TRANSPARENCY: Paul Lloyd, Executive Director, Clarendale Six Corners
Paul is honored for leading with transparency, authenticity, and trust—creating clarity around goals, metrics, and expectations while energizing his team. Under his leadership, Clarendale Six Corners achieved 30% year-over-year occupancy growth, exceeded move-in budget with 132 move-ins, and increased professional referrals by 275%, proving that transparency drives results.