Marketing and Lead Conversion Analyst

Marketing and Lead Conversion Analyst (Our Data Detective)

Most marketing jobs stop when the lead comes in. This one does not.

IBUYWI is looking for someone who can help us answer one important question:

How do we generate more profitable opportunities from our marketing and make sure we capitalize on every lead we pay for?

We invest heavily in TV, direct mail, PPC, data and other marketing channels that generate homeowner leads throughout Northeast Wisconsin. We need someone who can determine what is working, identify where opportunities are being lost and help us continually improve the entire process.

This is not primarily a social media, content creation or graphic design position.

This is a numbers driven role for someone who enjoys digging into data, finding problems, testing solutions and turning missed opportunities into revenue. We need you to become our detective who can solve the mysteries.

The Four Outcomes You Will Own1. Know What Marketing Is Working

1. You will track marketing performance from the initial lead through the final sale.

That includes:

• Gross leads and qualified leads by marketing source

• Cost per lead and cost per qualified lead

• Appointments, contracts and closed deals

• Revenue and return on marketing spend

• Lead quality by list, campaign and channel

• Marketing budget compared with actual spending

Your job is not just to prepare reports. We have the data already tracked. We want you to explain what the numbers mean and recommend where we should increase, decrease or redirect our marketing dollars.

2. Recover Leads We Already Paid For

We have legitimate homeowner leads who have not answered, stopped responding or were never contacted enough times.

You will help build, test and manage a structured follow up system using calls, texts, email and other approved methods.

Initially, you will sit in along side our team inside these lead buckets so you understand why leads are being lost and what actually gets people to respond.

As the system improves, your role will become more focused on building, measuring and managing the process. We are not looking to turn a talented analyst into a cold caller.

3. Find Where the Funnel Is Breaking

You will review the full path from:

Gross Lead Qualified Lead Appointment Contract Closed Deal

You will identify where leads are getting stuck, where follow up is breaking down and where valuable opportunities are dying inside the CRM.

You will work closely with our sales and leadership teams to create clear follow up expectations and make sure every viable lead has a next action.

4. Learn Why We Lose Deals

We want to understand what happens to the leads we do not convert.

You will research historical leads to determine:

• Whether the homeowner still owns the property

• Whether the property was listed or sold

• Whether it sold to another investor

• How long it took the property to sell

• How many times we attempted to contact the seller

• When our follow up stopped

• Which competitors are winning deals from us

• What we can change to improve our results

At times, this may include contacting former leads for simple market research about how they ultimately selected a buyer.

We want decisions based on real information rather than assumptions.

What You Will Do

• Build and maintain a weekly marketing and lead conversion scorecard

• Track spending and results across TV, direct mail, PPC, SEO, data and other channels

• Audit lead sources and CRM attribution for accuracy

• Identify stale, neglected or incorrectly categorized leads

• Reactivate older leads and improve attempted contact recovery

• Monitor whether sales follow up systems are being completed

• Review list quality and direct mail performance

• Design small tests and measure whether they improve results

• Find duplicate, unnecessary or underperforming marketing expenses

• Present clear recommendations to company leadership

• Maintain clean data and accurate reporting inside our CRM

• Work with our acquisitions, sales, disposition and media teams

AI and Technology

You should be comfortable using AI tools such as ChatGPT, Claude or similar platforms to research problems, analyze information, summarize call transcripts, create reports and improve daily workflows.

We are not looking for someone who simply knows how to ask AI to write an email. We want someone who can use technology to work faster, uncover patterns, build better systems and improve decision making.

You must be able to review AI generated work for accuracy and use your own judgment before acting on it.

You must also understand the importance of protecting seller information and only using company approved tools and processes when working with confidential data.

How We Will Measure Success

Your scorecard will include:

• Qualified leads generated

• Cost per qualified lead

• Attempted contact recovery rate

• Reactivated leads

• Appointments created from recovered leads

• Contracts and revenue from recovered leads

• Cost per signed contract

• Cost per closed deal

• Marketing return on investment

• Reduction in viable leads sitting without a clear next action

The goal is not to make reports look good or generate large quantities of cheap leads.

The goal is to create more profitable opportunities and recover revenue we are currently missing.

You May Be a Great Fit If You

• Love finding patterns and figuring out why something is happening

• Are confident working with spreadsheets, dashboards and CRM systems

• Know how to use AI to make yourself more productive

• Can turn messy information into a clear answer

• Are persistent and do not become discouraged by unanswered calls

• Communicate naturally and professionally with homeowners

• Take ownership without waiting to be told every next step

• Are comfortable questioning a process when the numbers show it is not working

• Enjoy testing ideas and measuring the result

• Can balance analytical work with hands on execution

• Keep commitments and follow through

• Have a positive attitude when problems are discovered

• Want your performance measured by real business results

Experience in marketing analytics, lead generation, sales operations, real estate or direct response marketing is helpful.

The right combination of curiosity, persistence, communication skills, technological ability and ownership is more important than a specific degree.

Schedule and Location

This is a full time position based in our Green Bay office.

Some schedule flexibility will be needed because reaching homeowners at different times of the day is an important part of improving contact rates. This would be handled within an agreed upon full time schedule.

About Cailleo Properties (DBA IBUYWI)

Cailleo Properties is a family owned real estate investment company serving homeowners and investors throughout Wisconsin through brands including iBuyWI and Wisconsin Discount Properties.

Our core values are compassion, humility, integrity, respect, problem solving and maintaining a positive attitude.

We are a Christian led company and prayer may be part of company meetings. Participation is voluntary and people of any faith or no faith are welcome.

We are looking for someone who wants ownership, measurable responsibility and the opportunity to have a meaningful impact on a growing company.

How to Apply

Please submit your resume along with a short explanation of a time you found a problem in a process or set of data and what you did to improve it.

If you see a list of hundreds of leads we have been unable to reach and your first thought is, “There is opportunity sitting in there and I want to find it,” we want to talk to you. Post application please submit a short 2 minute video via google drive or youtube private link telling us more about yourself and why you think you are a great fit for this role.