Marketing and Lead Conversion Analyst

Cailleo Properties•Green Bay, WI

1d•$60,000 - $70,000•Onsite

About The Position

IBUYWI is seeking a Marketing and Lead Conversion Analyst to help generate more profitable opportunities from marketing efforts and ensure effective lead capitalization. This role focuses on analyzing marketing performance across various channels (TV, direct mail, PPC, data) to identify what's working, where opportunities are being lost, and how to improve the entire process. It is a numbers-driven position for someone who enjoys data analysis, problem-solving, testing solutions, and converting missed opportunities into revenue. The role is not primarily focused on social media, content creation, or graphic design.

Requirements

Ability to track marketing performance from initial lead through final sale.
Proficiency in analyzing data related to gross leads, qualified leads, cost per lead, appointments, contracts, closed deals, revenue, and return on marketing spend.
Skill in identifying lead quality by list, campaign, and channel.
Ability to compare marketing budget with actual spending.
Capability to explain what numbers mean and recommend marketing spend adjustments.
Experience in building, testing, and managing follow-up systems (calls, texts, email).
Ability to identify funnel breakdowns and areas where follow-up is failing.
Experience working with CRM systems.
Ability to research historical leads to understand conversion failures.
Experience building and maintaining scorecards.
Skill in tracking spending and results across various marketing channels.
Ability to audit lead sources and CRM attribution.
Capability to identify and address stale or incorrectly categorized leads.
Experience in reactivating older leads.
Ability to monitor sales follow-up system completion.
Skill in reviewing list quality and direct mail performance.
Experience designing and measuring tests to improve results.
Ability to identify and eliminate unnecessary marketing expenses.
Strong presentation skills to convey recommendations to leadership.
Proficiency in maintaining clean data and accurate reporting in a CRM.
Comfort using AI tools like ChatGPT, Claude, or similar for research, analysis, summarization, report creation, and workflow improvement.
Ability to review AI-generated work for accuracy and apply own judgment.
Understanding of protecting seller information and using company-approved tools for confidential data.
Love finding patterns and figuring out why something is happening.
Confidence working with spreadsheets, dashboards, and CRM systems.
Ability to turn messy information into a clear answer.
Persistence and ability to not be discouraged by unanswered calls.
Natural and professional communication skills with homeowners.
Ability to take ownership without waiting for explicit instructions.
Comfort questioning processes when data indicates they are not working.
Enjoyment in testing ideas and measuring results.
Ability to balance analytical work with hands-on execution.
Commitment to keeping commitments and following through.
Positive attitude when problems are discovered.
Desire for performance to be measured by real business results.
Experience in marketing analytics, lead generation, sales operations, real estate, or direct response marketing is helpful.

Nice To Haves

Experience in marketing analytics
Experience in lead generation
Experience in sales operations
Experience in real estate
Experience in direct response marketing

Responsibilities

Track marketing performance from lead generation to final sale, including gross leads, qualified leads, cost per lead, appointments, contracts, closed deals, revenue, return on marketing spend, lead quality, and marketing budget vs. actual spending.
Explain the meaning of marketing data and recommend adjustments to marketing spend.
Build, test, and manage a structured follow-up system using calls, texts, email, and other approved methods to recover leads that have not responded or were not contacted sufficiently.
Identify where the sales funnel is breaking down (Gross Lead → Qualified Lead → Appointment → Contract → Closed Deal) and where follow-up is failing.
Work with sales and leadership teams to establish clear follow-up expectations and ensure every viable lead has a next action.
Research historical leads to understand reasons for non-conversion, including property ownership, listing/sale status, competitor sales, time to sell, contact attempt frequency, follow-up cessation, competitor wins, and potential improvements.
Potentially contact former leads for market research on their buyer selection process.
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 rates.
Monitor the completion of sales follow-up systems.
Review list quality and direct mail performance.
Design and measure small tests to improve results.
Identify duplicate, unnecessary, or underperforming marketing expenses.
Present clear recommendations to company leadership.
Maintain clean data and accurate reporting within the CRM.
Collaborate with acquisitions, sales, disposition, and media teams.
Utilize AI tools (e.g., ChatGPT, Claude) for research, analysis, summarization, report creation, and workflow improvement, ensuring accuracy and protecting confidential data.