Director, Home Lead Channel Growth & AI

PenFed Credit Union

San Antonio (TX)

On-site

USD 79,000 - 156,000

Full time

2 days ago

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Job summary

Berkshire Hathaway HomeServices PenFed Realty is seeking a Director, PenFed Home Lead Channel to lead the PenFed Home lead channel across PenFed Realty and PenFed Mortgage. This onsite role focuses on maximizing lead placement, conversion, and mortgage attachment rates while coordinating with marketing, technology, and business development teams to drive revenue.

The ideal candidate has strong sales experience, a proven record in lead management, and expertise in CRM platforms.

Qualifications

Bachelor’s Degree or equivalent professional experience required.
Minimum of five years of mortgage and/or real estate lead management, referral network management, or inside sales leadership.
Demonstrated success driving conversion and revenue results through a lead channel, referral network, or inside sales organization.
Strong sales acumen paired with a working understanding of how marketing and technology drive demand and revenue.
Experience setting and managing performance standards for third-party partners such as referral agents, brokers, or vendors.
Experience with Salesforce, eRelocation, or similar CRM and referral management platforms preferred.
Experience developing business cases for and implementing AI automation or agentic AI solutions in a sales or operations environment preferred.
Strong analytical skills, with the ability to turn data and business intelligence into actionable decisions.
Excellent verbal and written communication skills, with the ability to influence cross-functional stakeholders and senior leadership.
Strong organizational skills that reflect the ability to perform and prioritize several tasks seamlessly with excellent attention to detail.
Demonstrated proactive approach to problem-solving with strong decision-making capabilities. Highly resourceful team player, with the ability to also be extremely effective interpersonally.
Experience using AI tools preferred.

Responsibilities

Own end-to-end performance of the PenFed Home lead channel, with accountability for lead placement, conversion, and mortgage attachment rates.
Serve as the primary liaison between PenFed Realty and PenFed Mortgage, aligning lead handling processes and goals.
Develop and execute strategies for nurturing, qualifying, and placing leads with PenFed Realty agents or referral network partners.
Establish, monitor, and enforce performance standards for referral network brokers and agents; manage coverage gaps.
Ensure agents deliver a high‑quality Very Important Buyer (VIB) experience from first contact to closing.
Define channel KPIs and reporting cadence to measure success (speed-to-lead, contact rate, conversion, etc.).
Analyze channel performance to identify trends and friction points and implement improvements.
Personally manage lead nurturing initially, then build and lead a team of Inside Sales Counselors as capacity grows.
Set coaching, scripting, and quality standards for Inside Sales Counselors.
Prepare lead volume and capacity forecasts for staffing and scheduling.
Collaborate with PenFed Home, Marketing, Technology, and Business Development to optimize lead sources and performance.
Partner with Technology to improve CRM and related platforms and automate campaigns.
Drive AI initiatives across lead capture, nurturing, and operational efficiency; pilot and scale tools with vendors.
Champion BI dashboards and reporting for leadership and stakeholders.
Be a thought leader on applying AI to improve lead capture and performance.