OverviewBerkshire Hathaway HomeServices PenFed Realty (PenFed Realty), a wholly owned subsidiary of PenFed Credit Union (PenFed), is hiring a Director, PenFed Home Lead Channel to work onsite at our San Antonio, Texas or Phoenix, Arizona location. The Director, PenFed Home Lead Channel will own the performance of the PenFed Home lead channel for PenFed Realty and serve as the primary liaison between PenFed Realty and PenFed Mortgage. This individual will be accountable for the placement of PenFed-generated real estate leads with PenFed Realty agents and with brokers and agents in the PenFed Realty referral network, and for driving lead placement, conversion, and mortgage attachment rates. The Director will oversee lead nurturing and agent follow-up to ensure every buyer receives a strong Very Important Buyer (VIB) experience, and will manage performance standards for the referral network in partnership with the PenFed Realty Business Development team. Working closely with PenFed Home, Marketing, Technology, Business Development, and the PenFed Relationship Manager team, the Director will influence lead generation programs, optimize the CRM and nurture campaigns, and serve as a thought leader for applying agentic AI and business intelligence to improve lead capture, operational efficiency, and channel performance. The ideal candidate pairs strong sales acumen with a clear understanding of how marketing and technology drive revenue.
ResponsibilitiesReasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. This is not intended to be an all-inclusive list of job duties and the position will perform other duties as assigned.
- Own the end-to-end performance of the PenFed Home lead channel for PenFed Realty, with accountability for lead placement rates, conversion rates, and mortgage attachment rates.
- Serve as the primary liaison between PenFed Realty and PenFed Mortgage, aligning lead handling processes, service levels, and shared goals so that PenFed-generated leads are placed with the right agent and connected with PenFed Mortgage financing.
- Develop and execute strategies for nurturing, qualifying, and placing leads with PenFed Realty agents or with brokers and agents in the PenFed Realty referral network, based on market coverage, agent capacity, and performance.
- Establish, monitor, and enforce performance standards for referral network brokers and agents, including response time, follow-up, status updates, and closing outcomes. Partner with the PenFed Realty Business Development team to manage the referral network, address underperformance, and identify coverage gaps.
- Ensure agents properly work assigned leads and deliver a consistent, high-quality Very Important Buyer (VIB) experience from first contact through closing.
- Define channel KPIs and operational metrics (e.g., speed-to-lead, contact rate, placement rate, conversion rate, mortgage attachment rate, and cycle time), along with the process maps, scorecards, and reporting cadence used to measure success.
- Analyze channel performance to identify trends and friction points across the lead lifecycle, and implement improvements in process, agent behavior, training, and technology.
- Personally manage lead nurturing and agent follow-up during the role's initial phase, then build, hire, and lead a team of Inside Sales Counselors as capacity requires.
- Set expectations, coaching, scripting, and quality standards for Inside Sales Counselors responsible for nurturing leads and staying in contact with agents to ensure each lead is properly worked.
- Prepare lead volume and capacity forecasts based on historical and anticipated volume to inform staffing, scheduling, and the timing of team expansion.
- Collaborate with the PenFed Home team to manage lead sources, evaluate source quality and performance, and recommend changes that improve referral placement and conversion.
- Serve as a key stakeholder to the Marketing team, providing channel insights and performance data that shape initiatives to drive awareness and demand. Influence the design and prioritization of lead generation programs.
- Partner with the PenFed Relationship Manager team to support adoption of VIB and awareness of the PenFed lead channel across all PenFed Realty agents.
- Partner with the Technology team to optimize the CRM (Salesforce) and related platforms (e.g., eRelocation), including lead routing, workflows, data quality, and automated email and SMS nurture campaigns.
- Conduct regular audits of lead sources and routing within the CRM to ensure leads are properly assigned, tracked, and followed up on.
- Set the vision and own the business case for leveraging agentic AI across the lead channel, identifying use cases in lead capture, nurturing, qualification, agent follow-up, and operational efficiency.
- Partner with Technology and third-party vendors to prioritize, pilot, and scale AI and automation solutions, measuring their impact on capture, conversion, and cost to serve.
- Champion business intelligence, dashboards, and reporting that give PenFed Realty leadership, PenFed Mortgage, and other stakeholders timely, accurate insight into channel performance.
- Serve as a thought leader within PenFed Realty on applying AI to improve lead capture and performance, staying current on industry trends and best practices.
- Participate in the strategic planning process, providing insights and direction on how the lead channel can contribute to PenFed Realty and PenFed goals.
- Foster a culture of continuous improvement, accountability, and member-focused service, generating innovative ideas and implementing best practices.
- Identify, communicate, and address First Line of Defense concerns regarding operational controls, lead handling processes, and compliance with applicable regulations (e.g., RESPA, Fair Housing, and consumer contact rules).
QualificationsEquivalent combination of education and experience is considered.
- Bachelor's Degree or equivalent professional experience required
- Minimum of five (5) years of experience in mortgage and/or real estate lead management, referral network management, or inside sales leadership, including a minimum of five (5) years of direct management experience.
- 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 ability to achieve high performance goals and meet deadlines in a fast-paced environment.
- 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 A.I. tools preferred.
Supervisory ResponsibilityThis position will supervise employees eventaully.
Licenses and CertificationsThere are no additional licenses and/or certifications required.
Work EnvironmentWhile performing the duties of this job, the employee is regularly exposed to an indoor office setting with moderate noise.
*Most roles require working in an office setting with moderate noise and the ability to lift 25 pounds.*
TravelAbility to travel up to 25%
Pay Transparency The anticipated starting salary range for this role is $79,400.00 - $155,529.00
This position includes commission/incentive plan compensation.
