Marketing Analyst

Company Overview

Homes of America, LLC (“HOA”), which was formed in 2020, is a nationwide owner and operator of manufactured housing communities. The firm is focused on opportunistically acquiring, improving, and operating manufactured housing communities in primary, secondary, and tertiary markets across the United States.

Our leadership team has decades of experience acquiring, improving, and operating businesses and assets across a myriad of industries and asset classes. Homes of America is well on its way to becoming the country’s premier owner and operator of manufactured housing communities with one of the industry’s largest and most diverse portfolios.

To date, HOA has invested in and currently manages approximately 15,500 home sites across 155 communities and 19 states.

Position Overview

The Marketing Analyst is responsible for analyzing marketing performance, identifying growth opportunities, and providing data-driven insights to support occupancy, home sales, lead generation, and resident retention across a portfolio of manufactured housing communities.

This position partners with Marketing, Operations, Sales, and senior leadership to evaluate marketing campaigns, monitor key performance indicators (KPIs), assess market trends, and optimize marketing spend. The ideal candidate combines strong analytical skills with an understanding of digital marketing, customer acquisition, and multi-site property management operations.

Key Responsibilities

Marketing Analytics and Reporting

· Develop, maintain, and distribute marketing dashboards and reports tracking key performance indicators across the company's portfolio of communities.

· Analyze lead volume, lead sources, conversion rates, cost per lead, cost per acquisition, occupancy trends, and home sales performance.

· Evaluate marketing campaign effectiveness and provide actionable recommendations to improve results.

· Monitor performance across individual communities, regions, and the overall portfolio.

· Identify trends, performance gaps, and opportunities to improve marketing efficiency and return on investment (ROI).

· Prepare regular reports and presentations for marketing leadership, regional managers, and executive leadership.

Lead Generation and Sales Performance

· Track the marketing funnel from initial inquiry through appointment, tour, application, lease or home purchase.

· Analyze lead quality, response times, appointment show rates, and conversion rates.

· Evaluate the performance of digital advertising, listing platforms, paid search, social media, email campaigns, and other lead-generation channels.

· Partner with Sales and Operations teams to identify opportunities to improve prospect follow-up and conversion.

· Monitor performance of new and pre-owned manufactured home sales, rental homes, and vacant homes, as applicable to the portfolio.

Market Research and Competitive Analysis

· Maintain and update marketing channels ensuring alignment with sales and rental goals.

· Conduct competitive market research on rental rates, home prices, occupancy, promotions, and available housing in target markets.

· Analyze local housing demand, demographic trends, customer segments, and market conditions.

· Identify opportunities to increase occupancy, improve pricing strategies, and strengthen the company's competitive position.

· Support market-level marketing plans for new acquisitions, underperforming communities, and expansion opportunities.

Marketing Budget and ROI Analysis

· Monitor marketing expenditures and compare actual spending against budget.

· Analyze cost per lead, cost per lease, cost per home sale, and return on advertising spend.

· Evaluate vendor and advertising channel performance to help determine budget allocation.

· Recommend opportunities to reduce ineffective spending and improve marketing efficiency.

· Assist with forecasting marketing results and developing annual marketing budgets.

Data Management and Cross-Functional Collaboration

· Maintain accurate and consistent marketing data across reporting systems, CRM platforms, website analytics, and advertising tools.

· Identify data quality issues and work with relevant teams to improve reporting accuracy.

· Collaborate with Marketing, Sales, Operations, Revenue Management, and IT to support business objectives.

· Assist with marketing technology implementations, reporting automation, and process improvements.

· Translate complex data into clear, actionable insights for both analytical and non-technical audiences.

Qualifications

· Bachelor's degree in Marketing, Business Analytics, Statistics, Finance, Economics, or a related field preferred.

· Two or more years of experience in marketing analytics, business intelligence, digital marketing, or a related analytical role preferred.

· Experience analyzing multi-location business performance, real estate, property management, or housing markets is a plus.

· Strong proficiency in Microsoft Excel, including pivot tables, lookups, formulas, and data analysis.

· Experience with business intelligence tools such as Power BI or Tableau preferred.

· Familiarity with Google Analytics, digital advertising platforms, CRM systems, and marketing automation tools.

· Strong analytical, problem-solving, and critical-thinking skills.

· Ability to interpret data, identify trends, and make actionable business recommendations.

· Excellent written, verbal, and presentation skills.

· Strong attention to detail and the ability to manage multiple priorities and deadlines.

Key Performance Indicators (KPIs)

Success in this role will be measured by the accuracy, timeliness, and business impact of marketing analysis, including:

· Lead volume and lead quality by community and marketing channel.

· Cost per lead, cost per lease, and cost per home sale.

· Lead-to-tour, tour-to-application, and application-to-lease conversion rates.

· Home sales conversion and inventory performance, where applicable.

· Occupancy trends and vacant home performance.

· Marketing spend versus budget.

· Return on marketing investment and advertising spend.

· Website traffic, digital engagement, and campaign performance.

· Resident retention and renewal trends, where relevant to marketing initiatives.

· Quality and timeliness of dashboards, reports, and recommendations.

Pay: $45,000.00 - $50,000.00 per year

Benefits:

• 401(k)
• Dental insurance
• Health insurance
• Paid time off
• Vision insurance

Work Location: Remote