Third Party Lead Manager

About Griffin Funding

Griffin Funding is a direct-to-consumer mortgage lender specializing in Non-QM, VA, DSCR, Bank Statement, and conventional loan products. We're a high-performance team committed to 5-star service, data-driven growth, and helping more borrowers close loans faster. We hold ourselves — and our partners — to elite standards.

Role Overview

The 3rd Party Lead Manager owns the performance of Griffin Funding's external lead vendor relationships. While third-party leads represent approximately 10% of our overall lead budget, this role is critical to ensuring every dollar spent converts efficiently — from cost per lead all the way down to cost per funded loan.

You will be the primary point of contact for vendors like LendingTree, Rabbu, BiggerPockets, and others — managing filters, setting expectations, analyzing CRM data, and holding vendors accountable to the metrics that matter.

Key Responsibilities

Vendor Relationship Management

• Own day-to-day relationships with all third-party lead vendors
• Conduct weekly calls with each vendor to review performance, share feedback, and drive optimization
• Negotiate lead pricing, volume commitments, and filter parameters
• Onboard new vendors and sunset underperforming ones

Performance & Accountability

• Track and report on key metrics for each vendor: cost per lead (CPL), contact rate, conversion rate, and cost per funded loan
• Build and maintain vendor scorecards updated weekly
• Identify underperforming vendors and develop action plans or recommend pausing spend
• Establish clear performance benchmarks and hold vendors accountable to them

Lead Filter Management

• Define and manage lead filters for each vendor including minimum loan amount, minimum credit score, loan type, geography, and intent signals
• Continuously test and refine filters to improve lead quality and downstream conversion
• Coordinate with LOs and processors to gather real-time feedback on lead quality

CRM Integration & Reporting

• Pull weekly performance reports from HubSpot CRM by vendor, campaign, and lead source
• Translate CRM data into actionable vendor feedback and optimization recommendations
• Ensure all vendor leads are properly tagged, routed, and tracked through the full lifecycle in HubSpot
• Collaborate with marketing and operations teams to close reporting gaps

Collaboration

• Work closely with the marketing team to align third-party lead spend with overall lead generation strategy
• Partner with Sales leadership to understand LO feedback on lead quality by source
• Communicate proactively with leadership on budget pacing, performance trends, and vendor recommendations

Success Metrics

• Cost Per Lead (CPL): By vendor, loan type, and filter set
• Contact Rate: % of leads reached by an LO
• Conversion Rate: % of leads that convert to applications and locks
• Cost Per Funded Loan: The ultimate performance metric
• Vendor Scorecard Accuracy: Weekly updates, no gaps