This is a remote position.
About Sell2Rent
Sell2Rent is a Miami-based residential real estate company pioneering the sale-leaseback: we help homeowners
sell their home and stay in it as renters, unlocking their equity without moving. Our customers are equity-rich,
cash-constrained homeowners at real financial inflection points — divorce, debt, retirement, or the need for
business capital. Most have never heard of a sale-leaseback, and many start skeptical. That makes marketing the
growth engine of this company: education creates the category, trust converts it, and disciplined lead economics
make it profitable.
The Opportunity
We have product-market fit, transaction history, strategic capital partners, and a seven-figure media portfolio
already secured — national Spanish-language TV, local broadcast news, DRTV, CTV, and out-of-home. Your first
year isn’t about fighting for budget; it’s about deploying real firepower brilliantly and proving the unit economics
that justify scaling far beyond it.
For the right candidate, success here means becoming a foundational leader of a growing team at the front of
an emerging asset class — residential sale-leaseback — with the chance to define how an entire category is
marketed on television in America. As the company scales, this role scales with it: the leader who deploys this
portfolio brilliantly and delivers the numbers will grow in title, scope, and compensation as Sell2Rent grows.
Successful performance will be rewarded accordingly: the right leader will be considered for stock options in the
company, because we want someone who builds enterprise value and owns a piece of what they build.
The Role
You own television end-to-end: strategy, buying, negotiation, creative direction, delivery verification,
measurement, and the budget behind it — including our secured media portfolio of national Spanish-language
TV, local broadcast, DRTV, CTV, and adjacent offline media (DOOH, cinema).
This role runs the TV side. Our existing digital marketing team — organic/SEO, Google Ads, and outbound calling
— continues to be led by our current VP of Marketing. The two of you operate one funnel under one acquisition-
cost discipline: television creates demand and generates leads at scale; digital captures, nurtures, and retargets
them. You are peers with complementary mandates, and the handoff between your channels is where this
company wins.
This is a hands-on operator role — not brand, not communications. The question that defines the job: “If we put
another $1 million on television, where will the next profitable transactions come from?” You must be able to
answer it with data, and be accountable for the answer.
Two Non-Negotiable Requirements
1. Mastery and control of television as a lead-generation medium. You have personally negotiated with
networks and station groups (rates, dayparts, adjacency, make-goods), built and scaled DRTV and CTV campaigns
with lead attribution to spot and daypart, verified delivery against post-logs yourself, and made weekly kill/scale
decisions on TV using cost-per-lead and cost-per-transaction. Overseeing an agency that did this does not
qualify.
2. Deep residential real estate experience acquiring home sellers. A substantial career chapter marketing to
homeowners who want or need to sell — with a real estate wholesaling operation, home-buying / “we buy
houses” company, iBuyer, sale-leaseback or home equity platform, or seller-side lead-gen business — ideally
with television as a primary channel. You natively know motivated-seller economics (cost per lead, appointment,
contract, close), seller triggers, speed-to-lead discipline, and how to market to homeowners under pressure
without ever being predatory.
A candidate missing either pillar is not a candidate, regardless of title.
Core Responsibilities
• Own the television budget and P&L: allocation across networks, stations, and dayparts, with CPL and cost-
per-closed-transaction targets for TV-driven leads
• Deploy the media portfolio — national Spanish-language TV (~20% of media, executed through the right
creative and intake resources), local broadcast news, DRTV, CTV, and adjacent offline media (DOOH,
cinema) — through trigger-based campaigns (divorce, debt, retirement, business capital) in 3–5
concentrated metros
• Negotiate directly with networks and station groups; verify delivery against post-logs; enforce make-goods
and remedies
• Direct TV creative: briefs, :30/:60/:120 direct-response spots, long-form formats, and testing rotations —
managing production partners to output
• Build TV response measurement and attribution from scratch, and integrate it into company-wide
acquisition reporting
• Partner with the VP of Marketing on retargeting, landing pages, and lead handoff so TV-driven demand is
captured digitally — and with sales on lead definitions and speed-to-lead
