Who He Is
Parker Stiles is the CEO of Barrington Home Buyers. He operates across multiple states and exit strategies: wholesale, novation, wholetail, flip, and creative finance. He has been active in Georgia, and the Carolinas for over a decade. Parker also owns a Private Money Lending company, FastTrack Funding, that provides investor capital in these same states
The Problems
Parker had been running PPC himself, and through another provider for over a year before he called Bateman Collective. His cost per lead was $57. On paper, that looked efficient.
The reality was different. His campaigns were running max conversions bidding with flat $80 bids across every ad group. Google had no quality signal to work with. It found the cheapest clicks it could, which meant rural properties in low-income markets, sellers with little motivation, and deal spreads that sometimes came in under $10,000.
His sales team was burning hours trying to reach leads that went nowhere. When they did connect, they got tire-kickers. “Yeah, I mean, I’m just kicking tires or maybe three to six months I’d be interested,” was a common response. Parker was generating lead volume. He wasn’t generating deals. When motivation was detected, the areas were commonly sub-par.
The targeting was part of it. But so was the communication. “I used to get better feedback but now I’m not,” Parker said. “I just need somebody that’s gonna be more on it with me.” His previous provider had dropped off after the first 60 days, a pattern he had seen before and was determined not to repeat.
What We Did
Bateman’s first move was to fix the bid strategy. Instead of max conversions with a flat $80 bid, Bateman switched Parker to a target CPA approach, one that uses historical conversion data to determine which clicks are worth paying more for.
The second piece was lead sculpting. On Bateman’s landing pages, if a seller doesn’t answer the qualifying questions correctly, that form submission doesn’t get reported back to Google as a conversion. Google only trains on leads that actually look like motivated sellers. It stops optimizing toward cheap clicks and starts optimizing toward quality ones.
The third piece was geo strategy. Parker started nationwide. Over several months, account manager Jillian Brereton worked with him to cut the markets that were dragging performance. They ran his targeted cities through an AI model cross-referenced with Redfin data and set a $150,000 median home price floor, removing any market where average sale prices were too low to support a workable deal spread.
Michigan came off the list entirely. Iowa, after two contracts were wiped out by abstract title complications, came off too. Low-income pockets in Lansing, Youngstown, and Davenport were cut.
What remained was a focused footprint: Georgia (Atlanta metro, Savannah, Chattanooga corridor), North and South Carolina (Charlotte, Raleigh, Charleston, Columbia). These were markets where Parker had buyer relationships, title contacts, real estate agents, and years of experience closing deals.
Keeping Parker in his markets wasn’t just a comfort play, it gave him a faster path to close on every lead that came in.
The Results
The Results
7.51X All-Time Contracted Projected ROAS | 12.95X Contracted Projected ROAS — Last 90 Days | 9 Active Contracts in Pipeline |
In His Words
“Bateman told me from the beginning that they would get me less leads, and better quality. After coming off of having too many leads, to the point where it bogged down my sales team, this is what I wanted. After about 90 days of tweaking,
I started seeing better results. We had to come off the “nationwide” strategy that I was on before, and go back deeper in the markets that I knew better. After about 5-6 months we started putting real money on the board. This is longer than I wanted to wait, but we were (and still are) in a very tough market, and I started late in the year (‘25), so we had to push through Winter.
Side Note: The majority of my currently projected ROAS is coming from wholesale deals, and a rehab or 2. The rest are made up of wholesales and novations.
I mention this because it is important to be able to identify an opportunity from multiple exit strategies. If I was only wholesaling, I would not be confident in good returns on ANY marketing. This market we are in requires you to get all the juice from every squeeze.
Sometimes that means you have to rehab the property. Sometimes it’s in good shape and you just need to buy it cash and relist it on the MLS (wholetail). Others will work for wholesales, rentals, novations, etc. But you have to have multiple tools in your toolbelt or a slower market like this will eat you alive.
I continue to get great feedback and support from my rep, Jillian. With past companies this faded fast after signup. Not here. I’m very happy, and as long as ROAS continues to make sense, I will keep scaling up with time. “
What this Proves
A low cost per lead is not a good metric if the leads don’t close. Parker came in paying $57 a lead and leaving most of his margin on the table. Bateman rebuilt his targeting around deal quality, not volume, and the economics flipped.
For operators running multi-market or national PPC who feel like they’re treading water, this case study shows what changes when geo strategy, bid strategy, and conversion signals are all pointing at the same thing: motivated sellers in markets where you can actually execute.
