Going national with a new homebuying model

ORGANIZATION: Landed
WHEN: FALL 2021 - SPRING 2022

After raising its Series B funding in fall 2021, Landed was ready for national expansion. And since partnerships with employers in healthcare, education, and government accounted for 70% of the company’s historical homebuyer leads, starting conversations with hospitals, school districts, universities, and municipalities in new markets became a key priority.

To support this awareness push, l led a national expansion communications strategy to drive outreach, nurture, and conversion for new employer prospects.

First, I worked closely with our sales team to understand the employer audience better, focusing on the goals, pain points, messaging and communication preferences, and data we had for each employer segment.

After finding that the key concerns for the target audience were employee recruitment and retention, I conducted competitive research into other B2B benefit providers. This allowed me to understand other messages and tactics similar organizations were using to reach these employers.

Then, I worked alongside internal design and comms teammates to develop a strategy and author materials for a six-month campaign, introducing Landed as “Your Recruitment and Retention Partner” across organic and paid social media, PR, email outreach, as well as other channels.

RESULTS

Within six months, Landed was able to expand from 16 metro areas in 5 states to 260 metros in 32 states, increasing the number of employer partners nationwide from 175 to 250. And the materials we developed for this campaign were also used by the sales team in their communications with existing employers, which drove an increase in re-engagement rate for key accounts from the low 50s to 74%.

View Landed’s employer case studies →

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