Driving conversion with simplicity and empathy

ORGANIZATION: Landed
WHEN: SPRING - SUMMER 2021

Thanks to an innovative shared appreciation down payment program, Landed has helped nearly 1,500 essential workers buy homes and build over $200M of wealth to date. But when I joined as second marketing hire in January 2021, the company had no strategy for nurturing and engaging interested homebuyers.

This meant that, up to this point, Landed homebuyers had to be proactive in order to move forward to onboarding (and beyond). Despite the powerful appeal of down payment support and the organization’s strong reputation, serving homebuyers better at each step of their customer journey became essential to achieving our own ambitious growth goals.

To fill this gap, I began developing a new, homebuyer-oriented content strategy. I began the process by conducting interviews with a sample of both our in-funnel homebuyers and homeowners. These conversations revealed a key finding: before feeling confident about moving forward, Landed homebuyers wanted to understand (1) how the down payment program worked, and (2) who else was using it.

Understanding these concerns allowed us to refine our content pillars for the organization. Two of the four pillars — Homebuyer Education and Customer Stories — were chosen specifically to address the core pain points unveiled during the interviews, and the remaining pillars — Employer Partner Updates and Company News — supported our broader organizational storytelling efforts. (You can learn more about employer-facing communications programs at Landed here.)

I then organized and aligned our content resources to these pillars, enabling my team to develop conversion-oriented content types and messages across a mix of channels, including website, email, SMS, social media. We set aggressive goals for each channel, conducted continuous A/B testing and audience research to understand the most effective tactics, and measured success against both business and marketing metrics.

RESULTS

Within six months of launch, this content strategy increased onboarded customer conversion by 59%. We were able to drive a much higher volume of homebuyers to onboard while supporting a best-in-class customer experience, reflected by an NPS of 85. These results put Landed in a position to raise $31M in Series B funds in fall 2021, which you can read about below.

Read the press release →

Brand Identity & Messaging: ROI

Campaign Management: Landed