Driving conversion with simplicity and empathy

ORGANIZATION: Landed
WHEN: SPRING - SUMMER 2021

Thanks to its shared appreciation down payment program, Landed helped nearly 1,500 essential workers buy homes and build over $200M of wealth. 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 Landed homebuyers had to be proactive in order to move forward to onboarding. For Landed to fulfill its promise of a best-in-class customer experience and reach its ambitious growth goals, it had to meet more homebuyers where they were.

To bridge this gap, I developed a 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. Two of the four pillars — Homebuyer Education and Customer Stories — specifically addressed the core pain points unveiled during the interviews, while the remaining pillars — Employer Partner Updates and Company News — supported broader organizational storytelling efforts.

Then, I aligned our team’s 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, and 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% while supporting a benchmark customer 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 →

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