Equitable financial coaching for homebuyers

ORGANIZATIONS: TrustPlus and Landed
WHEN: SUMMER 2021 - SUMMER 2022

Landed has helped nearly 1,500 essential workers in healthcare, education, and government buy homes and build over $200M in wealth. But prior to summer 2021, the company had no offering for high-intent customers who needed financial help before being ready to buy.

The result? Only 2% of Landed’s least ready homebuyers were able to onboard, compared to 18% those who had come to the table with higher household incomes and/or more family wealth.

To help Landed live its values and make homeownership more achievable, I created a pilot partnership with TrustPlus, a nationwide financial coaching service. My work was focused on three phases. First, I negotiated a pilot structure, through which TrustPlus would offer free, 1:1 financial coaching to a cohort of homebuyers for up to 12 months so they could reach Landed’s onboarding criteria.

I then led sales trainings and built landing pages to integrate TrustPlus into Landed’s sales and product experience. This ensured qualifying Landed homebuyers could get high-quality information about TrustPlus before being connected to a TrustPlus financial coach.

Finally, I developed a nurture program for homebuyers in the cohort, so that they continued to hear from Landed while working with TrustPlus. This also gave us a chance to collect survey data from homebuyers, so we could learn more about what they themselves thought about their experience with TrustPlus.

RESULTS

Within just three months of launching the pilot, 15% of homebuyers in the cohort were able to onboard with Landed, which represented a 7.5x increase on the company’s historical conversion rate.

These results continued over the following months, leading us to extend our relationship with TrustPlus to a formal partnership, through which Landed eventually referred up to 1000 homebuyers per month to TrustPlus. Ultimately, 42 families achieved their dream of homeownership through this program.

Campaign Management: Landed