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.
