Future Sellers Engagement
OPENDOOR
Retention
Website
Growth
Lead designer
At Opendoor, my primary focus was on consumer growth, specifically targeting the seller segment. I spearheaded numerous projects aimed at not just acquiring immediate sellers but also engaging those planning to sell in the future.
Challenge
Most of Opendoor's customers come from marketing efforts, leading to a situation where many are just exploring, curious about their home's value, rather than ready to sell immediately. The key challenge is: how do we stay connected with these potential sellers for when they're actually ready to make a move?
Goal
Ensure Opendoor is the first choice for customers who previously inquired about their home's value when they decide to sell.
By offering valuable and engaging content relevant to their moving process, Opendoor can become the go-to resource for customers, ensuring we're their first choice when they're ready to sell.
Hypothesis
Brainstorms
As this was an ongoing effort for me during my time at Opendoor, I regularly spearheaded both team and cross-team brainstorming sessions. Our goal was to expand the scope of engagement through innovative selling and buying features. Post 2020, these sessions were conducted virtually via FigJam, where we constantly refined our approach to foster creative and innovative thinking within the team.
Exploration and Research
Traditionally, our most effective feature for customer re-engagement at Opendoor was the periodic email prompt to refresh their expiring offer. Eventually, we enhanced this by updating customers when their offer value increased. The aim was always to develop additional engaging features. I collaborated with our research team to validate brainstorming ideas, creating interactive prototypes for user feedback and refinement.
Expanding on the success of the 'refresh offer' feature, the 'set goal price' concept records a customer's desired home price and tracks their offer's progress. We also include their selling timeline and provide market-based predictions to help them achieve their goal price.
Set Goal Price
At Opendoor, we promoted our buying product alongside our selling services. We tested a dual-purpose strategy to study how sellers interact with buying features. We assessed if showing sellers their buying power, based on basic inputs, could boost engagement and adoption of our buying product.
Buying Power
We explored the idea of asking the customer more information about their home, then providing them with suggestions on what might improve its value. Also included giving them service provider recommendations with coupons to use them.
Home Improvement Quiz
The 'to do' tab on the seller's dashboard was under utilized. We thought of utilizing this space to showcase significant market changes and updates on the seller's home price since their last visit. Through this tab, sellers can easily explore the updates and delve deeper to learn more.
Featured Updates
Solution
Overtime, we created a series of features aimed at providing valuable and engaging content for future sellers. The most successful of those being the features aimed at searching for their next home. Although they came to Opendoor looking for the offer value we could provide, our buying feature kept them coming back.
Impact
Adding browse and the ability to calculate their buying power increased our buying product engagement by 9% over the course of the experiment.
