Navigating the complex landscape of agents, lenders, inspections, insurance, mortgages, and escrow can be overwhelming for homeowners. But—with cash offers, integrated loans, and a seamless app experience—Reali promised a better way.
As the VP of Brand & Design, I led a team that developed and executed innovative and impactful creative strategies that elevated every aspect of the customer journey.
Our approach centered on creating emotional connections with customers through relatable, authentic, and visually-compelling experiences. This focus helped drive top-line revenue growth and differentiated our brand in the crowded prop-tech industry.
To meet our goal of a consistent and seamless user experience, my team created a comprehensive brand framework rooted in the customer: understanding their pain points and tailoring our creative approach to meet their needs. These guidelines served as both guidepost and guardrail for all our efforts, ensuring brand consistency and alignment while building trust and credibility.
Brand Identity & Guidelines, Messaging Architecture, User Personas, Competitive Audit
I oversaw the redesign of reali.com to align with a shift in corporate strategy, optimize the UX, and improve site performance. Using a modular, responsive framework, we rebuilt the site to make it easy to test, optimize and expand. Our guiding principle of "less is more" helped us to create a personalized, intuitive interface that nudges users through the funnel, providing helpful moments of insight and education along the way.
UX/UI, Web Design, Copywriting, Development, SEO, Performance Optimization
At Reali, our focus on solving customer pain points and building emotional connections was evident in all our marketing efforts. From sales scripts to omnichannel campaigns like the one shown here, we used data-driven insights, testing, and optimization to craft relatable, authentic campaigns that resonated with our target audiences.
Digital Marketing, Social Media, Print, Radio, TV, Direct Mail, OOH, Email, Sales Scripts & Presentations
As Reali's content champion, I oversaw the development of a comprehensive strategy that aimed to educate and emotionally connect with homeowners while improving organic performance. By crafting relatable and informative content and using data-driven insights, we guided our customers through the home buying and selling process, building trust and credibility along the way.
Content Strategy, Social Media, User Resources, Blog, Email, Nurture
VP Brand & Creative
CMO Randa McMinn; Art Directors Megan Golab, Memo Ceballos; Product Designer Jennifer Livingston; Integrated Lead/Research Mattea Kelley; Content & Copy Aleksandra Kadzielawksi, Jennifer Rustigian, Juliet Fox; Product Marketing Omid Dadgar; Project Manager, Laurissa Reager; Product Managers Tony Belforte, Netta Balter; SEO Victorious; Social Power Digital; Behavioral Next Step; Development White Canvas; Original Logo Design New Deal Design