From a closing tool to a platform for growth.

01 / THE CHALLENGE

The problem
worth solving.

Real estate closings involve buyers, sellers, agents, lenders, title, and escrow teams, yet progress can be difficult for participants to see. MyHome’s commercial opportunity was to use technology and expertise to strengthen relationships with realtors, brokers, and lenders and support affiliated transaction services.

02 / THE APPROACH

Strategy, made tangible.

1. Translate product innovation into a reason to choose us. I led commercialization and positioning for a platform that gave transaction stakeholders visibility into closing milestones, supported by automated email updates. I helped expand the internal tool into a multi-partner experience.
2. Equip the field team to explain the value. For a sales organization of more than 20 people, I developed account-specific messaging, pitch decks, one-pagers, presentations, product training, and workflow automation to support territory execution.
3. Make thought leadership a working acquisition channel. I planned and executed conferences, speaking engagements, mastermind gatherings, executive dinners, customer events, and launches. I also represented the company and spoke at events, connecting technology developments to the practical concerns of the real estate market.
4. Connect the platform to the wider business. Technology consulting and the closing experience created opportunities to deepen relationships across lending, title, and escrow. Product, partner strategy, sales engineering, and training all supported that commercial proposition.
5. Design for the relationship beyond closing. The platform included post-closing home information and personalized milestone updates through text, email, and dashboard notifications. My work also included identifying a backend technology partner and supporting adoption through sales and account-management training. The experience deepened my understanding of product-led growth across a customer lifecycle lasting five years or more.

03 / THE OUTCOME

Across my Marketing Technology Director role, commercialization and growth programs increased net-new clients by approximately 30% year over year. Field-marketing programs contributed to nearly 2× market-share growth across priority territories. I enabled a 20+ person field-sales organization and helped expand MyHome from an internal digital-closing tool into a multi-partner platform that earned an Inman Innovator of the Year nomination.