Digital
2024
Property Value Component
Overview
This project focused on designing and launching a property value component that surfaces a user’s current home value and estimated available home equity within their account experience. The component was created to make home equity more tangible and actionable, helping users better understand their financial position while introducing a new, high-intent entry point into the conversion funnel. By integrating real-time or regularly updated property valuation data, the experience aimed to shift home equity from an abstract concept into a clear opportunity—encouraging users to explore products such as refinancing or home equity solutions directly from a personalized, relevant touchpoint.
Objectives
- Increase conversion entry points: Establish a net-new, high-visibility surface that drives users into the sales funnel from within the homeowner experience.
- Make home equity actionable: Translate complex financial data into a simple, digestible format that clearly communicates available equity and its potential uses.
- Drive user engagement: Encourage repeat interaction by providing dynamic, personalized property value updates that feel relevant and timely.
- Improve lead quality: Capture more qualified leads by targeting users with demonstrated home equity, increasing likelihood of conversion.
- Build trust through transparency: Clearly communicate how property values are calculated and provide confidence in the data presented.
- Support downstream product exploration: Seamlessly connect users to next steps (e.g., refinance, HELOC, cash-out) through contextual CTAs tied to their equity position.
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