Go-To Market Strategy

Understanding Real Estate Agents' need for support and Loan Originators' desire to continuously provide value, UMortgage created Agent Connect - a free program offering sales coaching, marketing materials, and a personalized agent portal to track and follow borrowers they've sent to UMortgage.

To introduce this product, I partnered the Marketing team with Sales team members to leverage our captive audience at the Winners Win event. Combining our efforts, we created a veil of mystery around an exciting announcement at the event that will offer increased leads for Real Estate Agents.

During our two day event, the team dedicated a session to officially unveil the Agent Connect program, opportunities for immediate enrollment, and a Q&A panel with Loan Originators and their Real Estate Partners with early access to share their successes in the program.

With the success of the Winners Win event and a robust social media strategy for our Loan Originators to follow, Agent Connect onboarded nearly 1,000 Real Estate Agents to the program in less than 6 months, securing a funnel of profitable leads from agents across the United States.

Humaniz isn’t just another platform—it's a transformative tool for real estate brokerage managers. By focusing on the unique challenges faced by real estate managers, Humaniz offers a solution that blends cutting-edge technology with an intuitive user experience to help Real Estate Agents hire and manage new team members.

Humaniz's Go-To Market strategy spans over 90 days, focusing on introducing the platform through targeted messaging and strategic positioning across web, email, and social media. With the goal of building brand awareness and generating leads, it establishes Humaniz as the solution for brokerage managers looking to scale their business.

With an ecosystem of social channels - Facebook, Instagram, and Pinterest - Humaniz's Go-To Market strategy creates a cycle of discovery, interest, conversion, and loyalty to build its user base and meet customers where they want to be met. After users begin considering Humaniz as their solution, the strategy implements targeted email messaging with a founder-led strategy to connect and nurture leads.