Copywriting and content strategy for three custom landing pages + email
CHALLENGE: We’d like to inspire more homeowners to list and rent their primary homes, but we don’t have any messaging or assets that relate to this new audience.
SOLUTION: Create a new campaign aimed at primary homeowners that integrates with a custom List Your Property page, plus an educational follow up email that invites them to speak with our customer service team.
HOW I HELPED:
Help develop user flow, content strategy, and new USPs catering to this unique audience
Collaborated with marketing, product managers, designers, and dev to align on goals and approve the user flow
Ensured previous testimonial campaign work and revamped Vrbo voice/tone were included in the final creative
Collaborate on initial sketches/design for assets
Team: Vrbo Creative Department
The Primary Home Experience
For the testing phase, we chose to target travelers who would be vacationing soon. A series of Vrbo ads pushed soon-to-be travelers to our custom landing page.
Due to the nature of our transactional List Your Property (LYP) page, we couldn’t implement a way for travelers to list their homes directly on the landing page. So we did the next best thing: All CTAs point to duplicate LYPs, with customized messaging and imagery to match the main landing page.
At this stage in the game, we know that people aren’t always ready to make the leap from consideration to full-blown hosting. An option to sign up for more info and receive targeted educational emails allows Vrbo to keep the conversation going.
Messaging Strategy
While the goal of the landing page is to convert hosts, our strategy focused on awareness and educating homeowners so they can make an informed decision. I developed the messaging to be a simple, uncomplicated rundown of how the site works and what hosts can expect. We worked with brand strategy and our data analysts to develop specific messaging around security, privacy, and “stranger danger” pain points.
Navigation labels
This was a hotly debated topic. Vrbo primarily refers to hosts as “partners,” but an extensive brand strategy survey found that partners prefer to be called hosts (as well as being the industry’s generally accepted term). We chose to use the language our users prefer, and this was a big first step to introducing terms like host, hosting, and guests to future Vrbo projects.
A light touch
Setting the right tone here was important. We didn’t want to introduce additional barriers to homeowners who might not be ready to host today. The copy and CTAs are geared towards developing the relationship, inviting homeowners to get an estimate of their earnings rather than pushing for immediate sign ups.
Custom List Your Property page
To ensure the best possible experience, we chose to duplicate the standard List Your Property page and include custom messaging and imagery to match the Primary Home landing page. Ideally, we would have liked to include the earnings widget on the main landing page, but based on time and dev resources, this was our best option.
Educational email follow up
This was the first in a series of educational follow up emails to the Primary Home experience. Again, the name of the game here is offering help and education. This particular email invites homeowners to schedule a call with the customer service team, and offers supplemental FAQs that build off of the landing page’s main topics.
