In the span of a few weeks early 2023, Better launched three new products: One Day Mortgage, the Equity Unlocker for Amazon, and a new digital HELOC. As the only full-time writer at Better, I concepted with Michael Rosenau and then wrote every line of copy across every landing page, direct mail, email, product update, and ad.

One Day Mortgage and the Equity Unlocker program are both first-of-its-kind loan products, so I also collaborated closely with our Legal team to make sure all copy was clear to launch.

One Day Mortgage

In October 2022, the average time to go from locked rate to Closing your mortgage was 51 days. In January 2023, Better launched One Day Mortgage where our tech takes our customers from locked rate to Commitment Letter in 24 hours, and then can close as quickly as a week later. Our first customer went from locked rate to Commitment Letter in 37 minutes.

Deliverables: Landing page, product updates, display ads, LinkedIn ads, launch and nurture emails.
Launch date: Jan 25, 2023

Equity Unlocker

When they decide it’s time to buy a home, many tech employees have to sell their company equity for the cash down payment, which means they’ll miss out on future growth in their company. So Better partnered with Amazon to offer a truly unique employee benefit: the ability to grow equity in both a new home AND their company stock.

Deliverables: Landing page, product updates, display ads, LinkedIn ads, launch and nurture emails.
Launch date: February 28, 2023

HELOC

With home values at record highs, more and more homeowners are turning their equity into cash with a Home Equity Line of Credit. So Better launched our digital HELOC as just another tool to help hardworking homeowners unlock additional value.

Deliverables: Landing page, product updates, launch and nurture emails, direct mail.
Launch date: February 15, 2023