Earlier this summer, Opendoor announced a new brand platform, Be Open, with Venables Bell & Partners. This push, which includes TV commercials, shows that customers never know what their residential real estate needs are.
“You can talk philosophically about being open to life-threatening opportunities, but you can also talk tactically about being open to new ways of doing real estate,” Cornes said. I was.
In the podcast, he discusses which marketing channels, such as TV and direct mail, have been most effective in building brand awareness for Opendoor.
Corns also talks about the challenge of reassuring consumers following complaints from the Federal Trade Commission. The Federal Trade Commission last week ordered the company to pay her $62 million. In the complaint, he said the FTC said Opendoor would “tricken potential home sellers into making more money selling homes to Opendoor than they would have by selling them on the open market using traditional sales processes.” I was cheating by making you think I could do it,” he said.
In a statement on its website, Opendoor said the complaints dated between 2017 and 2019 and that it has “corrected” such marketing messages since then.
“We are happy to solve this problem and look forward to continuing to provide consumers with a modern real estate experience.”