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Snapshot of Opendoor's blogging practices

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iBuyers face the challenge of educating the homeowner market on what iBuyers are, how they work, and why they should be trusted. Overthink Group and Real Team Panda took a look at Opendoor's content strategy to see what they're doing, and opportunities to improve.

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Snapshot of Opendoor's blogging practices

  1. 1. Snapshot of Opendoor’s blog (as of June, 2018)
  2. 2. First post published: March 21, 2016 Number of posts published: 80 Average word count per post: 1,070 words. Publishing frequency: Undefined At a glance
  3. 3. Blog categories Other: 4% Home selling: 46% Home buying: 14% Customer stories: 20% Inside Opendoor: 16%
  4. 4. Organic search traffic 2.3k visits/mo (6% of total organic traffic to Opendoor.com) Most valuable posts: Title “How much are closing costs for the seller” “Total cost of selling a home” “How much does it cost to buy a house?” Traffic value (monthly): $2,721 $660 $542 % of organic blog traffic: 48% 3% 5%
  5. 5. Average social shares per post: ~70 Most-shared posts: “Essential steps for selling a home with pets” (3.4k) “Total cost of selling a home” (440) “15 expert tips to increase your home value” (400) Social media performance
  6. 6. Key Strength: Lots of cash to spend on content and promotion, which can make a flywheel as they enter new housing markets. Key Opportunity: They have a strong product offering—lots of people have questions about the difficult process of buying a home. Opendoor can answer these questions, and provide one of the easiest next steps possible.
  7. 7. Key Weakness: They don’t have a strong suite of content yet. Key Threat: Their new competitors (especially Zillow) boast a great deal of content that is already bringing in highly valuable organic traffic. The competitors have the attention, and by offering iBuyer options of their own, they can turn that attention into business for themselves—instead of business for Opendoor.

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