Frontdoor

Frontdoor, or usefrontdoor.com, is a real estate investment technology company that specializes in creative financing and investment properties. As head of product, I created a database and fully automated real estate sales CRM that utilizes AI in order to superpower sales agents and boost SEO.

I built multiple API integrations and automations in Python and Javascript to create a system that automatically imports leads, automates follow-ups, and generates bespoke listing pages on websites for properties that are ready for buyers.

Role
Head of Product
Years
2022 - Present

Growing Web Presence

During my time at the company, I led a major update of our entire website to match our new brand identity, starting with the less visited pages. This allowed us to test design changes and gather valuable insights, which I then used to improve our more popular pages, boosting user engagement significantly. In the next phase, I applied these insights to overhaul our core pages.

Working closely with the Marketing team, I handled all web-related tasks, using Webflow to design and build each page from the ground up. This involved close collaboration with stakeholders, engineering, and quality assurance to ensure everything was just right. This hands-on and strategic approach not only made our site look and work better but also helped strengthen our brand's online presence.

Growing Web Presence

During my time at the company, I led a major update of our entire website to match our new brand identity, starting with the less visited pages. This allowed us to test design changes and gather valuable insights, which I then used to improve our more popular pages, boosting user engagement significantly. In the next phase, I applied these insights to overhaul our core pages.

Working closely with the Marketing team, I handled all web-related tasks, using Webflow to design and build each page from the ground up. This involved close collaboration with stakeholders, engineering, and quality assurance to ensure everything was just right. This hands-on and strategic approach not only made our site look and work better but also helped strengthen our brand's online presence.

A User-First Real Estate CRM

I created a custom CRM for our team with screens like Fact Find, Comp, Analyze, and Offer to help agents quickly access crucial property information. During a sprint, we identified the need for fast, easy data retrieval within the CRM, leading to the development of the Info Panel. This tool, always visible on the right side of the screen, surfaces key property details—such as comps, reports, and offers—without requiring users to leave the main interface. The Info Panel significantly streamlined the workflow, enabling agents to find and highlight essential information more efficiently.

A User-First Real Estate CRM

I created a custom CRM for our team with screens like Fact Find, Comp, Analyze, and Offer to help agents quickly access crucial property information. During a sprint, we identified the need for fast, easy data retrieval within the CRM, leading to the development of the Info Panel. This tool, always visible on the right side of the screen, surfaces key property details—such as comps, reports, and offers—without requiring users to leave the main interface. The Info Panel significantly streamlined the workflow, enabling agents to find and highlight essential information more efficiently.

Instant Property Data, Anywhere

I developed the "Info Panel," designed to streamline the workflow by keeping essential property data accessible at all times. Positioned on the right side of the screen, the Info Panel allows users to view and reference property details, sent offers, analyze reports, access market and zipcode data, review comparable information, and manage contacts and notes linked to a property—all without leaving the main screen. This feature was born out of a sprint where we identified the need to reduce handoff time between departments, ensuring that all crucial information was readily available within the user's workstation. This not only enhanced efficiency but also improved the overall user experience by minimizing context switching.

Instant Property Data, Anywhere

I developed the "Info Panel," designed to streamline the workflow by keeping essential property data accessible at all times. Positioned on the right side of the screen, the Info Panel allows users to view and reference property details, sent offers, analyze reports, access market and zipcode data, review comparable information, and manage contacts and notes linked to a property—all without leaving the main screen. This feature was born out of a sprint where we identified the need to reduce handoff time between departments, ensuring that all crucial information was readily available within the user's workstation. This not only enhanced efficiency but also improved the overall user experience by minimizing context switching.

Accurate Deal Analysis

I led the creation of a powerful deal analysis tool that builds quick reports for Rental, Cash, and Wraparound deals. By reverse-calculating mortgage and financing, the tool projects pertinent investment numbers such as cashflow, cap rate, entry, and cash-on-cash. Users can easily move around numbers and view deal changes, allowing them to negotiate with agents and sellers, and adjust their offer on the fly. Multiple reports can be created for the same property, which always create a maximum allowable offer - eventually being used as the anchor point for the offers we send out.

Accurate Deal Analysis

I led the creation of a powerful deal analysis tool that builds quick reports for Rental, Cash, and Wraparound deals. By reverse-calculating mortgage and financing, the tool projects pertinent investment numbers such as cashflow, cap rate, entry, and cash-on-cash. Users can easily move around numbers and view deal changes, allowing them to negotiate with agents and sellers, and adjust their offer on the fly. Multiple reports can be created for the same property, which always create a maximum allowable offer - eventually being used as the anchor point for the offers we send out.

Lightweight Tech Stack

Using Retool as our frontend application, I created custom middleware in Javascript and Python and connected DynamoDB as the database. Various automations connect via API to perform necessary functions, such as document and lead generation, drip campaigns, and property data editing.

These automations are modular and allow us to utilize property data in third-party applications like Google Docs or contact information in Lambda, which is then surfaced in Retool within seconds.

Lightweight Tech Stack

Using Retool as our frontend application, I created custom middleware in Javascript and Python and connected DynamoDB as the database. Various automations connect via API to perform necessary functions, such as document and lead generation, drip campaigns, and property data editing.

These automations are modular and allow us to utilize property data in third-party applications like Google Docs or contact information in Lambda, which is then surfaced in Retool within seconds.

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