REAL BROKERAGE · PRODUCT MARKETING + CUSTOMER ADOPTION
From Product Launch to Customer Adoption
Turning an evolving fintech platform into a clear customer proposition—and building the marketing engine to drive usage.
ROLE
Senior Director, Corporate Communications & Brand
FOCUS
Product Marketing · Customer Adoption · Integrated Marketing
IMPACT
113% adoption growth · 216 event sign-ups · $1.5M+ early loan volume
The Opportunity
Real Wallet was evolving from a basic checking account into a broader fintech platform for real estate agents—but there was no dedicated product marketing function translating new features into a compelling customer proposition.
Product teams were understandably focused on what was being built and what was coming next. Agents needed something different: a clear answer to why it mattered to them.
As Head of Communications, I stepped into that gap, partnering across Product, Operations and outside regulatory counsel while listening closely to agents to understand what would actually motivate adoption.
The challenge wasn't simply launching features. It was giving agents a reason to use them.
The Strategy
As Real Wallet evolved, I shifted the narrative from product functionality to practical value for agents.
Real Wallet
Move beyond “a checking account” to demonstrate how Wallet could fit into the way agents actually managed their business finances.
Tax Planning Account
Turn what was technically another account into a practical tool for separating tax funds from everyday business income.
Real Wallet Capital
Position financing around a real challenge for independent real estate professionals: accessing capital to invest in their businesses, from advertising and signage to staging and other growth expenses.
I established weekly cross-functional touchpoints between Product, Operations and Marketing and developed Real's first fintech marketing processes and best practices. I also served as the messaging lead across design, social media and agent education as the product continued to evolve.
Start with the agent, not the feature.
The Activation
Rather than relying solely on product announcements, I built campaigns and experiences designed to move agents from awareness to actual use.
A targeted Tax Planning Account promotion generated 297 new accounts.
For Real's annual RISE conference, I designed an integrated Wallet activation spanning the stage, expo floor and direct agent communications. I developed the GM's onstage conversation with agent panelists, created an attention-driving expo experience, coordinated onsite account-opening support, used event text messaging to drive booth traffic and incorporated incentives tied to product engagement.
The result: 216 net-new Wallet sign-ups during the event.
Across January–November 2025, Wallet adoption grew from 2,339 to 4,994 users—a 113.5% increase.
The launch of Real Wallet Capital also contributed to more than $1.5 million in early/outstanding loan volume.
Turn interest into action.
The Takeaway
Adoption doesn't come from explaining more features. It comes from understanding what customers value.
Good product marketing doesn't start with what you built. It starts with why someone should care.