May 2022 to Sept 2024
MooveGuru / HomeKeepr
VP of Product & Technology
Increased checkout conversion from 1.5% to 7%, cut subscriber churn from 21.5% to 6.3%, and consolidated three acquired platforms into one while reducing the engineering footprint by more than 75%.
Led product and technology across a three-sided PropTech marketplace.
The problem
HomeKeepr was converting 1.5% of the agents who started an upgrade, and abandoning 82.5% of the carts. The checkout had been built from scratch for one reason: to catch franchise conversions with a code entry step. That step was where almost every abandonment happened.
What I changed
The obvious fix was to rebuild the checkout, which the team did not have the capacity for. Instead I repurposed Stripe's promo codes to identify franchise conversions, which meant the custom checkout no longer had to exist, and replaced it with Stripe plus the free trial that market research said the category responded to. Same outcome, a fraction of the engineering.
Results
- 1.5% → 7%
- checkout conversion
- 21.5% → 6.3%
- subscriber churn
- 7 → 32
- new monthly subscribers
- 46% → 0%
- upgrade-related support tickets
- >75%
- reduction in engineering footprint
What the work involved
- Rebuilt monetization from a single all-inclusive subscription into a three-tier SaaS model, with feature packaging, pricing experiments, free trials, and A/B testing.
- Redesigned the agent dashboard around the upgrade decision: subscriber churn fell from 21.5% to 6.3%, support tickets asking how to upgrade went from 46% of agent tickets to none, and new monthly subscribers went from 7 to 32.
- Redesigned the homeowner dashboard around what homeowners actually came for, putting property details and estimated property value on the dashboard itself and a help center in the main menu, after complaints that both took digging to find.
- Designed and built an embeddable lead-generation widget adopted by enterprise brokerage partners, and delivered a white-labeled, SSO-integrated version of the platform.
- Led a product and engineering organization that peaked at 13 engineers, in-house and offshore, plus QA.
- Consolidated three fragmented acquired platforms into one three-sided marketplace connecting real estate professionals, homeowners, and local service providers, reducing the engineering footprint by more than 75%.
Inside the platform
The other engagements
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30 minutes, free, no pitch. Tell me where the product is stuck, what you've already tried, and what has to be true six months from now.