Housing Neo & App Takeover
Diagnosing why a legacy ad product was losing renewals, then designing its replacement — plus a new homepage placement that lifted leads on its own.
An impressions-only product was quietly losing developers
The legacy off-platform marketing product was sold on impressions, not outcomes. Developers had no lead visibility, and renewals suffered as a result.
Developers don't want more impressions — they want proof of leads and a new visibility surface
Replace impression reporting with a lead-tied performance dashboard, add lead exclusivity as a commercial guarantee, and separately ship a new seller-facing homepage placement.
Two shipped products, one shared insight about proof over reach
Housing Neo: a 360° developer marketing channel with campaign-to-lead attribution, 30-day lead exclusivity, and a higher minimum spend threshold targeted at non-legacy accounts.
App Homepage Takeover: a seller-facing visibility placement on the highest-traffic surface in the consumer journey.
Results
The dashboard became the proof point that closed the trust gap the legacy product never solved; pairing a performance guarantee with a new visibility surface is now a repeatable pattern.