Driving awareness, reach and sign-ups for a unique homesharing platform designed for seniors aging in place
Silvernest began as a way to apply the “sharing economy” model to help seniors age in place, protect their financial security and combat isolation. With bold expansion plans in mind, the VP of Marketing engaged my services to help drive organic visits and conversions, while also expanding targeting beyond homeowners to include their loved ones as well as potential housemates.
From 2019 to 2021, I provided strategic and creative writing support for the majority of Silvernest’s branding, product messaging, and customer lifecycle marketing content.
Challenges
- Senior homesharing was an entirely new concept and faced an uphill battle of category confusion
- Awareness among potential homeowner and renter communities was low
Many older adults are wary of online and sharing economy sharing solutions, and naturally concerned about bringing new people into their homes
- Lacking a robust marketing team, the VP of Marketing needed to rapidly spin up content for both potential and existing users.
Impact
- Helped increase memberships by more than 60% and improve retention by roughly 30%.
- Played a primary role in successful marketing initiatives that helped secure Series A funding and subsequent company acquisition.
“Martha is the best. THE BEST. I’m almost hesitant to recommend her because I selfishly want to keep her a secret. If you need a copywriter and content strategist who is utterly dependable and thorough, not to mention superbly skilled, Martha is your gal. She knows how to gather the information needed to produce the best possible product and she’s not afraid to proactively manage you right back—a skill that’s invaluable if you are frequently pulled in multiple directions, as I am.” — Emily Reynolds, Vice President of Marketing, Silvernest