case study 03

optimizing repair fees for home sellers

In order to achieve a more positive tone with home sellers, our team set out to reduce repair fees and improve fee messaging.
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We implemented several important changes to help drive conversions and reduce uncertainty in matching repair funds from sellers to buyer expectations when reselling.

the problem

While reviewing Opendoor's final offer for their home, sellers were often offended and distracted by repair fee descriptions.

approach

In order to quickly validate solution ideas, ops and engineering piloted changes to a subset of sellers. We then carefully analyzed these calls to understand reactions to updated messaging.

200+

Customer Calls

83%

Positive Seller Response

the solution

By removing smaller repair asks and simplifying the repairs presentation, we were able to shift focus away from home defects which often upset sellers. Instead, we highlighted the seller's net proceeds amount in both their closing dashboard and in scripting for our customer support reps.

For customers that desire to see more details, we also designed an exception flow in which Opendoor reps can email more descriptive repair details at their discretion.

updated dashboard

detailed report

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