Redefining what homeownership sounds like in America’s hottest market

As Creative Director, I developed the brand voice and messaging system that helped Better.com enter—and stand out in—one of the most competitive real estate markets in the country. In Dallas, where speed and cash dominate, I reimagined what homebuying sounds like: clear, modern, and radically buyer-first.

This campaign didn’t just drive awareness. It reframed Better as a challenger brand with a mission—taking on commissions, gatekeeping, and outdated industry language with a tone that was unapologetically direct.

Better Cash Offer
Insight: In today’s market, the best offer isn’t the highest offer. It’s a cash offer.
Idea: Buy your dream home with our $$.

I led the messaging and concept development for Better’s Cash Offer program—shifting the conversation from affordability to accessibility, and helping first-time buyers win in a high-stakes landscape.

Better Real Estate
Insight: Real estate commissions are stifling the American dream.
Idea: Zero commissions. Salaried agents. Faster closings.

I crafted the story behind Better’s commission-free real estate model, positioning it as a direct attack on a system that drains household wealth. From OOH to Facebook to the Dallas Morning News, our messaging was bold, clean, and culturally urgent.

Execution
We took over Dallas with a campaign designed to sound nothing like a bank—flooding social, print, and street-level placements with sharp, confident lines that made the American Dream feel both tangible and fair.

Role
Creative Director · Brand Voice & Messaging Strategy · Campaign Development · Concept Leadership Across Channels