Growth Marketing Senior Strategist: Vacasa Real Estate

Why Vacasa?

We started with just one home and an idea: to bring homeowners and renters together with smart technology and caring local teams. Today, we’re the largest full-service vacation rental company in North America -- thanks to the people who give us their best every day. You’ll fit right in here if you’re curious, entrepreneurial, data-driven, and thrive in a rapid-growth environment.

Why Real Estate Marketing at Vacasa?

Our real estate business is a “growth business within a growth business”! As part of delivering a full-service vacation rental experience, we started Vacasa Real Estate in 2018. Ever since our founding in 2009, our homeowners and guests ask if we can help them buy or sell vacation properties. With such easy access to motivated buyers and sellers, it made sense to tap our wealth of real estate (RE) and RETech experience to make the process easier, accessible and value add - pointing potential buyers to the Top 25 vacation rental markets in the U.S. and around the world.

Real estate is a game-changer at Vacasa and the industry. In 2020 and beyond, we are growing our national and local real estate teams to give homeowners a bigger rental revenue boost and greater financial freedom by connecting them to the hottest markets, sellers and real estate agents. And, we are working with sellers to get the best price for their rental homes and turnkey relationship between Vacasa and the new owners.

We are looking for seasoned marketing maven, strategist and storyteller to evangelize Vacasa Real Estate’s story to help drive hyper-growth - and prioritize our plays, audiences, and investments for maximum return. You will have full access to our Growth Marketing capability team to execute and measure success. Together you will drive a focused strategy that promotes Vacasa Real Estate story many times, in many ways, to many audiences - whether it’s customers, partners or influencers (analysts, press, bloggers).

We believe that great vacation real estate is driven by people with great information - and we want to provide our RE customers (vacation rental buyers, sellers, agents) excellent, multi-faceted data to make worry-free revenue-generating choices.

If you get excited about solving real business challenges and working hard with other smart folks in a winning culture - we'd love to meet you!

Helping owners find the right vacation home for them

We use Vacasa’s strengths as a property management company and extended our networks and resources into the world of RE/RETech - arming our customers and partners with true data science from Vacasa to optimize their location and financial decisions. Whether it’s getting more buyers, more owner referrals, more RE agencies or more sellers to recommend Vacasa as the premier rental partner - our goal is to provide a comprehensive service to our homeowners that are thinking of selling their current property or investing in a new one. We also connect homeowners with information to sell their homes faster and smarter while coordinating the showing and listing process with experts that specialize in short-term rental sales and qualified RE agents in their markets. Finally, we provide sellers and their listing agents with the Matterport tours, photos, and historical rent data which can make selling their home easier (for homes managed by Vacasa).

Our mission is to empower future or aspiration vacation rental home buyers by connecting them with the hottest U.S. real estate markets that generate the most rental revenue. If owners are looking to buy, we arm them with the data they need to make informed decisions, including estimated revenue potential and tax estimates that will help them identify the best home or market for their needs through our amazing Vesitmator. Whether the home is an hour away from their primary residence or across the country, we can help them find the right vacation home.

What we are looking for

As our lead RE marketing strategist, you will report to the Director of Growth Marketing and partner closely with the Real Estate team of product managers, product designers, data scientists, analysts, and sales and business development managers. You will partner closely to capture Vacasa Real Estate’s differentiated value proposition and positioning statements for buyers, sellers, and agents to drive net new homes to Vacasa and to retain current Vacasa properties when sold.

Your strategy will not only provide the marketing light posts to promote our Real Estate services to buyers, sellers, and agents - but also provide strategic direction to Vacasa’s brand, marketing, digital and public relations on the hottest real estate/REtech trends and Vacasa’s leadership role. By doing so, you will boost Vacasa’s value proposition as a full-service partner and accelerate Vacasa’s growth trajectory in both attracting realtors, real estate agents, potential buyers and sellers to hit our brand and revenue goals.

Required Skills and Responsibilities:

• • Marketing Strategy: As we keep transforming the vacation rental and real estate experience to be simpler, accessible and worry-free, you are the marketing maven who leads the multi-audience marketing strategy to end-users in the real estate adoption cycle, i.e. buyers, sellers, realtors/real estate agents, sales. You will be most focused on helping Vacasa win net new vacation homes and retain existing properties when owners decide to sell - to accelerate Vacasa’s time to revenue and supply-side home inventory.
  • Moments that Matter - Real Estate Marketing Playbook: You will partner with Vacasa Real Estate to map the marketing “moments that matter” in the buying, selling and real estate transactional processes - where on-the-ready Playbooks and communication templates can persuade our various customers throughout the property buying/selling process. You will create key messages that position Vacasa for buying/seller/listing consideration. You will become familiar with key technologies such as Rental Projections, Studio, and data from hot vacation real estate markets
  • Co-Marketing Strategy:  You will steer strategic discussions about potential partners that help Vacasa build its real estate reputation faster and enter new markets - by acting upon Playbook moments that matter, i.e. when a Vacation owner is ready to buy multiple rentals or to sell. Set criteria and do discovery on unexpected or credible partners that help tell the Vacasa real estate story through influence (non paid) vs. paid messages. Help us focus and select one or a few big partner deals - where we can show demonstrable ROI -- to accelerate time-to-market and time-to-money via new and retained Vacasa owners.
  • New Real Estate Marketing Channels/Media: You will select the best new channels - both conversation, marketing and multi-media communication channels - to build on the solid foundation started in 2018. You know the real estate industry and ecosystem - and how people are truly influenced. Help us assess our current marketing channels - and double down on the best ones, while deprioritizing others. Your surgical channel selection will help build Vacasa Real Estate awareness while influencing buyers, sellers and agents during the consideration and transactional stages of vacation rental ownership.

• Big Picture Thinker: We want you 100% on shaping the future of Vacasa Real Estate - thinking about big game-changing marketing moves that bring more excited buyers, sellers, and agents to Vacasa. That may mean penning a national blog or working with a big name consultant to co-write an influential white paper that make influencers sit up and take notice - albeit press, analysts or investors.

• Collaborate with Marketing, Sales, Brand Team: We want you 100% on strategy and storytelling to evangelize Vacasa Real Estate - and will be embedded in the Real Estate team. You will provide strategic direction to the real estate marketing capability team to design new or activate existing channels - to ensure a connected experience for Vacasa homeowners.         

Preferred Skills:

• Storytelling: Ability to create and evangelize a compelling, future-focused, plain language story about Vacasa Real Estate and be a key spokesperson in conversational marketing - including investor/owner/HOA events, national conferences, online seminars or a new REtech podcast series. You will get Vacasa on the RETech and PropTech category roadmap  - and grow buying/seller/influencer mindshare around Vacasa’s disruptive innovation in this transformational space.    
• Content Marketing Strategy: We need a master storyteller to partner with our RE messaging strategist to evangelize the Vacasa Real Estate story and create a regular cadence and editorial calendar to outbound stories - whether it’s real estate buyer/owner/seller testimonials, Vacasa executive keynotes, business development, and sales presentations, or multi-media content strategies to excite and disrupt the real estate market. You will position Vacasa squarely as a formidable lead in the REtech space - and ensure we have a seat at the table with the right influencers.   
• Market Maker:  In your marketing strategy, you will think big picture and also partner with PR and Communications to influence executives, analysts, press, financial/investment influencers, and potential partners - whether it’s Deloitte to collaborate on a RETech whitepaper, or a Real Estate conference organizer to get prominent Vacasa executive keynotes (and help script the speech, customer testimonials, and social media amplication - of course!)                                                                                                                                                                                                                                 

You're excited about this opportunity because you'll:                            

• Make a material positive impact building an industry-defining company with high C-Suite visibility and interest.
• Communicate our company, brand, and real estate services in effective ways, consistent with our values.
• Own the marketing strategy and goals (brand, demand, sales) and hold various partner teams accountable for delivering on results together as One Vacasa!
• Be a trusted resource and visible leader for our entire company. Build a personal real estate brand that we can leverage externally along with the Real Estate Team - whether that is hosting a podcast, delivering in-person marketing seminar, or prepping a Vacasa executive or Real Estate expert to evangelize our story.

We are excited that you are:

• An experienced industry evangelist - who can evaluate existing marketing initiatives to take them to the next level and dream big about future initiatives.
• An inspiring communicator and storyteller.
• A marketing strategist who takes calculated risks to achieve valuable goals.
• 10+ years of experience in progressive Marketing roles including recent experience in a related tech company
• Have prior experience in Real Estate, Property Management, Financial Services, RETech, PropTech, FinTech, or Private Equity.
• Accustomed to working in a fast-paced growth environment. 

We are excited that you have:

• Bachelor’s or Associate’s Degree in Real Estate, Marketing, Economics, or a related field.
• Experience in the real estate industry, tech or RETech industry preferred.
• Experience starting and building new businesses, markets or customers - demonstrating agility and adaptability in a high growth experience
• Trust, influence and credibility - ability to inspire customers, partners and Vacasa employees alike
• Ability to get work done with and through internal and external partners - you will not be required to manage a team.
• Deep understanding of online B2B lead management practices, traditional and digital marketing.
• Experience with customer profiling, segmentation and success in creating new customer experiences.
• Experience recommending changes to strategic and tactical marketing plans, based on insights and analysis of marketing performance and data.

Technical Skills:

• Presentation skills
• Web content management systems (CMS).
• Marketing automation systems (HubSpot, SF or Marketo).
• Web analytics systems (Adobe Omniture SiteCatalyst, Google Analytics, or Segment).

Don’t forget the perks!

• Health/Dental/Vision insurances
• 401k Retirement Savings Plan with up to a 6% company match
• Employee Assistance Programs
• Unlimited paid time off
• Paid sick Leave
• Paid parental leave
• Annual travel vouchers and discounts 
• Employee discounts with partner brands
• Parking and Trimet reimbursements
• Work-from-home flexibility
• Dog-friendly office
• An inclusive community supporting diversity, equity, and work-life harmony