


With the traditional home warranty industry in decline and homeowners looking for a faster, easier, more affordable way to maintain and service their homes, Frontdoor set out to reshape the industry. So React set out to create a one-of-a-kind app experience that would change the way people keep their homes up and running.
The Background:
Create a new solution for home maintenance and repair.
Frontdoor is a newly launched consumer-facing brand from parent company American Home Shield (AHS) — a nationwide leader in home warranties with over 50 years of experience. Frontdoor's goal was to provide a new home services solution to change consumers' perceptions of what home care and maintenance could be like. This new solution would put the experience and expertise of Frontdoor into the hands of the customers, giving them the power to address almost any home issue right from the Frontdoor app.



The Experiment:
Put real-time expertise in the palm of homeowners' hands.
How do you redefine a category and build a new brand through an app? It's the type of task that React is always eager to tackle. React did more than simply build an app. Much more. A team of over 65 people within the agency came together to build an entire brand from the ground up in under a year. Our discovery process uncovered insights that would guide the creation of a new consumer app experience for when home issues arise. The centerpiece of the app would be the ability for customers to video chat live, in real-time, with a Frontdoor Expert – highly skilled tradespeople who can help diagnose and fix issues right then and there. The video chat feature allows experts to see what the customer sees, giving them the ability to provide help right there on the spot. This one-of-a-kind feature empowers consumers to address problems with confidence and without the typical wait time associated with scheduling home visits from service technicians. The app would also provide additional features, including helpful content for DIY fixes around the home, again putting more power in the hands of the consumer.



The Formula:
Bring together multiple teams and operate at the speed of change.
We immersed ourselves in Frontdoor's business and the industry. React pulled from all disciplines within the agency to successfully build and launch the app including creative, UX/UI, development, SEO, social, media, and analytics. When creating the app, our approach of rapid protyping throughout the entire process helped us become incredibly agile, allowing us to iterate at the speed of new information and data coming through the door. When launching the app, we tapped into the extensive knowledge of the Frontdoor Experts by making them the "heroes" of the brand experience and even using them as talent for our organic social content to help pull consumers down the conversion funnel.
The Reaction:
Homeowners are walking through the door.
Consumers came knocking. Within just five months, the Frontdoor app had over 1 million downloads, demonstrating its strong appeal to homeowners. The organic social clickthrough rate was an impressive 32.2%. The website experienced over 4 million visits in just a few months. In terms of paid media, the campaign was a resounding success. It delivered 519 million impressions with a clickthrough rate (CTR) of almost 1% and a cost-per-click (CPC) of $0.80. Targeted campaigns within app stores and focusing on paid search activity resulted in 5.4 million paid clicks and a $1.00 CPC in that channel.
Results
1MM
app downloads
32.2%
organic clickthrough rate
4MM
website visits in just months
519MM
impressions with $0.80 CPC
5.4MM
paid clicks with $1.00 CPC
Ongoing Success:
Keeping the reaction going
Our success didn't stop there. React continues to launch new social media and digital media campaigns on a monthly basis. Multiple teams are conducting testing across various channels to fine-tune messaging and drive conversions. One notable campaign highlighted the range of home issues and maintenance tasks that users could address through the video chat function. And a multi-variate testing plan with individual landing pages was developed to better understand the factors behind conversion.
React continues to partner with Frontdoor to help reshape the home maintenance and repair category by bring more and more consumers to the door of this one-of-a-kind brand.

Ready to take the next step?