Redfin Premier
Direct Mail Marketing
The Mission & Execution
After launching Redfin’s Premier luxury brand for multi-million dollar homes, the team needed a way to effectively reach new customers on a hyper-local level.
I led the photography strategy and execution for Redfin’s luxury mailer campaign, capturing authentic images of local homes and agents to give a national brand a localized, personal connection. This included new Hero photos that represented all markets Redfin serves, and sourcing photos of Redfin sold listings with accurate data.
Results
This creative approach was instrumental in driving $56M in revenue, $22M in profit, and 2K deals on $9.3M in spend (FY22–FY24).
Building on that success, the campaign expanded reach by 50% YoY (FY24–FY25), engaging over 2M prospective customers through 6.9M mailers, and contributed to high-end market share growth outpacing core growth for eight consecutive quarters.
This became Redfin’s first ever profitable marketing channel targeting home sellers, driving millions of dollars in revenue and profit.