iBuyers face the challenge of educating the homeowner market on what iBuyers are, how they work, and why they should be trusted. Overthink Group and Real Team Panda took a look at Opendoor's content strategy to see what they're doing, and opportunities to improve.

1. Snapshot of Opendoor’s blog
(as of June, 2018)

2. First post published: March 21, 2016
Number of posts published: 80
Average word count per post: 1,070 words.
Publishing frequency: Undefined
At a glance

3. Blog categories
Other: 4%
Home selling: 46%
Home buying: 14%
Customer stories: 20%
Inside Opendoor: 16%

4. Organic search traffic
2.3k visits/mo
(6% of total organic traffic to Opendoor.com)
Most valuable posts:
Title
“How much are
closing costs for the
seller”
“Total cost of selling
a home”
“How much does it
cost to buy a house?”
Traffic value
(monthly):
$2,721 $660 $542
% of organic
blog traffic:
48% 3% 5%

5. Average social shares per post: ~70
Most-shared posts:
“Essential steps for selling a home with pets” (3.4k)
“Total cost of selling a home” (440)
“15 expert tips to increase your home value” (400)
Social media
performance

6. Key Strength: Lots of cash to spend on content and promotion,
which can make a flywheel as they enter new housing markets.
Key Opportunity: They have a strong product offering—lots of
people have questions about the difficult process of buying a
home. Opendoor can answer these questions, and provide one
of the easiest next steps possible.

7. Key Weakness: They don’t have a strong suite of content yet.
Key Threat: Their new competitors (especially Zillow) boast a great
deal of content that is already bringing in highly valuable organic
traffic. The competitors have the attention, and by offering iBuyer
options of their own, they can turn that attention into business for
themselves—instead of business for Opendoor.