Redfin Acquisition

Overview

In 2025, Rocket Mortgage acquired Redfin, bringing 50 million monthly users into the Rocket ecosystem and creating the strongest top-of-funnel pipeline in company history. The deal closed fast and came with an immediate content challenge: Rocket Homes, the company's existing home-search product, had to be sunset before the merger. We were tasked with guiding millions of users across web, mobile, and app to their new home search tool.

Challenge

Rocket Homes served clients at the earliest stage of the home-buying journey. 30 days before the acquisition closed, those clients needed to understand why their experience was changing, where they were going, and that their data was safe. Any confusion at this stage meant lost leads (and trust!), and we were under a tight deadline to get this launched. Messaging had to be clear, warm, and coordinated across every touchpoint simultaneously.

Content Opportunity

While the Rocket Homes user base was small, they were fiercely loyal. We needed to convert Rocket Homes users into Redfin users without losing the mortgage intent we had already captured. Every message had to do two things at once: close one chapter cleanly and open the next with confidence and excitement.

Process

As the content lead supporting this work, I quickly brought together our team and started guiding them through activities to align on messaging and map every touchpoint where the Rocket Homes brand appeared: app stores, in-app banners, transactional emails, push notifications, web pages, and partner surfaces. For each one, we used our messaging strategy to craft content covering 30 days out, 7 days out, day 1, and post-sunset. Stakeholder review and legal approval ran in parallel across all 15+ pages. A 30-day countdown framework kept product, legal, marketing, and engineering synchronized and unblocked throughout the rollout.

Assets (30 days before sunset)

Before the formal sunset date, clients received proactive guidance across every channel. App store updates, detailed on-page banners/modals, and email communications followed a consistent message that covered what, why, and when while adding details hyper-relevant to that page. For example, if you were on your 'Saved searches' page, our messaging would inform you how to ensure your saved searches followed you to Redfin. The tone was always direct and reassuring, while injecting excitement about this new platform.

Assets (post-sunset)

After the sunset, clients landing on former Rocket Homes entry points found clear migration messaging with direct links into the Redfin app and the Rocket Mortgage app. Every screen was designed to give clients a clean exit rather than a dead end. The messaging reinforced that the home search journey could continue immediately through a new front door.

Outcome

All 15+ pages were updated and live before Day 1 of the sunset. Sentiment scores stayed positive throughout the transition with no spike in support contacts and no client attrition signal. In the first month of the Redfin integration, Rocket saw 36,000 net new leads, a +37% month-over-month increase. The sunset became an internal case study in how to handle brand migration at scale without disrupting client relationships.