Live Near Friends is a real estate startup helping people buy and build homes near the people they love.
As a freelance content strategist, I led the marketing and content strategy for their first market launch in Los Angeles, supported the rollout of a second product, and built a national partnership with YIMBY around their mission.
Highlights include:
An omnichannel launch into Los Angeles, anchored by an A/B-tested landing page
A comprehensive city guide that drove brand awareness on Reddit and grew the email list
Messaging and content for the launch of a second product, Build a Compound
A national partnership with YIMBY that put Live Near Friends in front of a mission-aligned audience
Los Angeles launch
Marketing strategy, content development, copywriting, partnership outreach, performance analysis
Live Near Friends needed to introduce itself to a brand new market and build a playbook the team could repeat in future cities.
I designed and executed the go-to-market strategy across two phases over seven weeks:
Phase 1 focused on owned channels (a dedicated landing page, blog content, email, social)
Phase 2 on distribution and partnerships (Reddit, local organizations, podcasts, Substack).
At the center of it was the LA Hub: the destination for every piece of launch traffic. I wrote copy and developed the content strategy for two versions: an A/B test that helped determine what visitors need to know before converting into users.
The launch grew the email list through the gated guide, drove traffic to the LA Hub from a mix of organic channels, and produced a documented set of learnings—what to lead with, where the audience actually lives, and what doesn't move the needle—that the team can apply to the next market.
Landing page design by Design Gal Studio
The Ultimate Guide to Living Near Friends in LA
Concept, research, writing, editing, distribution strategy
A four-part guide that introduced new L.A. based users to compound-living in Los Angeles.
I researched, wrote, and edited the guide, then planned its distribution. It launched gated on the LA Hub as an email magnet, and was later ungated and redistributed across Reddit and Instagram to reach new audiences.
A post sharing the guide in r/LosAngelesRealEstate drove 14,000 views, 33 shares, and 10x the daily average traffic to the guide on the day it went live, with strongly positive sentiment in the comments. The guide grew the email list and drew sustained traffic across both gated and ungated distribution.
Build a Compound
Messaging, content strategy, copywriting, homepage and landing page support
Live Near Friends launched a second product, Build a Compound: a service for people who want to develop a custom compound from the ground up rather than buy into an existing property.
I worked with founder Phil Levin to develop messaging and positioning for the new product, and collaborated on a homepage redesign so both offerings could live side by side without confusing visitors arriving from different channels. I also supported content strategy and copy for the dedicated Build a Compound landing page.
YIMBY Partnership
Messaging, content strategy, copywriting, homepage and landing page support
YIMBY (Yes In My Backyard) is the national housing advocacy group whose mission of building more, denser, friendlier housing aligns naturally with what Live Near Friends does in practice.
I orchestrated a partnership that reached YIMBY's nationwide member base across three formats: a dedicated email send, a case study featuring YIMBY’s California Director, and a webinar with founder Phil Levin.
The partnership extended the brand beyond the LA market to a national, mission-aligned audience, with no paid media behind it.
