Frontdoor, formerly "The F* It Team, Inc.," needed a rebrand. The old name was too aggressive for sellers who needed empathy, not a hard sell. We kept the ‘F’ for a nod to our no-nonsense approach and promised transparency with “No backdoor deals.” Along with the new name, I introduced a fresh look, a new CRM, and prototyped Effie, an AI voice bot, to speed up training.
We attended seminars, chatted with industry insiders, and listened to over 100 calls. We replaced aggressive scripts with a framework centered on empathy. Sales initially dipped, but soon bounced back with a 52% drop in cost-per-contract. Sellers started saying, "I got a higher offer, but I like you guys more."Now,
I continue to guide Frontdoor's brand as their fractional brand strategist.