Joynt
Making buying a home together feel possible.
By the time I joined Joynt, I’d co-bought ten homes with friends, family, and partners. I knew how much it could make possible—and how many questions came with it.
As Head of Marketing, I rebuilt Joynt’s visual identity, messaging, and brand voice around that understanding, making co-buying feel clearer and more approachable.
I write across the website, product, email, and social, and manage agencies, freelancers, and creative partners. I also launched a nationwide webinar program in one month, generating 183 new contacts with less than $300 in ad spend.
Joynt Instagram · five months
2.3M+impressions
136K+interactions
92K+shares
Explore the project — Joynt →
2026–present · Category · Brand · Growth
01 / The business problem
What had to change
Co-buying can help with affordability, but it introduces financial, legal, emotional, and logistical questions. The behavior existed; the shared language and trusted path did not.
02 / The strategy
Where the opening was
Start with the human possibility, then make every complicated step feel concrete. Build a category voice optimistic enough to invite people in and plainspoken enough to earn their trust.
03 / The main idea
Make co-buying feel less intimidating and more possible.
New behavior becomes easier to choose when the language feels familiar.
What I made happen
Strategy is only useful once it leaves the deck.
- 01Led brand strategy, messaging, and category language
- 02Owned web, product, social, email, and campaign copy
- 03Led content, partnerships, and growth marketing
- 04Worked directly with the CEO, product, and design teams
- 05Hired and managed the external brand agency
- 06Built a nationwide webinar program from idea to launch in one month
Go deeper
Sometimes it starts with something I’d tell a friend.
I make social content about homes, shared lives, and trying things a little differently—for my businesses and from my own life. Across my TikTok, that work has grown to 138.5K followers and 2.9M likes. I like finding the detail that makes someone stop, ask a question, or send a post to a friend.
Explore the social work →
Social work, by result.
Choose a post to see the creative, results, and marketing takeaway.
TikTok · Curiosity-led storytelling45,000 ladybugs arrived in the mail693.7K likes ＋
TikTok · Sep. 22, 2022
45,000 ladybugs arrived in the mail
A small, strange backyard moment turned into a story hundreds of thousands of people engaged with.
693.7K likes · 10.3K saves · 6,511 shares · 2,017 comments.
Marketing takeawayThe post turns an unexpected everyday moment into a clear visual story, showing range beyond real estate while keeping the same curiosity-led voice.
TikTok · Co-buying storyI bought a house with four friends1.5M views ＋
TikTok · Jan. 5, 2022
I bought a house with four friends
A firsthand look at using a five-person partnership to buy a home.
A high-reach example tied directly to the portfolio’s central co-buying theme.
Marketing takeawayThe plainspoken first-person hook communicates the idea before asking the audience to learn anything new.
TikTok · Personal storytellingThe beach house plan19.4K shares ＋
TikTok · Aug. 1, 2024
The beach house plan
The two-year plan behind buying a beach house with my sister.
619K plays · 16.4% likes per play · 3.13% shares per play.
Marketing takeawayA specific plan makes an ambitious goal feel tangible. This post pairs strong reach with the most TikTok shares in this selection.
Instagram · Community storytellingSix months under one roof144,464 likes ＋
Instagram · Apr. 14, 2025
Six months under one roof
What six months of living with a friend looked like for our family.
Highest Instagram like count in this selection.
Marketing takeawayThe story shows what living together feels like through a real relationship. Likes show response to the story; they do not establish leads or sales.
TikTok · Personal storytellingA home before a spouse18.8K shares ＋
TikTok · Aug. 14, 2023
A home before a spouse
How I bought my first home with a partner at 25—and what it made possible.
3.86% shares per play—the highest TikTok share-to-play ratio here.
Marketing takeawayA personal first-home story gives people a concrete example to share when talking about buying together.
Instagram · Product education · JoyntAffordability, made concrete84,873 likes ＋
Instagram · Feb. 8, 2026
Affordability, made concrete
A simple question for Joynt: what could you and your friends afford together?
36% more likes than “What if you said yes?” in this selection.
Marketing takeawayA practical affordability question makes the product easier to understand. This is a comparison between two posts, not a controlled test.
Instagram · Brand storytelling · JoyntWhat if you said yes?62,230 likes ＋
Instagram · Feb. 5, 2026
What if you said yes?
An invitation to imagine buying together, with practical next steps.
62,230 likes · 40 comments.
Marketing takeawayAn imaginative opening introduces the idea of buying together. The available numbers show engagement, not how many people took the next step.
Instagram · Community conversationWhen Airbnb felt more human131 comments ＋
Instagram · Aug. 30, 2024
When Airbnb felt more human
What I miss about early Airbnb, and why home sharing still matters to me.
4.8 comments per 100 likes—the highest Instagram ratio here.
Marketing takeawayA shared memory gives people a topic to respond to. This smaller post stands out for conversation relative to its likes.
Instagram · Personal storytellingThe trip before everything changed5,783 likes ＋
Instagram · Aug. 6, 2026
The trip before everything changed
A trip before parenthood, and making room for travel as a family.
60 comments · about 1 comment per 100 likes.
Marketing takeawayA familiar life transition connects travel to family life. This adds a different subject and tone to the portfolio.