SC

Strategy Canon

Opendoor: sourced choices

20 product and go-to-market choices, oldest first. Back to the case study

  1. 2014Product · Direct purchase The first Phoenix transaction bought a retiring couple’s home directly. OD2
  2. 2014Go_To_Market · First market The company began buying homes in Phoenix. OD2
  3. 2019Product · Buyer representation Buy with Opendoor extended the buying service to homes listed by others in selected markets. OD1
  4. 2019Go_To_Market · Observed adoption Opendoor sold roughly 19,000 homes in 2019. OD1
  5. 2020Product · Online offer Sellers could request a cash offer through the website or mobile app. OD1
  6. 2020Product · Home assessment A virtual interior assessment and contact-free exterior assessment verified home information. OD1
  7. 2020Product · Closing date Sellers could select a preferred closing date. OD1
  8. 2020Product · Electronic closing Electronic closing was offered where permitted. OD1
  9. 2020Product · Self-tours Buyers could tour owned homes using the app without arranging a conventional showing. OD1
  10. 2020Product · Trade-in A coordinated buying and selling product addressed resale contingencies and double moves. OD1
  11. 2020Product · Title and escrow The transaction offering included title insurance and escrow services. OD1
  12. 2020Go_To_Market · Seller pricing The filing reported different seller conversion rates at 6% and 10% service charges. OD1
  13. 2020Go_To_Market · Qualified demand Its real-seller conversion metric counted homeowners who sold to Opendoor or listed within 60 days of the offer. OD1
  14. 2020Go_To_Market · Alternative offer List with Opendoor gave eligible sellers a listing option in selected markets. OD1
  15. 2022Go_To_Market · Portal partnership Opendoor announced a multiyear Zillow partnership in July 2022. OD3
  16. 2022Go_To_Market · Market expansion Nine additional markets took coverage to more than 50 markets in 2022. OD3
  17. 2025Product · Cash Plus Cash Plus paid an initial amount and allowed the seller to receive remaining resale proceeds after specified costs and fees. OD5
  18. 2025Go_To_Market · Direct acquisition Demand came through organic awareness, word of mouth and targeted paid media. OD5
  19. 2025Go_To_Market · Partner acquisition Homebuilders, real estate agents and online portals were named acquisition channels. OD5
  20. 2025Go_To_Market · Service attachment In markets offering title services, those services were used in over 80% of Opendoor transactions closed during 2025. OD5