Educate first
Explain why inaccurate appraisals matter, how the protest process works, and what homeowners need before making a purchase.
Featured work · Product & marketing strategy
Transforming a valuation engine into a customer experience.
AIY Property Tax Solutions is a Texas property-technology company that helps homeowners challenge inaccurate appraisals with self-service evidence reports.
RoleProduct & Marketing Strategist
Duration9 months
CompanyAIY Property Tax Solutions
The opportunity
Powerful technology needed a reason for homeowners to trust it.
The valuation engine already existed. The customer experience did not. Before homeowners could trust the product, they needed to understand why a protest mattered, how the process worked, and why AIY was different from a traditional protest company.
Earlton joined AIY on a nine-month contract and worked directly with the founders to create the customer-facing product experience.
The strategy
Make the value clear before asking homeowners to act.
The customer experience was shaped around three priorities.
Build trust
Use clear language, transparent expectations, and a structured experience to create confidence around a personal financial decision.
Reduce friction
Create a direct path from understanding the problem to checking a property, reviewing potential savings, and purchasing an evidence report.
The customer journey
What was delivered
A connected foundation, not a collection of screens.
- Website & information architecture
- Customer journey
- Messaging & positioning
- Go-to-market plan
- Landing-page and campaign concepts
The website was organized around the questions homeowners needed answered before purchasing. Messaging translated a technical valuation product into plain language centered on financial impact, simplicity, and empowerment.
The outcome
A customer-facing launch for AIY’s first protest season.
AIY entered its first property-tax protest season with more than a website. The business had clear positioning, a customer journey that connected education to purchase, and a digital foundation ready to support future campaigns and product improvements.
- Established a customer-facing digital presence.
- Created a clear path from homeowner education to purchase.
- Delivered a scalable foundation for future campaigns and product improvements.
Have a complex offer to make clear?