Sell2Rent
Building trust from scratch in a category most people have never heard of.
![Sell2Rent color palette](https://emiliaburbano.com/wp-content/uploads/2026/04/pallet-ok.png")
OVERVIEW
Creating identity to drive trust.
Sell2Rent offers a sale-leaseback program: homeowners sell their property and stay in it as renters. A genuinely useful product. But when you’re asking someone to hand over their home, trust isn’t a nice-to-have. It’s the entire conversion problem.
When I joined, there was no brand identity, no content system, and no organic presence to speak of. The product was solid. The brand didn’t reflect it. My role was to fix that and build the foundation that would make growth possible.
ROLE
Strategy & Rebranding Lead
YEAR
2026
SERVICES
- Brand Strategy
- Visual Identity
- Content System
PROCESS
Brand first. Funnel second. AI underneath all of it.
The first decision was strategic: before any content could work, the brand had to earn the room. We started with a full rebrand. Brand strategy, visual identity, and a brand book that gave the team a shared language for the first time. Every design and copy decision was anchored to one question: does this make a homeowner feel safe enough to take the next step?
From there, the content system was built around the funnel. Educational blog content and newsletters addressed the real fears homeowners had, not the product features. The website and organic funnel were audited for UX, form friction, and conversion gaps. Email flows and landing pages were designed in Figma to move leads from awareness to qualified action.
AI-powered workflows ran underneath all of it. Sora, Gemini, Flow, and Midjourney scaled ideation and production without scaling headcount. The result was a content operation that moved fast without losing the trust-first tone the brand required.
RESULTS
A compounding trust engine.
Organic lead growth increased 40% in Q3. Not from a single campaign, from a compounding system: a brand homeowners could trust, content that answered the right questions, and a funnel built to convert. Month-over-month KPIs tracked through CRM reporting kept every channel accountable to growth, not just output.