Pacaso growth playbook

Add a "Get alerts" option on every destination, listing, Try and final-shares page: pick destinations, a share size (1/8 or 1/4), a price band and alert types (new home, final shares, new Try stays, resale shares). Store the choices as profile fields in Iterable and send each alert by email, with SMS for those who opt in. Every alert links to the home and offers a consultation, never a discount.

Reactivation works when the message is about something the person already wanted. Alerts give the lifecycle team that signal from day one, and the person chose it themselves, which fits a brand that "earns attention through relevance rather than urgency".

Subject: A new home in {destination}

Hi {first_name},

You asked about {destination} a while ago. {home_name} just joined the collection: {beds} bedrooms, {feature}, from {share_price} for a 1/8 share.

See the home: {listing_url}
Want to stay first? {try_url}
Talk it through with an advisor: {consultation_url}

Choose what we send you: {alert_preferences_url}

• Too many alerts

  Let people choose frequency and cap sends per week.

• Alerts compete with the app

  Offer the app for instant alerts and email for everyone else.

• HiringDirector of Lifecycle Marketing (remote US, posted September 9, 2026): "Many people discover Pacaso years before they are ready to buy, and re-engaging them at the right moment is one of our largest growth levers." Reactivation of past inquiries "is the fastest path this role has to funded volume, and it is where you will start." Prospect nurture covers "how a specific home or market stays present in their thinking and what earns the consultation"; "Pacaso does not discount or rush its buyers, so the program earns attention through relevance rather than urgency."Source
• Your websiteFinal remaining shares page: 18 homes from $450,000 (Ridgeline, Park City, 1/8) to $1,395,000 (Charles Street, London, 1/8); "We notify our buyers when a home has limited co-ownership opportunities remaining"; "Exclusive access to select listings only in the app".Source
• Your websiteTry Before You Buy: a non-refundable deposit on an open stay, credited in full to the share price on purchase; 17 homes listed with open stays (for example Eastward Estate, Cape Cod, 9 stays; Costa Azul, Los Cabos, 7); "Sign in to search by date"; to hear about new stays: "Download the Pacaso app and turn on availability notifications on the Try tab".Source
• Your websiteContact and inquiry forms: "Select one: Buyer | Seller | Agent", full name, email, phone, then submit; no question about destination, budget, share size or timing.Source
• Your websiteHomepage (October 21, 2026): H1 "Own a share, get the whole feeling"; "One-eighth to one-half ownership of one specific home, fully managed, with the freedom to swap stays"; "75+ destinations"; one owner quote; a single newsletter box, "Your next place, in your inbox. Get the latest homes, destinations, and Pacaso updates."; an "Eva Digital Concierge" chat whose form asks for name, email, phone and zip with an SMS opt-in.Source

Serve the hero and collection images in modern formats at the size the screen needs, lazy-load everything below the first screen, cut unused JavaScript (2.7 MB) and defer tags in Google Tag Manager, make the cookie banner light so it is not the main paint, and allow zoom. Re-test the homepage, listing and destination templates.

Pacaso buys traffic for a considered purchase; a slow first page loses visitors before the home photos do their work, and faster pages also help search rankings.

• Image quality drops

  Set quality per image type and review on large screens.

• Google PageSpeedHomepage: real visitors fail Core Web Vitals on loading (LCP 3.5s at the 75th percentile; the limit is 2.5s) and responsiveness (INP 204 ms; the limit is 200 ms), and loading got 14% slower in the latest Chrome data. In the mobile lab test: score 31/100, 15.8 MB downloaded (about 10.2 MB of images; image delivery could save about 9.2 MB), 2.7 MB of unused JavaScript, the largest element on screen is the cookie banner, and the page blocks pinch-zoom.Source
• Your websiteHomepage (October 21, 2026): H1 "Own a share, get the whole feeling"; "One-eighth to one-half ownership of one specific home, fully managed, with the freedom to swap stays"; "75+ destinations"; one owner quote; a single newsletter box, "Your next place, in your inbox. Get the latest homes, destinations, and Pacaso updates."; an "Eva Digital Concierge" chat whose form asks for name, email, phone and zip with an SMS opt-in.Source

Add an optional destination picker and a timing question ("Ready now", "In the next year", "Just exploring"). Ready-now inquiries go to an advisor at once; the others go to nurture with their destination saved, and still get a reply from a person.

Advisors spend their time on ready buyers, and the database stops losing the two facts that decide when to reach out again.

• Fewer form completions

  Keep both questions optional and test against the current form.

• Your websiteContact and inquiry forms: "Select one: Buyer | Seller | Agent", full name, email, phone, then submit; no question about destination, budget, share size or timing.Source
• HiringOwnership Advisor, Sales (remote US, on the board now): qualifies inbound leads with targets of "Completed Consultations: 25 per month", "New Opportunity created in Stage: Touring or later: 4 per month" and "Funded Shares: 2 per month"; attends "one local or feeder market event monthly"; works in Salesforce.Source
• HiringDirector of Lifecycle Marketing (remote US, posted September 9, 2026): "Many people discover Pacaso years before they are ready to buy, and re-engaging them at the right moment is one of our largest growth levers." Reactivation of past inquiries "is the fastest path this role has to funded volume, and it is where you will start." Prospect nurture covers "how a specific home or market stays present in their thinking and what earns the consultation"; "Pacaso does not discount or rush its buyers, so the program earns attention through relevance rather than urgency."Source

State the reward and the rule (paid when the referred buyer closes) at the top of one referral page, redirect the other to it, add a shareable link each owner can send, and confirm each referral by email so the owner knows it was received.

A visible reward and a simple link are the two biggest drivers of referral volume; owners will not chase a benefit they cannot see.

• Real estate referral rules

  Have legal confirm how rewards may be described in each state and country.

• Your websiteOwner referral page: the meta description says owners "can earn rewards for each buyer referral who closes", but the page itself names no reward; it asks for the friend's name, email and phone and says "A Pacaso team member will personally reach out". The sitemap also lists a separate /referral-program page.Source
• HiringDirector of Lifecycle Marketing: owns "how Pacaso communicates with everyone in our database, from first inquiry through years of ownership"; Owners are "the source of our referrals and resales", with messages "from onboarding through arrival moments, home updates and referral programs"; owns the Iterable instance "across email, SMS and push" and the links to the CRM and data warehouse; success is "reactivation rate, conversion to consultation, owner engagement and revenue influenced", reported monthly. Marketing "runs lean and AI-native".Source
• Your websiteSitemaps (read October 21, 2026): 760 blog posts (e.g. "best ski towns USA", "snowbird destinations"), 35 webinar pages (including "Pacaso 101", several "Ask an Owner" sessions and "Buying Abroad in Europe"), 74 destination pages (from Aspen and Napa to Verbier, Toronto, St Barts and Ubud), pages for sold homes, open houses, "Pacaso on Tour" (Malibu, Lake Tahoe), a second-home podcast, a "2025 Co-Ownership Index Report", resale and Infinity FAQs, and an agent program (certification, marketing toolkit, webinar series).Source

Build an Iterable journey: on booking (what to expect, the deposit credit), the day before arrival (home guide, an owner's tips), during the stay (an advisor invites a short call), the day after checkout (shares left, price, financing) and a month later (new Try dates and alerts). Report conversion to purchase by home.

The stay does the selling; the journey makes sure the decision happens while the memory is fresh.

• Feels like pressure

  Keep in-stay contact to one optional invitation.

• Your websiteTry Before You Buy: a non-refundable deposit on an open stay, credited in full to the share price on purchase; 17 homes listed with open stays (for example Eastward Estate, Cape Cod, 9 stays; Costa Azul, Los Cabos, 7); "Sign in to search by date"; to hear about new stays: "Download the Pacaso app and turn on availability notifications on the Try tab".Source
• HiringDirector of Lifecycle Marketing (remote US, posted September 9, 2026): "Many people discover Pacaso years before they are ready to buy, and re-engaging them at the right moment is one of our largest growth levers." Reactivation of past inquiries "is the fastest path this role has to funded volume, and it is where you will start." Prospect nurture covers "how a specific home or market stays present in their thinking and what earns the consultation"; "Pacaso does not discount or rush its buyers, so the program earns attention through relevance rather than urgency."Source
• Your websiteHow it works: buy 1/8 or 1/4; owners stay "an average of 6-7 times during the year" booked in the owner app with SmartStay; "Pacaso shares historically sell for an average 10% gain"; financing "up to 70%" of the purchase price; "It's your home, not a timeshare" (LLC ownership).Source

Decide the definition (destinations with homes for sale, with owned homes, or all pages), use one number on the homepage, press page, job posts and investor materials, and update it from one place.

Consistent facts build trust in a large, considered purchase, and AI assistants repeat whichever number they find most.

• Smaller number looks weaker

  Show both: homes in N destinations, swaps in more.

• Your websiteHomepage (October 21, 2026): H1 "Own a share, get the whole feeling"; "One-eighth to one-half ownership of one specific home, fully managed, with the freedom to swap stays"; "75+ destinations"; one owner quote; a single newsletter box, "Your next place, in your inbox. Get the latest homes, destinations, and Pacaso updates."; an "Eva Digital Concierge" chat whose form asks for name, email, phone and zip with an SMS opt-in.Source
• HiringPacaso's description in its job posts: more than "$1.2 billion in gross real estate transactions and service fees across 40+ destinations in the U.S., Mexico, and Europe", most recently Florence, Milan and Rome; over $300 million raised; "the largest real estate Regulation A+ offering of 2025"; the Nasdaq ticker PCSO reserved "as we build toward a public listing".Source
• Your websiteSitemaps (read October 21, 2026): 760 blog posts (e.g. "best ski towns USA", "snowbird destinations"), 35 webinar pages (including "Pacaso 101", several "Ask an Owner" sessions and "Buying Abroad in Europe"), 74 destination pages (from Aspen and Napa to Verbier, Toronto, St Barts and Ubud), pages for sold homes, open houses, "Pacaso on Tour" (Malibu, Lake Tahoe), a second-home podcast, a "2025 Co-Ownership Index Report", resale and Infinity FAQs, and an agent program (certification, marketing toolkit, webinar series).Source

Segment past inquiries by the market they asked about (from forms, chat and listing views), then send only when that market has news. Hand anyone who clicks "talk to an advisor" to Sales with the history attached. Hold out a share of each segment to measure the lift.

A market-specific message to someone who asked about that market years ago reads as service, not marketing.

• Old contacts unsubscribe

  Start with a preference email and clean bounces first.

• Consent for SMS

  Use SMS only where the person opted in.

• #1 Home alerts on the website, so the people who are "years" from buying can tell Pacaso what to bring them back for

• HiringDirector of Lifecycle Marketing (remote US, posted September 9, 2026): "Many people discover Pacaso years before they are ready to buy, and re-engaging them at the right moment is one of our largest growth levers." Reactivation of past inquiries "is the fastest path this role has to funded volume, and it is where you will start." Prospect nurture covers "how a specific home or market stays present in their thinking and what earns the consultation"; "Pacaso does not discount or rush its buyers, so the program earns attention through relevance rather than urgency."Source
• HiringDirector of Lifecycle Marketing: owns "how Pacaso communicates with everyone in our database, from first inquiry through years of ownership"; Owners are "the source of our referrals and resales", with messages "from onboarding through arrival moments, home updates and referral programs"; owns the Iterable instance "across email, SMS and push" and the links to the CRM and data warehouse; success is "reactivation rate, conversion to consultation, owner engagement and revenue influenced", reported monthly. Marketing "runs lean and AI-native".Source
• Your websiteFinal remaining shares page: 18 homes from $450,000 (Ridgeline, Park City, 1/8) to $1,395,000 (Charles Street, London, 1/8); "We notify our buyers when a home has limited co-ownership opportunities remaining"; "Exclusive access to select listings only in the app".Source
• Your websiteTry Before You Buy: a non-refundable deposit on an open stay, credited in full to the share price on purchase; 17 homes listed with open stays (for example Eastward Estate, Cape Cod, 9 stays; Costa Azul, Los Cabos, 7); "Sign in to search by date"; to hear about new stays: "Download the Pacaso app and turn on availability notifications on the Try tab".Source

Shoot owners in the top 15 destinations, one day each, and from each shoot cut a listing-page video, a 30-second CTV spot, three social cuts, stills and a written story. Put the story on the destination page and in that market's alert and nurture emails.

Peer proof in the exact market answers the question "would this work for people like us there?".

• Owner privacy

  Use first names and let owners choose what is shown.

• HiringBrand and Marketing Creative Principal (remote US, posted October 16, 2026): runs shoots of "owners in their homes, founders, influencers, celebrities and the destinations"; turns footage into "videos, cutdowns, CTV and YouTube spots and social content"; runs "our owner testimonial program end to end"; keeps "a shoot library every channel can draw from"; builds on existing AI systems: "agents that turn one brief into tested variations by hook, theme, visual and tone", virtual staging and photo-to-video; partners with the growth team "on the creative pipeline for paid".Source
• Your websiteTestimonials page with 8 owner testimonials; the homepage shows one owner quote ("David, owner in commercial construction").Source
• Your websiteSitemaps (read October 21, 2026): 760 blog posts (e.g. "best ski towns USA", "snowbird destinations"), 35 webinar pages (including "Pacaso 101", several "Ask an Owner" sessions and "Buying Abroad in Europe"), 74 destination pages (from Aspen and Napa to Verbier, Toronto, St Barts and Ubud), pages for sold homes, open houses, "Pacaso on Tour" (Malibu, Lake Tahoe), a second-home podcast, a "2025 Co-Ownership Index Report", resale and Infinity FAQs, and an agent program (certification, marketing toolkit, webinar series).Source

Build a test grid: top destinations by four reasons (family, ski or golf, slowing down, owning abroad). Make AI variations for each cell, run them on Meta, YouTube and CTV, and route clicks to the matching destination page with an alert form. Feed winners back weekly.

It shows which reason sells which market, which also tells lifecycle what to say to each segment.

• Generated images misrepresent homes

  Use real photos of the home in every ad that shows it.

• HiringBrand and Marketing Creative Principal (remote US, posted October 16, 2026): runs shoots of "owners in their homes, founders, influencers, celebrities and the destinations"; turns footage into "videos, cutdowns, CTV and YouTube spots and social content"; runs "our owner testimonial program end to end"; keeps "a shoot library every channel can draw from"; builds on existing AI systems: "agents that turn one brief into tested variations by hook, theme, visual and tone", virtual staging and photo-to-video; partners with the growth team "on the creative pipeline for paid".Source
• Your websiteSitemaps (read October 21, 2026): 760 blog posts (e.g. "best ski towns USA", "snowbird destinations"), 35 webinar pages (including "Pacaso 101", several "Ask an Owner" sessions and "Buying Abroad in Europe"), 74 destination pages (from Aspen and Napa to Verbier, Toronto, St Barts and Ubud), pages for sold homes, open houses, "Pacaso on Tour" (Malibu, Lake Tahoe), a second-home podcast, a "2025 Co-Ownership Index Report", resale and Infinity FAQs, and an agent program (certification, marketing toolkit, webinar series).Source
• Your websiteHomepage (October 21, 2026): H1 "Own a share, get the whole feeling"; "One-eighth to one-half ownership of one specific home, fully managed, with the freedom to swap stays"; "75+ destinations"; one owner quote; a single newsletter box, "Your next place, in your inbox. Get the latest homes, destinations, and Pacaso updates."; an "Eva Digital Concierge" chat whose form asks for name, email, phone and zip with an SMS opt-in.Source

Publish Spanish versions of the Mexican destination and listing pages (Cabo, San Jose del Cabo, Punta Mita, Mexico City), the how-it-works page and a Spanish inquiry form routed to the Regional Director. Run Spanish ads in Mexico City, Monterrey and Guadalajara.

Buyers in their own language and market convert faster, and the director gets leads already in the right language.

• Legal terms differ in Mexico

  Have local counsel review ownership wording.

• HiringRegional Director of Sales, Cabo (posted October 20, 2026): "the face of Pacaso in Mexico", converting "US and international prospective buyers", about 24 tours a month, feeding "Mexican market dynamics, buyer sentiment, and demand trends" back to marketing; the role asks for a bilingual communicator who builds trust "with sophisticated, high-net-worth individuals".Source
• Your websiteSitemaps (read October 21, 2026): 760 blog posts (e.g. "best ski towns USA", "snowbird destinations"), 35 webinar pages (including "Pacaso 101", several "Ask an Owner" sessions and "Buying Abroad in Europe"), 74 destination pages (from Aspen and Napa to Verbier, Toronto, St Barts and Ubud), pages for sold homes, open houses, "Pacaso on Tour" (Malibu, Lake Tahoe), a second-home podcast, a "2025 Co-Ownership Index Report", resale and Infinity FAQs, and an agent program (certification, marketing toolkit, webinar series).Source
• Your websiteHomepage (October 21, 2026): H1 "Own a share, get the whole feeling"; "One-eighth to one-half ownership of one specific home, fully managed, with the freedom to swap stays"; "75+ destinations"; one owner quote; a single newsletter box, "Your next place, in your inbox. Get the latest homes, destinations, and Pacaso updates."; an "Eva Digital Concierge" chat whose form asks for name, email, phone and zip with an SMS opt-in.Source

Add "Join the waitlist" to every sold-out listing and the sold page. When an owner lists a share for resale, notify the waitlist first, and give selling owners the waitlist size as reassurance.

It turns the most desirable homes into lead capture and makes resale faster for owners, which supports the resale gain claim.

• Owners feel pressured to sell

  Show waitlist size only when an owner starts a resale.

• Your websiteHow it works: buy 1/8 or 1/4; owners stay "an average of 6-7 times during the year" booked in the owner app with SmartStay; "Pacaso shares historically sell for an average 10% gain"; financing "up to 70%" of the purchase price; "It's your home, not a timeshare" (LLC ownership).Source
• Your websiteSitemaps (read October 21, 2026): 760 blog posts (e.g. "best ski towns USA", "snowbird destinations"), 35 webinar pages (including "Pacaso 101", several "Ask an Owner" sessions and "Buying Abroad in Europe"), 74 destination pages (from Aspen and Napa to Verbier, Toronto, St Barts and Ubud), pages for sold homes, open houses, "Pacaso on Tour" (Malibu, Lake Tahoe), a second-home podcast, a "2025 Co-Ownership Index Report", resale and Infinity FAQs, and an agent program (certification, marketing toolkit, webinar series).Source
• HiringDirector of Lifecycle Marketing: owns "how Pacaso communicates with everyone in our database, from first inquiry through years of ownership"; Owners are "the source of our referrals and resales", with messages "from onboarding through arrival moments, home updates and referral programs"; owns the Iterable instance "across email, SMS and push" and the links to the CRM and data warehouse; success is "reactivation rate, conversion to consultation, owner engagement and revenue influenced", reported monthly. Marketing "runs lean and AI-native".Source

Send certified agents a monthly market email (new homes, final shares, resale shares), give each a tracked link and co-branded one-pagers, and show agents which of their clients engaged. Pay referral fees as the program terms set.

Agents introduce buyers Pacaso cannot reach directly, and tracked links show which agents are worth more support.

• Agents bypass the advisor

  Agree a clear handoff in the program terms.

• Your websiteSitemaps (read October 21, 2026): 760 blog posts (e.g. "best ski towns USA", "snowbird destinations"), 35 webinar pages (including "Pacaso 101", several "Ask an Owner" sessions and "Buying Abroad in Europe"), 74 destination pages (from Aspen and Napa to Verbier, Toronto, St Barts and Ubud), pages for sold homes, open houses, "Pacaso on Tour" (Malibu, Lake Tahoe), a second-home podcast, a "2025 Co-Ownership Index Report", resale and Infinity FAQs, and an agent program (certification, marketing toolkit, webinar series).Source
• Your websiteContact and inquiry forms: "Select one: Buyer | Seller | Agent", full name, email, phone, then submit; no question about destination, budget, share size or timing.Source
• HiringOwnership Advisor, Sales (remote US, on the board now): qualifies inbound leads with targets of "Completed Consultations: 25 per month", "New Opportunity created in Stage: Touring or later: 4 per month" and "Funded Shares: 2 per month"; attends "one local or feeder market event monthly"; works in Salesforce.Source

Add a destination alert block to each post that names a Pacaso destination, linking to its homes and an alert form with that destination pre-selected. Start with the 50 posts with the most traffic.

Content readers become segmented subscribers with a known interest, years before they inquire.

• Posts about places without homes

  Offer the nearest destination or the general list.

• #1 Home alerts on the website, so the people who are "years" from buying can tell Pacaso what to bring them back for

• Your websiteSitemaps (read October 21, 2026): 760 blog posts (e.g. "best ski towns USA", "snowbird destinations"), 35 webinar pages (including "Pacaso 101", several "Ask an Owner" sessions and "Buying Abroad in Europe"), 74 destination pages (from Aspen and Napa to Verbier, Toronto, St Barts and Ubud), pages for sold homes, open houses, "Pacaso on Tour" (Malibu, Lake Tahoe), a second-home podcast, a "2025 Co-Ownership Index Report", resale and Infinity FAQs, and an agent program (certification, marketing toolkit, webinar series).Source
• Your websiteHomepage (October 21, 2026): H1 "Own a share, get the whole feeling"; "One-eighth to one-half ownership of one specific home, fully managed, with the freedom to swap stays"; "75+ destinations"; one owner quote; a single newsletter box, "Your next place, in your inbox. Get the latest homes, destinations, and Pacaso updates."; an "Eva Digital Concierge" chat whose form asks for name, email, phone and zip with an SMS opt-in.Source
• HiringDirector of Lifecycle Marketing (remote US, posted September 9, 2026): "Many people discover Pacaso years before they are ready to buy, and re-engaging them at the right moment is one of our largest growth levers." Reactivation of past inquiries "is the fastest path this role has to funded volume, and it is where you will start." Prospect nurture covers "how a specific home or market stays present in their thinking and what earns the consultation"; "Pacaso does not discount or rush its buyers, so the program earns attention through relevance rather than urgency."Source

Map every owner message by team and channel, set a weekly cap, add the moments that build loyalty (anniversary of purchase, a note before each stay, a seasonal swap suggestion) and ask for a referral only after a great stay.

Owners who feel looked after refer more and resell less, and one calendar stops teams from crowding each other.

• Teams resist caps

  Agree priorities with the VP of Marketing.

• HiringDirector of Lifecycle Marketing: owns "how Pacaso communicates with everyone in our database, from first inquiry through years of ownership"; Owners are "the source of our referrals and resales", with messages "from onboarding through arrival moments, home updates and referral programs"; owns the Iterable instance "across email, SMS and push" and the links to the CRM and data warehouse; success is "reactivation rate, conversion to consultation, owner engagement and revenue influenced", reported monthly. Marketing "runs lean and AI-native".Source
• Your websiteHow it works: buy 1/8 or 1/4; owners stay "an average of 6-7 times during the year" booked in the owner app with SmartStay; "Pacaso shares historically sell for an average 10% gain"; financing "up to 70%" of the purchase price; "It's your home, not a timeshare" (LLC ownership).Source
• Your websiteOwner referral page: the meta description says owners "can earn rewards for each buyer referral who closes", but the page itself names no reward; it asks for the friend's name, email and phone and says "A Pacaso team member will personally reach out". The sitemap also lists a separate /referral-program page.Source

Order the replays into a path (how it works, ask an owner, financing, buying abroad, resale) and send them to prospects based on what they have watched, with a consultation offer after the third.

Prospects educate themselves at their own pace, and advisors meet buyers who already understand the model.

• Old replays

  Refresh or drop any with outdated terms.

• Your websiteSitemaps (read October 21, 2026): 760 blog posts (e.g. "best ski towns USA", "snowbird destinations"), 35 webinar pages (including "Pacaso 101", several "Ask an Owner" sessions and "Buying Abroad in Europe"), 74 destination pages (from Aspen and Napa to Verbier, Toronto, St Barts and Ubud), pages for sold homes, open houses, "Pacaso on Tour" (Malibu, Lake Tahoe), a second-home podcast, a "2025 Co-Ownership Index Report", resale and Infinity FAQs, and an agent program (certification, marketing toolkit, webinar series).Source
• HiringDirector of Lifecycle Marketing (remote US, posted September 9, 2026): "Many people discover Pacaso years before they are ready to buy, and re-engaging them at the right moment is one of our largest growth levers." Reactivation of past inquiries "is the fastest path this role has to funded volume, and it is where you will start." Prospect nurture covers "how a specific home or market stays present in their thinking and what earns the consultation"; "Pacaso does not discount or rush its buyers, so the program earns attention through relevance rather than urgency."Source
• Your websiteHow it works: buy 1/8 or 1/4; owners stay "an average of 6-7 times during the year" booked in the owner app with SmartStay; "Pacaso shares historically sell for an average 10% gain"; financing "up to 70%" of the purchase price; "It's your home, not a timeshare" (LLC ownership).Source

Tag each chat with destinations, homes and topics (financing, scheduling, resale) and write the tags to the Iterable profile and Salesforce, so nurture and advisors pick up where the chat left off. Offer alerts at the end of each chat.

It turns conversations into segments without asking the visitor to fill another form.

• Privacy

  Explain in the chat what is saved and why.

• Your websiteHomepage (October 21, 2026): H1 "Own a share, get the whole feeling"; "One-eighth to one-half ownership of one specific home, fully managed, with the freedom to swap stays"; "75+ destinations"; one owner quote; a single newsletter box, "Your next place, in your inbox. Get the latest homes, destinations, and Pacaso updates."; an "Eva Digital Concierge" chat whose form asks for name, email, phone and zip with an SMS opt-in.Source
• HiringDirector of Lifecycle Marketing: owns "how Pacaso communicates with everyone in our database, from first inquiry through years of ownership"; Owners are "the source of our referrals and resales", with messages "from onboarding through arrival moments, home updates and referral programs"; owns the Iterable instance "across email, SMS and push" and the links to the CRM and data warehouse; success is "reactivation rate, conversion to consultation, owner engagement and revenue influenced", reported monthly. Marketing "runs lean and AI-native".Source
• HiringDirector of Lifecycle Marketing (remote US, posted September 9, 2026): "Many people discover Pacaso years before they are ready to buy, and re-engaging them at the right moment is one of our largest growth levers." Reactivation of past inquiries "is the fastest path this role has to funded volume, and it is where you will start." Prospect nurture covers "how a specific home or market stays present in their thinking and what earns the consultation"; "Pacaso does not discount or rush its buyers, so the program earns attention through relevance rather than urgency."Source

Add a calculator to each listing: the share price and monthly costs against buying the whole home and renting a similar home for the same number of nights, with financing at 70%. Save the result to the buyer's profile and send it to their advisor.

Clear math answers the main objection without a discount, and saved results tell lifecycle what each buyer weighed.

• Rental estimates challenged

  Show the method and sources.

• Your websiteHow it works: buy 1/8 or 1/4; owners stay "an average of 6-7 times during the year" booked in the owner app with SmartStay; "Pacaso shares historically sell for an average 10% gain"; financing "up to 70%" of the purchase price; "It's your home, not a timeshare" (LLC ownership).Source
• Your websiteFinal remaining shares page: 18 homes from $450,000 (Ridgeline, Park City, 1/8) to $1,395,000 (Charles Street, London, 1/8); "We notify our buyers when a home has limited co-ownership opportunities remaining"; "Exclusive access to select listings only in the app".Source
• HiringDirector of Lifecycle Marketing (remote US, posted September 9, 2026): "Many people discover Pacaso years before they are ready to buy, and re-engaging them at the right moment is one of our largest growth levers." Reactivation of past inquiries "is the fastest path this role has to funded volume, and it is where you will start." Prospect nurture covers "how a specific home or market stays present in their thinking and what earns the consultation"; "Pacaso does not discount or rush its buyers, so the program earns attention through relevance rather than urgency."Source

Treat Infinity members as a lifecycle segment: show them the cost of their own home against co-ownership, invite them to swap into Pacaso homes, offer a "sell to Pacaso" conversation where their market fits, and track conversions to share purchases and home acquisitions.

It turns an owner benefit into a source of buyers and inventory, from people who already trust the platform.

• Members feel sold to

  Lead with swap benefits; sales only on request.

• News coverageFirst half of 2026 (released September 30, 2026): adjusted gross profit excluding whole-home sales of $15.5 million, up 23%; margin 18.8% vs 15.2%; adjusted EBITDA loss improved 25% to $7.0 million. Pacaso has introduced Infinity, a private home-exchange community of whole-home owners that extends Swap beyond its co-owned homes.Source
• Your websiteSitemaps (read October 21, 2026): 760 blog posts (e.g. "best ski towns USA", "snowbird destinations"), 35 webinar pages (including "Pacaso 101", several "Ask an Owner" sessions and "Buying Abroad in Europe"), 74 destination pages (from Aspen and Napa to Verbier, Toronto, St Barts and Ubud), pages for sold homes, open houses, "Pacaso on Tour" (Malibu, Lake Tahoe), a second-home podcast, a "2025 Co-Ownership Index Report", resale and Infinity FAQs, and an agent program (certification, marketing toolkit, webinar series).Source
• HiringDirector of Lifecycle Marketing: owns "how Pacaso communicates with everyone in our database, from first inquiry through years of ownership"; Owners are "the source of our referrals and resales", with messages "from onboarding through arrival moments, home updates and referral programs"; owns the Iterable instance "across email, SMS and push" and the links to the CRM and data warehouse; success is "reactivation rate, conversion to consultation, owner engagement and revenue influenced", reported monthly. Marketing "runs lean and AI-native".Source

Keep a random holdout in every journey, connect Iterable sends to Salesforce outcomes in the warehouse, and report incremental consultations and funded shares per program. Use the results to set budgets.

Leadership funds what it can measure, and lean AI-native teams need proof of each program's effect.

• Small samples

  Pool by quarter and report ranges.

• HiringDirector of Lifecycle Marketing: owns "how Pacaso communicates with everyone in our database, from first inquiry through years of ownership"; Owners are "the source of our referrals and resales", with messages "from onboarding through arrival moments, home updates and referral programs"; owns the Iterable instance "across email, SMS and push" and the links to the CRM and data warehouse; success is "reactivation rate, conversion to consultation, owner engagement and revenue influenced", reported monthly. Marketing "runs lean and AI-native".Source
• HiringOwnership Advisor, Sales (remote US, on the board now): qualifies inbound leads with targets of "Completed Consultations: 25 per month", "New Opportunity created in Stage: Touring or later: 4 per month" and "Funded Shares: 2 per month"; attends "one local or feeder market event monthly"; works in Salesforce.Source
• HiringDirector of Lifecycle Marketing (remote US, posted September 9, 2026): "Many people discover Pacaso years before they are ready to buy, and re-engaging them at the right moment is one of our largest growth levers." Reactivation of past inquiries "is the fastest path this role has to funded volume, and it is where you will start." Prospect nurture covers "how a specific home or market stays present in their thinking and what earns the consultation"; "Pacaso does not discount or rush its buyers, so the program earns attention through relevance rather than urgency."Source

Publish a yearly report with aggregated data: nights used per share, most-swapped markets, resale gains by market, buyer age and origin by destination. Launch with press, a webinar and destination cuts for each market's alerts.

Original data earns press and links and gives lifecycle a reason to write to every segment.

• Data reads as investment advice

  Have legal review all resale figures.

• Your websiteSitemaps (read October 21, 2026): 760 blog posts (e.g. "best ski towns USA", "snowbird destinations"), 35 webinar pages (including "Pacaso 101", several "Ask an Owner" sessions and "Buying Abroad in Europe"), 74 destination pages (from Aspen and Napa to Verbier, Toronto, St Barts and Ubud), pages for sold homes, open houses, "Pacaso on Tour" (Malibu, Lake Tahoe), a second-home podcast, a "2025 Co-Ownership Index Report", resale and Infinity FAQs, and an agent program (certification, marketing toolkit, webinar series).Source
• Your websiteHow it works: buy 1/8 or 1/4; owners stay "an average of 6-7 times during the year" booked in the owner app with SmartStay; "Pacaso shares historically sell for an average 10% gain"; financing "up to 70%" of the purchase price; "It's your home, not a timeshare" (LLC ownership).Source
• HiringPacaso's description in its job posts: more than "$1.2 billion in gross real estate transactions and service fees across 40+ destinations in the U.S., Mexico, and Europe", most recently Florence, Milan and Rome; over $300 million raised; "the largest real estate Regulation A+ offering of 2025"; the Nasdaq ticker PCSO reserved "as we build toward a public listing".Source

Put an alert link in every video description and end screen, pin a comment with the destination page, and make a playlist per destination. Measure sign-ups from YouTube.

Video watchers who choose a destination are good leads; today the views do not turn into a relationship.

• Ad views inflate counts

  Judge by sign-ups, not views.

• #1 Home alerts on the website, so the people who are "years" from buying can tell Pacaso what to bring them back for

• YouTubePacaso's YouTube channel: 145 videos and about 12.9 million views, but only about 1,760 subscribers.Source
• HiringBrand and Marketing Creative Principal (remote US, posted October 16, 2026): runs shoots of "owners in their homes, founders, influencers, celebrities and the destinations"; turns footage into "videos, cutdowns, CTV and YouTube spots and social content"; runs "our owner testimonial program end to end"; keeps "a shoot library every channel can draw from"; builds on existing AI systems: "agents that turn one brief into tested variations by hook, theme, visual and tone", virtual staging and photo-to-video; partners with the growth team "on the creative pipeline for paid".Source

Host small evenings in the top feeder cities (for example a Bay Area evening on Tahoe and Napa), invite alert subscribers for those destinations, bring two local owners, and book consultations on the night.

Meeting owners in person answers the trust question faster than any email.

• Low turnout

  Keep events small and personal.

• #1 Home alerts on the website, so the people who are "years" from buying can tell Pacaso what to bring them back for

• HiringOwnership Advisor, Sales (remote US, on the board now): qualifies inbound leads with targets of "Completed Consultations: 25 per month", "New Opportunity created in Stage: Touring or later: 4 per month" and "Funded Shares: 2 per month"; attends "one local or feeder market event monthly"; works in Salesforce.Source
• Your websiteSitemaps (read October 21, 2026): 760 blog posts (e.g. "best ski towns USA", "snowbird destinations"), 35 webinar pages (including "Pacaso 101", several "Ask an Owner" sessions and "Buying Abroad in Europe"), 74 destination pages (from Aspen and Napa to Verbier, Toronto, St Barts and Ubud), pages for sold homes, open houses, "Pacaso on Tour" (Malibu, Lake Tahoe), a second-home podcast, a "2025 Co-Ownership Index Report", resale and Infinity FAQs, and an agent program (certification, marketing toolkit, webinar series).Source
• Your websiteTestimonials page with 8 owner testimonials; the homepage shows one owner quote ("David, owner in commercial construction").Source

Where owner terms allow guests, offer owners a simple guest invitation in the app with a welcome note, and, with the guest's consent, add them to alerts for that destination. Thank the owner when a guest later buys.

Guests are referrals that have already toured the home.

• Owners feel used

  Make it a host feature first; alerts only with the guest's consent.

• Your websiteHomepage (October 21, 2026): H1 "Own a share, get the whole feeling"; "One-eighth to one-half ownership of one specific home, fully managed, with the freedom to swap stays"; "75+ destinations"; one owner quote; a single newsletter box, "Your next place, in your inbox. Get the latest homes, destinations, and Pacaso updates."; an "Eva Digital Concierge" chat whose form asks for name, email, phone and zip with an SMS opt-in.Source
• Your websiteOwner referral page: the meta description says owners "can earn rewards for each buyer referral who closes", but the page itself names no reward; it asks for the friend's name, email and phone and says "A Pacaso team member will personally reach out". The sitemap also lists a separate /referral-program page.Source
• Your websiteHow it works: buy 1/8 or 1/4; owners stay "an average of 6-7 times during the year" booked in the owner app with SmartStay; "Pacaso shares historically sell for an average 10% gain"; financing "up to 70%" of the purchase price; "It's your home, not a timeshare" (LLC ownership).Source