How Sweeten Designed Trust Into the Residence Renovation Procedure

Dee Yonker

Dwelling renovation startup Sweeten made believe in as the foundation of its enterprise — and now it has $1.5 billion well worth of perform in its pipeline.


3 min go through

This tale appears in the
April 2021
issue of
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When Jean Brownhill walked into her Brooklyn dwelling in 2007 and observed a gaping hole in the ceiling, she understood she was dealing with a renovation gone mistaken. Brownhill had designed a career in architecture and building — ­­if she struggled to come across a responsible typical contractor, other homeowners must truly wrestle. To seize the possibility, she released Sweeten in 2011. It’s an online market that matches homeowners with vetted basic contractors and aids regulate the partnership and the job. People get transparency trustworthy contractors get much more business enterprise. Due to the fact launching, Sweeten has raised $20 million, completed thousands of renovations across the place, and has $1.5 billion worthy of of initiatives in its pipeline. But to do well, Brownhill realized she’d want to do more than just develop a intelligent service. She’d want to create rely on in a really distrusting marketplace. Here’s how.

1. Develop a new network.

Brownhill was very well-related in the architecture planet, but not in tech or undertaking funds. So she immersed herself. Utilizing Meetup.com, she uncovered and attended just one collecting a working day. “I’d go to Meetups about coding, talent recruitment, fundraising — any subject where I could master,” she suggests. It aided her lay an early basis: “I identified the particular person who made our initial line of code at a Meetup.”

Similar: Why This Market Is Suffering from Incredible Pandemic-Fueled Expansion

2. Develop rely on with associates.

To gain more than skeptical contractors, Brownhill usually fulfilled them at their perform web pages and focused on producing mutual reward. “They needed to know that we have skin in the game, way too,” she claims. “Sweeten does not cost them to be part of the platform and can assistance them come across the correct consumers — but if they get three poor critiques, they’re off the system.”

Impression Credit rating: Courtesy of Sweeten

3. Construct trust with shoppers.

People weren’t used to employing contractors on-line, so Brownhill had to do the job more challenging to humanize the procedure. “I did things that have been wildly unscalable: I’d individually pay a visit to households to just take measurements I sent handwritten thank-you notes I gave customers my cellphone range. It would not be possible currently at our scale,
but it assisted men and women get to know us,” she claims.

Connected: How This CEO Applied His Have Want for a Smaller Personal loan to Start a Burgeoning Startup

4Develop have confidence in with on your own.

At to start with, Brownhill self-funded Sweeten. (“I cashed out my 401(k) and ran up my credit score playing cards,” she suggests, which she doesn’t recommend.) By 2013, she wanted institutional capital to improve but kept listening to no from investors. She stored at it, trying to find VCs who would understand the organization. Then she located Joanne Wilson at Gotham Gal Ventures, who enthusiastically agreed to invest.  “Being a woman, being African American — your initial yeses, you nearly really don’t know how to react due to the fact you are so not used to it,” Brownhill says. “I was stumbling all more than the place! I did not nonetheless know how to stroll by means of open doors. Fortunately, I have since figured out to do just that.”

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