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Hey Brandon, here's what I shared with the team earlier today - sharing a version here too. Here’s where we're taking Opendoor marketing in 2026 (tl;dr we're rebooting the franchise): We're resetting our brand story to champion homeownership and the people who make our communities work. Not just moves, but owning. The pride, stability, and equity that come with it. This is a shift from "making moves easier" to standing with homeowners, the backbone of our neighborhoods. Near term, we're laser-focused on sellers: making it clear that an Opendoor offer is the smart first step to selling your home. Free, transparent, competitive, yours in 24 hours. Like a Carfax exists for every used car, every home being sold should have an Opendoor offer and every seller should know what that is, regardless of the path they ultimately choose. Knowing where you stand before you make a decision is valuable information every homeowner deserves. We're doing this from the bottom up with an immediate focus of marketing dollars on true sellers (people actively in the market) so our spend works effectively. But we must also build mental availability AND shift perception. We need to move people from thinking "Opendoor is a home flipper" to "Opendoor is the trusted, modern way to manage homeownership." It's not just awareness. It's improved positioning and value prop. So when a life event or transition happens Opendoor is in the consideration set for all sellers. It's not today, and that's the gap we need to close. We're also elevating our marketing from a focus on the transaction to the moment behind it. There's a freedom to move that comes with Opendoor. That unlocks progress in life. We want people to see themselves in our marketing and feel the possibility that comes with clarity, certainty, and control over your biggest asset. On social media specifically, we want to talk to potential home sellers early: get into their consideration set before the urgency hits. We'll use each platform to its strengths and audience as the very top of the funnel. But our top priority is ensuring we have a great converting funnel from offer to close, and then we can pour gas on that fire. No point scaling the top if the middle doesn't convert. Here's the truth: our business model IS our brand. We make money when the process is faster and simpler for you, not longer and more expensive. That's not marketing, that's just how we're built. We're operationalizing our entire business and cost structure to make competitive offers on great homes for people who want certainty and speed. We win when homeowners win. We want to talk to homeowners like humans, with respect for their assets, their life, and their intelligence. No jargon, no games, no gotchas. Clear options, fair value, transparent process. And we want to put our customers at the front of our story. They're the ones who matter, and we want to celebrate their progress, their decisions, their lives moving forward. We'll know we're successful when more people consider and trust Opendoor as a real option, when we reach more sellers with Opendoor offers, and when more people choose Opendoor and refer it to their friends. We have an awareness and consideration gap, people know the name but don't trust it as a solution for them. We can win immediately with life changes in the extraordinary but we ultimately want to be a viable option for all sellers who value certainty, clarity, and control. And this is just the beginning. There's a bigger opportunity: partnering with homeowners over the life of their journey, making it easier to buy, sell, and own. Tilting the world in favor of homeowners because they're the people who make our communities work, and they deserve a system that works better for them. We'll be sure to share everything we ship and the progress we make at accountable.opendoor.com and I hope to share some new creative directions here on X as we develop them over the coming weeks.