Knock Customer Journey

The chapters below document the happy path in story format for each phase of the Home Swap experience. Most chapters include storylines from both the customer and the agent perspective. This story was the foundation of the vision book that we shared companywide. 

Agent (pre- client)
Chapter: Agent Awareness of Knock - Meet Mary the Agent

Mary learns about Knock during a meeting at her brokerage. She knows her broker vets new offerings before sharing them so Mary is open-minded about what Knock has to offer. In the meeting a Knock representative walks the group through who Knock is, shares the benefits of the Home Swap and explains how the program works.

Mary leaves the meeting excited about Knock. She is able to reach out to a Knock Ambassador if she has questions. Mary receives an email invite to Knock’s agent portal where she can learn more about Knock and how to get started. The portal provides clear steps about how to get Knock certified, as well as shares real life scenarios of how Knock has helped other agents and their clients. She really likes these testimonials of other agents' experiences with Knock. This helps relieve any of her doubts and answers some of her questions about Knock being a dependable company.

We want Mary to feel …
Hopeful, Excited, Interested, Trusting of Knock

At this moment she needs …
• Social proof that Knock is a company she can trust
• An easy way to read more about Knock and the benefits of using the program

At this moment she is worried about …
• Getting clients
• Hitting her sales goals
• If Knock is going to make her look bad to her clients

Knock improves her life at this moment by …
• Giving her a helpful tool to offer her clients
• Giving options for her and her clients to stay competitive in this market

Agent (pre- client)
Chapter: Becoming a Knock Certified Agent (KCA)

In her free time, Mary learns more about Knock. The information provided to her about Knock and the Home Swap program is clear and helpful. She sees value in the Home Swap and decides this is a good tool to offer future clients. She follows an easy step-by-step guide on how to become Knock certified. She downloads the Agent app and begins her training. She’s impressed by how the Agent app makes it so easy to get started.

Within the app she is guided through her training. Her training is a collection of quick, informative videos about the Home Swap. After each video she is prompted to answer a couple of questions as part of the certification process, as well as, reminded “why” she wants to get certified (ex: how will Knock help her make more money + get more clients + build a stronger relationship with them). Once she completes the videos and answers the questions correctly she is certified. She is able to stop, save her work and pick up where she left off if she needs to step away from training.

Videos
- Knock’s Mission and Promise
- Home Swap 101 (how the Home Swap works)
- Who is the Home Swap best suited for (use cases and opportunities)
- How to pitch the Home Swap (could be broken out into different use cases)
- Role playing exercises
- Home Prep 101
- Back up offer 101
- Home Swap FAQs for Agents (ex: How does the BUO work)
- How to answer your client FAQs

With her busy schedule, having the ability to train on her own time is helpful for Mary. She finds the content helpful, easy to remember and easy to reference back to if questions arise. She knows that she can reach out to a Knock Ambassador within her brokerage if she has any questions as she gets up to speed. She is relieved that she is not figuring this out all on her own.

Once Mary completes her training her certification is unlocked. She can start offering the Knock Home Swap to her clients now. She likes that she can always go back and view the training if she forgets something or has questions. Her urgent questions can always be directed to her Ambassador or a rep at Knock.

Mary will receive exclusive monthly industry trend reports, a perk of being a Knock certified agent. She is able to use this trend information to have informed conversations with her clients, this helps her be perceived as an expert in her field. She also receives monthly updates about how many customers are using the Home Swap in her area and how many agents have become certified in her brokerage and market. Seeing that the Home Swap is being used by her peers helps establish trust with Knock.

Mary is always kept up-to-date on changes to the Home Swap program, new Agent app features and other special Knock offerings.

We want Mary to feel …
Empowered, Comfortable, Confident, Excited

At this moment she needs …
• Training/onboarding to be quick, straightforward and full of momentum to keep her interested
• To fully understand the ins and outs of the Home Swap before she gets started, so she can avoid any surprises for her and her client

At this moment she is worried about …
• This not being worth her time
• Finding the time to get certified and learn something new
• Not understanding how the Home Swap works
• If the Home Swap will cause more hassle and stress than buying/selling traditionally

Knock improves her life at this moment by …
• Making training easy, understandable and engaging
• Allowing training to happen on her schedule
• Providing quick and simple resources to get questions answered ASAP
• Offering her market trends and insights so she can advise her clients and be a market expert

Customer
Chapter: Customer Awareness of Knock - Meet Judd & Andrea

Judd and Andrea’s family is expanding and they decide it’s time to look for a bigger home and sell the home they are in. They decide to work with an agent, Mary, that was referred to them by a friend. Mary specializes in the area they want to buy in and happens to be a Knock Certified Agent.

Mary meets with Judd and Andrea at their home, they discuss their desire for a larger home in the Ferndale area where they have access to great schools and are closer to family. From her conversation, Mary thinks that Judd and Andrea might be a good fit for the Home Swap. They have equity in their home, they will need a non-contingent offer to be competitive in the market they are in, and they have a young family, so not living in their house through repairs and showings would be ideal for them. Mary shares the option of using the Knock Home Swap and explains the value it will provide for them.

Judd and Andrea are intrigued by the Knock Home Swap and are willing to give it a try. Mary shares a personalized Home Swap overview (includes today’s competitive rates for them to compare with a local lender, How the Home Swap works, and FAQs) with them so they can learn more about Knock and the Home Swap. The overview includes a personalized family link to download the Knock app so they can apply for their Home Swap loan. 

Judd, Andrea and Mary also have access to a Knock support line they can call in to ask specific questions and get them answered quickly. Mary isn’t a lending expert and doesn’t want to tell her clients the wrong information. This line of contact with Knock puts everyone at ease.

While Mary is at their home, she suggests to Judd and Andrea the repairs she thinks are needed and notes the home condition in her agent app.

We want Judd and Andrea to feel …
Excited, Hopeful, Confident, Ready to sign up with Knock

At this moment they need …
• People they trust to help them with the biggest transaction of their life (agent & lender)
• A clear understanding of Home Swap costs and how it all works (explain the bridge loan)
• Access to someone at Knock for lending-specific questions that their Agent can’t answer

At this moment they are worried about …
• What’s the catch with Knock? Will Knock take advantage of us financially?
• What can they afford? Will they find a home they like (low inventory)?
• Will their offer be accepted in this competitive market?
• Stress of moving a family, prepping the home, showing a home

Knock improves their lives at this moment by …
• Giving them the option to buy and sell in a way that removes contingent offers
• Giving them the option to not have to live through repairs and showings
• Allowing them to have a home to move into before having to sell their old home, avoiding • being displaced in the case they can’t find a home to buy right away
• Giving them the support they need to make a decision on using the Home Swap or not

Agent
Chapter: Customer Awareness of Knock 

Mary is comfortable and confident offering the Knock Home Swap option to Judd and Andrea thanks to succinct training within the Knock Agent app. She knows how to emphasize the benefits without making the Home Swap sound complicated.

Before meeting with Judd and Andrea, Mary adds them into her Agent app as prospects. She is immediately informed if they are eligible for the Home Swap. Having this knowledge helps her prepare her pitch with them. In her meeting with Judd and Andrea, Mary is able to share a personalized digital Home Swap overview (includes competitive rates for them to compare with a local lender, How the Home Swap works, and FAQs) with an invitation to apply for the Home Swap loan.

While Mary is at their home, she suggests to Judd and Andrea the repairs she thinks are needed and notes the home condition in her Agent app.

We want Mary to feel …
Knowledgeable, Confident, Like an Expert, Valued by her potential clients, Hopeful

At this moment she needs …
• Straightforward talking points for pitching the Home Swap
• Collateral and personalized client overview to help support her HomeSwap pitch
• An easy way to answer client questions she doesn’t know
• An easy way to explain the financial side of the Home Swap (costs, fees, out of pocket, what is covered in the bridge)
• An easy way to help her client understand how they’ll get to their desired monthly mortgage payment at the end of this

At this moment she is worried about …
• Not being able to answer all of her clients questions and looking dumb or unprepared
• Getting the clients to sign on with her

Knock improves her life at this moment by …
• Giving her the option to help her clients buy and sell in a way that removes contingent offers
• Giving her the option to help her clients not have to live through repairs and showings
• Giving her the option to help her clients have a home to move into before having to sell their old home, avoiding being displaced in the case they can’t find a home to buy right away

Customer & Agent
Chapter: Eligibility

This is referenced in the Customer Awareness chapter. In the ideal state we would streamline and automate this process. We can automatically let Mary know if Judd and Andrea are eligible when she adds them as a prospect in her app. Judd and Andrea are also able to do this on their own through Knock.com by easily submitting their address.

Customer
Chapter: Loan Application

Judd and Andrea are excited to start searching for their new home. Without hesitation they apply for their loan that day. They are impressed by how easy the loan application experience is. The app clearly walks them through each step and provides information about what’s needed and why along the way. They are pleasantly surprised that they don't need to find and upload documents—all they need to do is connect their financial institutions, credit information, and add employment and residence history. They complete their loan application within minutes without any headache and are instantly pre-approved. 

Attached to their in-app pre-approval letter they see a warm message from Rob, their main Knock point of contact, who congratulates them on being pre-approved. He introduces them to their team at Knock and lets them know if they ever have questions or concerns they can always reach out for support. They also receive a congratulatory message from Mary, she includes a list of homes in the Ferndale area she thinks are a good fit for them. They look through the homes and select two they are excited to view. One has the dream kitchen Judd has always wanted. They schedule a time in the app with Mary to view those homes the following day.

Judd and Andrea are delighted by the experience so far, and are grateful that Mary told them about Knock. They can’t believe that it took less than 24 hours to get pre-approved and scheduled to view homes. They love how the app is keeping them in close contact with Mary and guiding them through the process. Having easy access to the things that are important to them, like their pre-approval letter, direct contact to Mary, and a clear explanation of the next steps sets them at ease. With all of the helpful information and easy app experience, they feel excited, prepared, and confident as they move forward in their Knock Home Swap journey. 

We want Judd and Andrea to feel …
Relieved, Excited, Motivated, Confident, Satisfied, Impressed by the experience

At this moment they need …
• A loan application experience that has clear/simple communication on which documents are needed and why
• The ability to quickly answer/confirm questions about their documents
• The experience to limit the work they need to do. Ex: Only enter data once, pre-populate data, link to financial institutions, credit, etc.
• To hear back from someone at Knock immediately after application so they know Knock is on it
• To quickly get a pre-approval letter so they can start home shopping

At this moment they are worried about …
• The long list of documents they need to find and send in 
• Getting approved for a loan
• The amount they will be approved for
• Hidden costs of using the Home Swap
• Not understanding yet how the bridge loan works and what is covered with it

Knock improves their lives at this moment by …
• Eliminating any frustration or confusion in the loan application process
• Providing easy-to-understand communication around which documents are needed and why
• Reducing worry and anxiety about what to expect next in the process

Agent
Chapter: Loan Application

Mary is notified on her phone that Judd and Andrea submitted their loan application and are now pre-approved.

Mary loves that she has a copy of their pre-approval letter in her app. An automated personalized message congratulating Judd and Andrea is sent to them on her behalf. Included in her congratulatory message is a list of homes Mary pre-selected for them that match their criteria. If any of the homes are of interest to Judd and Andrea they have the ability to easily schedule a showing with Mary in the app.

Within the Knock Agent app, Mary can see that Judd and Andrea are now active in the Home Swap program. She is able to track where they are in the process and is given clear guidance on what to expect next and where she may have to step in to help.

We want Mary to feel …
Excited, Prepared to do a Home Swap

At this moment she needs …
• Updates on her clients’ loan application status. Have they applied? Have they been pre-approved?
• An outline of what to expect next

At this moment she is worried about …
• If her client’s application has been received by Knock - are they working on it?

Knock improves her life at this moment by …
• Providing easy access to her client’s pre-approval letter
• Timely updates of the client’s loan status 

Customer
Chapter: Home Search

Over the course of a few weeks Judd and Andrea toured 5 homes, 2 of which were exclusive  Knock Marketplace pre-listings. For Judd and Andrea, having exclusive access to Knock Marketplace pre-listed homes makes them feel special and helps relieve the worry of having to compete with a lot of other buyers. They like that they have the option of buying something not everyone has access to.

Instantly scheduling showings with Mary in the app was easy, they feel on top of things. After looking at a handful of listed and exclusive pre-listed homes Judd and Andrea found the home of their dreams. It was exactly what they were looking for; a home they could grow into, near great schools and Judd’s family. Mary works with Judd and Andrea to draft their competitive offer. They are relieved to know they are already a step ahead of the competition by partnering with Knock.

Mary submits their competitive offer, which includes the pre-approval letter, helpful information about who Knock is, how Knock works and Knock’s reputation for providing convenience and certainty to all parties involved in the transaction, listing agent and seller included. This helps ease any concerns the listing agent has about working with Knock. Two days later, Judd and Andrea’s offer is accepted. Mary shares the exciting news with Judd and Andrea, they are elated. They can’t believe their next chapter in life is coming true.

We want Judd and Andrea to feel …
Hopeful, Excited, At ease

At this moment they need …
• An easy way to schedule and view showings
• An easy way to access pre-approval documents
• To find the home of their dreams
• A competitive offer that will blow any other offers out of the water
• Positioning Knock to be a safe lending choice for the listing agent and buyer

At this moment they are worried about …
• Finding a great home
• Having their offer accepted

Knock improves their lives at this moment by …
• Offering exclusive access to pre-listed homes
• Real time tour scheduling with Mary so they don’t miss out on a property
• Providing a certain and competitive offer to beat out the competition

Agent
Chapter: Home Search

Mary is notified that there are two properties that are a match for Judd and Andrea. They would like to view them the following day.

Over the course of a few weeks Mary shows 5 homes, 2 of which were exclusive Knock Marketplace pre-listings. For Mary, having exclusive access to Knock Marketplace pre-listed homes makes her feel like she is providing something very special to Judd and Andrea. She likes that they have the option of buying something not everyone has access to.

After looking at a handful of listed and exclusive pre-listed homes Judd and Andrea found the home of their dreams. Mary works with Judd and Andrea to draft their competitive offer. Her partnership with Knock helps her feel confident she has an edge on the competition.

Mary submits their competitive offer, which includes the pre-approval letter, helpful information about who Knock is, how Knock works and Knock’s reputation for providing convenience and certainty to all parties involved in the transaction, listing agent and seller included. This helps ease any concerns the listing agent has about working with Knock. She liked how easy it was to attach the pre-approval letter and supporting Knock information to her offer.

Two days later, Judd and Andrea’s offer is accepted. Mary shares the exciting news with Judd and Andrea, they are elated. Mary feels great about using Knock, Judd and Andrea would not have been able to win this house any other way.

We want Mary to feel …
Happy, Confident

At this moment she needs …
• An easy way to assure the listing agent Knock is legit

At this moment she is worried about …
• The offer being accepted
• The listing agent not wanting to work with Knock

Knock improves her life at this moment by …
• Providing an easy way to include the pre-approval letter with the offer
• Providing an easy way to include information about who Knock is with the offer
• Providing a easy way to get ahold of someone at Knock directly
• Setting her offer apart from the rest

Customer
Chapter: Loan Process, Due Diligence
(This is happening in parallel with Home Prep)

Knock extends a warm congratulations to Judd and Andrea for their accepted offer. The app helps set the stage for what is expected next in the Home Swap process; disclosures will be coming, then appraisal, more documents to sign, then Home Prep onboarding. They know if they have any questions they can reach out to KCA Mary or their Knock team. Judd and Andrea feel supported and are clear about what is coming next in the process. They know that if anything comes up, their team at Knock and Mary have their back. This removes all of their anxiety.

Later that day they are notified that the first of their Home Swap documents are ready for them to read over and sign (initial disclosures for both the purchase and bridge loans + an Intent to Proceed). Each document includes a summary of what the document is and why it is needed and when it needs to be signed by. This helps provide context and sets expectations for Judd and Andrea—they know what they are signing and when it needs to be signed by. They also know if they have any questions their Knock team is available to field those. 

The initial disclosures also include their loan estimate. This is the first time Judd and Andrea see what all of the costs of the loan will be (including appraisal, title, our fees, etc.). They are clear on what will be paid out of their pocket vs. what will be covered by their Knock bridge loan.

Judd and Andrea decide to print the documents out so they can easily read them over. Once the documents are read, they quickly sign and submit each document in the app. A copy of their signed documents are saved in the app and emailed to them in case they need to reference them later. Their timeline and tasks update in real time when they sign their documents.

Their next task is unlocked. A credit card authorization for their appraisal is requested with supporting information about why this is needed and what to expect with the appraisal. They quickly sign the appraisal document and send it back to Knock. They're given frequent updates on when the appraisal will take place. Realistic expectations are set up front so everyone is on the same page about how long it might take. As soon as the appraisal is complete, they're notified in the app. Their timeline and tasks update in real time each time they take an action.

The app notifies Judd and Andrea that they have new documents ready for their review. Each includes a summary and any important information they may need to know. In the app they sign and send back. Their timeline and tasks update as they go.

In the app Andrea starts to keep an eye on their Home Swap finances. She can keep track of what they’ve paid for, what they owe, what has been charged to the bridge loan and how much they will have to pay off in the end. It’s early in the process so the record doesn’t have much in it but she is comforted to have this. This record helps relieve any worry she and Judd may have about where their money is going and prepares them for what payments are coming.
Inspection happens during this chapter: Knock is not involved

We want Judd and Andrea to feel …
Relaxed, Supported, Aware, Informed, On top of things, Motivated

At this moment they need …
• To understand what they are signing and why
• Clear next steps in the process and what to prepare for
• An easy way to keep track of the documents they’ve submitted

• An easy way to keep track of the disclosures they’ve signed
• An easy way to see where they are at in the process
• Helpful notifications and reminders so they stay on top of things
• A helpful Agent to get them through the inspection process

At this moment they are worried about …
• There are so many documents to sign. Will we miss something? Do we need to read it all?
• If anything will go sideways in this process
• Keeping track of all the important dates and documents
• Delays being caused by document hold-up 
• Understanding what Knock will pay with the bridge loan vs. costs out of pocket

Knock improves their lives at this moment by …
• Making the document signing process easy and understandable
• Keeping them up to date before they have concerns or questions
• Having an organized document repository for them to refer back to
• Notifying them when they need to take action so they don’t miss a step

Agent
Chapter: Loan Process, Due Diligence

Mary receives a warm congratulations from Knock regarding Judd and Andrea’s accepted offer with next steps in the process to prepare for. She is notified daily of Judd and Andrea’s loan progress. The app aids her by proactively alerting her when timelines are at risk or have changed. Mary loves this because nothing will be missed on her end. She is always aware of what is going on during the Home Swap process and can proactively support Judd and Andrea to keep things on track.

Clear visibility on status, open items and what to expect next gives Mary a sense of ease and trust in working with Knock. When she has a question, she can easily contact Knock using the app. She continues to be impressed with her Knock experience and is excited about using the Home Swap with future clients.

Inspection happens during this chapter: Knock is not involved

We want Mary to feel …
On top of things, Like she is being proactive, Confident

At this moment she needs …
• Visibility into where Judd and Andrea are in the Home Swap process so she can proactively help if needed
• Constant updates from Knock so she can pass info on to other parties involved
• Clear next steps in the process
• Status updates on things that are out of Knock’s control (ie. appraisals, underwriting, etc.)
• Someone at Knock who she can contact directly when/if she has questions or issues

At this moment she is worried about …
• Things that may be off track that she isn’t aware of
• Where the loan is at in the process
• If her clients are holding something up and if she needs to step in and help them

Knock improves her life at this moment by …
• Keeping her up-to-date on Judd and Andrea’s progress
• Alerting her immediately when something is delayed and out of Knock’s control
• Alerting her immediately when something is needed

Customer
Chapter: Home Prep Onboarding
(This is happening in parallel with Loan Process)

Now that they are under contract, Judd and Andrea are notified in the app that it's time to start thinking about prepping their home. They are guided to learn about Home Prep by watching a series of straightforward, short videos walking them through the ins and outs of the service. If they have any questions they can contact Rob, their Knock rep.

Videos
- How Home Prep works
- How will I pay for Home Prep?
- Knock Home Prep contractor vs. your own contractor
- How to choose a contractor


After reviewing the videos they understand how Home Prep works and its benefits. They don’t know of a good contractor so they decide to move forward with a recommended contractor from Knock's Home Prep service to make things easy. They quickly choose a Knock recommended contractor from two in their area. Knock makes it easy to choose by providing home prep reviews of each to compare. Judd easily schedules an estimate with the Knock recommended contractor in the app. The day before the contractor’s arrival Judd and Andrea are sent a reminder of their appointment and where they are able to confirm the day and time still works for them. This reminder provides some relief that Knock is on top of things and is helping them stay on top of things as well.

The contractor arrives on time, with a list of the suggested repairs provided by Mary. He was able to quickly view the home, draft an estimate and share with Judd and Andrea on site. Later that day they are reminded to review the estimate in the app and approve it or, if needed, make changes. The estimate looks good and Judd and Andrea agree to the work. After agreeing to the estimate they receive a Home Prep approval document to sign for final approval. Clear expectations are included with the approval document. Judd and Andrea are informed they have 45 days after closing on their new home to prep and list their home. They understand that repairs must start after they close on their new home. 

All of their Home Prep estimates and documents are saved in the app for future reference.

Judd and Andrea feel supported by Knock and are confident their repairs will go smoothly. They like how clear and timely all communication is and are relieved they don’t have to worry about anything.

We want Judd and Andrea to feel …
Relieved, Confident, Happy

At this moment they need …
• A clear understanding of how Home Prep works, benefits of the service, how it’s paid for
• An easy way to decide if they want to pay out of pocket or use the Home Prep funds
• A good, reliable contractor
• An easy way to contact and communicate with their contractor
• An easy way to review, share, approve and refer to estimates
• To know ASAP if Home Prep funds will be allocated towards their down payment instead (this happens and frustrates customers when they’re not made aware)

At this moment they are worried about …
• Spending a lot of money on repairs
• How Home Prep will be paid for
• Unreliable contractors
• Coordination with contractor

Knock improves their lives at this moment by …
• Providing information that helps them quickly pick their contractor out of the list
• Providing a  good contractor to help with their repairs
• Providing clear communication of next steps and what to expect

Agent
Chapter: Home Prep Onboarding

Mary is notified that Judd and Andrea are going to move forward with a recommended Knock Home Prep contractor. Her suggested repairs are shared with the contractor and she is made aware when the contractor is scheduled to come out to view the home.

When the contractor shares the estimate with Judd and Andrea, Mary gets a copy and is notified. By having this she is able to answer any questions or concerns Judd and Andrea may have. Once Judd and Andrea agree and sign off on the scope of work Mary is notified.

Mary loves the benefits that Home Prep provides her clients. She likes how she can refer contractors she has used in the past to Knock’s contractor network. This gives her the opportunity to guide her future clients towards Knock recommended contractors she knows and has experience with.

We want Mary to feel …
Aware of what’s going on, Confident in the quality of work performed

At this moment she needs …
• To know what’s going on so she can provide assistance if needed

At this moment she is worried about …
• If things are on track

Knock improves her life at this moment by …
• Keeping her up-to-date

Customer
Chapter: Loan Process, Under Contract
(This is happening in parallel with Home Prep)

During this time the appraisal on the new home takes place. Judd and Andrea know as much detail as possible about where their appraisal is in the process and the status of it. As soon as the appraisal results are in, they are notified of the results in the app. 

At this point, their Loan Processor needs updated documentation from them to keep the deal moving forward (i.e. recent bank statements, most recent mortgage statement, most recent pay stubs, any other conditions needed). Judd and Andrea are notified of this in advance so they’re able to prepare the documents ahead of time without having to scramble at the last minute. Communication between them and their Loan Processor is smooth and straightforward. No one is confused about which documents are needed or why.

Judd and Andrea have been educated on the interest rate lock process and feel empowered to request when their rate should be locked with their Loan Advisor. They’re reminded to do so soon in the app. Their Loan Advisor then locks in a very low rate which makes them happy and relieved. Getting a good interest rate on their new mortgage loan was a top priority for them.

Judd and Andrea also get a reminder that it’s time to secure their homeowners insurance. In the app there are insurance providers to choose from, they are also able to use their own as well. They get a policy from their preferred provider and upload their insurance information into the app. 

By now, the Knock Back-Up Offer has been fully explained and understood. Judd and Andrea understand that having to take the Knock BUO is very unlikely and not required, so they aren’t too worried about it. The formal Knock BUO document is sent to Judd and Andrea in the app and they’re able to sign it from there, too.

Throughout this whole Under Contract phase, Judd and Andrea are kept up-to-date with daily app notifications and in-app updates of where things are at in the process. This keeps them at ease because they always know what’s going on and what’s expected of them so there aren’t any surprises. They also want to make sure they aren’t the ones holding anything up. 

Once all conditions are met during underwriting, Judd and Andrea are notified in the app that they are clear to close. This notification comes as such a relief. The timeline in their app updates with their official closing date as well as a brief outline of what to expect in the coming days before closing.

Judd and Andrea are notified that Knock has not received their homeowners insurance information which will delay their closing if not received 3 days before closing. This timely information keeps Judd and Andrea informed so they can reach out to their insurer and get the needed documentation over to Knock so they can close on time. 

We want Judd and Andrea to feel …
• Informed, empowered, on top of it, prepared, excited

At this moment they need …
• To be sent many updates so they know where the deal is at
• An easy way to communicate back and forth with their Loan Processor about needed documents
• Timely notifications that keep them on track (when a document is being requested, when to lock in interest rate, when to secure homeowner’s insurance) 

At this moment they are worried about …
• Locking in a good interest rate
• Not knowing if they’re on track or not/ what might be holding things up
• Rounding up another batch of documents to be sent in

Knock improves their lives at this moment by …
• Providing constant updates that keep everyone informed and at ease 
• Keeping them on track with final to-dos 
• Making the Under Contract phase clear and low-stress 

Agent
Chapter: Loan Process, Under Contract

Mary continues to be notified of Judd and Andrea’s loan process. She likes the suggested talking points shared at various points of the Home Swap process. These help keep the experience running smoothly for Judd and Andrea and keep other outside parties informed. Throughout the process Mary is proactively alerted if timelines are at risk or have changed.

The Agent app continues to provide Mary with clear visibility on status, open items and what to expect next. These give her a sense of ease and trust in working with Knock. When she has a question, she can easily contact Knock using the app. She continues to be impressed with her Knock experience and is excited about using the Home Swap with future clients. 

We want Mary to feel …
On top of things, Like she is being proactive, Confident

At this moment she needs …
• Visibility into where Judd and Andrea are in the Home Swap process so she can proactively help if needed
• Constant updates from Knock so I can update everyone else involved that I need to communicate with
• Clear next steps in the process
• Status updates of things that are out of Knock’s control
• Someone who she can contact directly when/if she has questions or issues

At this moment she is worried about …
• Things that may be off track that she isn’t aware of
• Where the loan is at in the process

Knock improves her life at this moment by …
• Keeping her up-to-date on Judd and Andrea’s progress
• Alerting her immediately when something is delayed and out of Knock’s control
• Alerting her immediately when something is needed

Customer
Chapter: Closing on New Home

Judd and Andrea are in the final week of escrow. They have been kept informed by Knock during their entire Home Swap experience. They are aware they're on track for closing on the scheduled date, and if not, they know why. They are excited and nervous about closing on their home. The app notifies them that they have important initial closing documents (settlement sheet with how much money they need to bring to closing) to review and sign 3 days before they close. They are so busy they forget about these documents but they love how they are reminded in the app to sign these.  

Mary reaches out to discuss closing day logistics with Judd and Andrea. They also receive information in the app that walks them through closing day; what to expect, length of time it will take, what documents will be signed, and when they will get the keys to their new home. They also know exactly how much money they need to bring to the closing table, and they have enough time to access/wire those funds. They do not feel rushed.

They feel informed and prepared and are excited to close on their new home. They schedule their closing in the app with the closing attorney. The closing will be done virtually so they can sign documents in the comfort of their home.

Closing day has arrived. Judd and Andrea are so thrilled this day is here. The closing attorney does a great job of summarizing each of their documents over video. Signing is easy, instead of physically signing each document they are able to use their fingerprint for each signature. Once the documents are signed the closing attorney let’s Judd and Andrea know what to expect next. Within an hour they are notified that the documents have been received, are complete and funding has been authorized. They are ecstatic!

Mary reaches out with her congratulations and sets up a time to get them their keys. Knock sends a message welcoming Judd and Andrea to their new home.

They are alerted that it’s time to select the account they would like their pre-imbursement payments to go into. Since all of their accounts are connected to Knock they are able to simply tap on the checking account they want to use. Their timeline and task list are updated.

We want Judd and Andrea to feel …
Relieved, Confident, Happy, Excited

At this moment they need …
• Updates from Knock leading up to closing - are we on target to close on time?
• A clear understanding of what’s happening and what to expect
• An easy and informative signing/closing experience
• Closing to happen on time or delays to be communicated ASAP 
• To know exactly how much money to bring to closing so funds can be prepared
• Copies of the closing disclosures so they can be referred back to later

At this moment they are worried about …
• Closing delays that create other delays/fees
• When they get their keys
• The funding being authorized for closing
• All of the documents they have to sign
• How will my existing mortgage get paid? When does Knock start paying?

Knock improves their lives at this moment by …
• Providing clear expectations as to how the process works
• Allowing them to sign documents anywhere they want
• Being very clear on how much money they need to bring to close
• Being very clear on how 

Agent
Chapter: Closing on New Home

Mary reaches out to discuss closing day logistics with Judd and Andrea.

Mary is in lock step with Judd and Andrea, with real-time updates and alerts. By using digital documents she can easily draft and send the purchase offer and send any needed documents to Knock and others involved in the transaction. 

The Agent app provides clear tasks for closing. This is typically the most stressful part of the process but with the Knock Agent app it is stress free for Mary. Knock has proactively called Mary as needed, she continues to be impressed by the expertise they provide. 

Mary is notified when the signing has begun and has been completed. Within an hour she is notified that the documents have been received, are complete and funding has been authorized. She is ecstatic!

Mary reaches out to Judd and Andrea with her congratulations and sets up a time to get them their keys. Knock sends a message congratulating Mary on her great work.

We want Mary to feel …
Thankful, Relieved, Happy, Excited to do this again with Knock

At this moment she needs …
• To be informed of where things are at in the process at all times
• A clear picture of who she needs to coordinate closing with
• The closing to happen on time without delays
• An easy way to reassure Title and explain to them how the Home Swap model works

At this moment she is worried about …
• Closing being delayed
• Something going wrong and being blindsided at the last minute
• Having to scramble to make sure her clients are happy

Knock improves her life at this moment by …
• Keeping her up-to-date
• Communicating immediately if something is delayed
• Providing a way to help her educate Title about how Knock works

Customer
Chapter: Home Prep

The day after closing Knock sends a notification congratulating Judd and Andrea again on their new home with a helpful message letting them know they have 45 days to prep and list their home. In the app they have access to the agreed upon scope of work, a green light to schedule their contractor and supporting information to remind them how the process works.
They schedule the contractor to get the work started the day after they move out. 

Judd and Andrea are all packed up and have hired movers to move them into their new home in Ferndale. Their home prep starts the following day, Judd and Andrea get a notification that the work has started. In the app they are able to view a full checklist of work to be done that will be updated in real time as the work progresses. This way they can keep track of the progress of their home repairs.

They are notified the work is complete. Payment from Knock to the contractors happens behind the scenes. Judd, Andrea and Mary schedule a final walkthrough. Everything looks great. In the app, they easily rate their experience with the contractor and sign off on the work done. They are notified that Knock will be paying the contractor shortly.

We want Judd and Andrea to feel …
Confident, Happy, Excited, Worry free

At this moment they need …
• A clear understanding of what’s happening and what to expect
• Timely and quality work done on their old home
• A way to see what work has been done
• A way to keep track of how much longer they have until they need to list (45-day countdown)
• Someone at Knock to handle paying for the contract work

At this moment they are worried about …
• How the Home Prep work is going, do things look good?
• How long Home Prep will take
• If Home Prep will delay the listing of their home

Knock improves their lives at this moment by …
• Providing clear expectations as to how the process works
• Keeping them up-to-date on the Home Prep work
• Handling the payment(s) for the contract work

Agent
Chapter: Home Prep

Mary is notified that Judd and Andrea can now move forward with prepping their home, she is reminded that they have 45 days to list their home. She likes how there is a countdown in the app for her to keep track of how much time has gone by. She will be alerted at the 20 day mark that Judd and Andrea are halfway through their allotted time. This helps her keep them on track.

The day before the work starts, Mary is notified that things are on track. She is kept up-to-date throughout the entire Home Prep process. In the app she can view a full checklist of scoped work that updates in real time as the work progresses. This way she has a window into the progress of the home repairs.

When the work is complete Mary is notified. Mary schedules a final walkthrough with Judd and Andrea. Everything looks great. In the app, Mary can easily rate the experience with the contractor and sign off on the work done. She is notified that Knock is working on paying the contractor shortly.

Mary likes that she always knows what’s going on with Judd and Andrea’s Home swap experience. Having real-time visibility into the process frees up Mary’s time to focus on client referrals that Knock is sending her way via the Agent app. The Agent app allows her to easily manage and convert these referrals to Home Swap customers. 

We want Mary to feel …
In control, like she can take on more clients

At this moment she needs …
• Real time updates of where things are at in the Home Prep process

At this moment she is worried about …
• The work getting done well and on time
• Home Prep potentially delaying the listing of the home

Knock improves her life at this moment by …
• Real time updates so she can keep and eye on things while she is working with other clients

Customer
Chapter: List old Home

Judd and Andrea’s old home is prepped, staged, and ready to be listed. In the app they get a message from Mary that their home is now on the market, listed at $550,000. They get regular updates from her on the status of their old home. Their home had offers right away but they have the ability to track days on the market, are alerted when it’s best to lower the price, and always know how much of their 6 months of mortgage pre-imbursement payments have been used so they stay on track. After reviewing all of the offers with Mary they accept an offer.

They are able to track their payoff amount in the app. This lets Judd and Andrea know the correct amount of money they will need to bring to closing to pay off the bridge loan from the proceeds of their home sale. If anything changes, the payoff amount updates proactively keeping Judd and Andrea up-to-date. They have enough time to prepare the funds. They don’t feel rushed. 

Judd, Andrea, Mary and others involved in the closing process are made aware of the Knock bridge loan in advance of closing. Everyone is informed and clear about how this will be handled and paid off. 

Judd and Andrea have also been very curious from the beginning about how much they would walk away from the sale with. This whole time they’ve been provided a running total of costs and how much would be owed for the bridge loan along with estimated proceeds. This has helped them plan and budget for the future. 

We want Judd and Andrea to feel …
Knowledgeable, prepared

At this moment they need …
• A countdown of how much longer until the old home needs to be listed
• A running total of how much will be owed for the bridge loan payoff 
• Enough time to prepare the funds for the payoff
• Clear direction on how the final payoff will be handled

At this moment they are worried about …
• How the payoff will work
• Knowing how much money they’ll walk away with

Knock improves their lives at this moment by …
• Helping inform and educate everyone involved in the closing process about the Knock bridge loan and how the final payoff will be handled
• Keeping them informed throughout the process about how much they will likely owe for the bridge loan payoff
• Taking extra care and attention on the financial details that matter most

Agent
Chapter: List Old Home

- In the app Mary can track the days on market
- Knock can advise based on current trends when to adjust the price, this info can help support her conversation with the client

We want Mary to feel …
Informed, Confident, In Control

At this moment she needs …
• To fully understand Knock’s BUO so I she can list client’s home at a price within the rules
• To know how long before she needs to sell the home

At this moment she is worried about …
• The Back Up Offer (BUO), it’s confusing

Knock improves her life at this moment by …
• Offering clear information about the BUO and how it works

Customer
Chapter: Complete Home Swap

Judd and Andrea are enjoying keeping track of where they are at in the Home Swap process. In the app, Judd and Andrea can see that Knock has all of the documents needed for closing.  3 days before closing on their old home Judd and Andrea are notified that they have initial closing documents to review. These documents are accompanied with a summary of what they are and why they are important. They are able to review the financial breakdown of both the purchase loan and bridge loan so they aren’t surprised at the day of closing.

Mary reaches out to discuss closing day logistics with Judd and Andrea. They also receive information in the app that walks them through closing day; what to expect, length of time it will take, and what documents will be signed. They know exactly how much of the proceeds from their old home sale will be going to Knock for the payoff of the bridge loan.

They feel informed and prepared and are excited to close on their old home. They schedule their closing in the app with the closing attorney. The closing will be done virtually so they can sign documents in the comfort of their home.

Closing day has arrived. Judd and Andrea are so thrilled this day is here. The closing attorney does a great job of summarizing each of their documents over video. Signing is easy, instead of physically signing each document they are able to use their fingerprint for each signature. Once the documents are signed the closing attorney let’s Judd and Andrea know what to expect next. Within an hour they are notified that the documents have been received, are complete and funding has been authorized. They are ecstatic!

They receive a notification from Mary that their disbursement funds have been wired to their account.

Judd and Andrea receive a message from Knock congratulating them on completing the Home Swap. They are so happy with the experience. Knock provides a way for them to post about their experience on social media, as well as, leave a Zillow review.

A couple of days later Judd and Andrea receive a message from Knock asking them about their experience and if they have any feedback for the team.

We want Judd and Andrea to feel …
Relieved, Happy

At this moment they need …
• To know how much money they owe on the bridge loan
• To know when the Home Swap is officially over

At this moment they are worried about …
• How much they owe on their bridge loan
• If they are closing on time. They have movers scheduled and they will lose their earnest money if the close later that the agreed upon closing date

Knock improves their lives at this moment by …
• Keeping them informed if something is needed from them
• Giving them a clear summary of the initial closing documents so they are aware of the final financial breakdown

Agent
Chapter: Complete Home Swap

Mary reaches out to discuss closing day logistics with Judd and Andrea. The Agent app provides clear tasks for closing. This is typically the most stressful part of the process but with the Knock Agent app it is stress free for Mary. Knock has proactively called Mary as needed, she continues to be impressed by the expertise they provide. 

Mary is notified when the signing has begun and has been completed. Within an hour she is notified that the documents have been received, are marked complete and funding has been authorized. She is ecstatic!

Mary reaches out to Judd and Andrea with her congratulations. Knock sends a message congratulating Mary on her great work. Mary is impressed with the Home Swap experience. She loves that she was able to offer something different to help Judd and Andrea get to their next stage of homeownership. She believes in the Knock experience and will offer the Home Swap in the future.  Knock provides a way for her to post about her experience on social media, as well as, leave a Zillow review.

The following day, Mary receives a message from Knock asking her about her experience and if she has any feedback for the team. She likes that her opinions matter to Knock.

We want Mary to feel …
Relieved, Happy, Satisfied

At this moment she needs …
• To know when the Home Swap is officially over
• To advise her clients on how to recast their loan if they want a lower monthly payment

At this moment she is worried about …
• If everything on track to close on time
• Will there be any surprises in the final hours before closing

Knock improves her life at this moment by …
• Keeping her informed that things are on track, and if they aren’t she is alerted

Agent
Chapter: Agent Engagement

Mary is so pleased with her experience with Knock. She can’t wait to find another client she can offer this program to. With one Home Swap under her belt she has unlocked the opportunity to receive Knock Home Swap leads directly from Knock.  

We want Mary to feel …
Excited to do more Home Swap deals

At this moment she needs …
• Eligible and motivated clients (Knock referrals)
• Informative market trends and data to help her have educated conversations with future clients

At this moment she is worried about …
• Landing the next client

Knock improves her life at this moment by …
• Providing hot leads
• Providing insights and market trends so she can wow her future clients