Question · Q4 2025
Sergio Segura asked about Frontdoor's pricing growth strategy for 2026, specifically how promotional pricing in DTC and real estate channels might impact renewal channel growth and pricing as customers transition. He also inquired about current attach rates and market share in the real estate channel, along with expectations for existing home sales and attach rates in 2026.
Answer
Chairman and CEO Bill Cobb stated that the 50% off promotional program for DTC would continue without increasing discounting days, and promotional pricing would be introduced in the real estate channel, though at a lower level, to drive attach rates. Senior Vice President and CFO Jason Bailey added that renewal rates in the promotional channel have been strong, and the company is pleased with the balance between member count addition and total revenue. Bill Cobb noted that Frontdoor anticipates modest growth of 3-4% in existing home sales for 2026 and maintains about 1/3 market share in the real estate business, forecasting 5% member count sales unit growth in 2026 for that channel.
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