Membership Build & Launch for Healthy Homes
Prepared by: Aveline Elfar & Co.
February 2026
The Client
Heather Rose is a real estate expert and building biologist who identified a critical gap in the market: everyday homeowners had nowhere to turn for accessible, trustworthy, and actionable guidance on creating a healthy home. Whether navigating a renovation, tackling maintenance, or buying a new property, most homeowners were left to figure it out alone. Heather's personal journey, combined with her deep expertise, became the foundation for the Healthy Home Membership, a community built to change that.
Heather came to us ready to turn her vision into reality but needed the right systems, platform, and strategy to do it. She wanted to launch with confidence, reduce the tech overwhelm that comes with building a membership from scratch, and set herself up to run and grow the community independently over time. That's exactly what we helped her do.
Challenges
As Before we could build, we needed to get clear on her main roadblocks to launching. Here's what we identified:
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Platform complexity and tech overwhelm: Heather had the content and the vision, but no infrastructure. Building a full Kajabi membership from scratch with branding, navigation, automations, community features, checkout pages, and email sequences, was a significant technical undertaking that required an experienced hand to execute efficiently and correctly the first time.
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No existing email list strategy or segmentation: Heather had contacts spread across Squarespace and her Holistic Realtor platform, but no unified email home base, no segmentation, and no automated sequences in place. Before we could launch, we needed to consolidate and organize her list so her marketing could actually work.
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No systems for long-term independent management: Heather is an expert in her field, not in platform management. Without documented processes, training resources, and a clear handover plan, she would have been stuck relying on outside support for every update, member issue, or content upload long after launch.
Solutions Implemented
We approached this project in four focused phases, building everything from strategy through to a full handover.
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Membership strategy & pre-launch: We facilitated a 60-minute kickoff session to define Heather's vision, ideal member, and three core content buckets (Home Buying, Maintenance & Best Practices, Renovation/Build Guidance). We then built a high-converting Kajabi waitlist landing page and provided guidance on pre-launch content strategy and cross-promotion.
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Email list migration, segmentation & automated sequences: We audited and migrated Heather's contacts from Squarespace and Holistic Realtor into Kajabi, built out proper segmentation, and created three automated email sequences, a member onboarding series, a Q&A reminder flow (day-before and 15-minutes-before), and a cancellation offboarding email sequence.
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Full Kajabi membership platform build: We built and configured the entire platform from the ground up, branding, navigation, member dashboard, and content templates. This included designing, building, and writing the copy for the full membership landing page, setting up three checkout pages ($30/month, $80/quarterly, $300/annual), and configuring community features so new members know
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Launch support, documentation & handover: We delivered a step-by-step launch plan and documented seven detailed Standard Operating Procedures (SOPs) with video walkthroughs for Heather and her assistant. We then conducted a 60-minute handover call to ensure she could manage everything independently.
Results & Outcomes
By the end of our engagement, Heather had a fully built, branded, and launch-ready membership, with the systems and confidence to run it on her own.
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A complete, professional membership platform: The Healthy Home Edit launched on Kajabi with a polished member experience, organized content, smooth onboarding, an active community space, and three subscription tiers available for purchase.
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A unified, segmented email list and automated member journey: Heather went from scattered contacts across two platforms to a clean, organized Kajabi setup with three automated sequences running in the background, welcoming new members, sending Q&A reminders, and handling cancellations without any manual effort.
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Full ownership and a scalable foundation: With SOPs, a full library of video walkthroughs, and a thorough handover call, Heather and her assistant can confidently manage every aspect of the membership independently, built to grow with her long-term.
Ready to transform your business?
If you are ready to transform your business and achieve similar success, apply to work with AE&Co today to discover how we can help you implement tailored solutions that drive growth and efficiency and help you to scale quickly.
