Copywriter

Who We Are

Roots is redefining real estate investing with a resident-centric approach that flips the traditional tenant–landlord model on its head. Through our first-of-its-kind Live In It Like You Own It® program, residents can build wealth while they rent—partnering in the very properties they call home. This isn’t rent-to-own; it’s a fundamentally new way to participate in real estate.

We believe everyone deserves a real path to wealth, and that belief drives everything we build. By removing barriers and making real estate investing accessible to everyone, we’re on a mission to help 1 million people grow their financial futures. And the model works—creating a win-win ecosystem where residents thrive, investors perform, and communities strengthen. We’re scaling fast, and we’re just getting started.

As a Storyteller and Copywriter, you’ll help craft the voice and copy that tells the Roots story. From ads to email to product copy, you’ll be the person ensuring everything we say feels consistent, on-brand, and unmistakably “us.” You’ll collaborate across Marketing, Brand, Product, and Growth to translate strategy into copy that inspires, educates, and converts.

This role sits at the intersection of creativity and performance–a storyteller who can also think in hypotheses, tests, and data. Someone who understands that the right message, in the right voice, can change behavior.

• Own all marketing copy across paid ads, landing pages, email, SMS, social, website, and platform, ensuring a unified, on-brand voice everywhere we show up.
• Write clear, persuasive, human-centered copy that drives awareness, engagement, and action across the entire customer journey.
• Partner with Growth and Performance Marketing to concept, write, and iterate on high-performing ad copy, headlines, and messaging frameworks.
• Bring storytelling to the forefront- craft narratives that make our mission, product, and category approachable and exciting.
• Test, learn, and optimize:
  Develop hypotheses, review performance data, and use insights to strengthen messaging and improve conversion.
• Support naming and category-defining work, helping us articulate who we are and what makes Roots unique in the market.
• Collaborate cross-functionally with Brand, Product, Design, Growth, and Leadership to transform strategy into compelling communication.

• 2+ years of professional copywriting experience, ideally in marketing, growth, or brand roles.
• Bachelor’s degree in a related field preferred, but strong writing samples and proven experience matter most.
• A portfolio that shows clear, persuasive, on-brand copy across ads, email, social, websites, and product.
• Experience writing for performance marketing and understanding what makes an ad convert.
• Comfort with A/B testing, experimentation, and data-informed decision-making.
• Ability to adapt tone and style while keeping the brand voice consistent and recognizable.
• Strength in storytelling, message frameworks, and translating strategy into crisp, meaningful copy.
• Curiosity, creativity, and a willingness to try new approaches to help us reach more people.

• Accountability:
  We take our responsibilities seriously and always stay transparent.
• Student Mentality:
  Continuous learning and growth are at our core.
• Driven:
  We strive to exceed expectations. We aim for excellence in everything we do.
• Fairness:
  We’re committed to equitable treatment for everyone.
• Great Stewards:
  We manage our resources and relationships with care and responsibility.
• Fun and Fearless:
  We face challenges with a positive and bold spirit. We challenge each other, the status quo, and “how it’s always been done”.

At Roots, we re committed to providing equal employment opportunities to all individuals, regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity, or Veteran status. We firmly believe that diversity fuels creativity and innovation, enhancing the quality of our work and the strength of our team. Join us and be part of an inclusive environment where every perspective is valued.