Meet the Team

Who are Framework Homeownership’s writers?

We are former loan advisors, housing counselors, real estate pros, home improvement contractors, urban planners, and all-around nice folks who are dedicated to one singular mission: Making good, accurate, and easy-to-understand information accessible to everyone.



Danielle Samalin


Danielle Samalin is the CEO of Framework Homeownership (Keep’s parent company). For more than a decade, Danielle has championed innovative, scalable systems that provide consistent quality and efficiency for homebuyers and owners throughout the changing housing market. Danielle was named one of HousingWire’s 2014 Influential Women in Housing. She served on Fannie Mae’s Affordable Housing Advisory Council from 2016-2017, was co-chair of the National Industry Standards Advisory Committee, and co-created the Coalition of HUD Housing Counseling Intermediaries.

Heather Senison

Content Manager

Heather Senison is the Content Manager with Framework Homeownership. Before joining the Framework team, Heather was an editor at a daily newspaper in Manhattan. She also covered residential and commercial real estate, architecture and design, tech, finance, and more for publications like Forbes, The Real Deal, and Apartment Therapy. Outside of her wordsmithing with Framework, Heather is a musician, and is also a mom to a little boy, an oversized labrador, and a side-hall colonial in a rural town north of New York City.

Joe Weisbord

Contributing Writer

Joe Weisbord is a Contributing Writer with Framework Homeownership . He’s been working on ending homelessness, expanding affordable housing, and nurturing sustainable communities for more than 30 years. He also spent nearly 15 years at Fannie Mae leading strategic initiatives to increase access to homeownership, prevent foreclosures, and address the needs of marginalized communities nationwide. Joe serves on the boards of the Center for Urban Community Services, the Center for New York City Neighborhoods, and Gateway Housing. He is a founding board member of Hester Street, Funders Together to End Homelessness, and North Brooklyn Neighbors.

Nicole Elia

Marketing Manager

Nicole Elia is the Marketing Manager for Framework Homeownership. Prior to Framework, Nicole was the marketing & events coordinator for Boston magazine. There she not only learned to plan a really good party but also connected with the local community to showcase all Boston has to offer. When she isn’t spreading the word about Framework’s mission, Nicole can be found practicing her cooking and baking skills (she’s already an expert at the eating part) or spending time with her friends and family. And while Nicole is not a homeowner just yet, she dreams of being one someday soon and will be quite prepared thanks to Framework.

Jacob Powers

Contributing Writer

Jacob Powers is a Contributing Writer with Framework Homeownership. Jacob was raised by a carpenter in a Victorian home built in the 1880s. As a result of his upbringing, he received a background in building and home maintenance, along with a fondness for slate roofs and steam radiators. He’s worked on and off as a carpenter since he was a teenager. Along the way, Jacob earned degrees in writing from Amherst College and the University of Oregon. In his spare time, he enjoys writing fiction, fly fishing, and spending time with his family.

Laura McKay

Product Copywriter and Editor

Laura MacKay is Product Copywriter and Editor at Framework Homeownership=. Prior to joining Framework, Laura worked nationally and internationally as a copywriter, building on her years as a journalist, freelance writer, and copy editor of books and magazines. In her spare time, she’s renovating a 1920s bungalow.

Jabri Whirl

Associate, UX Design Researcher

Jabri Whirl is an Associate, UX Design Researcher for Framework Homeownership. They are a St. Olaf College alumnus with degrees in Studio Art and Art History, and possess a love for using art to encourage connection. Prior to joining Framework, you could find Jabri community organizing and researching local housing developments in the Twin Cities area while serving up lattes with a smile. Jabri has a deep passion for equitable design and design justice, and has supported Framework’s research efforts since September 2019. Outside of their work, Jabri can be found reading all things UX-related, binge-watching “House Hunters,” running around with their Jack Russell terrier puppy, and designing tiny homes for fun.