Housecure: messaging, website copy
How we helped proptech startup Housecure to generate pre-launch partnerships
Industry: Real Estate, Proptech
Goals
To communicate value proposition and build brand awareness before product launch
To create fluid messaging that could remain consistent while the core offering evolves
Results
Potential partners already reaching out cold to the founders
Post-product launch results to come
A disruptive product at the pre-MVP stage
Housecure is a proptech platform designed to make every aspect of home ownership a delightful experience, with an initial focus on removing the need for an offer-to-exchange period. It’s founded by Max Inglis, a serial entrepreneur, and Theo Inglis, a seasoned product developer and co-founder of digital consultancy Thought and Function.
‘Stress free property transactions’ is the strapline that describes the duo’s initial ambitions for the Housecure platform. And while it’s a disruptive proposition, Housecure are not attempting to be a cutting edge brand so much as an accessible one.
“We want to build a company that is actively helping people who are struggling in the market,” says Theo. “We believe they’re struggling unfairly, and the ones profiting from the current system are typically exploiting it.”
The Housecure team has larger goals as well. As Max explains, “The importance of a family home cannot be understated as homeownership boosts the educational performance of children, improves healthcare outcomes, lowers crime rates and lessens welfare dependency.
“It’s important to have someone who understands what you’re trying to build and is essentially part of your team.”
Max Inglis, Founder of Housecure
The challenge
The face of a product yet to launch
At the time of writing, Housecure’s vision lies behind an MVP still in development.
“Our mission isn’t to use the website as a means of lead generation yet – since we haven’t released the product,” says Theo. “We don’t care about how we’re ranking. The real goal is to be clear as to what we’re offering, so we can get beta users and build partnerships.”
Writing for an audience that might know nothing
“Both Max and myself are used to writing professional documents where you can assume a certain level of understanding,” says Theo. “But the Housecure site would need to be accessible.”
It was important to ensure the Housecure site was simple, clear and directed to the right audience – an audience that might not see their problem clearly enough to instantly recognise the value of the solution.
Fluid messaging for an evolving product
The platform needed a website that clearly articulated its mission, and that would be ready to welcome all users once the product went live, but that product was likely to evolve quickly.
“That’s the challenge of working with startups,” says Theo, “Right now we’re selling one thing, in three months time we should be selling something more or something else. So the key messaging on our website needed to be fluid, focusing on the heart of what we’re doing rather than just the features of the product.
The outcome
Early partnerships and a website primed for launch
“In terms of the feedback we’ve received so far, people seem impressed with the site,” says Theo. “It’s getting the right messaging across.”
Of course, as of the time of writing, the Housecure product is still in development and yet to launch. The team isn’t actively using it for lead generation yet, but they’re still making some early contacts through it.
“At this stage we primarily need it for brand credibility,” says Theo. “That said, we’ve already had potential partners reach out to us simply because they’ve gone on our site. Partnerships are a key area for us right now, so the website’s already proving effective.”
