Uncovering Key Insights to Meet Homebuyer Needs
Our research showed that 75% of first-time homebuyers are millennials, a generation known for prioritizing cost-efficiency and self-reliance, with 73% identifying as DIYers. These consumers are navigating an already uncertain housing market, seeking ways to save money while maintaining control over one of the biggest financial decisions of their lives. This demographic's use of technology and preference for autonomy positions them as the ideal audience for an innovative platform that aligns with their values and lifestyle.
Because of this uncertainty, we found that safety, security and peace of mind emerge as top priorities for homebuyers. However, these challenges also present a unique opportunity to introduce a fresh, energized platform designed to meet their needs. By addressing their desire for control and confidence, we positioned Homezena as the go-to solution for millennial homebuyers looking to take charge without sacrificing security.
Building Confidence Through Empowering Messaging
The core of our messaging strategy revolves around empowerment and accommodation — ensuring buyers and sellers feel confident and in control throughout their Homezena experience. We positioned the product as a tool that puts users — the buyers and sellers — back in the driver's seat. By centering the experience around their needs for autonomy and assurance, our communication strategy reduces the uncertainty and fear that often lead users down the path of a more costly traditional real estate experience.
Establishing Authenticity Through Purposeful Branding
When Homezena teamed up with BCom, they had a nearly completed product but only a limited set of brand assets defining their identity. We saw an opportunity to build upon that foundation by focusing not just on the platform’s practical features, such as intuitive listing management and personalized search options, but also on the intangible benefits that resonate with millennial homebuyers. These include security, confidence and the ease of use that allows them to take control of their homebuying or selling experience.
Crafting a Remarketing-Conducive Web Experience
The Homezena website was designed to be many users’ first introduction to the platform, making an intuitive and seamless experience essential. Every aspect of the design — from its clean, modern interface to its interactive features — prioritized simplicity and clarity, ensuring visitors could quickly grasp the value of the Homezena promise.
Beyond its functionality, the website was built to establish a strong foundation for the brand ahead of the app’s launch. Consistent messaging, cohesive imagery and a focus on empowerment reinforced Homezena’s commitment to helping buyers and sellers confidently navigate the real estate process, while positioning the platform as a fresh, reliable solution in the market.
To support long-term marketing efforts, we incorporated forms and tracking mechanisms to capture user data and insights. These tools were designed to inform remarketing campaigns, enabling personalized outreach and engagement strategies when the product officially launches. The result is a website that not only builds trust and credibility but also creates a data-driven pipeline for sustained growth and user acquisition.
