Role
In early 2025, I joined Homesty as CMO to build a new kind of rental platform — one centred on trust, transparency and direct landlord–tenant relationships. My remit spanned the entire marketing, brand, growth and product experience, from category positioning to GTM, acquisition, content, analytics and the rebuild of both app and website.
Homesty was at concept stage. My role was to architect the entire marketing engine, establish traction loops and create a scalable foundation for acquisition, activation and retention.
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Objectives
The UK rental sector is noisy, fragmented and dominated by legacy operators on the high street and more recently OpenRent. Homesty needed:
A clear category position (peer-to-peer lettings, “human-to-human renting”)
A brand that conveys trust in a high-risk category
A GTM strategy that delivers early traction without large budgets
A compliant, intuitive user experience for landlords and tenants
A scalable growth system built from the ground up
Everything needed to be created from scratch — brand, website, acquisition engines, CRM, content, flows and analytics.
Deliverables
I built Homesty’s entire marketing foundation from zero — designing the brand identity, rebuilding the website, redefining app onboarding and listing flows, and creating the full go-to-market engine. This included paid acquisition (Meta, Google Search & Display), a compliance-led SEO and content system, community outreach channels, analytics stack (GA4, GTM, Appsflyer, HubSpot), industry event presence, and all supporting creative, collateral and performance frameworks needed for launch and early traction.
Brand Identity:
Logo Evolution
Redesigned the Homesty logo to create a modern, trustworthy and highly recognisable identity. Shifted from a generic rental mark to a bold, app-first symbol optimised for product, ads and community growth.
Offline Collateral
Designed print-ready collateral to support in-person events, outreach and investor meetings. Built a cohesive system of business cards , leaflets and other merch aligned to Homesty’s tone, colours and value propositions - these have been added to Express so other members can edit and produce.
Paid Media Creative: Meta & Google Display
Created high-performing visual ad concepts for Meta and Google Display. Produced multiple variants for structured testing across landlord and tenant segments, improving CTR and lowering early acquisition costs.
Google Search Acquisition Strategy
Developed a performance-driven keyword strategy targeting landlord intent. Built campaigns across phrase, exact and competitor terms, optimised for CPA and aligned to platform-specific value propositions.
Marketing stack for Homesty
Early Traction Loops & Feedback Systems
Built fast feedback loops through community conversations, early adopters and direct app usability testing, allowing rapid iteration across onboarding, listings and paid acquisition.
Community Outreach: Facebook & Nextdoor
Executed grassroots outreach across landlord communities, local groups and neighbourhood forums. Delivered early traction, conversations and listings through personalised, value-driven engagement.
SEO, AEO, AIO
& Content Strategy
Created a search-led content system focused on compliance, renting guides, EPC rules, the Renter Rights Bill and landlord profitability. Designed cluster topics, templates and AI-accelerated workflows to scale production.
Landlord Events & Industry Engagement
Represented Homesty at key landlord events including PIN, the National Landlord Show and NRLA conferences. Delivered presentations, gathered insights and positioned Homesty as an emerging industry challenger.
