In March 2025, Houseful launched its first app feature update, called Ownability. This new tool provides a fast and flexible way to estimate your homebuying budget by translating your personal finances into your potential buying power. Once activated, the feature unlocks personalized filters based on your budget estimate, helping you refine your search and focus on homes that fit your finances.

The launch communication consisted of:

• an email to known app users, encouraging them to update their app

• an email to web users, encouraging them to download the app

• an in-app model introducing the new feature

• social posts to followers and Houseful Agent Network

• a paid email newsletter marketing spot

• a custom product page with the Apple App store