Ownability Feature Launch
Marketing Strategy: Houseful’s in-house growth team
Brand Designer & Animator: LeeAnn Lo
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 business goals were to increase app retention and new user account creation, while increasing the financial confidence of first-time home buyers (Houseful’s target user).
The go-to-market strategy consisted of:
email to known app users, encouraging them to update their app
email to web users, encouraging them to download the app
in-app model introducing the new feature
social posts to followers and Houseful Agent Network
paid email newsletter marketing spot
custom product page in the Apple app store
Results
92%
of app users have used Ownability
69%
increase in app retention within 4 weeks of using Ownability
19%
account creation conversion rate directly resulting from Ownability
