Houm GTM brain

category

market profile

• text: Latin American rental markets are fragmented and involve friction around tenant underwriting, locating tenants and operating a rental.
• text: Houm combines discovery and brokerage with tenant screening, contracts and property management; offers and fees vary by market.
• text: Rental non-payment protection is an important buying consideration for landlords and is offered through selected management plans.

personas

• title: Individual landlord or residential property investor
  pains:

  • Scheduling photos, viewings and screening prospective tenants consumes time
  • Unpaid rent and collection create cash-flow uncertainty
  • Coordinating maintenance remotely is inconvenient
• title: Prospective renter
  pains:

  • Finding a relevant home and arranging a viewing across fragmented listings
  • Navigating credit screening, documentation and lease signing
• title: Homeowner selling a property
  pains:

  • Reaching qualified buyers and scheduling showings
  • Handling the administrative steps of a property sale

icp

• text: Individual owners of residential apartments or houses in served cities, including Santiago, Mexico City, Guadalajara, Bogota and Medellin.
• text: Owners who prefer outsourced tenant acquisition, rent collection and maintenance rather than handling a rental themselves.
• text: Consumers searching for local homes to rent or purchase constitute the demand side of the marketplace.

message pillars

• text: Present the marketplace as a single place for key property transactions.
• text: Combine owner services under one roof.
• text: Give owners visibility into the management relationship.
• text: Emphasize a local presence across Latin American markets.

objections

• objection: What exactly do I pay and when?
  response: Confirm the current country-specific brokerage charge, taxes, management rate and contract terms; the Mexico help page dates its fee guidance to 2023.
• objection: How do I know my rent and property will be protected?
  response: Review the exact payment guarantee, exclusions, maintenance scope and insurer in the chosen local plan.
• objection: Will my property reach enough suitable renters?
  response: Check neighborhood coverage, comparable listings and the local plan for photography, distribution and tenant screening.

competitors

• name: Homie
  why: Mexican digital rental marketplace addressing landlord and renter friction.
• name: Aptuno
  why: Colombian rental platform identified alongside Houm in regional market research.
• name: uHomie
  why: Chilean marketplace connecting landlords and tenants.
• name: Assetplan
  why: Chilean property management alternative discussed by landlords alongside Houm.

influencers

• name: Benjamín Labra
  url: https://www.df.cl/df-mas/punto-de-partida/houm-la-startup-chilena-que-es-acelerada-por-y-combinator
  why: Cofounder who discussed Houm's property pricing approach in a founder interview.

keywords

• administración de arriendos
• publicar propiedad en arriendo
• administración de inmuebles CDMX
• renta departamento Ciudad de México
• arriendo apartamento Bogotá
• arriendo departamento Santiago
• seguro impago arriendo

voice

• friendly and conversational
• Spanish localized by country
• reassuring and convenience focused

signals

• text: An owner has a vacant apartment in a served city and is seeking a tenant or rental management.
• text: An investor seeking rent collection, tenant screening or protection against non-payment is considering outsourced management.

pricing

motion

channels

• SEO
• property portals
• Facebook
• Instagram
• marketplace listings
• referrals

confidence

Founders

• name: Benjamín Labra
  title: Founder
  role: Founder
  bio: Real Estate fanatic with a background in investment banking and real estate development, asset management, and finance. Studied business in Chile and then did my Master of Science in Real Estate Development in Columbia University. Passionate about technology, Proptech, and Real Estate
• name: Nicolas Knockaert
  title: Founder
  role: Founder
  bio: Industrial Engineer with a M. Sc. in Real Estate at Columbia University. 12+ years of experience in real estate development, investments and proptech. Passionate about evolving the real estate industry through technology and granting easier and safer access to a home to everyone in the world.