The Starter Platform for Your First Home

Buying a first home: many people want it, few achieve it.

homeup turns the entire search and purchase process of a home upside down. The price of a home is as solid as a house. This makes overbidding unnecessary and the search much fairer. With the starter in the lead, buying a first home becomes achievable again, and they match supply and demand in no time.

The Realtor of the Future

How do we build a brand that makes searching for a first home easier, fairer, and more transparent by connecting supply and demand in a scalable way?

Against Fierce Competition, Scarcity, and Impersonality

For an emerging brand like homeup, it’s essential to position itself well and create a solid brand. They stand for a fair housing market and lead that change.

As a brand, it’s therefore important to position yourself distinctively. And thus away from your competitors. Outspoken enough to stand out, but also business-like enough to be taken seriously.

In addition to playfully provoking, the strategy focuses on making finding a first home achievable. That home purchase starts by attracting starters, so sellers are assured of a quick match.


Preparing homeup for Growth with a Digital-first Approach, Smart Tech Stack, and Scalable Brand Identity

If there’s one thing that makes homeup different, it’s their offer of homes sold for a fixed price and that you won’t find anywhere else. homeup brings supply and demand together. From that perspective, the logo was created.

The well-known sold stickers form the logo and evoke a feeling of DIY and accessibility. Tilted forward, it’s a subtle reference to growth and progress. That progress is serious, but also contains a jolt of bold clarity with vibrant primary colors that give the brand energy. The stickers form a scalable element throughout the brand identity: they are the building blocks of the characteristic icons, playfully provocative expressions, and DIY illustrations.

Flashy photography plays with the quirkiness of people’s living environments. After all, it’s not about a house as a product, but about the life that the house makes. Lives filled with personal stories and elements.

Digital is the primary channel to bring the brand identity to life. To attract starters, it’s therefore indispensable to present homeup’s exclusive housing offer. And in an overheated market, the availability of homes for sale changes rapidly. You don’t want to disappoint those home seekers. Therefore, not only the current housing offer is shown, but various states (such as available, new, and sold subject to conditions) indicate the status through a real-time link with the CRM of Realworks and the Webflow CMS.

Home seekers want to orient themselves to homes for sale effortlessly, with ease and speed. Therefore, from a mobile-first thought, the housing pages are designed to be easy to scan, but also to experience as if you are physically present by integrating 3D functionalities. With the different target groups in mind, registration flows help to connect both groups at the back end of the website.

The platform is driven by SEO and personalized content to guide people from start to key (transfer) with valuable tips, insights, and expert advice through the jungle of realtor jargon and mortgage terms.

Location and service-oriented landing pages attract relevant people who are somewhere in the search for their dream home or want to take the step to sell their home(s).

From the CMS, these dynamic pages can be added and adjusted independently to support the further growth of the brand in other places or services. Deploying a page now takes only a few minutes instead of hours. Quite nice – and effective – therefore.

homeup, Funda Down

  • 100+ articles that help you step-by-step to find or sell a home
  • 50+ homes that are updated in real-time on the website
  • 1 scalable brand and digital experience

Billy Brouwer, Owner of homeup:

Thanks to the dedication and sharp focus of Digital Design Studio aardig, there is not only a professional website but also a scalable brand.

The Starter Platform for Your First Home

At homeup, the price of a home is as solid as a house. This makes overbidding unnecessary and the search much fairer. Starters do not compete with movers in the housing market. And you get priority on their offer: houses that are not for sale anywhere else. Whether you’re just starting as a buyer or already have your dream home in mind: the key to your own front door starts with them.

Friendly Contributors

  • Digital strategy by Dibbes
  • Brand design by Paul Bergman
  • Photography by Lin Woldendorp
  • Motion by Tessa van Balen
  • API connection by Concept7

Interested in creating something friendly together? Start your project.

About aardig

aardig (Dutch word for friendly) is a digital design studio that creates positive change by unique online creation.