addy

Creating Access

IMBY, a proprietary acronym for In My Back Yard, was an investment platform allowing anyone to get into real estate, for whatever amount they chose. The brand was built on assumptions about people wanting to get into real estate near to where they lived, in their back yard, but despite high expectations and promise, the proposition was never quite clear enough and the idea didn’t take off.

Everyone’s A Homeowner

With extensive research into Millennial and Gen Z  perceptions, we learned about key perceptions of real estate: “It’s inaccessible to me. But I still really want it. And without sacrificing my urban lifestyle." Given this insight and the flexibility of owning real estate through the platform, we developed the position “Everyone’s a homeowner”, redefining what it means to be a homeowner, and creating an identity that strides a balance of accessibility and investment-level credibility.