Housewarmly · the go-to-market guide

Every new home, warmed by you

Housewarmly turns a property listing into a printed pack showing the new owner their own kitchen or bathroom, remodelled in an installer's styles with the installer's products, and posts it through their door with the installer's name on it. This guide is how it gets sold.

The one-page truth

The product works and the machinery is real. Eighteen packs have been built on live Rightmove listings across two trades, with 338 of 340 catalogue products carrying verified millimetre dimensions and a fit engine that reasons in 600mm base units.S5 S4

The go-to-market is the product. Generate a pack for a house that has just sold near a target installer, put their logo on it, and post it to them. It costs £1.61, and demonstrating to every firm on the fifty-two-company target list costs about £104.S1 S7 No other software category can hand a prospect the finished product for two pounds.

The wedge is real but narrower than we thought a week ago. Nobody in the UK renders a specific property's kitchen and posts it to that property's new owner under a local installer's name. But both flanks shipped product in November 2025, and Rightmove is one decision away.S21 S22

And the whole thing sits on a photograph we do not own, collected from a site whose terms forbid collecting it. No UK copyright exception covers this, and the Government confirmed on 18 March 2026 that it is not changing the law.S36 S38 Solving that with a written agency agreement is worth more than any feature on the roadmap.

What you are selling, in a sentence an installer would use

Someone just bought a house on your patch and their kitchen is tired. Paste the Rightmove link, and eleven minutes later you have a printed pack showing that actual room done three ways in your styles, with your logo on the front and your number on the back. Press one button and it goes through their door. It costs about two quid.

The numbers that matter

1,144,530

UK homes sold in FY2025-26. The trigger, and the most solid figure in this guideS11

44%

Of UK homebuyers renovate within the first year of moving inS46

£1.84

What a pack costs us to make and post today, measuredS1

£5.80

What an installer pays for one, on the £29 bandS3

25 of 52

Target installers who sell a design service and cannot show a customer what it will look like

£104

To physically demonstrate the product to every one of themS7

£131m

Paid annually by UK trades for shared leads, from audited accountsS17

What is solid

The cost base. Render costs are measured from our own production database rather than a price list: 66 renders, £17.30, a mean of 96p of render per pack.S1 Print and post prices are published by the bureau and by Royal Mail.S7 S8
The trigger volume. HMRC publishes it monthly and we read it from the source tables.S11
The target list. Fifty-two firms, of which 46 are verified against an active Companies House record and 6 against their own website only. None is directory-only. Every website was fetched before the firm was listed, and roughly one candidate in three was dropped. Every row carries its own source and its own verification level; see chapter 05.
The competitor picture. Four axes, tested against 2025-26 evidence as a deliberate attempt to prove the wedge already taken.S21
The legal position. Quoted from legislation.gov.uk, from the live portal terms, and from the ASA's own pages, all on 9 September 2026.S38 S41

What is not solid, and must be said out loud

Nobody has a response rate. Not for the demo pack to installers, and not for the real pack to homeowners. The UK cold direct mail benchmark is about 0.9% and warm about 7.2%, and neither describes this artefact.S15 Any number written before the first fifty packs go out is invention, and the 4.4% figure that circulates is American.S16

The data supply is not lawful at volume. Rightmove's terms prohibit automated collection by name and prohibit business users doing commercial property-market research; Zoopla goes further and expressly prohibits using its content "for the purposes of developing or contributing towards a solution utilising artificial intelligence".S38 S39 A breach-of-contract claim needs no proof of copying and is the highest-probability existential event in this business.

The advertising position is worse than it looks. The ASA treats before-and-after imagery as requiring signed and dated proof that the photographs have not been manipulated, which an AI render cannot ever meet, and says plainly that "disclosure alone is very unlikely to mitigate the harm caused by a fundamentally misleading message".S41 The liability lands on the installer whose brand is on the pack.

The renders drift on geometry. Measured on live packs: window height came back 15% to 37% taller than the door beside it in all four test renders, and a near-square window returned portrait.S6 The fit engine and the measured plan page exist because the render cannot be trusted on dimensions. Say it before a buyer finds it.

There is no census of UK installers. The closest published figure is 13,100 firms in the five-to-nineteen employee band across four SIC classes that are much broader than kitchen and bathroom fitting.S19 Any market count beyond that is ours, and the target list exists because there is no list to buy.

The "about a pound a pack" figure is wrong for the product as built. It was derived for a single-render flyer at national volume. The pack carries three or four renders and posts at low volume, so it costs about £1.84.S1 And the exact bureau price for a four-page A4 landscape pack has not been established, so even that number carries an asterisk.S7

The chapters

The product, in the buyer's words what it does, how to say it, what it is not, and the two weaknesses a buyer will find
Market and competitors the trigger, the buyer population honestly counted, the four axes, and the threat ranking
Pricing and packaging the measured cost base, the bands, house accounts, and why the postcard costs more to post than a letter
The self-demonstrating channel the core insight, the covering note verbatim, and how to instrument fifty packs
Fifty UK installers 52 firms with a source and a verification level per row, plus a CSV
Outreach playbook the qualification gate, the sequence, and every objection including the copyright one
Partnerships suppliers, buying groups, the agency data route, and the Howdens play summarised
The 12-week launch week by week, with a decision written down in advance
Metrics and unit economics the four measured numbers, the two nobody has, and the weekly review
Legal and honesty the risk register, quoted from the statutes and the live terms
Sources 48 entries, each with a URL, a date and a label

If you only do four things

Send fifty demo packs

£104 and three weeks, and it produces the only response data in this category.S7 Everything else in the plan is arranged around making this possible.

Chapter 04 · chapter 08 weeks 4 to 6

Sign one agency group or CRM vendor to a written data agreement

It is business development, not engineering, and it is the gate on every large partnership and on the ceiling in chapter 10.S43 Take legal advice on it.

Chapter 07 · chapter 08 week 8

Post one pack to yourself before posting one to anybody else

The pack became A4 landscape on 9 September 2026 and the dispatch gateway names no print product.S2 A landscape pack fed to a portrait product comes back rotated, and the first anyone would know is a letterbox.

Chapter 08 week 1 · half a day

Tell every customer and every partner the copyright position before they ask

It is coming, it is a fair question, and a straight answer is a differentiator because nobody else in this category gives one.S38 Chapter 10 is the document to send.

Chapter 06 · chapter 10

How to read this guide. Every figure carries a marker like thisS1. Click it and you land on where it came from, when it was checked, and whether it is published, measured, derived or an estimate. The build fails if a marker has no entry, because the worst thing a sourced document can do is send a reader to a source that is not there.

Written 9 September 2026. Internal. Not legal advice.

The product, in the buyer's words →