Chapter 01
The product, in the buyer's words
Housewarmly turns a property listing into a printed pack that shows the new owner their own kitchen or bathroom, done the way you would do it, and puts it through their letterbox with your name on it.
Somebody just bought a house on your patch. Their kitchen is tired and they know it. You paste the Rightmove link into Housewarmly, it finds the kitchen photograph and reads the floorplan, and eleven minutes later you have a print-ready A4 pack showing that room fitted out three ways in your styles, with the products you actually sell, your logo on the front and your phone number on the back. Press one button and it is printed and posted to the house. It costs you about a pound and a half. You charge nothing for it. You are the first fitter they ever heard from, and you got there with a picture of their own room.
What it actually does, step by step
You paste a listing URL
Rightmove or Zoopla. Nothing else to fill in. The installer's own listing choice is the targeting.
It reads the listing like a surveyor would
Every photograph is classified into a room. The best kitchen or bathroom shot is picked. The floorplan is read for the room's width and length in millimetres, and a fit engine works out the honest run of wall you actually have, in 600mm base units for a kitchen.S6
It renders that room, three or four ways
Not a stock kitchen. Not a mood board. The actual room, same window, same door, same daylight, refitted in three house styles plus, optionally, a fourth drawn from photographs of the installer's own past work.S5 The products in the render are ones the installer picked from a 340-line catalogue where 338 records carry verified millimetre dimensions.S4
It composes a printed pack
A4 landscape, 297 by 210mm, 3mm bleed and trim marks, 300dpi. Cover, a spread of the styles, a contact page with a QR code to a share link, and optionally a measured plan drawn deterministically from the floorplan rather than generated.S2 There is also an A5 postcard prototype in the repository, which is the cheap version of the same idea.
It posts it
One button. Addressed to "The Homeowner" at the listing address, through a print-and-post bureau. Nobody's name is used, which is a deliberate legal choice, not an oversight.S40
How to say it to an installer
Three registers, in order of how well they land. Use the first one. The others are there for when the first one gets a blank look.
The room, not a room
You know the drill. Someone moves in, and about four months later they start ringing round for kitchen quotes. By then they have had three other cards through the door and a recommendation off a neighbour.
This gets you there in week one, and it does not show them a kitchen. It shows them their kitchen, in your work, before anybody else has said a word.
Against what you spend now
What do you pay Checkatrade a month, and how many other fitters get that same lead? This is a pound and a half a house, it goes to one house, and nobody else is in it.
The thing your CAD will not do
Your Virtual Worlds licence draws beautifully, once they are sat in front of you. This draws before they know you exist, off a photograph you did not take, of a room you have not measured.
The words to avoid
| Do not say | Say instead | Why |
|---|---|---|
| Platform, solution, seamless, leverage | It, this, the pack | A fitter hears software-salesman and stops listening. |
| AI-powered | It draws their actual room | AI is the mechanism, not the benefit, and half the trade has already been sold something AI-shaped that turned out to be a chatbot.S28 |
| Leads | Enquiries, phone calls, jobs | "Leads" is the word Checkatrade uses, and it carries the association of a shared lead you paid for and lost. |
| Design tool, CAD | Marketing that happens to be drawn | Their supplier already designs for free, in every depot. Selling design is selling them something they get for nothing.S30 |
| Photorealistic | It looks like a photograph of the finished room | Say what it does, not what it is. |
| Per seat, per user, per month | Per pack, per house | Price on the unit they think in. They think in jobs and houses. |
What it is not, said out loud
- It is not a CAD package. There is no route into Winner or ArtiCAD, the file formats are closed, and Cyncly's own customer terms forbid using their product to serve a third party.S20 Anyone who promises integration is promising something that does not exist.
- It is not a quote. The pack carries no price, and the measured plan page is labelled as an indicative layout read from a floorplan, because that is exactly what it is.
- It is not a lead list. Housewarmly does not tell the installer which houses sold. The installer brings the listing. That is a real product gap and chapter 08 says when to close it.
- It is not a virtual staging tool. Staging sells the house as it is. This sells the house as it could be, to the person who has just bought it.
The two honest weaknesses a buyer will find
The proof to show, in order
- A pack for a house on their patch. Not a demo account. Not a sample. Their town, a listing that is live this week, their logo on it. This is the entire go-to-market and it has its own chapter.
- The share page on a phone. Scan the QR from the printed pack in front of them. The physical-to-digital hop is what makes it feel like a product rather than a leaflet.
- The measured plan page. Only for the installers who care about millimetres, which is a minority, but it is the page that converts a sceptic into a believer because it is the one page that cannot be faked by a prompt.