Cases | Launch | Instagram
April 9, 2022

Launch of a startup in Spain

Launch of Hostmate by Airbnb start-up app for renters in Spain. Traffic paid off in 15 minutes

* We signed an NDA with the founder of Hostmate, so I can’t give examples of messages, promotional materials and specific numbers.


Audience analysis

Niche — b2b services, an app for automating the process of renting apartments on Airbnb

  • Target Awareness Level — 1-3 (Do not know about the application and its capabilities)

Market Sophistication Level — 1-2 (few indirect competitors), no direct competitors

Target audience

Owners of apartments and houses renting them out on Airbnb. Airbnb account base

TOP 5 pains of the target audience:

  • It is inconvenient to rent apartments for rent, as there is a lot of fuss with documents
  • The check-in process is not automated, you have to travel personally and check in each client
  • Key handover problem
  • They do not know how to organize work and expand
    Apartment protection and cleaning (most rante do not have this)

To better understand the uniqueness of the app, I need to talk a little about how the real estate market on Airbnb in Spain works:

  • It is necessary to sign the lease agreement and other documents manually with each client
  • The lease agreement and the screen of the client's passport must be sent to the police, civil guard, Mossos, Erzeints.
  • In Spain, a large number of rent, which rent from 10 apartments

Product

Hostmate is an app and service for rante in Spain. The app does not just automate the rental of apartments, but does everything literally for the user.

Here are just a few of the services offered by the app:

  • Unlimited registration at no additional cost
  • Reading Automatic reading of IDs and passports for up to 150 countries
  • Sending data to the police, civil guard, Mossos, Erzeinz
  • Collection of signatures and preparation of entrances, installation of electronic locks
  • Account One account for all devices
  • Unlimited contributors
  • Secure storage of documents in the cloud
  • Support by email, chat or phone

How it works

When booking, Hostmate automatically sends the rental agreement to the client and reads his passport himself → the client signs the agreement in the application by clicking → the application automatically sends the data to all authorities → the client receives a universal generated code and checks in independently. Early you don't have to do almost anything. The application can automate not only the settlement, but also the security system and cleaning. For rante with 10+ apartments, this is just a salvation🔥


Tariffs

"Check in" — €3.5/month
"Pro+" — €10/month
"Total" — €39/month

The price is for connecting 1 apartment. On average, 1 client brought the company €50-100 per month + from €200 for system connection

I won’t write about tariffs for a long time, they differ only in functionality. The minimum tariff includes only automatic signing of documents. For the rest, the automation of check-in, cleaning and security systems was added.


Launch strategy

I created a simple user acquisition structure. The goal of the launch is to increase the number of paid users of the application and reduce CAC

We have already dealt with traffic for free apps, but this strategy did not work here. It was necessary to attract paid users who would pay for the service, and not just download it.

Also, the level of awareness and sophistication of the market showed that early unaware of the application's capabilities. So we need to explain and interest them in the funnel


Product line

In this article, I have to write a lot and show little, the reason for this NDA ((

I offered the founders of a startup to create a tripwire (a trial version of the application) and a pool of lead magnets. Below are the lead magnet and tripwire that performed well at launch.

Lead Magnet: PDF Checklist 10 Tips for Automating Rental Property Management

Tripwire: 14 days of using the App for only €1 (Check In tariff)

After traffic entered the funnel, we released a lead magnet and launched a warm-up email chain with an offer to buy a tripwire. After revealing the value of Hostmate, the offer looked very appetizing - before, the service could be tested on 1 apartment for only €1.


Airbnb & Hostmate

Since the Hostmate service was created with the participation of Airbnb in Spain, we got the most valuable thing - a complete database of hosts on Airbnb in Spain.

The tenant base helped, as we got cheap and targeted leads into the funnel and launched traffic to a look-a-like audience


Results

With the help of the rante base, we got leads into the funnel at €0.4-€2.

With the help of a funnel, a cascading series of warm-up emails, and a YouTube video, the tripwire deal cycle for €1 was about 15-20 minutes after the lead entered the funnel (payment inside the messenger).

In total, we received about 3.5 thousand downloads and 80% of them bought a subscription for €1.


Marketer: https://www.instagram.com/yourinstaproducer

Client: https://instagram.com/soyyaroslav