Messaging

Urban speaks like your friend, not a robot or a 70s salesman. Regardless of what we're saying, the way we say it should make the person we're talking to just a little bit happier, and their day a little bit better.
What Urban is
Voice and tone
Who is Urban for
Do's and don'ts

What is Urban

Urban is the way to discover, visit and rent your new home – all online.
Urban makes renting easy, honest and empowering by bringing the entire rental journey online. Discover inspected homes, visit on your own and pay your rent monthly.
Urban makes renting your new home easy, honest and empowering by bringing the entire journey online. With Urban, you can discover inspected homes, visit on your own and pay your rent monthly.

Urban helps landlords list properties in their best light, lease them out in a whole new way, and collect rent online.

Rather than doing things the way they’ve always been done, Urban is starting with how they should be done — by making finding a new home joyful rather than painful.

Voice and tone

Our voice is a direct extension of who Urban is–edgy, friendly and empowering. Here are a few supplementary voice guidelines and examples of how we express ourselves.

1. Use simple plain words, not industry or technical jargon.

DO

Visit homes on your own with secure digital locks.

DON'T

Utilize our secure digital locks to book on demand.

2. Use a clear active voice, not a complicated passive one.

DO

Tala booked a viewing.

DON'T

A viewing was booked by Tala.

3. Use positive undertones rather than negative language.

DO

To pay monthly, get a low-interest installment plan.

DON'T

You can't pay monthly if you don't have an installment plan.

Who is Urban for?

Here's how we talk about the value we add to the people we were built to serve.

Renters

Urban is for anyone looking to rent a new home. Current residents or new movers.

What Urban does for Renters

Urban makes renting easy, honest and empowering by bringing the entire rental journey online. With Urban, you can discover inspected homes, visit on your own and pay your rent monthly.

Pain points

Value propositions

Fake and duplicate listings

Inspected and handpicked homes

Inconvenient viewing times dependent on the agent

Visit on your own with your phone

Rental payments through big checks

Pay your rent monthly–online

No single point of contact when it comes to maintenance

Get help when you're looking and settled in

Coordinating meetings and paperwork

Rent all online, without the paperwork

Landlords

Urban's landlord solutions help homeowners put their property on autopilot. Urban works for landlords with a single property or thousands.

What Urban does for Landlords

Urban is an online platform that lists and leases out your property to vetted residents. Urban also manages your property and collects rent so you can focus on what matters.

Pain points

Value propositions

Too long to rent out properties

Professional photography, virtual tours and easy visiting

Trouble finding the right tenant

Comprehensive screening process for tenants

Lack of data to maximize property returns

Property analytics to maximize returns

Managing obligations and maintenance requests

Cleaned, inspected and maintenance management

Payment collections and checks

Digital payments and financing options for tenants without risk

Messaging do's and don'ts

Sometimes what not to say is just as important as what to say.

DO

Home

DON'T

Property or house

DO

Virtual tours

DON'T

360 walkthroughs

DO

Inspected homes

DON'T

Verified homes

DO

Reserve a home

DON'T

Book a home

DO

Book a viewing or visit

DON'T

Reserve a viewing or visit

DO

Reservation fee

DON'T

Booking fee

DO

Qualified tenants

DON'T

Vetted or screened tenants