If you want to get buyers to notice your new home-resale startup, there’s always the option of pretending to run for Senate.

If you want to get buyers to notice to your new home-resale startup, there’s always the option of pretending to run for Senate.

At the start of the week, teal lawn signs bearing the name “Vote for Homie” sprang up all over Phoenix. They promised Arizonans change and prosperity in exchange for their vote in the upcoming state Senate elections on Nov. 6.

Despite their standard appearance, locals soon noticed a very unusual catch: Homie is not a real or even human candidate but rather a Utah-based real estate company that buys homes and then resells them for a fee.

It is not easy to tell the signs Homie put up from an actual political campaign — they use the same wording as politicians and redirect users to a website called HomieForSenate.com.  Only at the bottom of the page does one see Homie’s real platform, which has points like “providing low rate home loans” and reducing “real estate ‘taxes’ by providing a simple flat fee to sell your home.”

“Uncle Sam has taken his fair share and it’s time we implement some fiscal change to help offset the rising taxes, fees, penalties and costs homeowners and taxpayers shell out every day,” the website reads.

Founded in 2015, Homie LLC offers a number of iBuyer and mortgage services through chains like Homie LLC, Homie Loans, Homie Technology and Homie We’ve Got Your Back.

The signs, then, were actually part of Homie’s marketing campaign, the company’s Vice President of Marketing Joe Grover told Inman.

“With a message this big and disruptive we needed an unconventional way to share it,” Grover told Inman in an email. “We believe consumers appreciate companies that are serving their best interests and find unique ways to share their vision.”

Ultimately, Homie achieved its goal of getting people to notice the company — dozens of people took to Twitter to both laud the company’s humor and accuse it of sowing confusion around a real election.

“This is a whole new level of campaign crazy,” Dana Kennedy, a state director for Arizona’s American Association of Retired Persons, wrote on Twitter.

“This isn’t really a candidate its a marketing gimmick,” local resident Matt Roberts, wrote on Twitter. “The only Homie anyone should support is Homie D. Clown from In Living Color.”

Grover further told Inman that they felt local residents could benefit from their real estate services and advertised them while abiding with local laws about street placement of signs.

“We’ve made it clear in all of our follow-up marketing and interviews that we hope people will get out and vote for the Senate candidate that best represents their interests, and if they are looking for a new way to buy or sell a home we’d like them to ‘vote’ for Homie,” Grover said.

Email Veronika Bondarenko

Show Comments Hide Comments
Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Thank you for subscribing to Morning Headlines.
Back to top
Only 3 days left to register for Inman Connect Las Vegas before prices go up! Don't miss the premier event for real estate pros.Register Now ×
Limited Time Offer: Get 1 year of Inman Select for $199SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription