At the beginning of this project, we didn’t have a singular direction. We had a long list of pain points from both landlords and tenants: scheduling inspections was a hassle, visits felt awkward, property condition was unknown for months, confrontation was uncomfortable, and tenants felt their privacy was constantly being breached.

We debated heavily as a team—was this a communication problem? A documentation problem? A confrontation problem? A stress-management problem?

What we knew for sure was: something was broken in how small landlords monitored the condition of their units. But in order to build the right solution, we had to slow down and figure out: what problem matters most—and to whom?

To move forward, we conducted a series of qualitative interviews and surveys with independent landlords and property owners. We wanted to learn:

Which pain  points caused the most stress? 

As we listened, a consistent pattern began to emerge - not just in behavior, but in personality. 

Our research revealed that many landlords weren’t being passive or lazy - they were avoiding stress. They lived quiet lives, had stable routines, and often worked in industries like public service, education, or adminstration. They were emotionally conflict-averse, and while they deeply cared about the condition of their unit, they didn’t know how to confront their tenants - or even how to bring up inspections. 

To protect that peace, they stayed silent. But silence, over time, created uncertainty. And that uncertainity led to anxiety.  

We distilled our learnings into a single, focused persona, Hank. 

We didn’t choose Hank because he stood out. We chose him because he represents thousands of independent landlords across North America who aren’t looking to be property moguls - they just want peace of mind. 

At first, we assumed the biggest source of landlord stress was damage itself - burst pipes, pest infestations, mold behind walls. But our conversation revealed something deeper. 

Most serious damage is rare - what isn't rare is the anxiety that builds from not knowing. Even when nothing's wrong, landlords feel uneasy because they haven't seen their unit in months. 

One landlord told us: 

"Even when I visit, I don't know what I'm looking for. But just stepping inside - even for five minutes - makes me feel better."

That was the insight that changed everything: The problem isn't damage. It's uncertainty. That realization brought us to our problem statement. 

Most landlords don’t inspect often—not because they’re careless, but because it’s awkward. Coordinating with tenants can feel intrusive. So months pass in silence. But silence doesn’t bring peace—it breeds uncertainty. And that uncertainty cuts deeper than damage itself. Because it’s not the mess you find that keeps you up at night—it’s not knowing if there’s one at all.

From move-in to move-out, we want to create a structured rhythm to stay informed. Here’s how landlords go from anxious guesswork to organized, ongoing clarity - without the awkward visits.