Who in home care actually talks to our customer?

One question, asked of every brand

Our brand documents have propensity signals and points of need, but no demographic profile. So we read each brand against a working sketch of the customer we want — and asked the one question that matters.

The customer we're reading for:

Plotted on warmth and weight

Each brand solves the same problem differently. Two things matter at once: how human the voice feels, and how much weight it carries. The corner Homesy wants — warm and weighty — is nearly empty.

Where Homesy should aim: the gold corner. NAC and Maison Plan are warm but light; Miele is weighty but cool; British Gas is neither. John Lewis is the rare brand holding both — and the balance to study hardest.

Miele never raises its voice. It assumes you already value quality and speaks to that — durability, precision, the long view. This is exactly the weight NAC lacks: an institution that takes your home as seriously as you do. The cost is warmth; it can read cool and a little distant.

The best in-set example of weight and warmth together — and it speaks straight to our demographic, because it largely defines it. Heritage and solidity sit alongside genuine warmth and an offer of impartial expertise. Substantial without sounding corporate.

The nearest thing to Homesy and to our customer: a monthly home-repair membership for time-poor, affluent M25 households, with a dedicated Home Manager. It sells the emotional payoff — pride in the home, weekends reclaimed — not the mechanics.

The voice our customer most likely already pays for — and the one Homesy is positioned against. It leans entirely on fear and reassurance: "nasty surprises", then "peace of mind" as the cure, repeated to the point of meaninglessness. No sense of a discerning reader at all.

Four patterns across the industry

None of these brands manufactures gravitas with big adjectives. Read together, four things stand out.

The open space — warm, weighty, and aimed

The industry leaves a clear gap: a voice as human as NAC, as substantial as Miele, as trusted as John Lewis — and, unlike almost all of them, deliberately speaking to the discerning, house-proud homeowner. That's the Homesy voice.

What to take into Homesy's voice

1. Retire "peace of mind"

   It's the industry's autopilot phrase and reads as insurance. Say what we actually do instead — specific relief, not a worn cure-all.

2. Find weight in substance, not fear

   British Gas manufactures anxiety; Miele earns gravitas through longevity. Homesy earns it through the Zest record and the cost-price model — calm authority, never scaremongering.

3. Write to a discerning reader

   Assume the John Lewis / Waitrose customer who values quality and being respected. Don't explain down; don't chase the cheapest-quote crowd.

4. Keep NAC's humanity, add Maison Plan's pride-of-home

   Plain, warm, specific — plus the emotional truth that people take real pride in their homes. Ration the charm so it never tips into the purple.

5. Put the demographic into the brand documents

   The biggest finding isn't a phrase — it's that we've been writing without a customer profile. Add the socioeconomic sketch so every future writer aims at the same person.