How UGC Ads Turned This Startup Into Mexico’s Leading Property Management Brand
Executive Summary
When Naya Homes launched its tech-forward property management services in Mexico, it faced a major challenge: winning the trust of international homeowners in small beach communities long dominated by local mom-and-pop providers. Through a strategic UGC-driven content approach, we helped Naya Homes build instant familiarity and credibility—leading to 60% of new customer contracts coming directly from Meta ads. Within just one year, Naya Homes became the largest player in Puerto Vallarta.
The Situation
Naya Homes is a new property management startup focused on rapidly expanding across Mexico. Backed by ex-Uber founders, the company offers a modern, tech-powered approach to managing second homes.
Their target audience? International homeowners, primarily from the U.S., Canada, and across Mexico, who want a hassle-free, professional experience renting out their properties in tourist hotspots.
The Problem
While Naya Homes had the tech and operational edge, they faced a major trust gap and a complex targeting challenge.
Local competition was strong and personal—mom-and-pop companies had long-standing relationships with homeowners in tight-knit beach communities.
Naya Homes was a new brand in a space where trust is everything. Most potential clients didn’t know why they should choose them over the “friendly local guy who knows the neighborhood.”
Their ideal customers weren’t in one place. They were scattered across the U.S., Canada, Mexico, and beyond—meaning a hyper-targeted performance strategy was critical.
Unfamiliar service: Naya Homes offered an innovative, tech-driven property management solution—but it was complex and unfamiliar to many potential clients who were retirees who had been using the same service for over 20 years. The biggest challenge was how to explain this new service clearly and compellingly in just a few words.
To grow, Naya needed a scalable, trustworthy content and targeting strategy that could reach the right people—wherever they were—and make them feel like they already knew the brand.
Want to implement a content strategy that converts?
The Solution: Building Trust with Low-Fi, Relatable UGC
We crafted a full-funnel content strategy built on authentic, iPhone-shot UGC created by the internal team—designed to feel approachable, local, and trustworthy.
Psychology at Play
By showing familiar, friendly faces from within the Naya team, we created a sense of personal connection before the first sales call—mimicking the “we already know them” trust that legacy providers relied on.
A/B Testing Communication Hooks
To identify which homeowner pain points resonated most, we launched multiple ad variations featuring the same speaker and format but tested different opening hooks addressing key concerns such as:
Communication challenges with property managers
Not maximizing rental income
Time-consuming cleaning and maintenance tasks
Increasing OTA bookings efficiently
By analyzing conversion rates for each ad variation, we identified which messages resonated best with different audience segments. For instance, homeowners in Mexico were most concerned about maximizing rental income, while international audiences prioritized communication and trust. We then used these insights to create new ads featuring the most effective hooks, keeping our messaging targeted and impactful.
Campaign Optimization & Refresh Strategy
To avoid ad fatigue while generating enough data to make informed decisions, we refreshed the ads every 2 to 4 weeks—introducing new variations with updated messaging and visuals. This iterative approach allowed us to keep content fresh and maintain strong performance over time.
Using AI to Maintain Momentum
When internal staff were occupied, we leveraged AI tools to generate additional ad content quickly, ensuring we never lost momentum in testing and content rotation. This allowed us to scale creative output without compromising authenticity or speed, keeping campaigns fresh and continuously optimized.
The Results
The strategic blend of authentic UGC, data-driven messaging, and AI-powered content creation delivered impressive growth for Naya Homes within just over one year:
🏆 Naya Homes became the largest property management company in Puerto Vallarta—outpacing local competitors who had been established for decades.
📊 60% of all closed contracts were directly attributed to paid Meta ad campaigns, proving the effectiveness of the targeted UGC ad strategy.
🔍 Branded search traffic accounted for over 50% of website visits, reflecting strong brand awareness and increased online recognition among international homeowners.
🤝 Many homeowners referenced the familiar faces featured in ads by name during sales calls, showing that the UGC content successfully built trust before the first conversation.
🔄 The bi-weekly ad refresh strategy helped maintain high engagement rates, minimizing ad fatigue and maximizing conversion consistency over time.
Conclusion
Naya Homes’ rapid rise to market leadership shows the power of authentic storytelling combined with smart, data-driven ad strategies. By leveraging relatable UGC, rigorous A/B testing, and AI-generated content to maintain momentum, we helped build trust with a skeptical international audience and cut through the noise of entrenched local competitors.
This case proves that with the right mix of creativity and data-led strategy, even complex services can be clearly communicated—and converted—at scale.
Ready to Elevate Your Brand With Content That Converts?
At Clarity Content, we specialize in crafting authentic, high-impact stories that drive real business growth. Whether you’re launching a new brand, scaling paid ads, or building lasting connections with your audience, we can help you cut through the noise and turn viewers into customers.
