Starfish Partners with MyHomeStory Pro to Launch New Homeowner Intelligence Brand for the Home Services Industry
Strategic branding engagement transforms the proven USA Home Listings platform into a next-generation growth platform for contractors
NEW YORK, NY – June 11, 2026 – Starfish, the independent brand strategy and creative communications company known for helping organizations uncover and activate meaningful differentiation, today announced its partnership with MyHomeStory Pro, leading the development and launch of the company’s new brand platform serving home service contractors across the U.S.
Starfish was selected to lead the brand strategy, positioning, messaging architecture, visual identity, website development, and user experience design for MyHomeStory Pro as the company expanded its focus beyond moving services and into the broader home services market.
The new brand builds on the success of USA Home Listings, which has helped more than 500 moving companies connect with homeowners at key moments in the homeownership journey over the past eight years. Seeking to extend that proven model to additional trades, the company engaged Starfish to create a new brand capable of supporting long-term growth across the home services sector.
The result is MyHomeStory Pro, a homeowner intelligence and contractor growth platform designed to help home service professionals identify opportunities, market more effectively, and grow their businesses.
“For the past eight years, we’ve helped hundreds of moving companies grow through our USA Home Listings platform,” said Ryan Eger, Chief Strategy Officer of MyHomeStory Pro. “As we looked ahead, we saw an opportunity to expand our reach and serve a broader range of home service professionals. Starfish quickly understood both the business opportunity and the strategic challenge of evolving our brand while preserving the equity we had already built.”
The engagement focused on creating a differentiated position within the increasingly competitive contractor marketing and homeowner intelligence space. Through research, strategic positioning, messaging development, and creative execution, Starfish helped define a brand centered on intelligence, trust, transparency, and growth.
“Strong brands emerge when business strategy and customer need intersect,” said David Kessler, CEO of Starfish. “MyHomeStory Pro presented a compelling opportunity because the business was already delivering measurable results through USA Home Listings. Our challenge was to build a brand that could honor that legacy while creating a foundation for future growth across the broader home services industry.”
MyHomeStory Pro is now live at www.myhomestorypro.com.
About MyHomeStory Pro
MyHomeStory Pro is a homeowner intelligence and contractor growth platform that helps home service professionals connect with the right homeowners at the right time. Built on the success of USA Home Listings, which has helped more than 500 moving companies improve customer acquisition over the past eight years, MyHomeStory Pro expands that proven model to serve contractors across the home services industry. Through advanced homeowner insights, targeted marketing solutions, and business growth tools, the platform helps home service professionals market more effectively, improve efficiency, and drive measurable business growth.
About Starfish
Starfish is the Brand and Creative Intelligence™ agency that helps organizations build brands for the rapidly evolving intersection of the human and AI worlds. For more than 20 years, Starfish has helped organizations uncover, articulate, and activate their authentic brand potential through strategy, innovation, customer experience, communications, and design.
Guided by its belief that brands must be both meaningful to people and discoverable to AI, Starfish creates integrated brand experiences that drive relevance, visibility, and growth across the physical, digital, and AI-mediated environments where customers make decisions today.
For more information, visit www.starfishco.com.
Media Contact:
Zack Kessler
Director of Operations
Starfish
zack@starfishco.com
