Case Study - Letify - direct-from-owner rental marketplace for Malta

Overview

Letify was built to address a clear gap in the Maltese long-term rental market. Property listings are fragmented across Facebook groups and agent portals, often duplicated, outdated, and inflated by agency fees. Tenants struggle to find reliable, direct listings, while property owners lack a simple way to reach serious renters without intermediaries.

The goal of Letify was to validate a direct-from-owner rental marketplace by launching a lean, SEO-driven public platform supported by internal tools for verification, moderation, and listing management. The focus from day one was on organic acquisition, operational efficiency, and scalability, rather than short-term growth hacks.

About Letify

Letify (Letify.mt) is a long-term rental marketplace for Malta built around a single idea: let tenants deal directly with property owners, without agency fees or middlemen. Instead of scattering listings across Facebook groups and agent portals, Letify gives Maltese renters one trustworthy place to find verified, direct-from-owner properties - and gives owners a simple way to reach serious, long-term tenants. The platform launched at letify.mt as a lean, SEO-first product designed to grow through organic search rather than paid acquisition.

What I did

AI automations

The marketplace is only half the story - around the platform runs a set of AI automations doing the work of a marketing and sales team.

Content on autopilot. Every week an AI agent researches the Maltese rental market (NSO data, Central Bank of Malta, local press), writes a blog post and designs Instagram and Facebook carousels, rendered automatically in Letify's branding. Carousels go out after my approval, while the blog passes automated quality gates and publishes fully on its own. New listings are promoted on social media with no human involved. In its first three weeks the pipeline produced over a dozen publications - with no copywriter and no designer.

Lead machine. AI reads rental listings on Facebook Marketplace, tells owners from agencies (including by spotting the same phone number across multiple ads), extracts the full listing data and drafts a personalized message to the owner.

I cover both automations in a separate case study: social media and leads on autopilot.