2026 Innovation in Homeownership Pitch Competition

Presented in partnership with the Iowa REALTORS®, the Iowa Homeownership Incubator pitch competition recognizes innovative marketing approaches that use authentic stories from real IFA homebuyers to inspire more Iowans to see themselves as future homeowners. Finalist teams will present their user-generated content and creative campaign concepts at the 2026 HousingIowa Conference, showcasing new ways to connect with and inspire future homebuyers.

A panel of expert judges will select the winning campaign, which will receive $40,000 in marketing funds to develop and promote the campaign.

Register for the 2026 HousingIowa Conference to see the finalist teams pitch their projects live on September 9, 2026 from 9:15 a.m. -12:00 p.m. and hear directly from the teams behind these innovative proposals.

2026 Finalists:

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The Key That Changed Everything, La Llave Que Lo Cambió Todo

Melisa Fonseca, Alta Vista Real Estate ~ Centro de Bienes Raíces, Marshalltown

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The Key That Changed Everything (La Llave Que Lo Cambió Todo) shifts the conversation about homeownership to people and possibilities. Centered on the journeys of Iowa families who achieved homeownership with support from Iowa Finance Authority programs, the campaign explores how a single opportunity can unlock greater stability, confidence, and hope for the future. By highlighting the human impact of homeownership, this initiative creates an inspiring and relatable message: the key to a home can be the key to changing everything.

If Tyrone can, you can

Jay Avant, LPT Realty, Clive 

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Jay Avant's campaign shares the inspiring journey of his father, Tyrone Avant, an Iowa Finance Authority-assisted homebuyer whose path to homeownership defied expectations. After overcoming significant personal challenges, Tyrone achieved the dream of owning a home, proving that past setbacks do not have to define future possibilities. By highlighting his story, the campaign expands the conversation around who can become a homeowner and delivers a powerful message of resilience, second chances, and hope.

Every Journey Deserves a Home

Daniela Downs, RE/MAX Precision, Des Moines

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Every Journey Deserves a Home puts the spotlight on the diverse paths people take to achieve homeownership. Through the voices and experiences of real IFA homebuyers, the campaign shows that there is no single story of what a homeowner looks like or how they get there. By elevating authentic experiences from Iowans of different backgrounds, including first-generation and immigrant families, the initiative delivers a simple but powerful message: homeownership is possible, and every journey deserves a place to call home.