SimplyHome

What SimplyHome does

SimplyHome, founded in 2012 in Houston by Marcello Camillo (originally as Camillo Properties Ltd.) and rebranded in 2023, is one of the largest single-family build-to-rent operators in the United States. The company designs, builds, leases, and maintains newly constructed single-family homes, duplexes, and townhouses across four Texas metros — Houston, San Antonio, Dallas-Fort Worth, and Bryan/College Station — and in El Reno, Oklahoma. As of 2023 it had built more than 10,800 homes spanning 115+ communities and housed more than 65,000 residents cumulatively. The business operates as a subsidiary of Camillo Companies, sitting alongside affiliated homebuilders Legend Homes, Academy Development, and Princeton Classic Homes.

The core technology stack is a 100% online user interface: a public website for home search, Rently integration for self-guided tours, a Resident Portal for rent payments and maintenance requests, automated lawn-mowing scheduling across all markets, and third-party integrations for payments (Flex for rent splitting), renters insurance and credit-building rent reporting (Homebody), furniture rental (CORT), appliances (Rent-A-Center), and moving services (Bellhop). A Realtor Partner Program pays 50% of first month's rent as commission and adds a distribution layer on top of direct-to-consumer acquisition.

Revenue is generated primarily through recurring monthly residential rental income on 12+ month leases, with ancillary revenue from add-on services and ecosystem partnerships. Go-to-market is hybrid: direct-to-consumer via the website and self-serve portal, plus a channel layer through the Realtor Program and a Resident Referral Program offering $50 digital gift cards. Customer segments include individual and family renters (primary), military and first-responder households via the Savings for Service program, aspiring homeowners via the Next Move Program (which converts rent credits into Legend Homes purchase equity), and pet owners. The company monetizes its portfolio of owned or master-leased homes directly rather than acting as a third-party property manager, with vertical integration from construction through ongoing in-house maintenance providing cost and quality control.

Name

SimplyHome

Legal name

Camillo Properties Ltd.

Website

https://simplyrent.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

SimplyHome is a vertically integrated single-family build-to-rent operator, founded in 2012 in Houston, that designs, builds, leases, and maintains more than 10,800 newly constructed rental homes across Texas and Oklahoma for individual and family tenants, military and first-responder households, and aspiring homeowners transitioning to Legend Homes ownership.

Ownership category

akta.pro rank

Product category

Residential Rental Services

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Single-Family Homes (Standalone Houses) (THAMAAAA)

Keywords

• Single-family rentals
• Built-to-rent homes
• Residential property leasing
• Home rental services
• Rental home management

Headquarters

HQ city

Houston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Residential Rental Income: Monthly rental payments from tenants leasing single-family homes, duplexes, and townhouses. Revenue is recurring based on lease terms (typically 12+ months). SimplyHome designs, builds, leases, and maintains all rental homes.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

SimplyHome designs, builds, leases, and maintains newly constructed single-family rental homes across Texas (Houston, San Antonio, Dallas-Fort Worth, Bryan/College Station) and Oklahoma (El Reno). The company operates a 100% online rental platform with self-guided tours, online applications, a resident portal for rent payments and maintenance requests, and integrated property services including weekly lawn maintenance and pest control. It also offers add-on programs such as flexible rent payments, homeownership transition support, and military/first responder discounts.

Product overview

SimplyHome is a property management and single-family residential rental platform operating on a unified product architecture. The core offering is high-quality, newly constructed single-family homes for rent, supported by the Resident Portal for online rent payments and maintenance management. The platform integrates several add-on modules including Flex Payment Program for flexible rent payments, the Next Move Program for homeownership transition, the Savings for Service Program for military and first responders, and the Resident Referral Program. Additional services include Simply Maintained for lawn care, a Realtor Partnership Program, and the Social Club Program for community building. The platform primarily serves renters in Texas markets (Houston, San Antonio, Dallas-Fort Worth, Bryan/College Station) and has expanded to Oklahoma (El Reno).

Differentiator

Problem solved

Functional benefit

Products and services

• Single-Family Rental Homes High-quality, newly constructed single-family homes for rent across Texas (Houston, San Antonio, Dallas-Fort Worth, Bryan/College Station) and Oklahoma (El Reno). Features include spacious layouts, modern amenities, private backyards, attached garages, and pet-friendly options. Designed for individuals, families, and pet owners seeking more space than apartments.
• Flex Payment Program Flexible rent payment service that splits monthly rent bills into smaller payments throughout the month, providing financial flexibility for residents.
• Next Move Program Homeownership transition program helping residents buy a Legend Home. Offers no early termination fees (up to $4,000 in savings), 10% of rent paid credited toward purchase price (up to $5,000), and up to $15,000 toward closing costs through preferred lender First Choice Lending.
• Savings for Service Program Rent discount program for active-duty military, veterans, law enforcement officers, firefighters, and EMS providers. Provides $1,000+ off total lease as monthly rent credit spread across lease term (minimum 12-month lease).
• Resident Referral Program Referral program where current residents can earn a $50 digital gift card by referring friends who list them on rental applications and complete move-in with first month's rent paid.
• Simply Maintained Property maintenance service covering weekly lawn mowing, edging, and exterior pest control for all rental properties across Houston, Dallas/Fort Worth, San Antonio, Bryan/College Station, and El Reno markets.
• Realtor Program Real estate agent partnership program offering 50% of first month's rent as commission for agents listed on resident applications. Includes Key Realtor Rewards Program with additional incentives for open houses and recurring referrals.

Quantifiable outcome

• No early termination fees - average savings of $4,000
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Legend HomescoreStrategic or Co-development PartnerAffiliated homebuilder subsidiary of Camillo Companies. Legend Homes builds homes that SimplyHome residents can purchase through the Next Move Program. Residents receive up to $15,000 toward closing costs and 10% of rent credited toward purchase price when buying a Legend Home.
• BellhopminorGTM or Marketing PartnerMoving services partner offering SimplyHome residents exclusive discounts. Bellhop provides customized moving reservations based on neighborhood, move size, and preferred timeframe.
• CORTminorGTM or Marketing PartnerFurniture rental partnership offering SimplyHome residents exclusive rental and retail offers. Residents can furnish their homes through CORT's flexible rental options.
• Rent-A-CenterminorGTM or Marketing PartnerAppliance and home product rental offering SimplyHome residents exclusive discounts. Code 'Camillo Half Off' provides discount on brand-name appliances and home products with no long-term contracts.
• HomebodyminorGTM or Marketing PartnerPartnership for renters insurance and rent reporting. Homebody provides affordable renter coverage and reports on-time rent payments to credit bureaus to help residents build credit.
• Operation HOPEminorStrategic or Co-development PartnerFinancial literacy partnership providing programs to help local communities achieve financial freedom. Free homebuying courses and financial planning classes offered to residents.
• First Choice LendingcoreGTM or Marketing PartnerPreferred lender for Next Move Program. First Choice Lending helps residents take advantage of down payment assistance programs and financial assistance to purchase a Legend Home.
• Lawn Care Service ProvidersminorImplementation/ SI/ Consulting PartnerThird-party lawn mowing and edging services providing weekly lawn maintenance across all SimplyHome communities in Houston, Dallas/Fort Worth, San Antonio, Bryan/College Station, and El Reno markets.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Invitation Homes: The largest publicly traded single-family rental operator in the U.S. with ~80,000+ homes. Directly comparable to SimplyHome as a BTR landlord, with broader geographic diversification but similar new-construction and lease-up operations.
• American Homes 4 Rent: Publicly traded single-family rental REIT with ~60,000+ homes, including a large portfolio of newly built BTR homes. Operates the same core business model as SimplyHome with a national footprint and vertical operating platform.
• Progress Residential: One of the largest private BTR operators in the U.S., with a portfolio concentrated in Sun Belt markets (overlapping SimplyHome's TX focus). Provides institutional-grade SFR rental services using a comparable vertically-integrated approach.
• Tricon Residential: Single-family rental operator (acquired by Blackstone) that builds, leases, and manages BTR homes across the U.S. and Canada. Closely comparable operating model and target demographic to SimplyHome.
• Pretium Partners: Major private BTR investor and operator (parent of Progress Residential and Pretium Home Fund), with deep exposure to U.S. single-family rentals. Comparable vertically integrated BTR platform with institutional capital backing.
• Amherst Group: Privately held residential real estate platform with significant single-family rental exposure, including BTR development. Comparable in serving the same SFR rental customer base with a similar scale of operations.
• Vineyards: Single-family rental operator focused on acquiring, renovating, and leasing detached homes. Operates a similar rental model to SimplyHome, though at smaller scale and with a different geographic mix.

Emerging players

• BTR Land Co: Texas-focused BTR developer and operator. Comparable new-construction single-family rental model directly competing in SimplyHome's home Texas markets, though at a smaller and earlier-stage scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/simplyhome
• Facebookfacebook.com/rentsimplyhome

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SimplyHome