Iowa Homebuyers Take the Mic: IFA and Iowa REALTORS® Award $40,000 to Launch First-of-Its-Kind Statewide Storytelling Campaign

What this means

DES MOINES — The Iowa Finance Authority (IFA) and Iowa REALTORS® (IR) today announced Jay Avant, LPT Realty in Clive as the winner of the 2026 Iowa Homeownership Incubator Pitch Competition. The winning proposal earned a $40,000 award to develop and launch an innovative, social-first campaign that will put the stories of past IFA homebuyers directly into the hands and feeds of future buyers. Built around the authenticity of user-generated content, the statewide campaign will feature real Iowans sharing their homebuying experiences in their own words and style.

Official release

Source material from Iowa Economic Development Authority. The wording below is the issuer’s statement.

Iowa Homebuyers Take the Mic: IFA and Iowa REALTORS® Award $40,000 to Launch First-of-Its-Kind Statewide Storytelling Campaign

Wednesday, September 9, 2026

Press Release

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DES MOINES — The Iowa Finance Authority (IFA) and Iowa REALTORS® (IR) today announced Jay Avant, LPT Realty in Clive as the winner of the 2026 Iowa Homeownership Incubator Pitch Competition. The winning proposal earned a $40,000 award to develop and launch an innovative, social-first campaign that will put the stories of past IFA homebuyers directly into the hands and feeds of future buyers.

Built around the authenticity of user-generated content, the statewide campaign will feature real Iowans sharing their homebuying experiences in their own words and style. Their candid, relatable stories will help demystify the process, spotlight available resources and show prospective buyers that there is more than one path to owning a home.

Held during the 2026 HousingIowa Conference in Des Moines, the Homeownership Incubator challenged Iowa lenders and real estate professionals to reimagine how homeownership information is delivered. Three finalists pitched bold, consumer-focused concepts centered on IFA-assisted homebuyers and designed to turn their real-life experiences into practical, engaging content for the next generation of Iowa homeowners.

“Homeownership remains one of the most important ways Iowa families build stability, opportunity and stronger connections to their communities,” said Debi Durham, Director of the Iowa Finance Authority and Iowa Economic Development Authority.

Iowa continues to be recognized as a national leader in homeownership, and this campaign will build on that strength by handing the microphone to Iowans who have already made the journey. Their stories can help someone else recognize that homeownership may be possible.

Debi Durham

Jay will bring the campaign to life by transforming the real journeys of past IFA homebuyers—their questions, setbacks, breakthroughs and moments of inspiration—into authentic, shareable digital content that offers practical insights and helps potential Iowa homebuyers see what’s possible.

“As REALTORS®, we work with buyers every day who are looking for trusted information and guidance as they navigate one of the most important decisions of their lives,” said Iowa REALTORS® President Erik Melloy.

This competition challenged our industry to communicate differently, to move beyond simply telling people about homeownership resources and instead let real buyers show what the journey looks and feels like. That authenticity can answer questions, build confidence and inspire action.

Erik Melloy

The other two finalists were Melisa Fonseca of Alta Vista Real Estate ~ Centro de Bienes Raíces in Marshalltown and Daniela Downs of RE/MAX Precision in Des Moines. Finalists presented their proposals to a panel of judges: Erik Melloy, Iowa REALTORS®; Jeff White, Flynn Wright; Abbey Lukehart, USDA Rural Development; and Erin Swisher, Iowa Economic Development Authority and Iowa Finance Authority.

More information about the competition and this year’s finalists is available at 2026 Innovation in Homeownership Pitch Competition.

Ashley Jared, Communications Director

Location

Iowa Finance Authority

1963 Bell Avenue

Des Moines, IA 50315

Email Address

[email protected]

Phone(s)

515.452.0474

Related Links

2026 Innovation in Homeownership Pitch Competition

Release text attributed to Iowa Economic Development Authority. Consult the official publication for any subsequent corrections or updates.