naborly.com
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SingleKey: The Naborly Pivot Story
How a tenant screening tool rebranded to dominate Canadian rentals
Naborly isn't just a website—it's a ghost of a failed startup strategy. What you see at naborly.com is a redirect to SingleKey, a company that learned the hard way that B2C tenant screening is a brutal business. This is the story of a pivot, a rebrand, and a fight for survival in the crowded proptech space.
"A 1,000-visit website isn't a business; it's a ghost ship sailing on a sea of SEO debt."
The Rebrand Reality
The data tells the real story: naborly.com is a redirect to SingleKey.ca. The traffic metrics are abysmal—1,038 monthly visits and a global rank of #14 million places it in the bottom 0.01% of all websites. This isn't a scaling company; it's a company in maintenance mode. The 'Naborly' brand is essentially dead, with the domain likely kept for brand protection or legacy redirects.
SingleKey's current positioning as a 'risk mitigation solution' for homeowners and rental businesses is a pivot from its original tenant-screening focus. The tech stack—jQuery, Bootstrap, and Tailwind CSS—suggests a legacy frontend built for speed over innovation. The lack of organic keywords beyond 'naborly' and 'naborly report' reveals a complete failure to capture rental market search intent.
The Trust Deficit
With no Trustpilot reviews and a social media presence that feels abandoned (Twitter links to a Dropbox sign page, a glaring red flag), SingleKey lacks the social proof critical for a trust-based business. In proptech, where reputation is everything, this silence is deafening. The company claims 150,000+ homeowners, but with this level of digital traction, that number feels inflated or refers to a legacy user base.
- The naborly.com domain is effectively a redirect tombstone
- Revenue of $1M with 13 employees suggests ~$77k revenue per employee—low for SaaS
- Traffic is 42% organic, but the keywords are brand-specific, not market-driven
- Social profiles are inconsistent or broken (Twitter → Dropbox)
The Ghost in the Machine
Naborly.com is a case study in brand abandonment. The real story is SingleKey's quiet pivot from a consumer-facing tenant screener to a broader risk mitigation tool—a necessary but unproven shift in a crowded market.
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Homepage - SingleKey
Trusted by 150,000+ homeowners. Renting gets unpredictable. Protect your rental income with SingleKey’s risk mitigation solutions for homeowners, rental businesses, and tenants.
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About naborly.com
Trusted by 150,000+ homeowners. Renting gets unpredictable. Protect your rental income with SingleKey’s risk mitigation solutions for homeowners, rental businesses, and tenants.
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naborly.com uses 26 technologies across their website including Font Awesome, Google Fonts, PHP, WordPress, and more.
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Font Awesome, Google Fonts
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PHP
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WordPress
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jsDelivr
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Cloudflare
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HubSpot
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naborly.com receives approximately 1.0K monthly visitors and ranks #14,179,646 globally. The website has a bounce rate of 36% with visitors viewing an average of 1.1 pages per visit. Users spend an average of 0:00 on the site.
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