Proptech, or property technology, is all about infusing innovation into the real estate sector. However, let’s acknowledge the elephant in the room: despite being the world’s largest asset class, real estate has been rather slow to embrace digitalisation. Many in the industry still cling to outdated methods, making it a tough nut to crack for tech startups. Recognising this, our approach at Bright Spaces has been to tailor marketing strategies that resonate with the industry’s traditional mindset while leveraging the power of digital platforms.
We’ve experimented with a lot of tactics and channels to find out what works best and below I will share some of the things that helped us make waves in real estate. But before diving into our tried-and-tested marketing activities, whether you’re a seasoned proptech marketer or a marketing enthusiast eager to explore strategies from diverse industries, the principles remain the same: know your audience like the back of your hand. Take the time to grasp where they hang out online, what news sources they trust, and, most importantly, how your product addresses their needs.
Establish a Social Media Presence
If you are a B2B startup, LinkedIn should serve as a cornerstone of your marketing efforts. Focus not only on growing your company page but also on enhancing the profiles of your key team members.
Recognising the love LinkedIn’s algorithm has for native content, our team has been proactive in crafting LinkedIn newsletters tailored to our specific areas of expertise. These newsletters aren’t your run-of-the-mill updates; they’re packed with insights, industry trends, and thought leadership pieces that spark meaningful conversations within the proptech community. You’ll be surprised how effective they are.
Craft Value-Driven Content
Your content strategy should be all about delivering value-driven resources that truly resonate with your audience. Consider conducting interviews with key industry experts and publishing them on your blog. This way, you get to sit at the same table with your target audience, and get access to their industry knowledge, valuable insights oftheir needs and even feedback on your product.
Next, showcase the impact of your products through in-depth case studies. These success stories offer tangible proof of your offerings’ effectiveness and can influence potential clients. Utilize educational eBooks to provide practical knowledge and insights, empowering your audience to navigate the complexities of tech adoption. Use all the content you create as a lead magnet to attract potential clients and establish your authority in the industry.
Build Trust and Credibility
Visibility within the industry is crucial for proptech startups. Secure features in prominent real estate publications, both in print and online, to enhance your brand’s credibility and expand your reach. Since real estate professionals still rely on traditional media for news, it’s essential to position yourself where they consume information.
Additionally, actively seek opportunities to share your expertise through podcasts, speaking engagements, and industry events. We came to find out that relationship building is paramount in real estate. By engaging with industry professionals through personalized outreach and participating in genuine conversations, you can lay the foundation for long-lasting connections that can lead to valuable partnerships, referrals, and opportunities for collaboration within the real estate community.
Harness the Power of Ambassadors
Your clients, investors, partners and mentors can be your most potent allies in amplifying your brand message. Take the time to build genuine, meaningful relationships with them. Provide your ambassadors with platforms and opportunities to advocate for your brand. Whether it’s through written or video testimonials, case studies, or speaking engagements, empower them to share their positive experiences with your product and team. Authentic, firsthand endorsements carry significant weight and can sway potential clients’ perceptions.
Encourage your ambassadors to spread the word about your brand within their networks. Word-of-mouth referrals from trusted sources are incredibly powerful in the real estate industry. Cultivate a sense of community among your ambassadors by facilitating networking opportunities or exclusive events where they can connect with like-minded individuals. A strong sense of camaraderie can further solidify their loyalty to your brand and encourage ongoing advocacy.
So, here’s the deal: marketing in the proptech world is all about blending old-school tactics with new-school strategies. It’s about tracking what works, experimenting fearlessly, and staying true to your vision. While the strategies I’ve talked about have worked wonders for us at Bright Spaces, every startup’s journey is unique. So, stay nimble, stay curious, and keep pushing the boundaries of what’s possible in the world of proptech marketing.
