The Proptech Startup Media Guide: Where To Focus Your Marketing First

March is Marketing and Branding Month here at Inman. As we enter spring selling season, let’s explore which tried-and-true tactics and cutting-edge innovations are getting deals done in today’s market. We’ll also recognize the industry’s marketing and branding leaders with Inman’s Marketing All-Star Awards.

Did you know that 90 percent of startups fail, and among the survivors, those with a strong digital marketing strategy are three times more likely to succeed?

In today’s digital-first world, having a solid marketing foundation isn’t just nice to have — it’s essential for survival, especially in the competitive PropTech space.

As a proptech startup, you’re facing a unique challenge. You’re not just competing with other innovative tech companies; you’re also working to transform one of the most traditional industries out there — real estate. Your potential customers range from tech-savvy millennials buying their first homes to seasoned real estate veterans who’ve been in the business for decades. How do you reach and engage such a diverse audience while managing limited resources?

This is where understanding the three pillars of digital marketing — owned, paid and earned media — becomes crucial. Think of these as the foundation, accelerator and validator of your marketing strategy. Each plays a vital role, but knowing where to focus first can make the difference between burning through your budget and building sustainable growth.

In this guide, we’ll break down:

• What owned, paid and earned media actually mean (and why most proptech startups get the order wrong)
• Why starting with owned media is your secret weapon for sustainable growth
• When and how to strategically incorporate paid and earned media into your marketing mix
• Practical steps to build your marketing presence without breaking the bank

Whether you’re launching a revolutionary property management platform or introducing new virtual touring technology, this roadmap will help you navigate the complex world of startup marketing. Let’s dive in and discover how to make these three powerful media types work for your proptech startup.

Let’s start by exploring the most foundational element of your marketing strategy – Owned Media. As a PropTech company, it’s ironic (and fitting) that your first step into marketing should be about establishing your own digital “real estate.”

What is owned media?

Think of owned media as any digital property that belongs exclusively to your company. Just like a piece of real estate, you have complete control over these assets – from the design and content to how they’re used and maintained. These are the channels where you can tell your story, your way, without intermediaries or additional costs per post or publication.

Proptech-specific owned media examples

Your owned media portfolio might include:

• Your company website (your digital headquarters)
• Your blog featuring property technology insights
• Social media profiles (while the platforms aren’t owned by you, your content and profiles are)
• Email newsletters to property managers and real estate professionals
• Mobile apps or web applications
• Product documentation and knowledge bases
• Video tutorials about your proptech solutions
• Whitepapers on real estate technology trends

Why owned media is your foundation

Think of owned media as the foundation of your marketing house. Here’s why it’s crucial to build this foundation first:

1. Complete control: You decide what to publish, when to publish it, and how to present your brand. This is especially important in proptech, where explaining innovative solutions often requires detailed, technical content.
2. Cost-effective: While creating quality content requires time and effort, owned media channels typically don’t have ongoing costs beyond maintenance and updates — crucial for startups watching their budget.
3. Long-term asset building: Every piece of content you create becomes a permanent asset in your digital portfolio, continuing to work for you long after publication.
4. Data collection: Your owned channels provide valuable first-party data about your audience’s interests and behaviors, helping you refine your product and marketing strategies.

Essential owned media channels for proptech startups

1. Your website

This is your digital storefront and should be:

• Professional and user-friendly
• Clearly explaining your proptech solution
• Optimized for search engines (SEO)
• Mobile-responsive
• Equipped with clear calls-to-action

2. Blog

Use your blog to:

• Demonstrate thought leadership in proptech
• Educate potential customers about your solutions
• Address common pain points in real estate technology
• Improve your search engine visibility

3. Social media profiles

Focus on platforms where your target audience spends time:

• LinkedIn for B2B relationships
• Twitter for industry news and updates
• Instagram for visual property tech demonstrations
• YouTube for product tutorials and demonstrations
• Facebook simply because your audience still spends time there. (I personally believe this is becoming more and more irrelevant.) 

4. Email lists

Build and nurture your email database:

• Newsletter subscriptions
• Product updates
• Industry insights
• Educational content
• Customer success stories

Remember, while it’s important to establish presence across multiple channels, it’s more important to maintain quality and consistency. Start with one or two channels you can manage well, then expand as your resources and expertise grow.

Your owned media action plan

Step 1: Build your digital headquarters (website)

• Start with a professional, mobile-responsive design
• Create clear, compelling product/service pages
• Implement strong SEO fundamentals
• Set up analytics to track performance
• Include clear calls-to-action throughout

Step 2: Develop your content strategy

• Create a content calendar focused on:
  • Industry pain points and solutions
  • PropTech trends and insights
  • How-to guides and tutorials
  • Customer success stories
• Mix content formats (blogs, videos, infographics)
• Optimize all content for search engines

Step 3: Establish your social presence

• Start with LinkedIn for B2B relationships
• Create a content distribution schedule
• Focus on valuable, educational content
• Engage with industry conversations
• Share your blog content and company updates

Step 4: Launch your email marketing

• Set up a newsletter signup on your website
• Create a welcome email sequence
• Plan regular newsletters with:
  • Industry insights
  • Company updates
  • Educational content
  • Exclusive offers

Best practices for success

Focus on quality over quantity

• Start with one or two channels you can manage well.
• Create high-quality, valuable content consistently.
• Build a reliable publishing schedule.

Maintain brand consistency

• Develop clear brand guidelines.
• Use consistent messaging across all channels.
• Maintain a professional tone of voice.

Monitor and adjust

• Track engagement metrics.
• Gather feedback from your audience.
• Adjust your strategy based on data.

Next steps

Remember, building strong owned media channels takes time and patience. Start small, focus on quality and gradually expand your presence. In our next post, we’ll explore how to amplify your owned media efforts with paid advertising strategies.

Looking for guidance on paid and earned media strategies? Stay tuned for parts 2 and 3 of our Proptech Marketing Guide series, where we’ll dive deep into these crucial components of your marketing trifecta.

Marci James is the founder of Be Inspired Digital. Connect with Marci on Linkedin and Instagram.