Marketing for proptech companies
Proptech usually has excellent product marketing and no sector marketing. The buyer is a development director who has never heard of your category and does not care about your architecture. Reaching them means writing about their problem, in their vocabulary.
A 30-minute video call. The audit document and the 90-day plan.
What changes
The content is written for other software people and read by nobody in the sector.
The category has no search volume yet, because the buyer does not know it has a name.
Sales cycles run for months across a committee that includes someone from site.
Trade credibility is missing, and a developer buys software from people who look like the sector.
Demand for software whose buyer is a developer, not a CTO.
When the category has no volume, you do not chase the category: you chase the problem. Nobody searches for your product name, but plenty of people search for how to control cost overruns on a development or how to cut the time from reservation to deed. The content sits on those searches, and the trade media does the rest: appearing in outlets a development director already reads is worth more than any amount of feature copy.
How it runs
Problem-first content, not category-first
Written against what the buyer searches today, which is their operational problem, and only then connected to your product.
Trade media and Diario Ladrillo
Presence where the buyer already reads, which for a sector-new company is faster than building an audience from scratch.
Sector-grade sales material
A page, a PDF and a short video that speak in developments, units, schedules and costs instead of dashboards and integrations.
Nurture for a long cycle
Sequences built for months of committee, so the deal does not go cold between the demo and the budget approval.
Every service
Content & SEO
Eight pieces a month and the searches your buyer actually types.
Newsletter & CRM
The lead you already paid for, worked until it books a visit.
Social
Three LinkedIn posts a week and a development account that books visits.
PR & Media
A monthly article in trade media and a press release for every milestone.
Branded & Cases
One documented case per quarter: page, sales PDF and short video.
Strategy & Data
A live dashboard with leads, cost per lead and attributed sales.
Questions
Do you understand SaaS metrics?
We report cost per qualified lead and cost per demo booked, and we work against your pipeline stages. What we bring that a SaaS agency does not is that we know who a development director is and what they open.
Our category does not exist in Spanish yet.
Then creating it is a two-year project and not what the first plan does. The first plan sits you on the searches that already exist, which are your buyer’s problems.
Would you work with a competitor of ours?
No. One client per city and segment applies here as everywhere: one proptech per category.
We already have an inbound team.
Then take the free audit as an external read on sector visibility, and use whichever of the three prioritised opportunities your team wants to run itself.
Book your free audit
A 30-minute video call. The audit document and the 90-day plan.