PropTech Marketing Built for the World's Slowest-Moving, Highest-Value Industry
Real estate buyers don't move fast. But they do move eventually — and the companies that are visible and credible when they do win the deals worth winning.
89%
of commercial real estate decisions involve online research at some stage
"PropTech sits at the intersection of conservative real estate industry culture and aggressive VC-backed startup timelines. The marketing challenge is bridging those two worlds — enough innovation narrative to attract investor and press interest, enough stability signalling to earn enterprise real estate client trust."
3.1×
Qualified inbound growth at 12 months
55%
More enterprise demo requests
28%
Reduction in outbound-to-close ratio
The real problem
Why PropTech marketing keeps failing to deliver
Real estate is relationship-first, digital-second
Commercial real estate runs on relationships and referrals. Digital marketing often feels out of place — until it suddenly becomes the primary way new clients discover you. Most proptech companies invest in digital too late.
Enterprise sales to asset managers and REITs
Enterprise real estate buyers (asset managers, family offices, REITs) operate on 12–24 month evaluation timelines with multiple stakeholders. Marketing has to stay visible for the entire cycle, not just at initial inquiry.
Competing with legacy vendors that have 20 years of brand equity
CoStar, Yardi, and RealPage have deep relationships and brand recognition. Challenger proptech needs to carve out credibility in specific sub-categories, not try to win on breadth.
What we actually do
How Heptism works specifically for PropTech companies
Vertical SEO targeting property type and use case
SEO content targeting the specific property type (multifamily, industrial, retail, office), use case (property management, investment analysis, tenant experience), and buyer role (asset manager, property manager, developer).
Thought leadership for a credibility-first industry
Insight reports, market commentary, and editorial content that positions your leadership team as industry experts — the content that gets shared at MIPIM, ULI, and CBRE events.
ABM for enterprise real estate accounts
Account-based marketing targeting the 200–500 enterprise accounts that represent 80% of your addressable market — custom content, LinkedIn campaigns, and personalised outreach sequences.
Who this is for
The PropTech companies we do our best work with
PropTech SaaS platforms
Property management, CRE analytics, tenant experience, and construction tech platforms targeting real estate operators and investors.
Commercial real estate firms
Investment firms, brokerages, and advisors building digital presence to attract institutional and private equity clients.
Residential real estate tech
Mortgage, title, and home-buying platforms competing for first-time buyers and real estate agent relationships.
Questions
What PropTech companies ask us
Do you understand UK and US real estate market differences?
Yes. Commercial real estate terminology, regulatory context (RICS vs CCIM), and buyer culture differ significantly between markets. We adjust messaging for each.
Can you help us target private equity and institutional real estate investors?
Yes. Institutional investor content — research reports, market analysis, thought leadership — is a specific capability we have within the real estate vertical.
Related industries we serve
Ready to grow your business?
Let's talk.
Tell us what you are working on. We will tell you exactly what it needs. No pitch, no proposal theatre, no discovery call that leads nowhere.
hello@heptism.com·We reply within one business day