Building a Proptech Marketing Team

What was once a function of generic terms (campaigns, events, emails, and websites) is now a robust machine driven by technology, powered by strategists and growth hackers who lead us all down a path to purchase or, at the very least sign up for a little more engagement.

Our experience building proptech startups, marketing teams, and the intersection of the two is often a welcome relief to the Founders and CEOs we meet. Why? 

Because we understand tech marketing and what it takes to hire the talent that drives growth, marketing for tech startups has changed significantly since the last economic downturn of 2008, largely due to the rapid evolution of martech and changes in consumer behaviour. 

Some of the key changes to how tech companies market include:

Social Media

Social media is a crucial marketing channel for tech startups. Platforms like Facebook, Twitter, Instagram, and LinkedIn provide powerful tools for reaching target audiences, building brand awareness, and engaging with customers.

Influencer Marketing

Influencer marketing has become an increasingly popular strategy. Startups partner with influencers to promote their products and services to their followers. A great example of this type of marketing in proptech is Toronto based Properly, who signed up HGTV superstars the Scott brothers.

Content Marketing

Content marketing has become a popular strategy for reaching customers in a more natural and organic way. Rather than relying solely on traditional advertising, startups create high-quality content that educates, entertains, or inspires their target audience through blog posts, videos, infographics, podcasts, and more.

Data-Driven Marketing

With the rise of big data and analytics, tech startups use data to inform their marketing strategies. They can analyze customer behaviour, track the effectiveness of campaigns, and adjust their tactics in real time based on the data they collect. Gone are the days of spray and pray - marketing campaigns are now built around data and metrics.


DTC proptech platforms leverage machine learning algorithms to analyze the user's search queries, the properties they have viewed, and the properties they have saved or shared. Based on this data, the platform can make personalized recommendations for properties that match the user's criteria and preferences.

How does this impact the marketing talent proptechs need to hire? Content is everything - nail this first!

Content marketing is central to the success of a proptech for several reasons:

1. Builds Brand Awareness

Content marketing is an effective way to build brand awareness and establish your proptech as a thought leader in the industry. By creating high-quality content that educates, entertains, or inspires their target audience, proptechs can attract more attention and generate more interest in their products and services.

2. Demonstrates Expertise

By sharing their knowledge and expertise through content marketing, proptechs can demonstrate their industry knowledge and expertise. Establishing audience trust and credibility is crucial for driving conversions and sales, and content marketing is an effective way to achieve this goal.

3. Provides Value to Customers

Content marketing provides value to customers by educating them on industry trends and best practices, providing helpful tips and advice, and offering insights into the real estate market. Sharing this valuable content will attract and retain more customers over time.

4. Improves SEO

Content marketing can also help to improve search engine rankings. Creating high-quality, keyword-rich content that attracts more organic traffic to their website results in more leads, conversions, and revenue over time.

5. Increases Engagement

Content marketing can also increase engagement with customers by creating content that is interesting, informative, and shareable. This can help proptechs build a community of loyal customers and advocates who can help spread the word about their products and services.

Overall, content marketing is a central component of a successful marketing strategy. Creating high-quality content that provides value to customers, demonstrates expertise, and improves SEO allows proptechs to attract and retain more customers, build brand awareness, and ultimately drive more revenue and growth.

Looking to hire a Content Marketer but not sure which type you need? We can help.