Property technology—or PropTech, as it’s called these days –lies at the intersection of real estate and contemporary technologies. As digital applications have matured, they have increasingly been deployed to solve some of the leading challenges in property markets. PropTech marketing—which involves getting these solutions in front of those who need them –is developing as well.
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However, pitching software to clients who are more familiar with brick and mortar (literally and figuratively) may be a tough ask, especially in Nigeria, where real estate is dominated by ventures averse to radical change. In light of this fact, we’ve drawn up a list of tips for marketing PropTech products and services
If you’re a PropTech entrepreneur, you may find this piece helpful. So, please read on.
Network and Exhibit at Industry Conferences
Industry conferences, as gatherings of people and businesses that are active in your market or domain, are the perfect setting for gaining exposure. Because they are rare concentrations of professionals, executives, salespeople, and other stakeholders in your industry or market, getting traction at such events may be transformative for your business.
You could find a partner or two, land new high-value clients, or even find investors. The bonds that are propagated starting at these conferences and exhibitions could enable you to scale faster than you may have initially thought possible.
Get Active on LinkedIn
LinkedIn is still hands down the best social media platform for making business connections. There are numerous stories of SMEs and startups securing high-value clients there. You could be next in line.
To make the most of LinkedIn, you’ll need to be active on there, posting valuable information and insightful tips, responding to comments, contributing intelligently to an ongoing industry or market conversation, and just being recognised for smart and timely recommendations.
When you do these things frequently enough, you’ll get noticed by potential clients. In time, you’ll begin to attract deals through engagements on there.
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Follow Up New Contacts
When you lap up contacts from places like conferences or social media, don’t just wait for them to make the next move. Reach out to them; express your pleasure at your previous interactions; and remind them that you’re available to help them.
Your contacts (and potential clients) are probably busy with a lot of things. Staying in touch with them ensures that you’re top of their mind, and far more likely to be patronised over some alternative business.
Partner with Established Companies
Sometimes, linking up with a better-known company that offers complementary services might drive a lot of traffic to your business. It could happen if both parties are cross-promoting each other’s services to each other’s audiences.
For example, if your startup is a digital platform that allows tenants to pay rent on a monthly basis, you could partner with a FinTech whose solutions allow you to collect payments. They could promote you to your audience while you do the same for them with yours.
Build Trust as an Authoritative Voice
We have already alluded to this, but it’s worth noting as a standalone point.
If you’re frequently putting your brand out there as an authority in its sphere—whether it’s through social media posts and conversations, features in digital media, or panel places at conferences –you’ll make an impression on many minds.
Being the knowledge base that many in your target market seek out for answers will get you a lot of decent deals. And it will eventually expand your customer base.
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Final Words
PropTech marketing doesn’t have to be as difficult as many professionals think it is. Follow the tips we’ve discussed here to make it work for your company. In a matter of months, you’ll be glad you did.
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