The modern property industry is undergoing radical change. Digitalisation and technological innovations are playing an ever greater role, which is why PropTech advertising is becoming increasingly relevant for decision-makers. We are talking about targeted marketing strategies that are specifically tailored to the PropTech sector and can set new standards in property marketing.
How PropTech advertising is changing the property market
PropTech advertising offers property companies and start-ups a wide range of opportunities to make their innovative solutions as visible as possible. The real estate industry is digitalising processes, from 3D visualisations to automated contract processes. PropTechs are thus revolutionising both marketing and sales.
Many companies use immersive 3D tours and virtual viewings. This allows estate agents to give prospective buyers a realistic picture of their properties regardless of their location. At the same time, closing rates and commissions increase, as is often reported by successful providers. These benefits can be communicated effectively through targeted PropTech advertising.
Another example is digital platforms that make property investments accessible to small investors. Addressing this new target group is only possible with a customised online presence and modern advertising materials that build trust and create understanding. In this way, potential customers are reached directly where they do their research - namely increasingly digitally.
The role of data-driven marketing in PropTech advertising
Data-based approaches are essential for designing targeted marketing campaigns in the PropTech sector. Analyses can be used to create prospect segmentations and better manage the customer journey. Modern tracking tools, target group insights and automated personalisation are used here.
This enables property companies, for example, to develop customised content for investors, estate agents or private buyer groups. The use of social media platforms and digital content marketing also plays an important role. This results in marketing measures that not only inform, but also provide impetus and promote engagement.
Customers from the construction and property industry also benefit from well-founded arguments based on data when promoting smart buildings or sustainable construction projects.
BEST PRACTICE with one customer (name hidden due to NDA contract) A PropTech start-up for 3D visualisations used targeted social media campaigns to reach real estate agents. Through interactive webinars and personalised video content, the company achieved a significant increase in lead quality and thus generated more contracts.
Practical strategies for PropTech advertising
Decision-makers in the PropTech sector should use a variety of channels to reach their target groups. Traditional ad formats alone are often not enough. Instead, content marketing, webinars and collaborations with industry events increase visibility in the long term.
For example, PropTech companies are using virtual tours or augmented reality applications to offer potential customers real added value and create immersive experiences. Such marketing elements support the sales processes and are particularly emphasised in communication.
In addition, practice has shown that working in partnership with established property companies or investors increases credibility. Joint marketing campaigns demonstrate expertise and strengthen the market position.
But it's not just digital channels that are important - traditional trade fairs and conferences also offer opportunities to network and find out about modern advertising approaches in the PropTech sector.
BEST PRACTICE with one customer (name hidden due to NDA contract) A property marketing platform relied on a combination of SEO optimisation and targeted sponsored content posts to appeal to developers and investors. At the same time, video tutorials on how to use their tool were published to create trust and retain users in the long term.
The importance of credible storytelling
Decision-makers in the PropTech sector often report that authentic storytelling is very effective in advertising. Stories about specific projects, customer successes or challenges create closeness and understanding.
This makes it easier to communicate complex technologies. Examples of this include digital twins of buildings that optimise planning, operation and marketing. In this way, customers learn exactly how their needs are addressed.
Storytelling also helps to bring often dry content to life and reach potential customers on an emotional level. The added value of PropTech solutions can be impressively presented with short videos or testimonials.
BEST PRACTICE with one customer (name hidden due to NDA contract) A PropTech company for smart building technologies used customer interviews as part of a video campaign. This resulted in authentic testimonials that clearly demonstrated the added value of intelligent building control and convinced a broad target group.
Strategic support for PropTech advertising with iROI coaching
For many companies in the property and technology sector, it is a challenge to maintain an overview when developing and implementing PropTech advertising. iROI coaching offers valuable support in this regard.
The coaching supports decision-makers in selecting effective marketing channels, analysing customer needs and implementing digital advertising formats. This results in customised strategies that meet the requirements of the industry and are also up-to-date.
iROI coaching brings together expert knowledge from marketing, technology and property and offers impulses that can sustainably promote the impact of PropTech advertising. Clients often report more efficient communication and more successful positioning in the market.
My analysis
PropTech advertising is more than just digital marketing. It is a targeted discipline that is more important than ever for the property industry thanks to innovative technologies. Decision-makers benefit from practical strategies, data-driven insights and credible storytelling to make their offers visible.
Increasing digitalisation and changes in customer behaviour call for new advertising approaches that companies can use to create momentum and build relationships. As a competent partner, iROI-Coaching provides support in strategically implementing the diverse possibilities of PropTech advertising and thus successfully accompanying projects.
Further links from the text above:
PropTech - Wikipedia
PropTech Guide of the Austrian Federal Economic Chamber
PropTech and digitalisation - BelForm
PropTech in Germany - BNP Paribas Real Estate
Digital transformation through PropTech - Tirol Real Estate
For more information and if you have any questions, please contact Contact us or read more blog posts on the topic internet Return on Investment - Marketing here.
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