AI marketing for proptech businesses
Proptech sells to agents, property managers, landlords and lenders, and their income moves with the housing market. New-home sales came to 678,000 in 2025, roughly flat on the year, and in a market like that buyers pay for tools that clearly save time or win business. Flo writes the content that shows exactly that, in real estate's own language.
Real estate professionals learn about tools from each other, at their brokerage and at local association events. Content that speaks to one role, whether agent, manager or lender, travels further than content for everyone.
Written for the people who close the deals.
What kind of proptech business are you?
A proptech company selling software to real estate professionals or property owners sells to a market that moves with interest rates. That is the page below.
Proptech use cases
Four jobs the platform runs on a proptech account, each aimed at a specific role.
Role Pages
Separate pages for agents, managers, investors and lenders.
Market Updates
What rates and inventory mean for your users this month.
Brokerage Stories
Teams that adopted your tool, told with permission.
Association Season
Posts and emails around local and national events.
Other software and startup businesses we set up differently
Proptech sits next to the other software businesses that serve one regulated industry.
Marketing by company size
The same platform, framed by how many products, brands or portfolio companies you run, not by what the software does.
You have questions. We have answers.
What comes up on the first call with a proptech business.
Our users are agents. How do we reach them?
Where they already spend time: Facebook, Instagram, YouTube and email, plus the brokerage leaders who decide which tools the team uses.
Can we pay agents for referrals?
Be careful. RESPA Section 8 bars giving or accepting any fee, kickback or thing of value for referring settlement business on federally related mortgage loans. A referral program should be reviewed by counsel before it is marketed.
How do we sell in a slow market?
Lead with time and money saved. When deals are scarce, a tool that helps an agent win one more listing makes its own case.
Should we post market commentary?
Yes, if it is useful. A short monthly note on what rates and inventory mean for your users keeps you relevant between feature launches.
Sources
- United States Census Bureau, Monthly New Residential Sales, August 2026, released 24 September 2026, Table 1b, revised 2025 annual figures, read 29 September 2026
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