PropTech Digital Marketing Techniques: Reaching Modern Homebuyers & Sellers

There was a time when real estate marketing peaked at a glossy postcard in your mailbox with a realtor’s smiling headshot. Maybe a balloon arch at an open house if you were lucky.

Fast forward to today, and buyers are scrolling Zillow at midnight in their pajamas, while sellers are live-streaming home tours on Instagram. Somewhere in between, PropTech brands are trying to get noticed in a sea of apps, platforms, and would-be disruptors.

So, how do you cut through the noise? By mastering digital marketing techniques designed for a new kind of buyer and seller—impatient, tech-savvy, and convinced that if they can order tacos on DoorDash, finding a house should be just as easy.

Why does PropTech need digital-first marketing?

Because today’s buyer starts online.

• 97% of homebuyers begin their search on the internet.
• Sellers expect instant dashboards, not phone tag.
• Investors want analytics, not anecdotes.

If your PropTech brand isn’t digitally discoverable, it’s invisible.

Technique #1: SEO that speaks like a buyer (and a seller)

Yes, “SEO” still matters. But in PropTech, it’s not about ranking for generic terms like real estate software. It’s about intent-driven queries.

Examples:

• “Best rental management app for landlords”
• “How to sell my house fast with tech”
• “Virtual home tour software for realtors”

Pro tip: write content like you’re explaining it to someone who just Googled “why won’t my realtor call me back?”

Technique #2: Paid ads that target intent, not eyeballs

Throwing money at Google Ads doesn’t work unless you’re precise. The beauty of PropTech is you can laser-focus:

• Geo-targeting: Narrow by neighborhood, city, or region.
• Behavioral targeting: Aim at renters ready to buy, or sellers exploring Zillow.
• Lookalikes: Use your existing customer data to find more just like them.

Remember, you’re not competing with Coke or Nike. You’re competing with the distraction of TikTok—and that’s a battle you can win if your ads actually answer the buyer’s need.

Technique #3: Social media storytelling

Let’s face it—real estate sells on visuals. Instagram reels of beautifully staged apartments get saved. TikTok walkthroughs of quirky fixer-uppers go viral. LinkedIn posts about property ROI spark conversation.

Tips for PropTech social media:

• Show, don’t tell. Post actual product demos and user stories.
• Lean into video. A 60-second clip beats a 600-word caption.
• Use platform personalities. Instagram = lifestyle. LinkedIn = credibility. TikTok = fun, quirky reach.

And no, you don’t need to dance on TikTok—unless you’re brave.

Technique #4: Video is your golden ticket

Real estate is visual, which makes PropTech a perfect candidate for video.

Ideas:

• Virtual Tours: Highlight how your platform makes home tours effortless.
• Explainer Videos: Demystify complex features in under two minutes.
• Customer Stories: Nothing says trust like a seller explaining how your app saved them weeks.

Video builds trust. And trust is the hardest currency in real estate.

Technique #5: Nurture campaigns that convert curiosity into commitment

PropTech buyers don’t always commit after one click. That’s why email and automation matter.

What works:

• Drip sequences with educational value (“Top 5 mistakes sellers make when listing online”).
• Personalized recommendations based on behavior.
• Gentle nudges: “You started a tour but didn’t finish—want to see the rest?”

Think of nurture campaigns as your digital open house snacks: keep people lingering, and eventually, they’ll take a bite.

Data-driven personalization: the PropTech secret sauce

Netflix knows when you’ll binge your next series. Spotify knows when you’re in your sad playlist era. Your PropTech platform should know when a buyer is close to purchase—or when a landlord is about to list.

Leverage data to:

• Send the right message at the right time.
• Personalize dashboards.
• Predict customer churn before it happens.

Because nothing builds loyalty faster than technology that seems to “get” the user.

Building credibility in a skeptical market

Homebuyers and sellers are jaded. They’ve seen apps come and go. To earn trust:

• Publish case studies with real numbers.
• Showcase testimonials (bonus if they’re video).
• Partner with known real estate brands or influencers.
• Highlight compliance and data security—privacy is a selling point.

Credibility isn’t optional in PropTech. It’s the down payment buyers and sellers expect before moving forward.

Mistakes most PropTech marketers make

Let’s be honest, some PropTech marketing flops harder than a badly staged open house.

The biggest offenders:

• Jargon overload: “Seamlessly integrated SaaS-enabled housing ecosystem” = instant snooze.
• Ignoring mobile-first: Most buyers are browsing on phones, not desktops.
• Forgetting sellers: Everyone loves buyers, but sellers make half the market.
• Content inconsistency: A blog last updated in 2019 isn’t building trust.

How do you measure if your PropTech marketing works?

Forget vanity metrics like “likes.” Look at:

• Qualified leads (buyers, sellers, or investors actually interested).
• Demo requests.
• Customer acquisition costs.
• Retention and churn rates.

Because what’s the point of a million impressions if no one schedules a showing?

Final Word: Digital-first or left behind

Modern buyers and sellers don’t wait for yard signs. They Google, they scroll, they binge property videos at midnight. If your PropTech marketing isn’t meeting them where they are, you’re already behind.

The good news? With the right mix of SEO, paid, social, video, and personalization—you can stand out in a crowded PropTech market and actually engage the people who matter.

At Insivia, we help PropTech brands translate complex technology into simple, irresistible value.

Want to build PropTech marketing strategies that connect with modern buyers and sellers? Reach out to Insivia today.

Written by: Tony Zayas, Chief Revenue Officer

In my role as Chief Revenue Officer at Insivia, I help SaaS and technology companies break through growth ceilings by aligning their marketing, sales, and positioning around one central truth: buyers drive everything.

I lead our go-to-market strategy and revenue operations, working with founders and teams to sharpen their message, accelerate demand, and remove friction across the entire buyer journey.

With years of experience collaborating with fast-growth companies, I focus on turning deep buyer understanding into predictable, scalable revenue—because real growth happens when every motion reflects what the buyer actually needs, expects, and believes.