Real estate apps face brutal competition in app stores where generic keywords dominate and category rankings shift weekly. Winston Francois builds ASO programs that put your PropTech product in front of serious buyers, renters, and agents — not tire-kickers. Our clients see meaningful ranking improvements within the first 90 days.

The Problem

You are losing downloads to competitors with weaker products

Real estate app stores are crowded with legacy players who have years of reviews and established rankings. Your app may be technically superior, but if it does not appear in the first five results for key search terms, most users will never find it. Every day you stay buried is a day your competitors capture users who should be yours.

Your paid acquisition costs keep climbing because organic is broken

When your app store listing does not convert browsers into downloaders, you end up paying more for every install through paid channels. CPIs in real estate tech routinely exceed $8-15, and without a functioning organic funnel, those costs only go up. The math stops working fast when paid is your only channel. You are essentially subsidizing a broken storefront.

Your listing does not speak to the right audience

Most PropTech apps use generic real estate language that fails to differentiate. Your screenshots show features instead of outcomes. Your description reads like a spec sheet rather than a reason to download. The result is high impression counts with low conversion rates — people see you but do not choose you.

You have no system for testing and iterating on store presence

ASO is not a set-it-and-forget-it exercise, but most real estate tech companies treat it that way. Without regular keyword research, A/B testing of creative assets, and review management, your listing degrades over time. Algorithm changes, seasonal shifts in search behavior, and competitor moves all erode whatever gains you made at launch.

How We Help

Winston Francois runs ASO programs for PropTech companies that treat the app store as a growth channel, not an afterthought. We start with a full audit of your current listing performance, keyword rankings, competitor positioning, and conversion data. This gives us the baseline we need to build a strategy that actually moves numbers.

From there, we develop a keyword strategy specific to real estate search behavior. Homebuyers, renters, agents, and investors all search differently, and your listing needs to capture intent across those segments. We map high-value keywords to your product's actual strengths and build metadata that ranks for the terms that drive qualified installs.

Our creative team rebuilds your screenshot sequences and preview videos to show outcomes, not feature lists. For a property search app, that means showing how fast a user can find and tour a home — not a carousel of UI screens. We test multiple creative directions against each other to find what converts your specific audience. Every element ties back to our broader [creative](/services/creative/) capabilities.

We build review management processes that turn your best users into advocates and address negative feedback before it tanks your rating. In real estate, trust signals matter more than almost any other category. A 4.2 rating versus a 4.6 rating can mean a 30-point difference in conversion rate.

This work connects directly to your larger [growth strategy](/services/strategy/). ASO does not operate in a vacuum — it feeds and is fed by your paid campaigns, your content marketing, and your product development roadmap. We make sure those connections are explicit and measurable.

We set up [measurement](/services/measurement/) frameworks that track keyword rankings, conversion rates, and organic install trends on a weekly basis. You get a dashboard that shows exactly what is working and where we need to adjust. No vanity metrics — just the numbers that tell you whether your store presence is actually growing your business.

The result is an app store listing that works as hard as the product behind it. Your organic installs go up, your paid acquisition costs come down, and you build a compounding advantage that gets stronger every month.

What we deliver

App store audit and competitive analysis — full breakdown of current performance vs. top PropTech competitors
Keyword strategy and metadata optimization — targeted keyword maps for both App Store and Google Play
Creative asset production — screenshot redesign, preview video, and A/B test variants
Review management playbook — response templates, rating improvement tactics, and monitoring setup
Monthly performance reporting — keyword rankings, conversion rates, organic install trends

In PropTech, your app store listing is your storefront before anyone sees your actual product. If that storefront does not convert, nothing downstream matters.

Our Methodology

We run ASO in 90-day sprints because real estate search behavior shifts with market conditions. The first sprint focuses on foundation: audit, keyword research, metadata rewrite, and creative asset redesign. We ship the optimized listing within the first three weeks and begin tracking performance immediately.

The second month is about testing and iteration. We run A/B tests on screenshots, experiment with subtitle and keyword variations, and start building review volume through targeted prompts. We also align ASO findings with your paid acquisition team so keyword learnings flow both directions.

By month three, we have enough data to make confident decisions about what is working. We double down on winning keyword clusters, retire underperforming creative, and set the roadmap for the next sprint. Each 90-day cycle compounds on the last, building an organic growth engine that reduces your dependence on paid installs over time.

How We Work

In the first 30 days, we embed with your product and marketing teams to understand your app, your users, and your competitive landscape. We deliver the full audit, keyword strategy, and initial creative brief. You will have a rewritten listing live in the stores before the end of the first month.

During days 30 through 60, we shift into optimization mode. A/B tests run on creative assets. We monitor keyword ranking movements daily and make tactical adjustments. Weekly check-ins keep everyone aligned on what the data is telling us and what moves to make next.

From day 60 to 90, we consolidate gains and build the operating rhythm for ongoing ASO management. You get a performance review that shows exactly what changed and why, plus a recommendation for the next sprint. Our team can continue managing ASO on a retainer or hand off to your internal team with full documentation and training.

Throughout the engagement, you have a dedicated ASO strategist and a creative producer assigned to your account. Communication happens through a shared Slack channel with weekly written updates and bi-weekly video calls.

Organic install growth and reduced cost per install
Improved keyword rankings for high-intent real estate search terms
Higher app store listing conversion rates
Structured review management and improved ratings

If your real estate / proptech company needs aso leadership, we should talk.

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Frequently asked questions

How much does ASO cost for a PropTech company?

Our ASO engagements for real estate and PropTech companies typically run as 90-day sprints. Pricing depends on the number of app store listings, the competitive intensity of your category, and whether you need creative production included. We scope every engagement individually after an initial assessment so you know exactly what you are paying for and what you will get.

How long before we see results from ASO?

You will see initial keyword ranking movements within two to three weeks of launching optimized metadata. Meaningful changes in organic install volume typically show up in the 30 to 60 day range. Full impact — including the compounding effects of improved ratings and review volume — becomes clear by the end of the first 90-day sprint. ASO is a long game, but the early signals come fast enough to validate the approach.

How does your team integrate with our existing marketing team?

We work as an extension of your team, not a replacement. We plug into your existing tools and communication channels, typically Slack and your project management system. Our ASO strategist attends your relevant marketing syncs and shares keyword and conversion data that helps inform paid acquisition, content, and product decisions. The goal is to make ASO insights available to everyone who can use them.

What makes Winston Francois different from other ASO agencies?

Most ASO agencies run the same playbook regardless of vertical. We specialize in working with growth-stage companies in specific industries, and real estate tech is one of them. That means we understand how homebuyers search differently from renters, how agent-facing tools need different keyword strategies than consumer apps, and how seasonal real estate cycles affect search behavior. We also connect ASO to your broader growth program rather than treating it as an isolated channel.

How do you measure ROI on ASO?

We track three primary metrics: organic install volume, app store conversion rate, and blended cost per install. We also monitor keyword rankings across your target terms and review ratings over time. Every monthly report ties these metrics back to the work we did so you can see the direct connection between optimization activities and business outcomes. We do not report on metrics that do not matter.

What type of PropTech company is the right fit for ASO services?

ASO makes the most sense for PropTech companies that have a consumer-facing or agent-facing mobile app with at least a few thousand monthly active users. If you are pre-launch, we can help you set up your listing correctly from day one. If you have been live for a while but never invested in ASO, there is usually significant low-hanging fruit. The companies that get the most value are those spending on paid acquisition and looking to bring organic costs down.