Real estate professionals trust industry voices, not tech press releases. Getting coverage in TechCrunch does not move a single deal with a brokerage or property management firm. Winston Francois builds PR and comms programs for PropTech companies that earn attention from the audiences who actually buy your product. Our clients become known names in the industry, not just the tech ecosystem.

The Problem

Your PR targets tech media when your buyers read industry publications

A feature in a general tech outlet gives your team a dopamine hit but does not generate pipeline. Real estate brokers read Inman, property managers read Multi-Housing News, and investors read Real Capital Analytics. If your PR program is not placing stories in the publications your buyers actually read, you are building awareness with the wrong audience entirely.

You do not have a narrative beyond your product features

PropTech companies struggle to get media attention because they pitch product features instead of industry stories. Journalists and editors want to cover trends, challenges, and changes in real estate, not your latest feature release. Without a narrative that connects your company to a bigger industry story, your pitches land in the delete folder alongside dozens of others that sound exactly the same.

Your executives are not positioned as industry voices

The real estate industry is driven by relationships and reputation. If your CEO or CPO is not known as a credible voice in real estate technology, you are missing the most effective form of earned media. Every conference panel, podcast appearance, and byline article is an opportunity to build the trust that drives inbound interest. Most PropTech founders underinvest in thought leadership because they do not have a system for it.

How We Help

Winston Francois builds PR and communications programs for PropTech companies that prioritize industry credibility over vanity coverage. We know which publications, conferences, and voices matter in real estate, and we build programs that put your company in front of the right people.

We start by defining your communications narrative. This is the overarching story about your company that goes beyond what your product does. It connects your company to a shift happening in real estate, a change in how transactions work, how buildings are managed, how data is used in investment decisions. This narrative gives journalists, podcast hosts, and conference organizers a reason to feature you. It also aligns with your [growth strategy](/services/strategy/) so your PR efforts reinforce your market positioning.

From there, we build the media strategy. We identify the specific publications, podcasts, conferences, and industry voices that influence your target buyers. For PropTech, this means a mix of real estate trade media, business press with real estate beats, technology press that covers industry-specific innovation, and social channels where real estate professionals share recommendations. We build a tiered target list and develop pitches tailored to each outlet's editorial interests.

Thought leadership is a core part of every PropTech PR program we run. We develop a speaking platform for your key executives, the topics they own, the perspectives they bring, the data they can reference. We ghostwrite byline articles, secure podcast appearances, and submit speaking proposals to industry conferences. Over time, your executives become recognized voices in real estate technology, which opens doors that cold outreach never can.

Crisis and issues management is built into the program from day one. Real estate involves significant financial transactions and regulatory requirements. If something goes wrong, a data breach, a regulatory challenge, a customer dispute that goes public, you need a comms response plan that protects your reputation. We build that plan before you need it. Our [creative](/services/creative/) team supports with messaging assets and visual materials for any scenario.

We coordinate PR with your [marketing](/services/marketing/) programs so earned media amplifies paid and owned channels. A media placement is not a standalone event, it feeds social content, email campaigns, sales outreach, and investor communications. We build the workflows that make sure every piece of coverage works as hard as possible across your entire marketing ecosystem.

Every PR engagement includes [measurement](/services/measurement/) that goes beyond clip counts. We track share of voice against competitors, message pull-through in coverage, website traffic from earned media, and pipeline influence from PR-touched accounts. You will know whether your PR program is contributing to business growth, not just generating press clippings.

What we deliver

Communications narrative and messaging platform — the overarching story and key messages for all audiences
Media strategy and target list — prioritized outlets, podcasts, and conferences with tailored pitch angles
Thought leadership program — executive speaking platform, byline articles, and speaking opportunity pipeline
Crisis communications framework — scenario playbooks, response templates, and stakeholder notification plans
PR performance reporting — share of voice, message pull-through, and pipeline influence tracking

In real estate, trust is transferred from person to person. PR that positions your executives as credible industry voices is worth more than any product press release.

Our Methodology

We build PR programs in 90-day sprints because media momentum needs sustained effort, not one-time pushes. The first sprint establishes the narrative foundation, builds the target media list, and begins outreach. We typically secure initial media placements within the first 30-45 days because we start pitching immediately while longer-lead stories develop.

Sprint two shifts into sustained outreach and thought leadership development. We are pitching stories weekly, placing byline articles monthly, and building the speaking calendar for upcoming industry events. Media relationships deepen over this period, which means placement quality improves as journalists start coming to us for expert commentary.

By the third sprint, the PR program has established cadence and momentum. Your executives are known to key journalists. Speaking opportunities are flowing inbound. Coverage is consistent rather than sporadic. We assess the program's impact on business metrics and adjust the strategy for the next quarter based on what is driving the most value.

How We Work

In the first 30 days, we develop the communications narrative, build the media target list, brief your executives on media engagement best practices, and begin proactive outreach. We also conduct a rapid audit of your current media presence to identify gaps and opportunities. Initial placements often come from news hooks we identify during this phase.

During days 30 through 60, the program is in active outreach mode. We are pitching stories, scheduling interviews, submitting byline articles, and building relationships with key journalists and editors. We hold bi-weekly PR syncs with your team to review coverage, discuss upcoming news hooks, and coordinate with marketing campaigns.

From day 60 to 90, we deliver the first comprehensive PR performance review. This includes coverage analysis, share of voice data, and recommendations for the next sprint. We also assess the thought leadership pipeline, speaking opportunities secured, articles published, and executive visibility progress. Your team receives a playbook for maintaining PR momentum whether you continue with our team or bring the function in-house.

Your team includes a PR strategist with real estate media relationships, a content producer for byline articles and thought leadership, and an account coordinator managing day-to-day media relations.

Increased coverage in real estate industry publications that buyers read
Executive positioning as recognized industry voices
Measurable share of voice improvement against PropTech competitors
PR-influenced pipeline and inbound interest from media exposure

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

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Frequently asked questions

How much does PR cost for a PropTech company?

PR engagements are priced as monthly retainers based on the scope of outreach, the number of spokespeople we are supporting, and whether the program includes thought leadership content production. We offer 90-day minimum commitments because PR requires sustained effort to build media relationships and momentum. We scope every engagement after an initial assessment so you understand exactly what you are investing in.

How long before PR generates measurable results?

You should expect initial media placements within 30 to 45 days. Building a consistent cadence of coverage takes 60 to 90 days. The business impact of PR, share of voice improvement, inbound interest from coverage, and executive recognition at industry events, typically becomes visible within the first two quarters. PR is a compounding investment: early placements make subsequent ones easier to secure.

How does your PR team coordinate with our marketing team?

We integrate directly with your marketing function. We join relevant planning meetings, align on messaging and campaign calendars, and share media coverage for amplification across owned and paid channels. When your marketing team has a campaign launching, we pitch stories that reinforce the campaign narrative. When we secure coverage, your marketing team has assets ready to amplify it. The coordination happens through shared channels and regular syncs.

What makes Winston Francois different from other PR agencies?

Most PR agencies pitch tech media because that is where their relationships are. We have relationships with real estate industry media, the publications, podcasts, and conferences that your buyers actually consume. We also measure PR impact on business outcomes, not just clip counts. And because we are a growth firm, we ensure PR connects to your broader marketing and sales efforts rather than operating as a standalone function.

How do you measure PR ROI?

We measure PR through share of voice against defined competitors, message pull-through in coverage, referral traffic from media placements, and pipeline influence from PR-touched accounts. We set up tracking so that when a prospect mentions seeing your company in a specific publication or hearing your CEO on a podcast, that touchpoint is captured in your CRM. Quarterly PR reviews tie these metrics directly to business outcomes.

What type of PropTech company is the right fit for PR?

PR is most effective for PropTech companies that have a product in market, initial customer traction, and a story to tell beyond just their features. If you are raising a funding round, entering a new market, or competing against well-known incumbents, PR accelerates awareness and credibility with your target audience. Companies at the Series A stage and beyond typically have enough news flow and executive bandwidth to sustain an active PR program.