Real estate apps compete in a category where a handful of legacy players own the top search results and rankings shift with every algorithm update. Winston Francois builds ASO programs that put your PropTech product in front of serious buyers, renters, and agents, not tire-kickers. Most clients see measurable keyword ranking movement inside the first 90-day sprint.
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 entrenched category rankings. Your app may be technically superior, but if it does not appear in the first five results for the terms buyers and renters actually type, most of them never find it. Every week you stay buried is a week a competitor with an inferior product captures users who should have been yours.
Your paid acquisition costs keep climbing because organic is broken
When your app store listing does not convert browsers into downloaders, you pay more for every install through paid channels to compensate. Real estate tech CPIs commonly run into the double digits, and without a working organic funnel those costs only climb further as the category gets more competitive. You are effectively subsidizing a storefront that does not sell.
Your listing does not speak to the right audience
Most PropTech apps default to generic real estate language that fails to differentiate. Screenshots show features instead of outcomes, and the description reads like a spec sheet instead of a reason to download today. The result is a listing that gets plenty of impressions and few conversions: people see you, but they do not choose you over the next result.
You have no system for testing and iterating on store presence
ASO is not a set-it-and-forget-it project, but most real estate tech companies treat it that way after launch. Without ongoing keyword research, creative testing, and review management, a listing that ranked well six months ago quietly decays. Algorithm changes, seasonal shifts in home-search volume, and competitor moves all erode whatever ground you gained 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. That baseline tells us exactly where the leaks are before we touch anything.
From there we build a keyword strategy specific to real estate search behavior. Homebuyers, renters, agents, and investors all search with different intent, and your listing needs to capture that split. We map high-value keywords to your product's actual strengths and rewrite metadata to rank for the terms that drive qualified installs, not just traffic.
Our creative team rebuilds your screenshot sequences and preview video to sell outcomes, not features. For a property search app, that means showing how fast a user can find and tour a home, not a scrolling tour of UI screens. We test creative directions against each other to find what actually converts your specific audience, and that work ties directly into our broader [creative](/services/creative/) capability.
We also build a review management process that turns your best users into advocates and gets ahead of negative feedback before it drags your rating down. In real estate, trust signals move the needle more than almost any other category – the difference between a 4.2 and a 4.6 average rating shows up directly in conversion rate.
None of this happens in isolation from your [growth strategy](/services/strategy/). ASO feeds your paid campaigns, your content marketing, and your product roadmap, and gets fed by them in return. We make those connections explicit instead of leaving ASO as a siloed line item.
We set up [measurement](/services/measurement/) that tracks keyword rankings, conversion rates, and organic install trends weekly, so you see exactly what is working and where to adjust next – no vanity metrics, just the numbers that tell you whether the storefront is actually growing the business.
The outcome is a listing that works as hard as the product behind it: organic installs climb, paid acquisition costs come down, and you build a compounding advantage that gets harder for competitors to close every month.
What we deliver
- App store audit and competitive analysis – full breakdown of current performance against 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 the storefront people judge before they ever open your actual product. If that storefront does not convert, the quality of what is behind it stops mattering.
Our Methodology
We run ASO in 90-day sprints because real estate search behavior shifts with market conditions, and a static strategy goes stale fast. The first sprint is foundation: audit, keyword research, metadata rewrite, and creative redesign. We ship the optimized listing inside the first three weeks and start tracking performance immediately, not at the end of the engagement.
Month two is testing and iteration. We run A/B tests on screenshots, experiment with subtitle and keyword variations, and build review volume through targeted prompts. We share keyword learnings with your paid acquisition team as they come in, so the two channels reinforce each other instead of running in parallel.
By month three we have enough data to make confident calls: double down on the keyword clusters that are working, retire creative that is not, and set the roadmap for the next sprint. Each cycle compounds on the last, which is how the organic engine eventually takes real pressure off paid installs.
How We Work
In the first 30 days we embed with your product and marketing teams to understand the app, the users, and the competitive landscape. You get the full audit, keyword strategy, and initial creative brief in that window, and a rewritten listing live in the stores before month one closes.
Days 30 through 60 shift into optimization: creative A/B tests run, we monitor keyword ranking movement daily, and we make tactical adjustments as the data comes in rather than waiting for a monthly review. Weekly check-ins keep your team aligned on what the numbers are saying and what we are changing next.
From day 60 to 90 we consolidate the gains and set the operating rhythm for ongoing ASO management. You get a performance review showing exactly what changed and why, plus a recommendation for the next sprint – continue on retainer or hand off to your internal team with full documentation.
Throughout, you have a dedicated ASO strategist and a creative producer on the account, working through a shared Slack channel with weekly written updates and biweekly video calls. Most engagements run 3 to 6 months before either extending or transitioning in-house.
- 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, and pricing depends on the number of app store listings, how competitive your category is, and whether creative production is included. We scope every engagement individually after the initial assessment so you know exactly what you are paying for before we start.
How long before we see results from ASO?
You will see initial keyword ranking movement 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, and the full effect – including the compounding lift from better ratings and review volume – becomes clear by the end of the first 90-day sprint.
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 channels, typically Slack and your project management system, and our ASO strategist attends relevant marketing syncs to share keyword and conversion data that informs paid acquisition, content, and product decisions.
What makes Winston Francois different from other ASO agencies?
Most ASO agencies run the same playbook regardless of vertical. We specialize in growth-stage companies in specific industries, and real estate tech is one of them – we know how homebuyers search differently from renters, how agent-facing tools need different keyword strategies than consumer apps, and how seasonal real estate cycles move search behavior. We also connect ASO to your broader growth program instead of treating it as an isolated channel.
How do you measure ROI on ASO?
We track organic install volume, app store conversion rate, and blended cost per install, alongside keyword rankings and review ratings over time. Every monthly report ties those metrics back to the specific work we did that month so you can see the direct line from optimization activity to business outcome, without vanity numbers padding the report.
What type of PropTech company is the right fit for ASO services?
ASO makes the most sense for PropTech companies with a consumer-facing or agent-facing mobile app that already has at least a few thousand monthly active users. If you are pre-launch, we help you set the listing up correctly from day one. If you have been live for a while without ever investing in ASO, there is usually significant low-hanging fruit, especially if you are already spending on paid acquisition and want to bring organic costs down.
