Most PropTech companies have data scattered across platforms with no unified view of what is working and what is not. Winston Francois builds the analytics infrastructure that gives real estate tech companies clear, trustworthy data to make growth decisions. Our clients stop guessing and start operating with evidence.

The Problem

Your data lives in silos that do not talk to each other

Your marketing data is in one platform, your product data is in another, your sales data is in a CRM, and your financial data is in a spreadsheet. Nobody has a complete picture of the customer journey from first touch to closed deal. When your CEO asks which channel is driving the most valuable customers, nobody can answer confidently. Decisions get made on whoever has the most persuasive anecdote.

You cannot attribute revenue to the activities that created it

Real estate tech sales cycles are long and involve multiple touchpoints across marketing, sales, and product. Without proper attribution, you cannot tell whether your conference sponsorship, your content marketing, or your outbound sales program is actually generating revenue. This means you cannot optimize spend, and you end up funding channels based on gut feel rather than evidence.

Your reporting takes too long and tells you too little

If pulling a monthly marketing report takes your team three days of manual work across multiple spreadsheets, that report is already stale by the time it reaches leadership. Manual reporting also introduces errors and inconsistencies that erode trust in the data. Your team spends time assembling numbers instead of analyzing them and taking action.

You measure activity instead of outcomes

Tracking impressions, clicks, and email opens is easy. Tracking whether those activities lead to qualified pipeline and closed revenue is hard. Most PropTech companies default to measuring what is easy instead of what matters. The result is dashboards full of green arrows that do not correlate with business growth. Your board sees activity metrics while wondering why growth is flat.

How We Help

Winston Francois builds analytics infrastructure for PropTech companies that connects the dots between marketing spend, product usage, sales activity, and revenue. We do not just set up dashboards, we build the data foundation that makes those dashboards trustworthy and actionable.

We start with a data audit. We map every data source across your marketing, product, and sales stack to understand what you are collecting, what you are missing, and where the gaps are. For PropTech companies, this often means reconciling data from property listing platforms, CRM systems, marketing automation tools, product analytics, and financial systems. This audit connects to your broader [growth strategy](/services/strategy/) by identifying which metrics actually matter for your business.

Next, we design the measurement framework. This is not a list of KPIs, it is a model that shows how your leading indicators connect to lagging outcomes. For a PropTech company, that might mean mapping the path from website visitor to demo request to pilot program to annual contract, with conversion rates and time-in-stage at each step. The framework makes it clear what is working and where deals are stalling.

We then build the technical infrastructure, event tracking, data pipelines, attribution models, and dashboards. We work with your engineering team to implement proper event tracking in your product. We connect your [marketing](/services/marketing/) platforms to your CRM and your CRM to your financial data. The goal is a single source of truth that updates automatically and does not require manual assembly.

Attribution modeling is where most PropTech companies get stuck, and it is where we spend significant time getting right. Real estate tech sales involve long cycles and multiple stakeholders, which means simple last-touch attribution is misleading. We build multi-touch attribution models that account for the reality of how your deals actually happen, so you can allocate budget to the channels and activities that genuinely drive revenue.

We build dashboards at three levels: executive dashboards that show business health at a glance, functional dashboards for [marketing](/services/marketing/) and sales teams to manage day-to-day operations, and deep-dive dashboards for analysts to investigate trends and anomalies. Every dashboard is designed for its specific audience, your CEO and your demand gen manager do not need the same view.

Finally, we train your team to use the data. The best analytics infrastructure in the world is worthless if nobody changes their behavior based on what it shows. We run workshops on how to read dashboards, ask the right questions of the data, and make decisions based on evidence. [Measurement](/services/measurement/) is an ongoing practice, not a one-time setup.

What we deliver

Data audit and gap analysis — complete inventory of data sources, collection gaps, and integration opportunities
Measurement framework — KPI model connecting leading indicators to business outcomes for PropTech growth
Analytics infrastructure — event tracking, data pipelines, and attribution model implementation
Dashboard suite — executive, functional, and analyst dashboards built for your specific data stack
Team training and documentation — workshops and guides for using data in daily decision-making

The PropTech companies that grow fastest are not the ones with the most data. They are the ones that trust their data enough to act on it quickly.

Our Methodology

We build analytics infrastructure in 90-day sprints because the work has natural phases that need time to mature. The first sprint covers the data audit, measurement framework design, and initial infrastructure buildout. We prioritize getting the most critical metrics live first, typically acquisition source tracking and pipeline attribution, so your team starts making better decisions immediately.

Sprint two focuses on expanding coverage and refining models. We add product analytics, deepen attribution modeling, and build out the dashboard suite. This is also when we start training your team on the new tools and establishing the cadence for data-driven decision-making, weekly reviews, monthly deep-dives, and quarterly planning informed by actual numbers.

By the third sprint, the infrastructure is stable and your team is operating with it daily. We shift into optimization mode, tuning attribution models based on closed-loop data, adding new data sources as your stack evolves, and building advanced analyses that answer specific strategic questions about your PropTech business.

How We Work

In the first 30 days, we conduct the data audit, interview stakeholders across marketing, sales, product, and leadership, and deliver the measurement framework. We also begin technical implementation of the highest-priority tracking. Your engineering team will need to allocate some capacity for event tracking implementation during this phase.

During days 30 through 60, we complete the infrastructure buildout and launch initial dashboards. Your team starts using real data in weekly decision-making. We hold working sessions to walk through the dashboards and build confidence in the data. Attribution models go live with initial calibration.

From day 60 to 90, we refine dashboards based on user feedback, expand coverage to additional data sources, and deliver team training. The final deliverable is a complete analytics playbook that documents your measurement framework, dashboard guide, and data governance practices. We can continue on a retainer for ongoing optimization and support.

Your team includes a data strategist, an analytics engineer, and a dashboard designer. We bring in data engineers for complex integration work as needed.

Unified data view across marketing, sales, and product
Accurate multi-touch attribution for long sales cycles
Automated reporting that saves hours of manual work weekly
Data-driven budget allocation and growth planning

If your real estate / proptech company needs data, reporting & analytics leadership, we should talk.

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Frequently asked questions

How much does analytics infrastructure cost for a PropTech company?

Analytics engagements are priced based on the complexity of your data stack, the number of integrations required, and the depth of attribution modeling needed. We scope every project after the data audit so you have full visibility into the investment. For most growth-stage PropTech companies, the analytics infrastructure pays for itself within two quarters through better budget allocation alone.

How long before we have usable dashboards?

You will have initial dashboards with core metrics live within the first 30 days. The full dashboard suite, including attribution, product analytics, and executive views, is typically complete by day 60. We prioritize getting the most decision-relevant metrics live first so your team starts benefiting immediately, then expand coverage over the engagement.

How does your team work with our engineering team?

We work closely with your engineering team on event tracking implementation and data pipeline setup. We provide detailed technical specifications for the tracking they need to implement, review their work, and help troubleshoot issues. Most PropTech engineering teams need to allocate one to two sprint cycles for the initial implementation, with minimal ongoing maintenance after that.

What makes Winston Francois different from other analytics consultants?

We are growth operators, not data consultants. We build analytics infrastructure because it makes growth programs work better, not because analytics is our end product. We understand PropTech buyer journeys, sales cycles, and the specific data challenges of real estate technology. Our dashboards are built for people who make growth decisions, not for analysts who want to explore data for its own sake.

How do you handle data privacy and compliance in real estate?

Real estate data often includes personally identifiable information about property buyers, sellers, and renters. We design all tracking and storage with privacy by default, collecting only what you need, anonymizing where possible, and building consent management into the infrastructure. We are familiar with real estate-specific data handling requirements and build compliance into the system from the start.

What type of PropTech company needs analytics services?

If you are spending on growth but cannot tell which channels are driving your best customers, you need analytics infrastructure. This is most common at the Series A and beyond stage, when spend is meaningful enough that misallocation hurts. Companies with long sales cycles and multiple touchpoints get the most value because attribution is the hardest problem to solve manually in those environments.