01Wrong audience
Content written for the resident rather than the buyer
Articles about tenant rights, noisy neighbours and fence disputes. Residents and homeowners arrive. Neither buys software. Traffic rises, demos do not.
SEO FORPROPERTY TECHNOLOGY COMPANIES
PropTech is sixteen different markets pretending to be one.
A CRE lease administration platform and an HOA violation tracker share a category label and nothing else. Different buyer, different vocabulary, different search landscape. We work in two of those sixteen, properly.
Free. Three working days. No call required.
The category problem
"PropTech" is a funding term, not a market.
It made sense to investors. It makes very little sense for search.
A construction bidding platform, a mortgage origination system, a short term rental channel manager and a strata levy tracker are all PropTech. They share almost no buyer, no terminology, no competitor set and no search behaviour.
Which is why an agency that says it does PropTech SEO is telling you close to nothing about whether it can help you.
What this costs you in practice
An agency that has worked with a commercial real estate platform will apply that experience to your residential product. The vocabulary will be wrong, the buyer assumptions will be wrong, and the first four months will be spent learning your market on your budget.
The learning is real work and it produces real understanding. You just paid for it, and their next client gets it for free.
The landscape
Sixteen groups. Here they are.
Worth reading even if you already know where you sit, because the boundaries are where agencies get confused.
- 01Multifamily and residential property managementFocus
- 02HOA and community associationFocus
- 03Single family rental
- 04Short term rental
- 05Leasing and rental marketplaces
- 06Brokerage and agent tools
- 07Mortgage and lending
- 08Appraisal and valuation
- 09Commercial real estate
- 10Construction technology
- 11Building operations and smart building
- 12Facilities and workplace
- 13Real estate investment and finance
- 14Data and analytics
- 15Land, zoning and permitting
- 16Adjacent services
Where we work
Groups one and two. Nothing else, and here is why.
Multifamily and residential property management, and HOA and community association software.
Those two groups look separate on paper. In search they are close to identical, because they share a buyer.
A property manager, community manager, managing agent or strata manager is the person evaluating software in both. They use the same language, face the same operational pressures, sit in the same regulatory frameworks and read the same publications.
Learn that buyer once and you can serve twenty plus software sub-categories properly. That is narrow enough to sharpen every piece of research and wide enough to sustain an agency.
What we do not take
- Commercial real estate
- Construction technology
- Mortgage and lending
- Appraisal and valuation
- Brokerage tools
- Investment platforms
Different buyer, different vocabulary. We would be learning on your budget.
The middle ground
- Short term rental
- Leasing marketplaces
- Smart building
- Inspection software
Adjacent to our buyer. Ask first. Sometimes the overlap is real, and we will tell you which.
The vocabulary problem
Even inside our two groups, there are four languages.
This is the part almost every agency misses, and it decides whether content ranks outside one country.
Scroll to see all markets →
These are not translations. They are separate keyword universes with separate legislation and separate competitors.
A single set of pages built on US terminology is invisible in three of your four markets. Most companies in this sector discover that only after a year of publishing.
What we find
Four patterns in almost every PropTech audit.
Same four gaps show up across multifamily and HOA software companies. None of them are traffic problems.
Audit findings
4 / critical
- 02Comparisons
No comparison or alternative pages
Buyers shortlist three to five products by searching competitor names before a demo. Most companies have nothing targeting those queries.
- 03Regulation
Regulatory content left to law firms
Managers and boards search jurisdiction rules at volume. Law firms, engineers and reserve vendors answer them, not the software companies whose products handle the work.
- 04AI answers
Absent from AI answers
Buyers ask an AI what their obligations are and which platform handles them. Competitors get named. Most companies have never checked.
The system
The Authority Engine. Five pillars, one system.
Authority Engine · core system
01
Technical SEO
Clears the path so search engines can reach, render and trust every page. Rendering, indexation, architecture, internal linking, performance, schema and multi market configuration.
02
Semantic SEO
Every page written against a full brief carrying query semantics, lexical semantics, frame semantics, n-gram analysis and entity requirements. Every page, including supporting content.
03
Topical Authority
Your complete subject mapped before anything is written, then covered in sequence. Core pages that carry revenue, outer pages that build the authority making them rank.
04
Brand Authority
Entity establishment, review platform presence, industry association visibility and community contribution.
05
AI Search Visibility
Prompt research, answer engineering, citation building and monthly tracking across six platforms.
The usual approach
- Recommendations written
- Handed to your team
- Implementation... eventually
Our approach
- Written
- Published
- Fixed
- Deployed
The difference that matters
We build it. We do not hand you a list.
Most engagements in this sector end with a document. Recommendations handed to a team with no capacity to act on them. Six months later almost nothing has been implemented.
We write the content. We publish it in your CMS. We fix the technical issues. We deploy the changes.
For a company covering multiple jurisdictions this matters more than usual. A body of regulatory content sitting in a folder because nobody had time to publish it is worth nothing at all.
How fast
Coverage Sprint, then Authority Sustain.
Volume runs high until your coverage is complete, then steps down. Your price does not change between phases.
First measurable movement typically appears in month two, driven by revived existing pages. Compounding gains from new content usually begin around month four.
What we will tell you before you sign
Months one and two will look like a lot of work and very little movement. That is what building a foundation looks like. We say it in advance because a client who knows it stays calm at week six.
Delivery volume
2 phases · same price
01
Coverage Sprint
High volumeCore pages first, then outer clusters in Blueprint sequence. Technical work and content revival run alongside. First measurable movement typically appears in month two, driven by revived pages rather than new content.
02
Authority Sustain
Defend & expandVolume steps down. Focus shifts to Blueprint expansion, revival, AI visibility and defending position as new pages start ranking in weeks rather than months.
Pricing
Three plans, priced by your revenue band.
$1.5M to $3M ARR
CORE
$4,500/mo
100 topic Blueprint, 25 pages per month during Coverage Sprint, one market.
$3M to $8M ARR
COVERAGE
$8,000/mo
250 topic Blueprint, 50 pages per month during Coverage Sprint, two markets.
$8M to $15M ARR
AUTHORITY
$12,500/mo
400 plus topic Blueprint, 65 pages per month during Coverage Sprint, up to four markets.
Two paid entry points if twelve months is too large a first step
Full-Stack SEO Audit, $3,500, delivered in 21 days. Topical Blueprint, from $2,500.
Both credited in full against your first month if you start a retainer within 60 days.
Guarantees
Three commitments, in writing.
01
Delivery
Every deliverable in your scope, every month.
If we miss it, that month is credited.
02
Milestones
Your audit and Topical Blueprint land within 30 days.
If they are late, month one is free.
03
Performance
Measurable movement on your agreed priority keywords within 90 days.
If not, the next month is free.
Full conditions are in your Service Delivery Document, which you receive before you sign, not after.
Objections
The questions we get asked most.
Then we are probably not your best option and we would rather say so. If you are in short term rental, leasing marketplaces, smart building or inspection software, ask anyway, because the overlap is sometimes real. If you are in CRE, construction, mortgage or brokerage, it is not.
Because search does not care about the category label. It cares about what the buyer types, and a facilities manager, a mortgage broker and a strata manager have nothing in common in that respect. An agency that treats PropTech as one market will apply the wrong vocabulary to your product for the first several months.
Most of our clients did. Three things usually change. Every page gets a full semantic brief rather than a keyword and an outline. Technical work gets implemented rather than recommended. And you start appearing in AI answers, which almost nobody in this sector is working on.
Then the vocabulary problem is already costing you and you may not have identified it yet. Two markets are included in COVERAGE, up to four in AUTHORITY, and additional markets are $1,800 per month.
Ask us on a call about the difference between a NSW capital works fund and a Queensland sinking fund forecast, or what Florida's SIRS requirement changed, or why BC depreciation report deferrals ending matters. You will know inside five minutes.
Yes, white label, including for sectors we do not work in directly. Your brand on the deliverable, our research behind it.
Where to go next
Find your segment.
Multifamily software
Property management platforms, resident experience, parking and permits, maintenance, leasing.
SEO for multifamily softwareHOA and community association software
Management platforms, dues and accounting, violations, board governance, reserve planning.
SEO for HOA softwareUK block management software
Managing agents, leaseholders, service charges, Section 20.
SEO for block management softwareAustralian strata software
Owners corporations, strata managers, levies, capital works funds.
SEO for strata management softwareCanadian condo software
Condo corporations, strata corporations, reserve fund studies, depreciation reports.
SEO for condo management software
Free. Three working days. No call required.
Start with something concrete.
We will check where your product appears when a buyer asks ChatGPT, Perplexity, Gemini, Copilot, Claude or Google AI Overviews about software in your category, and which competitors appear instead.
Free. Three working days. No call required, and no sales sequence afterwards.
Tested across six platforms
- ChatGPTCited
- PerplexityCited
- GeminiNot cited
- CopilotCited
- ClaudeNot cited
- Google AICited
4 of 6 platforms, checked monthly