How to sell to CFOs at Proptech companies
CFOs in Proptech are primarily measured on cash flow management. They respond positively to outreach that demonstrates an understanding of their financial forecasting challenges, especially in a rapidly changing market. Highlighting how your solution can streamline reporting processes or improve investment analysis will capture their attention and prompt a response.
Written and maintained by the SoloRiff team, who build outbound software and run outbound with it. The figures below are our own: we measured 518 proptech company domains over public DNS on 2026-09-03. Last updated 2026-09-03.
What actually hurts
- cash flow discrepancies
- budget overruns
- regulatory compliance issues
- investment analysis delays
The playbook
- 01
Identify recent funding rounds
Filter for Proptech companies that have recently secured funding, as this indicates potential growth and investment opportunities. Use databases like Crunchbase or PitchBook to find these companies and gather insights on their financial health.
- 02
Highlight cash flow optimization
Craft your email to emphasize how your solution can enhance cash flow management specifically for rental platforms. Mention common pain points such as delayed tenant payments or inefficient expense tracking that CFOs face in this industry.
- 03
Reference industry-specific regulations
In your outreach, mention any recent regulatory changes affecting Proptech finance, like tax implications or compliance updates. This shows you are knowledgeable about their industry and can help navigate these challenges.
- 04
Address cost control measures
Anticipate objections related to budget constraints by including a brief case study of how your solution helped another Proptech company reduce operational costs. Be ready to discuss ROI and financial impacts during follow-ups.
- 05
Follow up post-financial quarter
Schedule your follow-ups strategically after the end of financial quarters when CFOs are reviewing budgets and performance. This is when they are most receptive to new solutions that can improve their financial processes.
Can proptech companies even receive your mail?
We measured the DNS of 518 proptech companies, sampled evenly across company sizes, to see how many authenticate their own email. It matters in both directions: a domain that does not authenticate is a domain whose team is used to mail going missing — and if your own domain is in the gap, yours is the mail going missing.
Publishes a DMARC policy of quarantine or reject — the domain actually asks receivers to act on failures.
The gap is the finding: 27% of 1–10-person companies against 55.6% of the largest — 29 points apart. Small companies are where the unauthenticated domains are, and small companies are who most cold outreach is aimed at.
Where does your domain sit?
Same three lookups, run live against your domain. Nothing is stored and nothing is emailed to you.
How this was measured
Company domains were sampled within employee-count bands, then queried over public DNS for SPF (TXT at the apex), DMARC (TXT at _dmarc.) and MX. One domain per company, deduplicated. Anyone can reproduce any single row of this with dig.
DKIM is deliberately absent. A DKIM key lives under a selector that cannot be enumerated from outside the domain, so a company with flawless DKIM under a name we did not guess would be counted as having none. That would measure our guess list, not the industry.
Domains with no MX record are excluded rather than counted as failures — parked and redirect-only domains would otherwise drag every figure down and make the result an artefact of the sample.
Sampled within bands, so this describes the population of companies, not of employees: a 10-person company counts once, as does a 10,000-person one. Each band is at least 60 domains; bands below that are not published. Figures are percentages of the sample, not of the whole industry, and we publish no company names — only counts.
Measured 2026-09-03. Re-measured monthly.
The full census across every industry — sortable, with sample sizes, free to reuse under CC BY 4.0.
Subject lines that fit
- Improving cash flow in Proptech
- Navigating financial compliance
- Cost control for rental platforms
Questions
- Why do CFOs in Proptech ignore cold outreach?
- CFOs often ignore cold outreach because they receive numerous pitches that lack specificity to their unique challenges. If your message doesn't directly address their financial pain points, such as cash flow management or compliance risks, it may not capture their attention.
- What financial metrics do CFOs in Proptech prioritize?
- CFOs in Proptech typically prioritize metrics like cash flow, return on investment, and operational efficiency. They focus on how financial decisions impact overall profitability and sustainability, particularly in a competitive and evolving market.
- How can I demonstrate value to a Proptech CFO?
- To demonstrate value to a Proptech CFO, focus on how your solution can improve financial forecasting and reporting accuracy. Providing insights into industry-specific challenges, such as compliance with local rental laws or optimizing tenant payment processes, can make your outreach more compelling.
- What objections do CFOs commonly have regarding new solutions?
- CFOs often raise objections related to budget constraints, perceived complexity of implementation, and concerns about ROI. Addressing these objections in your outreach by providing clear financial benefits and ease of integration can help in overcoming their hesitance.
Or have it run itself
SoloRiff does every step above on its own — finds the companies, finds the people, writes each of them individually, and handles the replies. Drop your URL and watch it work before you sign up for anything.
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