How to sell to Heads of Marketing at Proptech companies
Heads of Marketing in Proptech are primarily measured on lead generation metrics, specifically the number of qualified leads from digital campaigns. They respond positively when outreach demonstrates an understanding of their unique challenges, such as the need for innovative marketing strategies that resonate with tech-savvy renters and property owners.
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
- low lead conversion rates
- difficulty in reaching tech-savvy renters
- ineffective marketing spend
- pressure to innovate quickly
The playbook
- 01
Identify recent funding rounds
Look for Proptech companies that have recently secured funding, as they often seek to ramp up their marketing efforts. Use platforms like Crunchbase or PitchBook to filter for companies that received funding in the last 3 months.
- 02
Analyze their digital presence
Evaluate the target company's website and social media channels for their current marketing strategies. Identify gaps or areas for improvement, such as low engagement rates or outdated content, which you can address in your outreach.
- 03
Tailor messaging to tech adoption
Craft your outreach to highlight how your solution can help them leverage emerging technologies like AI or data analytics in their marketing. Mention specific technologies they are currently using or could benefit from based on your research.
- 04
Anticipate objections about ROI
Prepare to address common objections regarding return on investment, especially if they have previously invested in marketing tools without seeing results. Share insights on how your approach has led to measurable improvements in lead generation for similar companies.
- 05
Schedule follow-ups post-campaign launches
After identifying a recent marketing campaign they launched, reach out to discuss outcomes and potential enhancements. Timing your follow-up within a week of their campaign’s conclusion can increase the chances of engagement.
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
- Boosting your lead generation
- Innovative marketing strategies
- Enhancing renter engagement
Questions
- Why do Heads of Marketing in Proptech ignore outreach about traditional marketing tools?
- Heads of Marketing in Proptech often prioritize innovative, tech-driven solutions over traditional marketing tools. They may perceive outreach about conventional methods as irrelevant, especially if they have already invested in digital-first strategies that align with their tech-savvy audience.
- What challenges do Proptech marketing leaders face with lead generation?
- Marketing leaders in Proptech frequently struggle with generating quality leads due to the competitive landscape and the need to appeal to both renters and property owners. They often find it difficult to create content that effectively communicates their value proposition to a diverse audience.
- How can outreach resonate with Proptech marketing executives?
- Outreach can resonate with Proptech marketing executives by showcasing an understanding of their unique challenges, such as the need for innovative digital strategies. Highlighting case studies or examples of successful campaigns in similar markets can also capture their attention.
- What is a common misconception about Proptech marketing strategies?
- A common misconception is that Proptech marketing is solely about digital advertising. In reality, successful strategies often integrate a mix of content marketing, social media engagement, and data-driven insights to create a holistic approach that resonates with their target audience.
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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