SaaSProptech and real estate software playbook
Agents adopt what their brokerage hands them, and property managers adopt what plugs into their PMS. Outpost builds a campaign around both doors, then shows you a receipt for every action it takes.
01 · DISCOVERY
Real estate software has two very different buyers. Agents are individually tech-heavy but lean on their brokerage: in NAR's 2025 Technology Survey, two out of three agents agreed their brokerage provides all the tech tools they need, so the brokerage or team lead is often the real buyer. Property managers and landlords discover tools through their property management system's integration marketplace (such as AppFolio Stack), peer forums like BiggerPockets, and comparison searches for 'X vs Y' once they outgrow spreadsheets.
An agent or property manager hits a specific pain (lead follow-up, showings, maintenance requests, rent collection), searches for it or asks peers, trials a tool on one listing or one building, then has to convince a broker, team lead or owner. Brokerage deals involve a security review and a training plan; PMS-adjacent tools are judged first on whether they sync with the system of record.
02 · CHANNELS
Ranked 5 (essential) to 1 (optional) by the research for this industry.
Property managers trust tools that are certified by the system of record. AppFolio Stack, for example, lists partners only after an application, a security questionnaire and a final review, which is exactly the credibility signal a manager wants.
Because many agents rely on brokerage-provided tools, one broker relationship can unlock an office. Lead with a short pilot and a training plan, not a feature list.
Searches like 'showing feedback app' or 'X vs Y for small landlords' come from people ready to switch. Honest comparisons outperform generic 'best proptech' posts over months.
BiggerPockets forums have active landlording and rental-property threads where self-managing owners ask which platform to use. Helpful answers there compound; pitches get ignored.
Inman's Startup Alley gives emerging real estate tech companies a place to show their product to industry leaders, and real estate trade press covers launches that solve a visible agent problem.
03 · YOUR FIRST MONTH
A sample month. Your own plan is built from your audit, stage and goal, and paid options only ever appear as optional boosts.
Week 1 · days 1–7
Week 2 · days 8–14
Week 3 · days 15–21
Week 4 · days 22–30
04 · WHERE TO BE LISTED
Costs are as published by each destination when the research was reviewed; check before you pay for anything.
appfolio.com
AppFolio's integration marketplace; partners are reviewed and certified before customers can find them there.
Application-based; confirm any partner fees with AppFolio
g2.com
Brokerages and management companies check reviews during diligence; G2 accepts B2B products only, which fits brokerage and PM software.
Free profile; paid tiers available
capterra.com
One free listing appears across three comparison sites used by small property management and brokerage buyers.
Free listing; optional pay-per-click
crunchbase.com
Industry journalists, investors and AI answer engines read company records; a factual profile costs nothing.
biggerpockets.com
Landlords and investors discuss property management platforms and tenant screening in public threads.
Free to participate; follow forum rules
inman.com
A showcase area for emerging real estate tech companies at Inman's events.
Paid exhibitor program; check current pricing
05 · SEARCH DEMAND
Primary search
proptech marketing
10searches a month
DataForSEO Google Ads, US/en, Oct 2026
Comparing: show why you
Comparing: show why you
Ready to act: make it easy
Learning: answer with guides
06 · AVOID
Agents are busy and many rely on brokerage-provided tools. A product that never gets in front of a broker or team lead stays a side tool, no matter how many individual signups it collects.
For property managers, the first question is whether it syncs with their system of record. Burying integrations below the fold loses the buyer before the demo.
Asking agents to learn new software in the middle of spring listing season is asking for a no. Time evaluation pushes for slower months.
An agent, a broker and a property manager need different proof. A single generic homepage speaks to none of them clearly.
07 · WHAT OUTPOST DOES
Audits your site's pages for agents, brokerages and property managers, so each buyer finds their own proof
Tracks marketplace applications like AppFolio Stack that you make as campaign tasks, with the requirements recorded
Publishes integration, comparison and how-to pages aimed at pain-specific searches, and reports which ones start earning impressions
Drafts helpful, link-free answers for landlord and investor forums for you to review and post, within each forum's rules
Checks whether AI assistants mention you for your core use case and shows what changed after each action, with a receipt
Every action Outpost takes gets a receipt: the live URL, a timestamp and what it drove, or “nothing yet”.See how receipts work
08 · QUESTIONS
Usually both, in that order of proof: individual agents prove the product works, brokerages make it stick. NAR's 2025 survey found most agents feel their brokerage supplies the tools they need, so a brokerage page and a pilot offer belong in your plan early.
Expect months, not weeks. Pain-specific pages and comparisons tend to start earning impressions first, and qualified traffic builds as those pages gain links and reviews.
If your product touches property data, it is often the most credible channel you have. Marketplaces like AppFolio Stack review partners before listing them, which is the reassurance managers want.
Outpost drafts answers and tracks threads, but community posts should come from a real person following each group's rules. Automated promotion in these communities backfires.
No. Every Outpost plan works at $0 extra spend. Exhibiting at events like Inman Connect is optional and paid, so treat it as a later step.
Runway ($49) suits pre-launch teams building pages and listings. Growth ($149) suits live products running content and directory work, and Autopilot ($499) is for teams that want Outpost running the full campaign.
10 · EVIDENCE
Every fact on this page comes from one of these sources.
Two out of three agents agree their brokerage provides the tech tools they need; tool usage by agents
Stack partners go through application, security questionnaire and final review before listing
Landlording and tenant screening threads where owners discuss property management platforms
Startup Alley showcases emerging real estate tech companies to industry leaders
G2 accepts B2B products only
Last reviewed . Search volume: DataForSEO Google Ads, US/en, Oct 2026.
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