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PropTech startups · Buyer persona

Describe the broker, the landlord and the sales head as three different buyers.

A buyer persona for a PropTech startup is a written profile of who decides, what they fear and what proof moves them, drawn separately for each audience you sell to. GullySales works from your own calls and sign-ups to describe each buyer without inventing a person.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

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What buyer persona means

A buyer persona is a plain description of the kind of customer who actually buys from you. It includes what they search, what worries them and who else they ask before deciding. GullySales builds this from real enquiries and past sales rather than a generic template, then uses it to write every page and advert.

Also for PropTech startups

Sales and marketing for PropTech startups, the overview.

Last updated 18 Oct 2026.

For PropTech startups

Where it usually goes wrong, and what we would do.

  • “The sales head and the founder are not the same buyer”

    In a developer's office the sales head uses the tool every day and the owner signs the invoice. The head wants fewer uncalled leads; the owner wants fewer site-visit costs. A pitch built for one misses the other.

  • “The broker decides in a single afternoon”

    A small broker tries a tool on a phone between site visits. If it asks for retyping or a long form, it is dropped. The persona records the moment of trial, the device used and the exact step where brokers stop.

  • “The landlord decides with the family”

    A flat owner may consult a sibling or a parent before listing, and may be abroad. The persona notes who else is in the room, what they worry about, such as a bad tenant, and what reassures them.

  • “The home seeker arrives with a comparison open”

    A tenant has the same flat open on another portal. The persona records what they check first: photographs, the rent, the locality and whether the listing looks verified. Your page is judged against that other tab.

What we do

What we deliver for PropTech startups.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. A persona for each audience

    One written profile each for developer, broker, landlord, society committee and home seeker, based on your own conversations.

    Result: Five profiles, each built from calls and sign-ups you can point to.

  2. A decision-role map for developers

    Who uses the tool, who pays, who blocks it, and what each needs to see in a demonstration.

    Result: A map naming the roles in a developer's buying decision.

  3. A drop-off note for brokers

    The steps where brokers stop during sign-up and first listing, taken from your own records.

    Result: A note naming the step where trials end, from your own data.

  4. Objection lists by persona

    The doubts each buyer raises and the plain answer to each, written from real calls.

    Result: A list of doubts and answers kept beside each profile.

  5. A persona-to-page check

    A review of each page on your site against the persona it should serve.

    Result: A list of pages that serve nobody in particular.

How the result is measured

  • Enquiry match to persona
  • Conversion rate by persona
  • Content aligned to persona

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full B2B and B2C buyer persona development page

Who it is for

This is written for these PropTech startups.

  • Property listing and discovery platform startups
  • Rental and co-living platform startups
  • Property management software startups for landlords and housing societies
  • Developer CRM and sales automation startups
  • Construction-tech and project management startups for builders
  • Home loan and property documentation startups
  • Virtual tour, 3D and drone survey startups
  • Fractional and co-investment property platform startups under a regulated structure

How it works

How the buyer persona work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Understand the current view

    We start with how your team currently describes the customer, since the gap between belief and reality is often the finding itself.

  2. 2

    Audit past enquiries and sales

    We look at recent enquiries and closed deals to see who actually bought, not who was assumed to buy.

  3. 3

    Interview customers and staff

    Short, structured conversations surface the real language, worries and triggers behind a purchase.

  4. 4

    Build the personas

    Findings are written into short, usable persona documents rather than a long report.

  5. 5

    Apply to your marketing

    We show exactly where each persona should change a page, an ad or a script you already have.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 0, foundation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Do we need five personas?
You need one for each audience that pays or lists. If you only sell to developers today, begin with that one. Add the others when you have conversations to draw from.
Where does the information come from?
From your sales calls, sign-up forms, support messages and broker feedback. We do not invent a typical buyer; a profile with no source behind it is left out.
How is a persona used afterwards?
It decides the words on a page, the order of a demo and the message in a follow-up. If a piece of work does not serve a named persona, it is reconsidered.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

More for PropTech startups

Everything else we would do for you.

Closest to this: strategy and research

Also for PropTech startups

Or start from the overview: sales and marketing for PropTech startups.

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