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.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
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.
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.
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.
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.
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.
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.
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.
Who is asking
The people on each side of a PropTech product, and what each wants settled first.
- Sales head of a mid-sized developer
- Wants to see their own project in a demo, who has access to the buyer data, and how the tool sits with the sales team's current follow-up. Needs proof from another developer.
- Founder of a small builder firm
- Decides alone and fast, with price and ease of setup in mind. Wants to know who will be on hand when the first booking arrives.
- Independent broker with a few listings
- Judges the product in an afternoon on one question: does listing take less time than the WhatsApp group. Cares whether a lead gets shared with others.
- Landlord with several flats
- Decides with the family. Wants to know vacancy will be handled, what the fee is, and whether the tenant checks include a visit by a person.
- Housing society treasurer
- Answerable to a committee. Wants records of maintenance dues, who sees resident data, and a clear way out if the society changes vendor.
- Home seeker with a comparison open
- Arrives with another listing in a second tab. Wants honest photographs, a visible rent and a visit slot, and distrusts claims that cannot be checked.
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
Not for
It is not the right fit if.
- You have fewer than a handful of broker or developer conversations on record, so a persona would repeat assumption.
- Your team already works from written profiles for each audience, and the next step is applying them.
- You want one persona to cover brokers and landlords, whose reasons for trying the product are different.
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
Understand the current view
We start with how your team currently describes the customer, since the gap between belief and reality is the finding itself.
- 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
Interview customers and staff
Structured conversations with recent buyers, held as talk about the last purchase and not a questionnaire. We ask what happened before they called, who else was involved and what they compared. Customers agree before we contact them, and their answers are reported without names.
- 4
Build the personas
Findings are written into short, usable persona documents rather than a long report.
- 5
Apply to your marketing
We show where each persona should change a page, an ad or a script you already have. The sales team reads the drafts and says which ring true. A persona they do not recognise is rewritten.
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.
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.
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.
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.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
Do we need five personas?
Where does the information come from?
How is a persona used afterwards?
Which persona do we write for when the product is regulated?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
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.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.