PropTech startups · Content marketing
Write the answers a landlord, a builder and a broker keep asking before they buy.
Content marketing for a PropTech startup is the writing of guides, comparisons and explainers that answer what each side of the property trade asks before choosing a product. GullySales works on what to write for which reader and how each piece leads to a demonstration or a listing.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
What content marketing means
Content marketing is writing articles, guides and pages that answer the questions buyers search before they are ready to enquire. This makes your business visible and trusted before the first call. GullySales plans this content from the first conversation onward, choosing topics that match real search demand rather than guesses.
Last updated 18 Oct 2026.
For PropTech startups
Where it usually goes wrong, and what we would do.
“A builder wants a comparison, not a brochure”
A sales head choosing a CRM wants to know how it connects to the existing tools, who does the data migration and what happens to a lead that arrives at night. A page that answers these in plain words is read to the end.
“A landlord wants the vacancy problem explained”
The owner of a flat that sits empty cares about the weeks without rent. A guide on how listings, photographs and screening shorten or lengthen that gap speaks to the problem before the product is mentioned.
“Housing societies read as a committee”
A managing committee reads a proposal together, sometimes on WhatsApp. A short explainer on what the software does for dues, complaints and visitor records, with a local reference, travels through the group better than a long deck.
“Content about the law ages badly”
Posts on RERA, rent agreements or stamp duty go out of date as state rules change. Write about how your product records the details and send the reader to the authority or an adviser for the rule itself.
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 content plan by reader
Topics matched to developers, brokers, landlords, societies and home seekers, each with the question it answers.
Result: A list of topics, each tied to a named reader and a question.
Comparison and integration pages
Plain pages on how your product fits with a developer's CRM and with the listing portals already in use.
Result: Pages a sales head can forward to a colleague unedited.
A landlord vacancy guide
A guide on what shortens or lengthens an empty flat's gap, ending in a way to list.
Result: A published guide with a listing link at the end.
A society proposal explainer
A short, shareable summary for a committee, covering what the software handles and what it does not.
Result: A one-page explainer written to be read in a group chat.
A review rule for legal content
A rule that every post touching a regulation points to the authority and is checked by your adviser first.
Result: A review step recorded for each such post.
A refresh list
A list of published pieces with the date each should be rechecked against current rules.
Result: A sheet naming each piece and its next check.
How the result is measured
- Pages published
- Organic traffic
- Enquiries from content pages
Recorded as a baseline before work starts, so every later report has an honest comparison.
Posts and pieces to plan
The pieces a landlord, a builder and a broker would read before booking a demo.
- How a developer's sales team tracks a site visit
- A walkthrough of the visit stages in a developer CRM, using a screen from the product. Needs a named product feature, not a general argument for software.
- Why a flat stays vacant for another month
- A guide for landlords on the causes inside their control, such as photographs and pricing, with a pointer to what the product records.
- Your product against a spreadsheet and a WhatsApp group
- A comparison page that is honest about when the spreadsheet still works. Developers trust the page that names the point where the spreadsheet stops.
- What a society committee should ask a property software vendor
- A checklist for treasurers covering data ownership, who sees resident details and what happens if the vendor stops. Written for a committee, not an individual owner.
- How your platform records the registration detail of a project
- An explainer on what the platform stores and what it leaves to the authority's record. Have the founder and an adviser read it before it is published.
- Integration notes for a developer's existing tools
- A page for the sales head listing which accounts and lead sources connect, and which do not yet. Keep it current, since a stale integration list loses trust.
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 not yet spoken to enough landlords or builders to know what they ask, so an article would be a guess.
- Your legal adviser is not available to read anything that describes registration, rent law or a loan step.
- You want a blog to substitute for a demo page that does not exist yet.
How it works
How the content marketing 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
Agree the plan
Topics and formats come from the content strategy and the buyer-question list. The volume goes into the written scope, agreed with you, not into a number quoted on a call.
- 2
Brief and draft
Each piece starts from its one-page brief and a short conversation with your technical person, recorded if they allow it, so the draft uses their words.
- 3
Check the facts
Your person marks the draft for accuracy and we correct it. Regulated subjects also go to your own adviser, because restrictions on claims apply to articles as much as to advertisements.
- 4
Publish and distribute
The piece goes live on your site, then out through the channels where your buyers already are.
- 5
Read the enquiries and adjust
Results are reported against the baseline recorded before work began. Topics that brought readers but no enquiries are changed or dropped. How often you are reported to is agreed in writing.
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.
What should we write first?
Can we write about RERA?
Do we need a blog?
How do we cover legal topics without giving legal advice?
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: content and social
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.