True collaboration creates opportunities for growth, innovation and transformation for both businesses and the industry as a whole.
This November, Inman takes a deep dive into the world of proptech and the state of the startups that are currently building the future. Additionally, the coveted series of awards, Proptech All Stars, honoring entrepreneurs, venture capitalists, and visionaries in the world of proptech will return. It’s Prop Tech Month at Inman.
As a strategic marketing partner for purpose-driven innovators, I have had the privilege of working with real estate professionals and proptech pioneers who are passionate about improving their industry. But I’ve also noticed the pervasive challenge of struggling to truly align a company’s brand, its values, and its customers’ needs.
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In the world of real estate and proptech, we often find ourselves in a race to develop the “next big thing” – an innovative product or solution that we believe will revolutionize the industry. But true sustainable growth comes not from a solutions-first mindset, but from a deep understanding of our customers’ pain points and a determined commitment to addressing them.
The real estate industry’s challenge lies in the inherent conflict over who the real customer is. Is it a consumer looking for their dream home? Will the agent navigate the intricacies of each transaction? What broker will be doing the intermediation? The reality is that successful real estate businesses almost always need to find ways to tailor their services to the unique needs of each of these stakeholders.
What’s the next big thing?
It’s not enough to create the “latest and greatest” technology platform or marketing tool. Instead, you should take the time to truly listen to your customers, empathize with the daily challenges they face, and develop solutions that seamlessly integrate with their workflows and priorities. Only then can you build sustainable, trust-based relationships that foster long-term growth and profitability.
I have had the opportunity to work with real estate innovators who embrace this spirit of alignment. They take the time to deeply understand their customers, define their unique value proposition, and build brands and marketing strategies that speak directly to each stakeholder group’s pain points. It just takes time and most people lack patience, a key trait in building a business.
At the heart of any successful real estate business is a clear and abiding sense of identity. Who are you professionally? What are your core values that guide your decisions? How are these values reflected in the way you interact with and serve your customers? If you can answer these questions with confidence, you’re on your way to building a brand that truly resonates.
But alignment isn’t just about defining an identity, it’s about ensuring that every aspect of your business, from marketing and sales strategies to internal processes and team dynamics, is focused on delivering superior value to customers. It is to do. It’s about making your final decisions with not just the next milestone in mind, but your ultimate vision of what success looks like for your business and our industry.
Clients deserve the best
This level of coordination is essential in the real estate industry, where relationships and trust are paramount. Your clients are investing in your partnership, not just purchasing a product or service, so be confident that your values, expertise, and commitment to success are fully aligned with theirs. There is a need.
So, as I navigate the ever-evolving landscape of real estate and proptech, I ask myself: What does true business alignment mean to me? To ensure that every aspect of my brand, operations, and customer experience is fully in sync with my core values and customer needs. What should I do?
The answers to these questions may not be easy, but I can promise you this. Once you achieve that level of alignment, the opportunities for growth, innovation, and industry-wide transformation are truly limitless.
Molly McKinley, co-founder of Redtail Creative, Intentionaliteas, and author of The Intentional Business: A Path to Purpose & Prosperity, is an expert at connecting the dots. She is a serial entrepreneur, publicist, and general marketing strategist with over 25 years of experience launching new products and brands.
