If you’re in PropTech or construction technology, chances are you’re underutilizing social media. Most companies in this space either ignore it, approach it like a corporate press release, or struggle to stay consistent.
But let me tell you something: Your next investor, client, or industry partner is scrolling right now.
The problem? You’re blending into the noise.
The solution? A strategic, bold, and highly targeted social media game plan that makes your brand impossible to ignore.
Today, we’re diving into a step-by-step playbook for mastering social media as a PropTech or construction technology company. Let’s talk about how to create high-impact content, dominate engagement, and convert your audience into customers.
Why Most PropTech Social Media Strategies Fail
Most companies in this space treat social media like an afterthought. Here’s where they go wrong:
🚫 They sound too corporate. Nobody wants to engage with robotic, salesy content.
🚫 They post inconsistently. Posting once a month doesn’t build momentum.
🚫 They choose the wrong platforms. Twitter and Instagram may not be the best fit if your audience is on LinkedIn.
🚫 They focus on “promotions” instead of storytelling. Social media is not about pushing products—it’s about building trust and authority.
🚫 They don’t track performance. If you’re not measuring engagement, reach, and conversions, you’re shooting in the dark.
Let’s fix that.
Step 1: Define Your Audience & Speak Their Language
The biggest mistake in social media? Trying to appeal to everyone.
You need to nail down exactly who you’re talking to and what they care about.
Who’s Your Ideal Audience?
- Real Estate Developers – Looking for efficiency, cost savings, and cutting-edge property tech.
- Construction Executives – Want to optimize workflows, reduce errors, and boost project timelines.
- Investors & VCs – Searching for the next big PropTech innovation to back.
- Tech Enthusiasts & Early Adopters – Always scouting the latest industry trends and solutions.
Now, what do these groups care about?
✅ Efficiency & ROI: How does your technology save time and money?
✅ Innovation & Disruption: What’s the cutting-edge value you bring to the industry?
✅ Real-World Use Cases: Show them proof, not just promises.
✅ Scalability & Impact: How does your product fit into the bigger industry picture?
📌 Action Step: Build audience personas. Clearly define their pain points, motivations, and content preferences.
Step 2: Choose the Right Platforms & Dominate There
You don’t need to be everywhere—you need to be where your audience is most active.
Platform Breakdown for PropTech & Construction Tech
✅ LinkedIn (Your #1 Priority)
- Best for B2B engagement, industry thought leadership, and networking.
- Perfect for case studies, success stories, and professional insights.
- Great for connecting with decision-makers and investors.
✅ YouTube
- Long-form video content showcasing your tech in action.
- Demo videos, customer testimonials, and expert interviews work well here.
- Best for industry news, quick updates, and engaging in conversations with influencers.
- Great for real-time engagement at industry events.
✅ Instagram (Optional, But Powerful for Visual Brands)
- Use for behind-the-scenes content, team culture, and project visuals.
- Infographics and short videos can drive engagement.
✅ Reddit & Industry Forums (If You’re Playing the Long Game)
- Engage in niche communities discussing construction tech and PropTech trends.
- Provides unfiltered insights into audience pain points and discussions.
📌 Action Step: Pick 2-3 core platforms and go all-in. Master them before expanding.
Step 3: Craft High-Impact Content That Actually Gets Engagement
Your content should educate, inspire, and sell—without feeling like an ad.
The 5 Most Effective Content Types for PropTech & Construction Tech
🚀 1. Case Studies & Success Stories
- Showcase real-world impact. Numbers, results, and client wins matter.
🔥 Example: “How XYZ Construction Cut Project Timelines by 40% Using Our AI-Powered Tech.”
🎥 2. Video & Visual Content
- Short, engaging, and highly shareable.
- Product walkthroughs, client interviews, behind-the-scenes looks.
📊 3. Industry Insights & Trends
- Position yourself as a thought leader.
- Share data, predictions, and expert takes on the future of the industry.
💡 4. Interactive Content
- Polls, Q&A sessions, and surveys create active engagement.
- Host live webinars or AMAs (Ask Me Anything) to build authority.
🤝 5. User-Generated Content & Community Spotlights
- Highlight customers, partners, and projects in action.
- Creates trust and credibility without you having to “sell.”
📌 Action Step: Create a content calendar focusing on these high-performing formats.
Step 4: Engagement & Growth – How to Build a Loyal Community
Most companies post and disappear. That’s a mistake.
Engagement = growth.
5 Strategies to Build an Engaged Audience
- Respond to EVERY comment & DM – Show people you care.
- Use LinkedIn & Twitter to start industry conversations – Not just posting, but engaging.
- Run Live Sessions & Webinars – Answer real questions, position yourself as the go-to expert.
- Leverage Influencer & Partner Collaborations – Co-create content with industry leaders.
- Encourage Employee & Client Advocacy – Get your team and customers involved in sharing content.
📌 Action Step: Set a daily engagement goal (e.g., 20 comments per day on LinkedIn).
Step 5: Measure, Optimize, and Scale Your PropTech Social Media Strategies
What gets measured gets optimized.
Key Metrics to Track
📊 Engagement Rate – Are people actually interacting with your content?
📊 Reach & Impressions – How many eyeballs are you getting?
📊 Click-Through Rate (CTR) – Are people taking action?
📊 Lead Generation – How many conversations are turning into sales?
Best Tools for Analytics & Optimization
✅ Hootsuite / Sprout Social – Manage & analyze social performance.
✅ Google Analytics – Track website traffic from social media.
✅ LinkedIn & Twitter Analytics – Measure content impact directly.
📌 Action Step: Review your social data weekly and adjust your strategy based on real performance.
Final Takeaways: How to Win at Social Media in PropTech & Construction Tech
- Know your audience. Speak directly to their biggest challenges & goals.
- Pick 2-3 platforms & master them. Focus before expanding.
- Create high-value content. Think education, storytelling, and proof—not sales pitches.
- Engage, engage, engage. Social media is a two-way conversation.
- Track performance & optimize. What gets measured, gets improved.
📌 Action Step: Start implementing one of these PropTech social media strategies today. Let me know—what’s your biggest challenge in social media marketing? Let’s discuss! 🚀
Written by: Andy Halko, CEO & Founder
I started Insivia in 2002 and for over 22 years I have had the chance to work directly with hundreds of companies and founders to redefine or reinvent their businesses.