Proptech CEOs: start posting more
2025 presents the biggest untapped opportunity for garnering attention.
I don’t know
. But he’s changed my whole perspective on personal branding. I used to be ‘that’ guy telling everyone how cringe it is. Don’t get me wrong. LinkedIn has it’s fair share of contrived motivational guff. Putting that aside, I agree with Brandon. “It’s the one thing you have both control over and that nobody can take away from you”. As companies compete for attention with owners and operators one thing that’s defensible is your perspective. That’s how I view personal branding.It’s having a viewpoint on a topic and owning it. That’s it. Sure, your feed will continue to show gurus, vanity-metric-hunters and keyboard warriors, pretending to be authentic about things that are inauthentic. My advice is don’t underestimate the satisfaction of hitting ‘unfollow’.
If I had to guess, your CEO has strong views on lots of topics. But here’s the issue. You only hear them in a handful of places. The occasional panel. Customer conversations. Internally. But rarely publicly. Why? For all the reasons I wouldn’t post… “because it’s cringe”. We hear this from marketing teams a lot. “Our CEO knows he/she should post more but doesn’t have time”.
To me, this sounds exactly as it is: a cop out.
How to get your CEO to post more?
Numbers don’t lie. The content opportunity in 2025 is massive. Take LinkedIn for a moment. 1 billion users. But only 3M users post weekly. That’s just 0.3%. Yes, it’s tough to get attention with real estate companies right now. But come on. 0.3%? And you still can’t find 30 minutes to write something you really believe?
We launched this Substack a few weeks ago. First, as a central hub for content we produce. Then LinkedIn becomes a distribution channel. But secondly, to give our team a place to express their own thoughts, perspectives and opinions. One colleague summed it up nicely:
“Substack creates a wall where it feels less daunting and self promotional”.
It’s not about where you create it. It’s about recognising that you can’t afford not to.
If you don’t, others will
Here’s a good reminder. While you keep your opinions firmly in your head, other CEOs… you know, the ones you’re competing with… are out there shouting about them. Now is not the time to be playing it safe. Its about being front and centre with your audience. We use this statistic a lot at Bloxspring. 95% of your buyers are not in market. Now is the best time to start building relationships, awareness and ultimately, what you’re known for.
What if no one reads?
Here’s another common blocker. And honestly, it was something that bugged me. ‘What if no one reads?’
The beauty is - it doesn't matter. Not at first. Because building a voice takes time. Think of it like compound interest for your reputation. Those first few posts might feel like shouting into the void. But that's exactly when you should double down. While others get discouraged and drop off, you're building momentum.
Something I ask myself:
What advice would my future self give?
The proptech CEO's moment
We're at a fascinating intersection in Proptech. The industry is going through seismic shifts - from AI reshaping property management to sustainability mandates forcing innovation. Yet there's a vacuum of strong voices making sense of it all. The opportunities are endless:
Be the CEO who demystifies AI's real impact on real estate
Be the voice explaining why certain proptech solutions will survive the funding winter (and why others won't)
Be the leader showing how technology actually delivers ROI in a tough market
Be impossible to ignore
Here’s the best part:
The barriers to entry have never been lower, but the rewards have never been higher. While your competitors are heads-down trying to navigate market uncertainty, you have a chance to be the beacon that property owners and operators look to for guidance.
Start now, perfect later
Here's what I tell every CEO who's on the fence: Your perspective is already formed. Your opinions are already strong. The only thing missing is pressing 'publish.' Start with one post a month. Make it meaningful. Make it something you actually believe in. The audience will come.
Because here's the truth - in 2025, having a strong voice won't be optional. It will be a must. The question is: will you be the one who helped shape the conversation, or the one playing catch-up?
The choice, as Brandon would say, is entirely in your control.