Strategy

CREtech VIDEO | The importance of good comms in proptech

Sara Donnelly, director at Social Tech Communications, and Emmanuelle Johaadien, market development director at Weavr, discuss the importance of good communications in the proptech industry.

The key to effective comms, Donnelly says, is helping businesses understand what challenges they face, what their pain points are and how technology will help them solve these problems.

Instead of focusing on product features, tech should focus on the benefits they bring to customers, which can only be done with consistent PR aligned with the company’s core message.

Johaadien explains how Weavr’s narrative has evolved over the years, moving away from a broad “banking as a service” label to a narrower, more specific idea of “embedded banking”.

But narratives are a work in progress, and they must be tailored to the business and operating models of the target market. Donnelly says: “It’s not about the jargon that you understand within your business, but about the jargon they understand in theirs.”

As a tech company grows, the narrative will have to change. Customers might become bigger and have less appetite to understand what the product does. As that happens, tech companies will have to position their messaging as part of their clients’ operating model.

Throughout that process, startups must remember to focus on what they do, what the benefits are to the core market and then develop messages that tell that story.

Watch the video above to hear Weavr and Social Tech Communications’ thoughts on good communication in proptech. You can also watch the video on PlaceTech’s YouTube channel.

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