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Bill Rice Strategy Group — Home

PropTech marketing · for real-estate-tech companies

Become your category's obvious answer.

I build the content, positioning, and owned lead engine that make real-estate-tech companies the name buyers already trust — lending-adjacent expertise, platform-grade execution.

Book a Discovery — 45 minSee how I work
Trusted byZoomCasaFigure

Why a proptech specialist

Generic SaaS marketing dies on contact with real estate.

Real-estate operators trust peer networks and transaction volume — not webinars and paid social. Most agencies just run the SaaS demand-gen playbook with your logo added to the deck.

Winning here takes lending-adjacent context and an authority engine — content, founder-led thought leadership, and positioning that earn trust before the first call. That is what I build.

The engine

Take one piece. Or run the whole engine.

The Lead Gen Platform is my most-requested proptech motion — an owned platform I build and run, a GTM sprint up front, and SEO plus content compounding from month two, all against one ICP with one set of pipeline numbers.

Lead Generation Platform

An end-to-end platform I build and run — site, landing pages, content engine, and SEO foundation. I own the build; you own the asset.

GTM Strategy

A 90-day repositioning and go-to-market sprint: the ICP, the category message real-estate operators respond to, channel architecture, and a day-60 go/no-go.

SEO + Content Strategy

A compounding inbound engine mapped to how operators actually evaluate real-estate-tech companies, plus the technical SEO that earns rankings.

Fractional CMO

Senior marketing leadership embedded with your team — strategy, hiring, and pipeline accountability, without the $250K+ full-time hire. One service, not the whole identity.
See the Lead Gen EngineAll services

Proptech work, named

An engagement you can check by name.

30+
years inside mortgage, fintech, and lending-adjacent real estate
1
operator start to finish — not a handed-off account team
ZoomCasa
an active proptech engagement you can verify by name
ZoomCasa · Lead Gen Engine
From white-label B2B back-office to direct-to-consumer PropTech brand.
Building the category position around AI-native transaction infrastructure — brand system locked, lead generation platform in build.
More cases publishing in 2026
The PropTech case-study library is in build.
Want references for a specific category — transaction software, market data, brokerage tooling? I can share more in Discovery.

How to grade any agency

The bars I hold myself to — use them on anyone.

These are the criteria I tell people to grade every firm against, including me. If a larger execution shop or an in-house build serves you better, my guides will help you see that.

Operated in lending-adjacent real estate

Twenty years inside lending and the real-estate transaction. Domain fluency is the difference between months of ramp and a running start in a category most agencies have never sold into.

I market the companies selling into real estate

I work with the technology companies selling into real-estate operators, brokerages, and lenders — not the operators themselves. Your buyer is a VP of Marketing, a CMO, or a founder still owning the GTM motion.

Built for how operators actually buy

Real-estate operators trust peer networks and transaction volume, not webinars and LinkedIn ads. I build credibility through the channels your buyers actually use — not generic SaaS demand-gen.

Senior people do the work

A small, senior engagement — you are not handed to a junior account pod. When execution scales, named partners run it: Outbounder on outbound, Red Button Media on founder video.

A platform you own, not campaigns that end

The Lead Gen Platform is one platform with one ICP and one set of pipeline numbers — a compounding asset you keep, not a project that stops when the spend stops.

Named, checkable work

Real engagements you can verify by name — ZoomCasa, Figure — not anonymized logos in a deck.

How engagements work

From first call to a compounding engine.

01

Discovery

Forty-five minutes on Google Meet. I cover your current pipeline, your ideal operator buyer, and where next quarter's growth is supposed to come from. If I'm not the right fit, I'll point you to a better resource.

02

90-day GTM sprint

Sharpen the ICP, fix the positioning that has your product sounding like every other SaaS tool, and stand up the platform — so you see traction inside a quarter, not a year.

03

Build the engine

The lead generation platform goes live; SEO and content compound from month two; outbound runs against the same ICP through my Outbounder partnership. One brief, one set of pipeline metrics.

04

Compound

Content rankings stack, the platform converts, outbound dials in, and reporting ties marketing to pipeline. The system gets cheaper per lead as it matures — and the asset is yours.

Investment

Senior work, priced below a full-time hire.

Typical engagement

Starts at $8–15K/mo

Roughly 30–40% of a senior full-time hire. 90-day commitment to start, then month-to-month. Scope scales with whether you need the full Lead Gen Platform, GTM strategy, inbound, or fractional leadership.

Not sure where to start? Compare fractional CMO vs. agency vs. in-house or read the PropTech industry overview to see where I fit.

Questions

PropTech marketing agency FAQ

What makes a PropTech marketing agency different from a generalist B2B agency?

Real-estate operators evaluate real-estate-tech companies through peer networks and transaction volume, not the SaaS demand-gen playbook of webinars and LinkedIn ads. A generalist agency runs that playbook with a proptech logo in the deck. I understand the real-estate transaction, speak to operators and brokerages the way they actually buy, and build an authority engine for a category most agencies have never sold into.

Do you work with real-estate operators or the companies selling into them?

The companies selling into real estate — transaction software, market data, AI infrastructure, brokerage tooling, and MLS-adjacent platforms — not the brokerages and operators buying it. Everything I build speaks to the operator as the buyer.

What does a PropTech marketing engagement cost?

Most engagements start in the $8–15K/month range and scale with scope — roughly 30–40% of a full-time senior marketing hire. Engagements typically begin with a 90-day commitment, then move month-to-month. The exact number depends on whether you need the full Lead Gen Platform, GTM strategy, inbound, or fractional leadership.

How fast will we see results?

The 90-day GTM sprint sets repositioning and the platform in motion inside a quarter. SEO and content compound more slowly — typically meaningful traffic and inbound by months 4–6 — but they keep paying off long after the spend stops, because the platform is an asset you own.

What kinds of PropTech companies do you work with?

Real-estate technology companies — typically Series A through PE-owned mid-market — that have outgrown founder-led marketing but aren't ready for a full in-house team. Transaction software, market data, AI infrastructure, brokerage tooling, and MLS-adjacent platforms, with a particular edge in lending-adjacent categories.

Should we hire an agency, a fractional CMO, or build in-house?

It depends on whether you need execution capacity, senior strategic leadership, or a permanent team. I help you see that clearly even when the answer isn't me — see my fractional CMO vs. agency vs. in-house comparison, and my PropTech industry overview for where I fit.

Ready to talk?

A Discovery is forty-five minutes on Google Meet. No slides.

I cover your current pipeline, your ideal operator buyer, and where the next quarter of growth is supposed to come from. If I'm not the right fit, I'll point you to a better resource. Either way you leave with something useful.

Book a Discovery — 45 minGet The Lead Brief first