Sell to the people who run the portfolio, not just the building.
Property tech is bought by owners, operators, and management companies who think in units, doors, and NOI. Tofu Ads Agent builds asset-class and portfolio-size audiences, writes creative for the asset manager and the on-site team, and wires the full campaign across LinkedIn and Google.
Tofu Ads Agent builds and launches complete paid campaigns for property technology companies across LinkedIn and Google Search. It builds audiences of owners, asset managers, regional managers, and property management executives segmented by asset class and portfolio size, writes creative that speaks to NOI, occupancy, and operational efficiency, and wires the full campaign structure (ad sets, budgets, bids, keywords, and negatives) so proptech marketers can reach operators without an agency.
Why Property Tech advertising is different
Proptech buyers manage portfolios, not single properties, and the person who signs is rarely the person who uses the software every day:
- Asset class changes everything. Multifamily, single-family rental, student housing, commercial office, and industrial operators have different workflows, vocabulary, and pain points, and generic real estate messaging misses all of them.
- Owners and operators buy differently. Asset managers care about NOI and investor reporting, while regional and on-site managers care about leasing velocity, maintenance, and resident experience.
- Switching means migrating a portfolio. Replacing a property management system or adding a layer on top touches every door, so buyers want proof of integrations with the systems they already run.
- Budgets follow the annual plan. Many operators set technology budgets during fall budgeting season, so awareness needs to land before the plan is locked, not after.
What Tofu Ads Agent builds for Property Tech
Portfolio-level audiences
Owners, asset managers, VPs of property management, and regional managers, segmented by asset class, company size, and target operator lists from your CRM.
Owner and operator creative
Separate ad variations for investment-side buyers focused on NOI and reporting, and operations-side users focused on leasing, maintenance, and resident retention.
Integration-led search
Google Search campaigns built around property management system integrations, competitor comparisons, and specific workflow terms like screening, renewals, and work orders.
Keywords & negatives
Operator-focused keywords with negatives that screen out renters, homebuyers, and individual landlords searching for consumer tools.
Example keywords it builds
multifamily [category] software
[category] for property management companies
[category] integration with [PMS]
[competitor] alternative for multifamily
commercial real estate [category] platform
[category] software for owners and operators
Example audiences & targeting
Frequently asked questions
How do you separate owners from individual landlords and renters?
LinkedIn audiences are built from job titles, seniority, and company size at real estate and property management firms. On Google, negatives filter out apartment search, renter, and small-landlord queries so spend goes to operators.
Can campaigns be split by asset class?
Yes. The agent can build separate ad sets and creative for multifamily, single-family rental, commercial, and other asset classes, each with its own messaging and keyword set.
Can it target a list of specific management companies?
Yes. Upload your target account list or connect your CRM, and the agent builds matched-account audiences, then layers on titles across the investment and operations sides.
How should proptech companies time their spend?
Many operators plan the following year's technology budget in the fall, and industry conference season is a natural moment for retargeting. The agent can weight budget toward those windows while keeping always-on search running.
Get in front of the operators who run the portfolio.
Point it at your target operator list, and Tofu Ads Agent builds the audiences, creative, and campaigns across LinkedIn and Google. Early access is rolling out now.
Get started