I have spent much of my career marketing technology to the real estate industry, which has given me a front-row seat to how proptech companies position themselves and how that positioning has evolved. Along the way, I became obsessive about differentiation — making sure the brands I worked on looked, felt and sounded distinct. It mattered deeply to me that our positioning, our market perspectives, even the individual words we chose did not echo our contemporaries.
That obsession grew as I watched proptech value propositions homogenize around a narrow set of claims.
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