Shelter Zoom

ShelterZoom faced the complex challenge of introducing blockchain technology to the traditionally conservative real estate industry while competing for attention in an increasingly crowded proptech market. The company needed to educate both real estate professionals and tech media about how blockchain could revolutionize property transactions through their “Offer NOW” platform.

In our public relations team’s discovery process with this client, our PR professionals identified a critical market education gap: While blockchain was gaining attention in financial services, real estate professionals remained largely unfamiliar with how the technology could streamline property offers and transactions. The company needed to position itself as the definitive leader in blockchain-powered real estate platforms while building credibility with both traditional real estate media and emerging cryptocurrency publications.

Additionally, the client needed to leverage the Realtors Conference & Expo Chicago as a launching pad to generate widespread media coverage and establish market leadership in the nascent blockchain real estate sector.

Bospar — the Politely Pushy® PR agency with deep experience in emerging technology and real estate sectors — created a comprehensive launch strategy positioning the client as “first on the block” in blockchain real estate innovation.

Our PR strategy involved strategic event-based launch timing, coordinated media outreach across multiple verticals and educational content that made blockchain technology accessible to real estate professionals. The strategic PR campaign positioned the client’s Ethereum-based platform as the solution that would enable buyers and buyer agents to instantly submit offers from any online real estate listing through a powerful dashboard, widget and mobile app.

Ahead of the Realtors Conference, we secured interviews with top real estate, business and cryptocurrency outlets by hosting media breakfasts at the event and on launch day to give journalists a behind-the-scenes look at the technology. This approach ensured the public relations campaign would drive comprehensive media coverage in all relevant industry verticals.

To maximize visibility, the public relations team developed messaging that emphasized the client’s “industry-first” positioning while making the complex blockchain technology understandable for mainstream real estate audiences. Our strategy included targeting both traditional real estate trade publications and emerging cryptocurrency media to capture the full spectrum of interested audiences.

The Bospar PR team also leveraged key industry events and conferences to maintain momentum, positioning client executives as thought leaders in the intersection of blockchain and real estate technology. This included securing speaking opportunities and award submissions that would further establish the client’s market credibility. Bospar’s strategic thinking, proptech expertise, media relationships and Politely Pushy® approach empowered us to secure over 60 earned media placements and establish the client as the definitive leader in blockchain real estate innovation.