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Inbound Pipeline for PropTech and Hospitality SaaS
Facility managers, property owners and restaurant operators research software on their own long before they answer a sales email.
We build an inbound channel next to your outbound: Google Ads for the demand that's already there, then SEO and GEO pages that keep bringing buyers without paying for every click.
Sound familiar?
What we hear from PropTech and hospitality software teams.
"Our reps find almost every deal themselves."
Pipeline only grows when you add reps or ad spend. Meanwhile, buyers who are already searching for software end up on a competitor's page.
"A competitor is already bidding on our keywords."
Searches like facility management software can cost more than $25 a click, and someone else is already paying for them. You need to know which terms are worth paying for and which ones SEO can win.
"We sell to operations, marketing and finance at the same time."
A restaurant group's operations lead, marketing manager and CFO each search for a different part of the problem. One product page can't answer all of them, so some of them never find you.
"Review sites and trade publications own our category."
Search for your category and the first page is aggregators, listicles and industry magazines. AI tools quote those same pages when a buyer asks for a shortlist.
How we help PropTech and hospitality teams build inbound
Paid search brings demos while organic grows, and every channel works from one keyword list.
Paid ads
Demos in the first monthGoogle Ads catch buyers who are searching today, with ads about practical outcomes like lower energy costs or fewer equipment failures. Once the message works, LinkedIn Ads reach facility managers, property owners and multi-location operators by job title and seniority.
Every campaign sends people to a landing page with one goal: a booked demo.
Paid ads for B2B SaaSBOFU SEO
Category and role searchesWe start with searches like building management software, bms software or review management software for restaurants. Then we map the questions each buyer asks, from operations to finance, and use the paid search data to pick which pages to write first.
SEO for B2B SaaSAI search (GEO)
On the AI shortlistProperty and hospitality teams now ask ChatGPT, Gemini or Perplexity to compare vendors. We set up your site so AI tools understand your product and its use cases. We also write reference pages they like to quote, such as a full guide to the metrics your buyers track.
GEO for B2B SaaSContent marketing
Built around the buyer's jobEvery article is built around a task your product does, like tracking energy use across a portfolio or answering guest reviews across every location. We add calculators, comparison tables and surveys as custom embeds, so the pages stay useful and are hard to copy.
Content marketing for B2B SaaSLinkedIn thought leadership
Context before the callFounder-led posts give buyers a reason to trust you before they book a call. They also give your LinkedIn Ads something more useful to show than a demo request.
LinkedIn thought leadershipPropTech and hospitality work you can read in full
Two projects, with the numbers each case study reports.
From no organic rankings to 2,000 keywords
The client's platform helps restaurant groups manage guest reviews and feedback across dozens or hundreds of locations, and every deal came from outbound or paid. We built a product-led content program for operations, marketing and finance buyers, with reference pages and interactive tools. It brought about $500K in pipeline in six months.
A 3-channel inbound plan for a sales-led PropTech platform
The client's AI platform helps commercial buildings cut energy costs and catch equipment problems early. We planned Google Ads, LinkedIn Ads and SEO/GEO around one keyword list, rolled out in stages. It's a phased plan, so these numbers come from our keyword research.
Both are anonymous clients. See every project in our case studies.
What you get in the first 90 days
The same four steps we run for every client, set up to run next to your outbound team.
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01Weeks 1 to 2
Discovery
We talk to your sales and customer success teams about the questions facility managers, property owners or operators ask in a demo, and we read your call notes.
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02Weeks 2 to 4
Strategy
- Keyword list with volume and cost per click
- A channel for each keyword: ads, SEO or both
- Conversion tracking and CRM setup
- 90-day content and campaign calendar
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03Month 2 onward
Publishing
Google Ads and founder-led posts go first. LinkedIn Ads follow once the message is clear, and SEO and GEO pages build on the same topics from there.
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04Month 3
Measure
You get one report across every channel: cost per lead, rankings, AI answer mentions and opportunities by stage. Then we move budget to what brings pipeline.
Related reading
Guides from our blog for PropTech and hospitality marketers.
PropTech and hospitality questions
What PropTech and hospitality software teams ask us most. For anything else, book a call.
Do you have PropTech or hospitality experience?
Yes. We built a 3-channel inbound plan for an AI building management platform and ran the SEO and content program for a hospitality software platform used by restaurant groups. Both case studies are on our site.
Should we start with paid ads or SEO?
If you need demos this quarter, start with Google Ads on the searches buyers already make. Run SEO and GEO next to it from the same keyword list, so organic takes on more of the work as rankings grow.
That's the rollout we planned for the building management platform.
How do you reach a whole buying committee?
We work with your sales and customer success teams to list the questions each person asks during an evaluation, then match each question to a search. Operations, marketing and finance each get pages written for their part of the decision.
How do you measure whether it's working?
We agree on the numbers before launch: cost per lead and return on ad spend for paid, rankings and AI answer mentions for organic, and opportunities by stage in your CRM. You see all of them in one monthly report.
How much does it cost?
SEO and GEO plans are $4,000 a month for Starter, $8,000 for Growth and $10,000+ for Authority, on a 12-month term. LinkedIn is priced per profile, from $2,500 a month.
Paid ads management is priced separately, and your ad spend goes straight to Google and LinkedIn. A 6-month term adds 5% and a 3-month term adds 10%. Everything each plan includes is on our pricing page.
Let's build your inbound pipeline
Tell us about your product, your buyers and where your deals come from today. You can also email us at vincent@perceptric.com.