Shelter Zoom

Strategic PR Puts Client First on the Block(chain) – and Coming Back for Seconds!

ShelterZoom is a New York-based blockchain startup with an innovative Ethereum-powered real estate platform.

The company needed to launch and debut its new blockchain-based real estate online-offer platform at the Realtors Conference & Expo Chicago while establishing itself in the crowded proptech market.

After evaluating PR partners to help penetrate the real estate and blockchain sectors, ShelterZoom chose Bospar to execute the launch campaign.

Challenge​

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.

​Strategy​

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 pieces of coverage and establish the client as the definitive leader in blockchain real estate innovation.

Results

• Pieces of coverage: More than 60
• Total unique visitor per month (UMV): 110,923,551

Success

Bospar’s launch campaign successfully positioned the client as “first on the block(chain)” and established lasting market leadership in blockchain real estate innovation. The launch campaign
success included coverage across real estate, blockchain, and business media; multi-vertical coverage spanning traditional real estate trades and emerging cryptocurrency publications; industry recognition through awards and thought leadership opportunities; and executive positioning as blockchain real estate pioneers.

Coverage in major media outlets included Inman (Ann-Marie Alcantara reporting), Computerworld (Lucas Mearian reporting), American Banker (Penny Crosman reporting), Forbes (client byline), Block Tribune (David Pimentel reporting), CCN (Lester Coleman reporting), Cryptocurrency News (Samara Malkin reporting), Blockchain Advisor (Edward Frank reporting) and Smartereum (Sheetal Kallianpur reporting). What’s more, the strategic PR campaign successfully established the client as the definitive pioneer in blockchain real estate technology, creating an entirely new product category,  built sustained relationships with key industry media that supported the company through multiple product launches and business milestones, positioned the client’s executives as the go-to experts for blockchain real estate innovation, generated sustained thought leadership opportunities and led to business development success that extended well beyond the initial launch campaign. And now this client is a repeat Bospar customer!

What’s more, the strategic PR campaign successfully established the client as the definitive pioneer in blockchain real estate technology, creating an entirely new product category,  built sustained relationships with key industry media that supported the company through multiple product launches and business milestones, positioned the client’s executives as the go-to experts for blockchain real estate innovation, generated sustained thought leadership opportunities and led to business development success that extended well beyond the initial launch campaign. And now this client is a repeat Bospar customer!

Services:

• Public Relations
• Media Training
• Messaging
• Content
• Newsjacking

Domain expertise:

• Information Technology
• App + Web Performance
• Real Estate