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Positioning and Messaging for Real Estate, PropTech and B2B Companies

Say what makes you the obvious choice.

We help you define who you serve, what you do best and how to say it, then put that story on your website, in your sales materials and in your campaigns.
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Price
From $5,000
Visual identity add-on
$5,000
Typical timeline
4 to 6 weeks
Best for
Companies whose story has not kept up with their growth
You get
A messaging guide your whole team can use

The short answer

What does Geekly's positioning and messaging work include?

Positioning defines who you serve, what you do best and why buyers should choose you. Messaging turns that into the words your website, sales team and campaigns use. Geekly leads positioning and messaging projects for real estate, housing and PropTech companies whose story has not kept up with their growth. In 4 to 6 weeks you get a positioning statement, a message hierarchy by audience, a voice guide and a rollout plan. Projects start at $5,000 for messaging and brand voice, with a $5,000 visual identity add-on when you want the look to match the new story.

What it is

A clear story for every audience

Companies outgrow the way they describe themselves. We rewrite the story so buyers understand what you do, who it is for and why it matters to them, and so your whole team tells it the same way.

Warning signs

When the story falls behind the business

Buyers can't choose you if they can't tell you apart.

Positioning drifts as a company grows. New services get added, new audiences show up, and the website still describes the business you were three years ago. These are the signs we look for.

Speak to a Geek about your story

  • Your offer changed, your message didn't

    You added services, markets or a product, and your site still leads with what you did when you started.

  • Every team tells a different story

    Leadership, sales and marketing each describe the company their own way, so buyers hear three versions of who you are.

  • You sound like every competitor

    Your homepage could swap logos with the firm down the street and nobody would notice, so buyers default to price.

  • Sales keeps re-explaining the basics

    Prospects arrive unsure what you do, so the first call is spent on orientation instead of fit.

What is included

A messaging foundation you can build on

Five deliverables, written for the people who will use them: your leadership, your sales team, your marketers and anyone who writes for the brand.

  • Audience and competitor review

    Who you serve, how they choose and how competitors describe themselves, so we know where the open ground is before we write a word.

  • Positioning statement

    A short, specific statement of who you serve, what you do best and why it matters, agreed by leadership and used as the test for every message after it.

  • Message hierarchy

    Headlines, value propositions, proof points and answers to common objections for each audience, organized so anyone can find the right words for the page or conversation in front of them.

  • Voice guide

    How the company sounds in writing, with examples of what to say and what to avoid, so the website, emails and sales materials read like one company.

  • Rollout plan

    Where the new story shows up first and in what order, from homepage and sales decks to email templates and ads, with an owner for each.

How it works

Five steps to a story that lands

Built from what your buyers actually say.

Strong positioning comes from listening before writing. We hear from your leadership, your team and your customers, then write and test the story with the people who will use it every day.

  1. Start with the goal

    We agree on what the message needs to accomplish, for which audiences and where it shows up first.

  2. Listen

    Interviews with leadership, staff and customers, plus a review of how competitors describe themselves.

  3. Position

    We define who you serve, what you do best and the proof behind it, in a statement leadership signs off on.

  4. Write and test

    We draft the message hierarchy and voice guide, then refine them with the people who will use them.

  5. Roll it out

    We map where the new story shows up first, from the website and sales decks to campaigns and HubSpot templates.

Markets we know

Positioning for the markets we know

Every property manager promises to treat your property like their own. Every PropTech company promises efficiency. Real positioning gets past those lines to the specific reason a buyer in your market should pick you.

Is this right for you?

A good fit if your story needs to catch up

Good fit

  • Your offer has changed and your message has not
  • Different teams describe the company differently
  • You are entering a new market or adding a service line
  • You are about to rebuild your website
  • Sales spends first calls explaining what you do

Better to wait

  • Not a fit: You are about to change the offer again and need that settled first
  • Not a fit: You need a full plan for who to reach and where (see Go-to-Market Strategy)

Pricing

Positioning and messaging pricing

Start with the message. Add a visual identity when you want the look to match the new story.

  • Messaging and brand voice

    Starting at

    $5,000per project

    Speak to a Geek

    Positioning, messaging and a voice guide your whole team can use, usually done in 4 to 6 weeks.

    Includes

    • Audience and competitor review
    • Positioning statement
    • Message hierarchy by audience
    • Voice guide
    • Rollout plan

  • Visual identity add-on

    Add

    $5,000to a messaging project

    Speak to a Geek

    A visual identity built on the new positioning, so the brand looks the way it now sounds.

    Includes

    • Visual direction built from the new positioning
    • Color palette and typography
    • Guidelines for web, sales and campaign materials
“It is rare you find a consultant who communicates as well and follows through. Very happy with the process and outcome.”
Tim Shoultz, SMARTCAP, Inc.

Frequently asked questions

Questions about Positioning & Messaging

What is the difference between positioning and messaging?

Positioning is the strategic choice: who you serve, what you do best and how you are different. Messaging is how you say it: the headlines, proof points and language your website, sales team and campaigns use. We do both, in that order.

What do we get at the end?

An audience and competitor review, a positioning statement, a message hierarchy by audience, a voice guide and a rollout plan for where the new story shows up first.

Will we hear from our customers?

Yes. Customer conversations are part of the listening step, because the words your best customers use are often the strongest messaging you have.

How long does it take?

Most projects take 4 to 6 weeks. We confirm the timeline when we set the scope.

How much does it cost?

Messaging and brand voice projects start at $5,000. If you also want a visual identity built on the new story, that is a $5,000 add-on. We confirm the scope and price after a conversation about your goal, based on how many audiences and offers the story needs to cover.

Do you also update our website?

Yes. Many clients follow this project with a website refresh or rebuild. You can also hand the messaging guide to your own team or another partner.

Should we do positioning before a new website?

Usually, yes. A website built on an unclear story only makes the confusion look nicer. Settling the message first makes the design and copy faster and more effective.

Can you position a single product or service line?

Yes. We can position the whole company or one offer, as long as it fits the larger story.

Who is involved on our side?

Leadership, plus the people who sell and market the business. We ask most clients for one to two hours a week during the project.

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Ready to say it better?

Tell us how you describe the company today. We will show you where we would start.