UGC for PropTech: Complete Guide to User-Generated Content for Real Estate Technology

UGC for PropTech: Why User-Generated Content Drives Real Estate Technology Growth

The PropTech market is experiencing explosive growth, reaching $40.58 billion in 2024 and expected to hit $179 billion by 2034. In this competitive landscape, user-generated content has become a decisive factor in whether real estate technology companies win or lose deals.

The impact is measurable. According to Adweek, 85% of people find UGC more reputable than brand-created content. UGC-based ads achieve 4x higher click-through rates and 50% lower cost-per-click compared to traditional advertising. For PropTech specifically, where trust and credibility are paramount in high-stakes property transactions, this social proof advantage is critical.

But here's the challenge: the PropTech market is more crowded than ever, with new tools constantly entering the space. A strong marketing strategy isn't optional—it's essential. This guide covers everything PropTech companies need to know about leveraging UGC—why it works, the content types that drive results, how to collect it efficiently, and how AI-powered solutions are revolutionizing scalable content creation for real estate technology brands.

What is UGC for PropTech Companies?

UGC (user-generated content) for PropTech companies refers to any content created by your customers, users, or community rather than your marketing team. For real estate technology brands, this typically includes:

• Video testimonials featuring real estate agents and property managers sharing results
• Platform demo recordings from actual user workflows
• Virtual tour content showcasing property presentations made with your platform
• Review site content on G2, Capterra, and industry-specific platforms
• Case study videos documenting customer ROI and success journeys
• Social media posts recommending your PropTech solution
• LinkedIn posts from industry professionals showcasing platform usage
• Before-and-after content showing property transformations or workflow improvements

Unlike traditional PropTech marketing collateral, UGC feels genuine because it comes from real estate professionals who actually use your product daily. According to Hootsuite, consumers find UGC 9.8 times more effective than influencer content when making purchase decisions.

This shift reflects how modern real estate professionals research technology solutions. 92% of consumers trust recommendations from friends and family more than any form of advertising, and peer reviews influence purchasing decisions throughout the buyer journey. For PropTech companies targeting skeptical real estate professionals, leveraging that trust through UGC isn't optional—it's how deals get won. For more on creating effective UGC, explore our ultimate guide to UGC creators.

Why UGC Works for PropTech: Trust in High-Stakes Markets

Building Trust in Real Estate Technology

Real estate professionals are naturally cautious about adopting new technology. Property transactions involve significant money, regulatory requirements, and client relationships that can't afford disruption from unreliable software.

UGC breaks through skepticism because it represents authentic social proof from real users. When a property manager sees someone with a similar portfolio sharing positive experiences, they can envision achieving those same outcomes. When a real estate agent watches another agent demonstrate how a platform helped close more deals, the credibility is immediate.

The psychology is particularly powerful in PropTech because purchases involve risk. Buyers worry about implementation challenges, data migration issues, and whether the platform actually delivers promised efficiency gains. UGC addresses these concerns directly through peer validation.

The Conversion Impact of UGC in Real Estate

The data on PropTech UGC effectiveness is compelling:

• 85% of people find UGC more reputable than brand-created content
• 4x higher CTR for UGC-based ads compared to traditional creative
• 50% lower CPC across major advertising platforms
• 403% more inquiries for property listings featuring video content
• 74% higher conversion on product pages featuring UGC vs. those without
• 90% more time on site for websites featuring UGC galleries
• 78% higher email CTR when including UGC content
• 70% of Gen Z and 78% of millennials say UGC plays an important part in buying decisions

According to Resimpli, homes listed with video tours sell up to 31% faster than those without video. Real estate listings with professional video get 118% more engagement. These gains compound across your entire PropTech marketing funnel.

Visual Content Dominance in Real Estate

Real estate is inherently visual, making PropTech a perfect candidate for video UGC. According to Wyzowl research, 84% of people say they've been convinced to buy a product or service by watching a brand's video. For PropTech companies, this means:

• Virtual tours and 3D renderings that demonstrate platform capabilities
• Platform walkthrough videos showing actual user workflows
• Property showcase content created using your technology
• Customer testimonials with visual demonstrations

As Opendoor survey data shows, 7 in 10 prospective buyers search digital sources for homes at least several times a week, with millennials' online traffic outpacing other generational groups.

Types of UGC Content That Drive PropTech Results

1. Video Testimonials from Real Estate Professionals

Video testimonials are the gold standard of PropTech UGC. According to industry experts, PropTech companies should showcase testimonials (bonus if they're video) to build credibility. Effective PropTech testimonials:

• Feature specific roles (real estate agents, property managers, developers)
• Include measurable results (deals closed, time saved, efficiency gained)
• Address common objections about technology adoption
• Show the "before and after" transformation in workflows
• Demonstrate the platform in actual use

Nothing says trust like a property manager explaining how your app saved them weeks of manual work.

2. Platform Demo Recordings

Unlike polished vendor demos, user-created platform recordings show real workflows in authentic contexts. These are particularly valuable because they:

• Demonstrate how PropTech fits into actual daily property management
• Show workarounds and tips discovered through real usage
• Address edge cases vendors might overlook
• Build credibility through unscripted demonstrations

Explainer videos that demystify complex features in under two minutes perform exceptionally well for PropTech audiences who need to quickly understand value.

3. Virtual Tour and Property Content

For PropTech platforms that enable virtual tours or property showcases, user-created content demonstrates real-world value:

• Property tours created by agents using your platform
• Before-and-after staging visualizations
• Neighborhood and amenity walkthroughs
• Interactive property presentations

According to CloudPano case studies, real estate professionals using video apps have achieved significant success in landing clients and growing their businesses.

4. Case Study Videos

Case study videos tell complete customer stories with context, challenges, solutions, and results. Effective PropTech case studies:

• Follow a narrative arc (problem, solution, results)
• Include specific, quantifiable outcomes (properties managed, time saved, revenue increased)
• Feature customer quotes and on-camera interviews
• Show the platform in action solving real property challenges
• Run 2-4 minutes for comprehensive coverage

As MRI Software demonstrates with their active YouTube channel featuring product demos and client success stories, case studies are invaluable for PropTech where sales cycles tend to be lengthy.

5. Review Platform Content

For PropTech companies, reviews on both general and industry-specific platforms carry enormous weight:

• G2 and Capterra: Essential for B2B PropTech targeting enterprise clients
• Industry forums: Real estate professional communities and associations
• App store reviews: Critical for mobile-first PropTech solutions
• LinkedIn recommendations: Powerful for B2B credibility

Over 90% of users read and consider testimonials, according to PropTech marketing research. Encouraging satisfied customers to leave detailed reviews creates evergreen UGC that influences buyers continuously.

6. Social Proof and Community Content

LinkedIn posts, social media mentions, and community contributions provide continuous social proof. Companies like Utopi use LinkedIn to share everything from product launches to customer testimonials and blog content.

Social UGC works because it's:

• Spontaneous and therefore more trustworthy
• Shareable and able to reach new real estate audiences
• Ongoing, creating continuous content flow
• Platform-native and optimized for each channel

How to Collect UGC for Your PropTech Company

Build Systematic Collection Processes

The most successful PropTech companies don't wait for UGC to appear organically—they create systematic approaches to generate it consistently.

Milestone-Triggered Requests: Set up automated workflows that request UGC after key customer milestones:

• Completed onboarding successfully
• Managed first 10 properties on platform
• Closed first deal using your technology
• Renewed subscription
• Experienced significant time savings or ROI

Make It Easy: Simplicity drives participation. Provide:

• Interview question guides for video testimonials
• Screen recording recommendations for platform demos
• Brand asset kits for professional-looking content
• Direct submission links and upload forms
• Clear instructions on what makes helpful content

Incentivize Content Creation

Feature Recognition: Showcase user content prominently on your website, social channels, and marketing materials. The recognition alone motivates many real estate professionals to contribute.

Rewards Programs: Offer account credits, extended trials, exclusive feature access, or industry event tickets in exchange for quality UGC.

Partner Programs: Create formal ambassador relationships with power users who regularly produce content.

Handle Feedback Strategically

The greatest fear of encouraging UGC is negative comments. However, brands must learn to embrace negative feedback and turn it into learning opportunities. When PropTech companies are willing to listen to and address negative feedback, it shows commitment to good customer experience—essential in an industry built on trust.

For guidance on creator partnerships, see our UGC creator rates and pricing guide.

Creating AI-Powered UGC for PropTech with VIDEOAI.ME

While traditional UGC delivers authenticity, it has limitations for PropTech companies: inconsistent volume, unpredictable quality, and difficulty scaling across product launches and market segments. AI UGC solves these challenges while maintaining the authentic feel that makes user-generated content effective.

The Rise of AI UGC in PropTech Marketing

AI-generated content is delivering measurable results across industries:

• 28% lower CPR and 31% lower CPC for AI-generated ads vs. traditional UGC
• 130% increase in CTR and 96% reduction in content creation costs
• 72% conversion boost for implementations with AI-generated video
• Production reduced from "$500 and a week to under $2 in minutes"

For PropTech companies that need to rapidly test messaging, create multilingual content for international real estate markets, and maintain consistent video output, AI UGC provides a scalable solution.

How AI UGC Works for PropTech Companies

VIDEOAI.ME generates professional video content using AI actors that look and sound like real people. The process is straightforward:

1. Choose your AI actor from a diverse library or create custom actors
2. Write your script in natural, conversational language
3. Generate the video with realistic lip-sync and expressions
4. Download and deploy across landing pages, ads, and product pages

The result is UGC-style content you fully control—no scheduling coordination with busy real estate professionals, no usage rights negotiations, no quality inconsistencies.

AI UGC Use Cases for PropTech Companies

Product Demo Videos: Create feature walkthrough videos explaining platform functionality. Generate dozens of variations testing different value propositions for different real estate segments.

Feature Launch Content: Generate immediate promotional content for new features without waiting to collect organic UGC. Launch videos same day as feature releases.

Virtual Tour Narrations: Create professional narration for property tours and 3D walkthroughs at scale.

Onboarding Sequences: Scale personalized onboarding content across user segments—residential agents, commercial brokers, property managers—without filming multiple versions.

Testimonial-Style Content: Produce authentic-feeling videos highlighting key benefits and results. (Always disclose AI-generated content appropriately.)

Multilingual Content: Create the same product videos in 70+ languages to reach international real estate markets without translation and re-recording costs.

A/B Testing at Scale: Test multiple messaging angles, hooks, and CTAs simultaneously to optimize conversion rates.

For more AI video strategies, explore our AI video marketing complete guide.

AI Actors vs Human UGC Creators: PropTech Comparison

Understanding when to use AI UGC versus human creators helps PropTech companies maximize both approaches.

AI Actors (VIDEOAI.ME) Advantages

Human Creator Advantages

• Authentic customer stories from real property professionals
• Specific market context prospects immediately relate to
• Organic distribution through real estate networks
• Deep emotional resonance for brand storytelling
• Third-party validation that builds trust on review sites
• Industry credibility from recognized real estate professionals

The Optimal PropTech Strategy: Hybrid Approach

Leading PropTech companies use both AI and human UGC strategically:

• AI UGC (70%): Product demos, feature explanations, onboarding content, multilingual versions, A/B testing, rapid iteration
• Human UGC (30%): Customer testimonials, case studies, review site content, high-trust social proof, LinkedIn recommendations

Use AI to rapidly test messaging and scale content production, then amplify genuine customer stories for maximum authenticity. This hybrid approach balances efficiency with the trust-building power of real user voices.

Learn more about AI capabilities in our complete guide to AI avatars.

Where to Display UGC Across the PropTech Buyer Journey

Website Placement

Homepage: Feature testimonials prominently above the fold. Include video snippets from real estate professionals, quote callouts with specific results, and customer logos. Rotating testimonial sections create immediate credibility.

Product Pages: Display feature-specific UGC showing platform functionality in action. Websites featuring UGC see 90% more time on site. User-created platform demonstrations are particularly effective here.

Pricing Page: Include ROI-focused testimonials and case study snippets addressing value concerns. Quotes about implementation experience and time-to-value reduce friction at this critical decision point.

Resources Section: Create a dedicated library of customer success stories organized by real estate segment, company size, and use case for self-service research.

Marketing Channels

Email Campaigns: UGC in emails increases click-through rates by 78%. Include video thumbnails, customer quotes, and case study links.

Paid Advertising: UGC-based ads receive 4x higher click-through rates than traditional creative. Test multiple UGC angles for optimal performance across real estate professional audiences.

Social Media: Share customer content across LinkedIn and real estate-focused platforms. Tag and thank contributors to encourage more sharing.

Industry Events: Showcase UGC in conference presentations and booth displays to reinforce credibility with real estate professionals.

For platform-specific tactics, check our guides on TikTok viral videos and Instagram Reels.

Best Practices for PropTech UGC Success

1. Focus on Specific, Measurable Results

Generic praise doesn't convert. The most effective PropTech UGC includes concrete outcomes:

• "Reduced property listing time by 60%"
• "Increased virtual tour engagement by 200%"
• "Managed 3x more properties with same team"
• "Closed deals 40% faster with platform insights"

Coach customers to share metrics whenever possible. Results-focused testimonials deliver significantly higher conversion impact.

2. Segment UGC by Real Estate Audience

Different real estate professionals care about different things. Organize UGC by:

• Role: Residential agents vs. commercial brokers vs. property managers
• Property type: Single-family, multifamily, commercial, industrial
• Market focus: Luxury, first-time buyer, investment properties
• Company size: Solo agents vs. brokerages vs. enterprise property companies

3. Maintain Quality Standards

While authenticity matters, quality still counts for professional real estate audiences. Moderate UGC to ensure:

• Audio is clear and professional
• Lighting allows viewer focus on content
• Messaging aligns with platform positioning
• Content represents your ideal customer profile

4. Respond and Engage

UGC works best as two-way conversation:

• Thank customers who create content
• Share and amplify their contributions
• Address concerns raised in reviews professionally
• Build genuine community connections within real estate networks

5. Track Performance Rigorously

Measure what matters for PropTech UGC:

• Conversion rate by UGC presence/absence
• Demo request rates with UGC touchpoints
• CAC reduction from UGC campaigns
• Time on site with UGC galleries
• Review platform ranking improvements

6. Scale Strategically with AI

Once you understand what messaging resonates, use AI to scale:

• Generate variations of top-performing scripts
• Create segment-specific content efficiently
• Maintain consistent volume for all products and features
• Test rapidly without creator coordination delays

For an overview of available AI tools, see our best AI UGC video generators.

The Future of UGC in PropTech Marketing

UGC is becoming even more critical as the PropTech market evolves. With the market projected to reach $179 billion by 2034, competition for attention will only intensify.

Key trends shaping PropTech UGC:

AI-Powered Personalization: PropTech platforms are increasingly using AI to offer personalized property recommendations and marketing content tailored to each customer's preferences. UGC that demonstrates this personalization in action will become more valuable.

Video Dominance: Text reviews are declining in influence as real estate professionals expect video proof. PropTech companies must prioritize video UGC collection.

Smart City Integration: As proptech trends accelerate, UGC showcasing integration with smart building systems and IoT devices will differentiate platforms.

Authenticity Premium: As AI content proliferates, genuine human UGC from real estate professionals becomes even more valuable for differentiation.

Start Leveraging UGC for Your PropTech Company Today

UGC isn't just a marketing tactic for PropTech companies—it's a fundamental competitive advantage. The data is clear: real estate technology brands that embrace user-generated content see higher conversions, lower acquisition costs, and stronger market positioning.

Whether you're building systematic collection processes, optimizing review site presence, or leveraging AI-powered solutions like VIDEOAI.ME, the key is starting now. Your competitors are already collecting customer testimonials and case studies while you read this.

Ready to accelerate your PropTech marketing with AI-powered UGC?

Create your first AI video free with VIDEOAI.ME and see how AI actors can help you produce professional product demos, feature explainers, and testimonial-style content at scale. Generate unlimited variations, test what resonates, and build the social proof your real estate technology platform needs to win.

For a deeper understanding of UGC fundamentals, explore our guide on what is UGC content.