How To Create a PropTech Pitch Deck: Full Guide

With $10 billion VC funding in 2020 despite the pandemic, PropTech is one of the hottest sector today. From search (e.g. marketplaces) to property management to real estate selling, PropTech encompasses many sectors. If you are launching your PropTech startup, you will need a rock-solid pitch deck to impress investors, and stand out from the crowd.

In this article we will cover:

The state of PropTech in 2021

Before we dive into the slides you’d need in your PropTech pitch deck, let’s first make a short introduction about the state of PropTech today, more especially:

  • The difference between PropTech vs. FinTech
  • How big is PropTech today
  • The impact of Covid-19 on PropTech
  • The 3 sub-sectors within PropTech

PropTech: at the confluence of Real Estate and FinTech

prop tech vs. fintech

Before we have a look at how big PropTech is today, let’s first clearly identify what PropTech is, and where it differs vs. FinTech.

PropTech (which stands for “property” and “technology”) spun off from the more commonly known FinTech term in the 2010’s. Indeed, many PropTech startups share features with FinTech, making it difficult to identify and distinguish the 2 different markets.

The startups falling into both PropTech and FinTech all share a financial technology angle (also referred to as “Real estate FinTech”). Examples are property financing, mortgage solutions, insurance, etc.

How big is PropTech today?

PropTech has experienced strong consistent growth over the past 5 years. Funding in PropTech startups globally has increased 4x from 2015 to 2019, with investors investors allocated $9 billions across more than 500 deals (source: CBInsights).

Proptech funding since 2015
Source: CBInsights

What’s the impact of Covid-19 on PropTech?

Covid-19 did have an impact on funding though. The number of deals funded in 2020 vs. 2019 was stable with 501 deals.

Despite a stable 2020 due to the pandemic, investors are highly confident for the future of PropTech: 94% of investors believe Covid-19 will accelerate the adoption of PropTech.

Investors and founders agree the pandemic negative impact was short-lived and temporary: 60% of VCs expect to make more investments into PropTech in 2021 vs. 2020.

The impact of Covid-19 on PropTech was limited
The impact of Covid-19 on PropTech was limited (source)

What are the 3 different PropTech industries?

Among all PropTech startups, 53% are involved in the residential property segment, 38% in the commercial sector, and 9% in retail (source: Byteant). In the US, 69% of PropTech startups are B2B, the rest being focused on B2C solutions.

PropTech capital makes a clever distinction of the 3 different sub-sectors within PropTech along the value chain: Search, Supervise and Sell.

The 3 sub-sectors of PropTech pitch deck
Source: PropTech capital

What it is: all startups providing a service related to searching a property, either fo the end-customer to buy/rent, or real estate agents to list properties.

Examples: brokerage services, marketplaces, virtual viewing solutions, etc.

2. Supervise

What it is: activities carried out in the day-to-day activities of real estate professionals or related to the supervision of their core activities.

Examples: investment and crowdfunding, smart building solutions, project management solutions, etc.

3. Sell

What it is: the last step of the customer journey, where a property is sold through different channels.

Examples: insurance and closing, hybrid agents, etc.

The 14 slides you need for your PropTech pitch deck

Every business is unique. Yet, venture capital firms and investors alike all agree on a common structure which we have laid out below.

Your PropTech pitch deck will likely be slightly different depending on whether you are pre-seed, seed or Series A+. Indeed, if you are pre-revenue for instance, you might not have early traction at all.

As rule of thumb, the more advanced your startup is the more content you should have in your pitch deck. Beware of endless, repetitive presentations: have clear titles, separate slides for each different topic.

Slide 1: Title

The title slide is the front page of your presentation.

Make sure your product or value proposition is clear from the outset: use an image of your product or, better, of your end-user application or instance (a consumer using your product).

Slide 2: The Problem

The problem slide is the “why” of your business. List here the 2/3 friction points you aim to fix with your product.

For example, virtual viewing PropTech startups aim to solve the problem of inefficient physical property viewings, both from a consumer and the agent point-of-view.

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Slide 3: The Solution

Your startup builds and commercialises a product and/or a service which solves the problem laid out on slide 2. The solution slide should not explain in detail your product nor how it works. Instead, focus on the benefits for your customers.

Ideally, you should compare the pain points explained on slide 2 (the problem) to the benefits your solution brings to your customers. That way, it is crystal clear to investors your solution really adds value to potential customers.

Following our virtual viewing example above, the benefits could be:

  • Convenience: have a 360 degrees virtual viewing from the comfort of your home, without the need for going in-person
  • Fast: save time and visit a property instantly. No need to schedule viewings and wait days to see a property

Slide 4: Market Opportunity

In the market slide, you need to clearly identify 2 very important metrics:

  1. Market size: how big is your market?
  2. Market growth: how fast does your market grow?

If you are operating in a niche market, chances are that you will face some challenges: the information might not be publicly available. In any case, you should be able to make a high-level estimation of your market. Read our article on market sizing and how to estimate TAM, SAM and SOM for your startup.

When looking for these metrics, you have multiple sources of information: public reports, specialised press, etc. Even public companies publish press releases and annual reports including some of their proprietary market estimates so be sure to look there too.

For important data points on the PropTech industry, have a look at our introduction at the beginning of this article.

Slide 5: Competition

The competition slide follows the market overview and must answer 2 key questions:

How fragmented is your market?

Are there 3 big players sharing 90% market share or thousands of small players? Here, refer to public market reports and your own understanding of the competitive landscape.

A few questions you could ask yourself, among others:

  • Who are your competitors?
  • Are they local, regional, national or global?
  • Are there any product alternatives to your product?
  • What about their IP / technological advantage?

Where do you position yourself vs. competition?

Is your solution a game changer other competitors don’t have (yet)? Do you have competitors with similar products/services?

Ideally, you would create a small table with, for each type of competitors and their main characteristics.

For instance, do they all a global presence? Do they cover all the products you offer? What is their relative price positioning (expensive vs. accessible)?

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Slide 6: Revenue model

The revenue slide of your PropTech pitch deck is very important. Now that we have clearly identified the problem you are solving and the benefits of your solution, let’s have a closer look at how you generate revenue.

PropTech industries are very diverse, hence the scope of business models are very different from B2C to B2B startups.

Are you offering a subscription or a transaction revenue model? Also, explain clearly what is your pricing strategy: do you take a commission on property purchases? Do you charge interest on mortgage-related insurance products? etc.

Slide 7: Product

Here we need to explain clearly how your product works from a technological point-of-view. Include in your PropTech pitch deck product slide things such as:

  • whether you have a white-labelled solution or a proprietary back-end / database
  • what’s your intellectual property?
  • how many full time front/back-end engineers you have
  • how much you invested already in your tech
  • Etc.

Slide 8: Go-to-market

The go-to-market slide of your PropTech pitch deck explains how you acquire your customers. Acquisition can either be online or offline (or both):

  • Online acquisition: pay-per-click campaigns (e.g. Google Ads), content & SEO, social media, etc.
  • Offline acquisition: print ads, events & fairs, mail, etc.

Arguably, most PropTech startups mostly use an online acquisition (especially for B2C PropTech businesses).

Online acquisition is sub-divided into 2 main categories itself:

  • Inbound acquisition: customers convert from leads, at the top of funnel, who visit your landing page or website. These visitors (also referred to as “traffic”) either come from paid ads or organic sources (SEO, content)
  • Outbound acquisition: customers are acquired via a sales team who actively reach out to potential customers. Because leads do not come by themselves but you reach out to them, this is an “outbound” strategy instead. Outbound is, for example, used by many B2B businesses (Enterprise SaaS for instance)

Note: to forecast customer acquisition, have a read at our article here (+ free template)

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Slide 9: Traction

Only include the traction slide if you already have some early traction. Traction can be revenues for instance, but not necessarily (e.g. if you have sign-ups, free users, etc.).

As rule of thumb, the more historical performance you have, the more details you should give. For instance, if you start generating revenues 12 months ago and experienced a steady growth until then, include a bar chart of your revenues (or customers, patients, etc.) over the past 12 months.

Instead, if you have limited financial performance and/or numbers have been quite volatile, include today’s numbers instead.

Slide 10: Team

The team slide is one of the most important: investors invest in great teams before anything else.

The slide can either include the co-founding team only, but can also include key professionals and/or advisors as well.

Include key team members if they add real value.

Also, only include advisors if they are relevant to your industry. Do you have angel investors with significant experience who advise you on strategy? For instance, a PhD who acts as advisor to your PropTech startup (on regulation and market access matters for instance)?

For the team members’ details, keep it simple: name, position, years of experience and/or previous companies is more than enough.

Note: add a clickable link to the respective Linkedin profiles so investors can refer to a more exhaustive resume for your team members (if relevant)

Slide 11: Roadmap

The roadmap slide tells investors where you are going and how is product going to evolve in the future. You can either keep it high-level (e.g. your long-term strategy) or more detailed (e.g. the pipeline of the near-future product features).

Investors do not just invest in your product as it is today. For example, you might only have developed a MVP with limited features for early-adopters while your product could be tweaked and serve a much larger customer base in the future.

Also, you might be broadening the type of products you offer in the future. Or you might introduce premium services such as a subscription, or premium listing fees. All of these additional features are very important to add in your investment deck.

Slide 12: Financial Plan

Along with your product and the team, the financial plan slide is highly important. Unfortunately, many startups overlook the importance of financial projections in their PropTech pitch deck.

Think about your audience: investors (venture capital firms or angel investors) are financially literate individuals. As such, they invest in your business to generate returns. Logically, they care a lot about your financials and more especially, the expected financial performance of your business.

Do not expect investors to make up their own plan for your startup if you haven’t. As CEO, founder or entrepreneur alike, you should have a clear idea of where you are going.

As rule of thumb, the more advanced your startup is, the more granularity you should include here. Pre-seed startups might keep it short (1 slide) yet we recommend seed and Series A+ startups to include 2 slides instead.

Note: when presenting your financials, we recommend for pre-seed startup to show 3 years. Instead, seed and Series A+ startups should include 5 years projections as investors will likely ask for it for their own return analyses purposes.

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Slide 13: Funding Ask

All pitch decks have a clear goal: raising capital from investors. The funding ask slide is where you clearly state your ask: how much are you raising?

Read our article on how to determine how much you should raise for you startup. While raising too little creates obvious problems, raising too much isn’t necessarily better.

On top of the amount, a good practice is to include a pie chart of where you will spend that money over a given period (your runway). Will you spend the bulk of it in product development to build your MVP? Or will you use a large portion in sales & marketing to commercialise your product and find product-market fit?

Our financial model templates include a cash burn dashboard where you can easily assess how much you should raise, and where you will spend your money. We also included charts ready to be included in your pitch deck. See how to use our cash burn dashboard here.

Slide 14: Contact

The contact slide is the last slide of your presentation. It has 2 main goals, this is where:

  1. You open the floor to questions from your audience when you are pitching
  2. You provide contacts (email and telephone) for investors who would only receive the PDF version of your presentation

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