A Proptech Startup's Guide to Getting Featured in The New York Times

Gaining coverage in The New York Times represents a pinnacle of recognition for proptech startups. The journey of a startup I advised, which successfully secured a feature in this esteemed publication, underscores the strategic approach needed to capture such a prestigious spotlight. This post shares insights and actionable strategies to help proptech startups navigate their way into The New York Times.

Understanding The New York Times' Editorial Focus:

The New York Times seeks stories that resonate on a broader scale, transcending mere business announcements. A proptech firm specializing in sustainable urban development achieved this by connecting their technology's impact to larger societal trends. Their pitch emphasized not just the innovation behind their product but its role in shaping future cities, aligning with The Times' focus on stories with widespread significance.

Key Strategy: Identify how your product or service intersects with larger societal or economic trends. The New York Times is drawn to stories that have a broader relevance beyond the immediate industry.

Crafting a Compelling Narrative:

Storytelling is crucial. A proptech startup offering AI solutions for real estate management crafted a narrative highlighting how their technology was revolutionizing the industry, backed by data and real-life case studies. Their approach went beyond the technicalities of their product, focusing on the human element – how it improved lives and streamlined operations.

Key Strategy: Develop a narrative that goes beyond your product's features. Focus on the human interest aspect and the larger impact your solution brings to the industry or society.

Building Relationships with Journalists:

One effective route to The New York Times is through building relationships with journalists who cover the proptech or real estate beat. A startup I worked with started by engaging with relevant articles, sharing thoughtful insights, and gradually establishing a connection before pitching their story.

Key Strategy: Engage with journalists on social media or via email by commenting on their articles and offering valuable insights. This relationship-building can be a crucial step in getting your story considered.

Timing Your Pitch Perfectly:

Timing can be everything. A proptech company specializing in smart home technology timed their pitch around a major industry event where they were unveiling a groundbreaking new product. This strategic timing capitalized on the increased interest in real estate technology during the event, making their story more appealing to The Times.

Key Strategy: Align your pitch with relevant events, industry trends, or current news cycles. This increases the likelihood of your story resonating with the editors and fitting into the broader narrative.

Final Thoughts:

Securing a spot in The New York Times requires more than just having a groundbreaking product; it demands an understanding of the publication's editorial focus, the ability to craft compelling narratives, strategic relationship building, and impeccable timing. For proptech startups, achieving this milestone not only signifies a high level of recognition but also sets a precedent for future media successes.