Scaling Content Excellence at Speed: How PropertyGuru Dominates the Proptech Landscape with Managed Editorial Authority

The Starting Line: Context & Opportunity

As a regional powerhouse, PropertyGuru manages a complex ecosystem of domains across Singapore, Malaysia, and Thailand. Their mission is to connect millions of users to their dream homes through data-driven insights and property listings.

The primary challenge was not just maintaining visibility, but scaling the production of high-quality, localized content—from technical BTO (Built-to-Order) guides to comprehensive product pages—without compromising on editorial standards or SEO precision. PropertyGuru needed a partner that could act as an extension of their internal team, handling the heavy lifting of content creation, optimization, and publishing across multiple markets.

The Snapshot: Market Leadership at Scale

8M+ Monthly Organic Visitors and Clear Dominance in Competitive Search Positioning

We partnered with PropertyGuru to provide a fully managed, end-to-end editorial and SEO engine. By deploying a dedicated team of SEO/GEO experts, specialized content writers, and editors, we transformed PropertyGuru’s massive content requirements into a streamlined, high-output operation. This collaboration has solidified their position as the undisputed leader in the Southeast Asian proptech market, consistently outperforming competitors in both keyword depth and organic traffic volume.

The Solution & Execution: A Managed Service Powerhouse

Our approach moved beyond traditional consulting; we provided a full-stack "Content Engine" that manages the entire lifecycle of PropertyGuru’s educational and transactional assets.

Step 1: Integrated Expert Teams

We deployed a specialized squad comprising SEO strategists, GEO (Generative Engine Optimization) experts, and seasoned real estate writers. This team operates on behalf of PropertyGuru, ensuring that every piece of content aligns with the brand’s voice while meeting the rigorous technical requirements of search engines and AI discovery tools.

Step 2: High-Volume, Multi-Format Execution

To maintain PropertyGuru's market lead, we execute a high-velocity publishing schedule across three core areas:

• Property & Product Pages: Managing 50–100 pages per month, ensuring high-intent landing pages remain fresh and optimized.
• BTO (Built-to-Order) Articles: Delivering approximately 10 deep-dive articles monthly to capture the vital Singaporean public housing market.
• Comprehensive Guides: Developing and managing 50–100 educational guides per month to guide users through the complex home-buying journey.

Step 3: End-to-End Publishing Management

We removed the operational bottleneck by taking full ownership of the publishing process. Our team handles the formatting, internal linking, and final live deployment for guides, BTO articles, and product pages, ensuring a seamless flow from ideation to live search results.

The Result: Unmatched Performance & Market Authority

The results of this managed partnership are visible in PropertyGuru’s commanding lead over its competitors. By consistently feeding the domain with expert-led content, we helped PropertyGuru reach an organic traffic peak of over 8 million monthly visits in August 2025.

Competitive Positioning Map Analysis:

According to the latest data, PropertyGuru sits in the "Leader" quadrant, significantly ahead of competitors like 99.co, EdgeProp, and SRX. With an organic keyword footprint exceeding 17,000 high-value terms, PropertyGuru maintains a massive gap in reach and authority compared to the rest of the market.