How PointCentral accelerated its multifamily presence with strategic PR and thought leadership

PointCentral began as a short-term rental technology provider. By the time Head of Marketing Angel Piontek joined the team in 2023, the company had already built strong recognition in the STR sector. But multifamily was a different market: crowded, complex, and one where an effective PR strategy required both broad national visibility and highly targeted regional exposure.

To gain traction with multifamily operators, PointCentral needed to:

• Break into new publications and real estate associations across the US. 
• Build brand awareness in a space where many media opportunities are pay-to-play, making earned placements far more challenging.
• Identify which multifamily publications, associations, and regions to prioritize.
• Support SEO and content goals with consistent, high-quality thought leadership.
• Refresh and refine messaging for an audience with different needs than STR.

Because the internal marketing team was small, taking on media outreach, content creation, and an ongoing PR strategy wasn’t feasible.

As Angel put it: “We wouldn’t have had the bandwidth nor the expertise to do the media outreach.”

PointCentral partnered with Abode Worldwide in 2021. While developing and expanding PointCentral’s presence in the multifamily sector, Abode also continued to maintain steady visibility and momentum in the short-term rental press.

Abode worked closely with PointCentral to:

Distill core messaging for a new audience

PointCentral’s platform spans a wide breadth of solutions, making messaging complex. Abode helped sharpen positioning around key themes like unified platforms, operational efficiency, and asset protection.

“They’ve done a good job looking at PointCentral holistically and distilling the core messaging,” said Angel.

Target the right publications, regions, and associations

Abode identified high-value national outlets as well as niche regional publications and association media where PointCentral’s voice would resonate most.

Angel noted: “They’ve done a really good job identifying which publications we should focus on — not just national ones, but regional publications too.”

Build thought leadership through op-eds and commentary

Abode secured ongoing opportunities for PointCentral’s experts to comment on emerging industry trends, helping the brand build credibility in a space where it was less well-known.

This work also elevated the profiles of PointCentral’s leaders, positioning them as trusted industry experts and strengthening their individual authority within the multifamily and proptech sectors.

Create strong SEO-aligned blog content

Abode supported PointCentral’s owned content strategy by writing high-quality, search-friendly blogs designed to attract prospective multifamily customers.

Support distribution across all major channels

PointCentral was able to share content consistently across LinkedIn, email newsletters, and its website, extending the value of each piece.

Through strategic PR, content creation, and a deep understanding of proptech and multifamily trends, Abode helped PointCentral build a meaningful presence and authority in a new market segment.

Highlights include:

• Expanded brand awareness across the US multifamily sector, including consistent placement in the Multifamily Insiders community.
• Earned placements in high-value, competitive multifamily publications, including GlobeSt, Yield Pro, Multi-Housing News, UNITS Magazine, and Multifamily Executive. A stand-out piece titled “Surveilling Security in Multifamily Properties,” published on Multi-Housing News, positioned PointCentral as experts in safety and security.
• Maintained presence in the short-term rental sector, with thought leadership pieces published in top-tier outlets such as VRMA Arrival and PhocusWire.
• Regular podcast appearances for PointCentral’s key spokespeople, including Host Planet, VRMA Arrival Podcast, Apartments on the Go, and Multifamily Insights.
• Clear, consistent messaging that strengthened PointCentral’s position as a top-tier smart property technology provider.
• A well-organized, proactive PR process that supported the small internal team.

 

For PointCentral, the shift into multifamily required a partner with deep proptech knowledge, strong media relationships, and the ability to extract and communicate complex messaging. Abode became an extension of the team: organized, proactive, and committed to strategic execution.

Looking to grow your visibility in proptech or short-term rental markets? Let’s talk about how Abode can help.