I Constructed $1.54M/Yr Software That Finds The Finest Funding Properties

Posted on

Good day! Who’re you and what enterprise did you begin?

My title is Michael Dent and I’m the founding father of PropertyData, a subscription web site for property buyers and builders within the UK that helps them make better-informed selections when shopping for a residential property.

PropertyData helps buyers analysis native property markets, supply alternatives, and do due diligence on potential purchases.

I began the enterprise in April 2017, and in the present day it’s making $128,000 per thirty days in recurring income.


What’s your backstory and the way did you provide you with the concept?

In 2017 I used to be operating a worthwhile ten-person internet growth company, however I used to be bored with that enterprise mannequin and in search of a approach to transition to constructing my very own SaaS product.

Someday I used to be hanging out with a good friend of mine and he was exhibiting me how he was researching native property markets as a result of he needed to purchase an funding property. To evaluate costs in every space, he was making a spreadsheet and manually rekeying property addresses, costs, sq. footage, and so forth, to calculate issues like the common worth, common £/sqft, and typical rental yield.

To a software program developer mindset, this course of appeared foolish. It was laborious, sluggish, and worst of all error-prone. What if he transposed two digits whereas keying within the knowledge, and that led to a £100,000 mistake?

I knew there have to be a approach to automate a minimum of a few of this evaluation, and thus the concept for PropertyData was born.

It’s easy: give up your job and do it! Do it whilst you’re younger if attainable earlier than you’re married and have youngsters and a mortgage.

I found that different knowledge & analytics merchandise existed for the UK property market, however that they had been all designed for giant corporations and price £500/month or extra, far out of attain of the UK’s typical ‘one man band’ property investor.

So I made a decision to launch a property market knowledge & analytics software that may price lower than £50/month, democratizing the sort of knowledge that the massive guys had been utilizing in order that any property investor or developer within the UK may gain advantage from it.

Take us by way of the method of designing your first product.

I knew from operating my internet company, the place we constructed full-stack web sites for purchasers, that the MVP (Minimal Viable Product) method was the way in which to go.

I’d spent the final 6 years telling numerous prospects who arrived with 60+ web page technical specs to go away and are available again with the smallest ‘core’ model of their thought for us to construct first.

So I adopted my very own recommendation and constructed an MVP myself in simply 3 weeks, all of the whereas persevering with to handle my company.

The MVP was easy – it enabled customers to outline a customized space, after which connect with the API of Zoopla, a significant UK property portal, and ran an evaluation of the native property market in that space. The intelligent bit was a chunk of code that used OCR know-how to learn the interior space of a property from the floorplan after which calculated the £/sqft.

It didn’t price me a penny (aside from my time) to complete the MVP, and I quickly had it up and operating on a $5/month cloud occasion. The thrill of beginning a enterprise within the period of low-cost cloud computing!


Describe the method of launching the enterprise.

I cobbled collectively a press launch and despatched it to some trade information websites. One or two took the bait. A man known as Nick who runs London’s greatest property commerce present noticed one of many articles and known as me and requested me if I needed to take a last-minute stand at a great price, with only a week to organize.

In some methods, it appeared like an old style approach to promote a software program product, however I knew it could get me in entrance of potential prospects who would ask exhausting questions, and it could be a good way to check product-market match.

Pricing was one thing I wasn’t certain about, however I knew I did need the worth to be an impediment to early traction, so I set the primary pricing very low with three packages at £6, £12, and £24 per thirty days. I believed it could be straightforward to lift costs later for brand spanking new customers, which sooner or later I did.

Iterate always – deploy new options each week if not daily, guided by each consumer ideas and your personal imaginative and prescient

So I conscripted one in every of my company crew members to assist me operating the stand, and off we went. Most stands had costly and flashy fit-out, however ours was simply in black ‘shell’ situation with one desk with an iMac on for demos.

I’ve puzzled whether or not folks had been truly drawn to the simplicity of our stand, maybe considering that suck stark minimalism within the sea of glitz should imply there is likely to be substance to our product.

We noticed a whole bunch of individuals over two days, and the early response was very constructive. We signed up a bunch of individuals to our mailing checklist and acquired our first subscriber within the following days.

Extra useful had been the questions folks requested. “That is cool, however can it do X?”. Which it invariably couldn’t. So I got here away armed with the subsequent 6 months price of characteristic growth.

I felt I have to be on to one thing, so I borrowed £50,000 from my sister in order that I may shut down my company and focus full-time on PropertyData. I mainly lived on that cash for a yr, investing all of the income into rising the enterprise. However I by no means wanted one other penny of funding and after a few years, I used to be comfortably capable of repay the mortgage.

Since launch, what has labored to draw and retain prospects?

I’ve adopted the identical primary recipe for 4 and a half years: Iterate always (deploying new options each week if not daily), guided by each consumer ideas and my very own ‘imaginative and prescient’ for what the positioning must be.

PropertyData has grown largely by phrase of mouth and referral, however in fact, paid media has performed a component too. Initially, I ran the Google Advertisements campaigns myself, however I rapidly realized this wasn’t one thing I used to be good at.

I’d met a man at a celebration who ran a PPC company, so I appointed them to run Google Advertisements (after which Fb/Instagram, Microsoft and LinkedIn) and by no means appeared again. They grew the variety of conversions from the campaigns constantly month-on-month for a few years. Within the early years I structured the price in keeping with the variety of signups they generated, which helped preserve incentives aligned.

We additionally launched a easy however beneficiant associates program, which has been a gentle performer delivering 5-10% of recent signups and making nice recurring income for 20-25 associates.

The associates promote PropertyData nevertheless they will, most frequently by way of YouTube movies, in-person occasions, and their very own networks. They often create their very own promotional materials which I approve, they usually obtain a beneficiant 25% lifetime fee on all income from customers they refer.


How are you doing in the present day and what does the longer term appear to be?

PropertyData has grown each month since launch, even by way of the Covid pandemic. At the moment it makes $128,000 per thirty days in income and is comfortably worthwhile. It’s a zero marginal price enterprise, so serving an extra buyer prices nothing.


The principle prices are paid advertising campaigns and knowledge buying. General margins are very wholesome and rising as the size of the enterprise will increase.

I’m not one for elaborate long-term plans, however in brief, I goal to proceed to enhance the product, develop the enterprise, and maybe at some point promote it.

Via beginning the enterprise, have you ever discovered something significantly useful or advantageous?

The principle factor I gained is an appreciation for the natural, self-funded method to beginning a enterprise.

I’ve been concerned in lots of companies, a lot of which wanted appreciable exterior funding. what3words, which I co-founded in 2013, has taken on greater than £80m of out of doors funding so far.

For companies like what3words, that’s a necessity, however with PropertyData I needed to start out one thing that might develop organically simply by reinvesting its personal income. With the low price of beginning a SaaS enterprise, it’s absolutely the simplest sort of enterprise to do that with.

This method has allowed me to maintain 97% possession of the enterprise (two key folks from the company days who helped get it began to have 3% between them). Having no exterior buyers means you’re actually your personal boss.

What platform/instruments do you employ for your online business?

Google, Fb/Instagram, Microsoft, and LinkedIn for paid advertising.

DigitalOcean for internet hosting with Cloudflare for CDN/safety. Stripe for fee processing and Xero for accounting. Critiques.io for overview administration.

What have been essentially the most influential books, podcasts, or different sources?

My favourite enterprise e-book was all the time Methods to Get Wealthy by the eccentric British multi-millionaire Felix Dennis. It’s a bit dated in locations now, nevertheless it’s a no-nonsense method to enterprise success and a really entertaining learn.

Every thing is Negotiable by Gavin Kennedy additionally influenced my considering loads.

Recommendation for different entrepreneurs who need to get began or are simply beginning out?

It’s merely: give up your job and do it! Do it whilst you’re younger if attainable earlier than you’re married and have youngsters and a mortgage. Bootstrap, preserve your prices low and preserve as a lot possession as attainable for so long as attainable. Begin a software program enterprise for those who probably can.

Are you seeking to rent for sure positions proper now?

I’ve saved the enterprise very lean when it comes to workers, however I’m at the moment contemplating hiring a Progress Hacker / Advertising / CRO sort function, in addition to a Knowledge Analyst. Possible on a completely distant, probably part-time foundation.

The place can we go to be taught extra?

In case you have any questions or feedback, drop a remark under!


Michael Dent
Founding father of PropertyData

Uncover the perfect methods of profitable enterprise homeowners

Be a part of our publication and obtain our handcrafted recap with the perfect insights shared by founders in Starter Story every week.

Helpful, handy, and free:


Do you know that manufacturers utilizing Klaviyo common a 95x ROI?

Electronic mail, SMS, and extra — Klaviyo brings your advertising all collectively, fueling development with out burning by way of time and sources.

Ship extra related electronic mail and textual content messages —
powered by your knowledge.
Klaviyo helps you flip one-time patrons into repeat prospects with all the ability of an enterprise resolution and not one of the complexity.

Be a part of Brumate, Beardbrand, and the 265,000 different companies utilizing Klaviyo to develop their on-line gross sales.

Strive Klaviyo without cost proper now ➜

Leave a Reply

Your email address will not be published.