Case study · Property
The Property Sourcing Company was launching the UK’s first purpose-built app for property deal sourcing, at an invite-only investor event in Manchester. In a market full of self-styled property gurus, it needed credible validation, fast. We angled one launch two ways and secured 12 pieces of coverage, more than double the target, reaching over a million readers.
- 12 pieces of coverage
- 2x coverage target beaten
- 1M+ readers reached
- 9 titles
- Client The Property Sourcing Company (TPSC)
- Sector Property, proptech
- Services Press office, launch event media liaison, founder profiling, social video
- When February to April 2026
- Audience Property investors, landlords, brokers and lenders
- Channels Property trade press, regional and national business press
What did TPSC need?
TPSC has bought, sold and traded more than 5,000 properties across the UK since 2012. In February 2026 it launched an app that gives investors access to off-market and below-market-value deals, and tracks property values and rental income in one place.
The launch was an invite-only investor event in Manchester, in partnership with specialist lender Together. The challenge was trust. Property investment is crowded with “gurus”, and TPSC needed independent media to take it seriously.
- Business objective: build credibility with investors and partners, to support app sign-ups and memberships.
- Communication objective: secure coverage in property trade and business media around the launch, beating the agreed coverage target.
What was the insight?
Trade editors want a problem and a fix. Business editors want the people behind it. One story would not serve both.
So we split it. The idea was one launch, two angles: a problem-and-solution app story for the property trade, and a founder story about CEO Jonny Christie and co-founder Karl McArdle for business press.
What did we do?
- Tailored releases. We wrote separate releases for property trade, tech and regional business press, all approved before launch.
- Pre-launch trade coverage. The app story landed across the property trade in the fortnight before the event, from The Intermediary to Property Investor Today.
- On the day. We ran media liaison at the Manchester launch on 28 February 2026, where speakers included Dion Dublin, and captured social video.
- Founder profiling. We secured a long-form interview with both founders in The Intermediary, and a Business Voices column in the Yorkshire Post.
What did it achieve?
Results by stage of the AMEC evaluation framework, with the source for each figure.
| Stage | Measure | Result | Source |
|---|---|---|---|
| Outputs | Pieces of coverage, February to April 2026 | 12 | Prohibition coverage log |
| Outputs | Coverage against target | More than double | Prohibition campaign reporting |
| Outputs | Readers reached | 1M+ | Prohibition campaign reporting |
| Outputs | Titles | The Intermediary, Property Reporter, Property Soup, Bridging Soup, Property Investor Today, LandlordZONE, Business Live, MSN, Yorkshire Post | Prohibition coverage log |
| Outputs | Founder interviews and bylines | The Intermediary interview; Yorkshire Post Business Voices | Prohibition coverage log |
What did TPSC get from it?
Independent validation, in the titles investors, brokers and lenders read. A single launch event became trade coverage, a national business pickup through MSN, and a founder profile in the Yorkshire Post.
What did we learn?
- Two angles beat one. Splitting the app story from the founder story doubled the places it could land.
- Start before the event. Pre-launch trade coverage gave the Manchester launch momentum.
- What we would do differently: agree app download and sign-up tracking with TPSC before launch, so coverage can be linked to members, not just readers.
