In an era where technology is revolutionizing how we buy, sell, and invest in property, Tanmay Sahani, Head of Marketing at PRYPCO, is leading the charge to make real estate accessible to everyone. With over a decade of experience in traditional development and a passion for breaking conventions, Tanmay has been instrumental in shaping PRYPCO’s bold vision of “Real Estate Freedom for All.” Under his leadership, the company has evolved into a pioneering ecosystem that bridges property investment, blockchain tokenization, and financial innovation across five dynamic verticals — Blocks, Mint, Mortgage, Golden Visa, and One.
Taim Al Falasi – What was your vision when you took on the role of Head of Marketing at PRYPCO, and how has that vision evolved with the company’s growth?
Tanmay Sahani –
When I joined PRYPCO, my vision was to transform how people perceive real estate investment – from an exclusive domain of high-net-worth individuals to an accessible opportunity for everyone. Having spent over a decade with traditional developers, I saw the opportunity to leverage my experience in breaking conventions (like selling 315 apartments entirely online in 2013) to market something truly revolutionary. As we’ve grown exponentially over three years, my vision has evolved from simply communicating accessibility to building a comprehensive ecosystem narrative – showing how our five verticals (Blocks, Mint, Mortgage, Golden Visa, and One) work together to deliver complete real estate freedom.
Taim Al Falasi – How do you define “Real Estate Freedom for All,” and how does marketing help manifest that promise to diverse audiences?
Tanmay Sahani –
Real Estate Freedom means removing every traditional barrier – capital requirements, complex processes, geographic limitations, and information asymmetry. For a young professional, it’s accessing tokenized properties via PRYPCO Mint with blockchain transparency. For an international investor, it’s investing in Dubai property with just AED 2,000 through PRYPCO Blocks. For homebuyers, it’s getting the best mortgage through PRYPCO Mortgage without bank-hopping. Marketing manifests this by translating complex innovations into simple, relatable benefits – turning “property tokenization on blockchain” into “own Dubai real estate from your phone”
Taim Al Falasi – What are the biggest challenges you face when marketing fractional ownership and token-based property investment, compared to traditional real estate?
Tanmay Sahani –
The primary challenge is education without overwhelming. Traditional real estate is tangible – you see a property, you buy it. With fractional ownership and tokenization, we’re introducing concepts that blend real estate, technology, and finance. My approach combines sophisticated education with simplified messaging. We focus on outcomes rather than technology – instead of explaining blockchain intricacies, we emphasize benefits like liquidity, transparency, and accessibility. Building trust is crucial, which is why we leverage our regulatory compliance and Amira Sajwani’s visionary leadership as credibility anchors.Taim Al Falasi –
Taim Al Falasi – Which marketing channels (digital, offline, events, performance, ATL/BTL) have delivered the best ROI for PRYPCO, and why?
Tanmay Sahani –
Digital performance marketing has been our strongest ROI driver, particularly for Blocks and Mortgage verticals, where we can precisely target and measure conversions. However, we’ve found that thought leadership events and strategic partnerships deliver exceptional value for building trust in our innovative products. For Golden Visa services, referral programs have been incredibly effective. The key is channel-product fit – performance marketing excels for transactional services, while education-heavy products like Mint benefit from webinars, content marketing, and selective PR placements that position us as industry pioneers.
Taim Al Falasi – How do you leverage data analytics and performance marketing to refine messaging and segment customers in PRYPCO’s verticals?
Tanmay Sahani –
We’ve built a sophisticated attribution model that tracks customer journeys across our ecosystem. For Blocks, we segment by investment capacity and risk appetite. For Mortgage, we analyze search intent and life stage. Golden Visa targets high-net-worth individuals and families seeking residency. Each vertical has distinct personas with tailored messaging. We A/B test everything – from “invest from AED 2,000” versus “own Dubai property from your phone” for Blocks, to emphasizing free service versus best rates for Mortgage. Real-time data helps us optimize CAC while maintaining quality leads.
Taim Al Falasi – What strategies have you used to educate and build trust among potential investors/users about new technologies like property tokenization?
Tanmay Sahani –
Trust-building starts with transparency and simplification. We’ve developed a three-tier education strategy: bite-sized social content for awareness, detailed blog posts and webinars for consideration, and one-on-one consultations for decision-making. We leverage case studies, showcase regulatory compliance, and emphasize our leadership team’s credibility. For Mint specifically, we don’t lead with blockchain – we lead with benefits, then gradually introduce technology. Strategic partnerships with established institutions and media coverage in respected publications like Arabian Business Times help establish credibility.
Taim Al Falasi – How do you balance brand building vs direct conversion/lead generation in PRYPCO’s marketing strategy?
Tanmay Sahani –
I empower my team to maintain a 60-40 split favoring performance marketing, but this varies by product maturity. For established services like Mortgage, we lean heavily on conversion. For innovative products like Mint, brand-building takes precedence. We’ve learned that brand investments create a halo effect – someone who discovers us through a thought leadership piece about tokenization might convert on Golden Visa services. Every performance campaign carries brand elements, and every brand initiative includes conversion paths.
Taim Al Falasi – Can you share a campaign that exceeded expectations — what made it work, and what were the learnings?
Tanmay Sahani –
Our campaign highlighting the 12-month upfront rental guarantee has already exceeded expectations, funding 3 properties in record time. The offer resonated because it turned a long-term benefit into an immediate, tangible value for investors. The key learning was that clear, upfront incentives combined with social proof from early participants can drive rapid adoption. We’ve since applied this principle across other verticals, always emphasizing simplicity and immediate value.
Taim Al Falasi – How do you tailor marketing and branding for different audiences: real estate agents, individual investors, Golden Visa applicants, etc.?
Tanmay Sahani –
Each audience requires distinct messaging and channels. For agents through the PRYPCO One app, we emphasize earning potential and professional growth. Individual investors for Blocks receive education-first content about building wealth gradually. Golden Visa applicants get premium, consultation-heavy experiences focusing on lifestyle and security. Mortgage seekers receive comparison-focused, value-driven messaging. While visual branding remains consistent, tone, channels, and value propositions shift dramatically. Agents engage through LinkedIn and industry events, while Blocks investors respond to Instagram and performance campaigns.
Taim Al Falasi – How important are partnerships (e.g. with regulatory bodies, banks, government institutions) in your marketing strategy, and how do you manage those collaborations?
Tanmay Sahani –
Partnerships are absolutely foundational – they provide the credibility that innovative products need. Our banking partnerships for Mortgage, regulatory compliance for Mint, and government relations for Golden Visa aren’t just operational necessities; they’re marketing assets. We co-create content, participate in industry initiatives, and leverage partner credibility in our communications. Managing these requires diplomatic finesse – balancing PRYPCO’s innovative positioning with partners’ often conservative brand guidelines. We’ve found success in positioning ourselves as the innovation bridge, helping traditional institutions reach new demographics while maintaining their trust standards.
Taim Al Falasi – What is your approach to content strategy and thought leadership to establish PRYPCO’s credibility in PropTech, fintech, and real estate?
Tanmay Sahani –
My content strategy operates on four pillars: education, innovation, storytelling, and ecosystem building. We position PRYPCO executives, particularly our visionary Founder and CEO, Amira Sajwani, as thought leaders through strategic media placements, industry panels, and original research. We publish data-driven insights on fractional ownership trends, tokenization adoption rates, and mortgage market analysis. Our content calendar balances technical deep-dives for fintech audiences with accessible explainers for retail investors. We’ve also introduced PRYPCO Blocks Insights, a quarterly newsletter for our Blocks investors that showcases key achievements, performance metrics, and total rental income distributed, reinforcing our commitment to transparency and trust. The key is demonstrating expertise without gatekeeping knowledge – every piece of content should empower readers to make informed decisions.
Taim Al Falasi – How have you used market research to anticipate trends (e.g. regulation changes, investment behavior, digital asset adoption) and adapt your strategy?
Tanmay Sahani –
We maintain a strong research framework combining insights from our users with market intelligence. When we saw growing interest in blockchain transparency, we accelerated Mint’s launch. Our research showed that 73% of millennial investors wanted entry points below AED 10,000, which led us to set Blocks’ minimum investment at AED 2,000. We closely track regulatory developments. For example, anticipating Golden Visa criteria changes helped us adjust our service offerings early. We also conducted a brand equity study to understand how PRYPCO is perceived, where we lead, and where we can improve. The findings shaped our communication strategy and brand positioning, and we plan to repeat the study next year to track progress and find new opportunities.
Taim Al Falasi – How do you build and lead teams in marketing — what skills do you see as essential in this fast-evolving PropTech environment?
Tanmay Sahani –
True to my laissez-faire leadership philosophy, I focus on hiring people with the right attitude and cultural fit, because skills can always be taught. I create environments where talented individuals can thrive autonomously. While analytical thinking, creative problem-solving, and technological fluency are important, mindset comes first. I prioritize hiring “translators” who can turn complex innovations into compelling stories. Continuous learning is non-negotiable, and we invest in courses on blockchain, data analytics, and emerging marketing technologies. Failure is treated as data, encouraging rapid experimentation, and our team structure is fluid, with members leading projects based on expertise rather than hierarchy.
Taim Al Falasi – What metrics and KPIs do you prioritize to measure marketing success, brand equity, and customer trust?
Tanmay Sahani –
At PRYPCO, we measure marketing success using a mix of traditional and product-specific KPIs, including customer acquisition, lifetime value, and conversion rates, tailored to each product. For Blocks, we focus on customer stickiness, repeat investment, and funnel efficiency from signup to investment. Mint emphasizes transaction speed, community engagement, and growth campaigns that drive participation. Mortgage marketing prioritizes lead-to-disbursal efficiency to ensure campaigns translate into actual loans.
To track brand equity and customer trust, we monitor NPS, repeat adoption across products, and online reviews. This performance-led, trust-focused approach ensures every marketing effort strengthens PRYPCO’s credibility and customer relationships.
Taim Al Falasi – Where do you see the biggest growth opportunities (geographies, products, verticals) for PRYPCO, and how will your marketing strategy lead toward those expansions?
Tanmay Sahani –
The immediate opportunity lies in geographic expansion – India and Southeast Asia show tremendous potential for fractional Dubai real estate investment. Marketing will lead with diaspora communities, leveraging cultural insights and local partnerships. Sweden and other European markets present opportunities for Mint, given their tech-savvy populations and regulatory clarity on digital assets. Product-wise, we’re exploring vacation home fractional ownership and commercial real estate tokenization. My marketing strategy will shift from education-first to community-building, creating ambassador programs in new markets. We’ll also develop market-specific value propositions – emphasizing portfolio diversification in India, digital innovation in Sweden, and golden visa benefits in wealth preservation markets. The key is maintaining our democratization message while adapting to local investment cultures and regulatory frameworks.
Conclusion:
As PRYPCO continues its rapid growth trajectory, Tanmay Sahani’s marketing philosophy — rooted in trust, transparency, and technology — is redefining how people engage with real estate. From democratizing property investment to driving thought leadership in PropTech, his approach showcases how strategic storytelling, data-driven decisions, and innovation can transform not just a brand, but an entire industry. With new markets on the horizon and an unwavering commitment to accessibility, PRYPCO is well on its way to becoming a global symbol of real estate freedom.