Software developers and SaaS companies like to list their features and benefits, as their core marketing message. I’ve read a lot of proptech copy that does this and the customer is left to compile a shortlist themselves and use comparison tables to make a purchasing decision.
To avoid sounding completely generic, the technical details of the sector are brought into the copy. In property management, for example, there will be mention of section 20, section 42, reserve funds, service charge, RMC’s, company secretarial services etc. But once you’ve entered a niche, niche terms are no longer niche. They become standard. So, saying that you manage section 20 major works consultations is the same as saying you answer the phone to customers during working hours. Of course you do, that’s what you’re supposed to do. You don’t win any points over your competition and in fact the more you repeat these tropes of your industry the more you and your competitors are bound together in the mind of the customer. You need to break out and stand out.
Competitive advantage in technical services like software provision does not lie in the features. Most customers are bewildered by the range on offer, unable to compare like-for-like features they are eventually consigned to sticking a pin in a shortlist. Or they stick with what they know which is why poorly-constructed excel spreadsheets still get used as a database.
There are other things to focus on. Customer outcomes. The solving of problems. Your expertise. There is plenty of material to draw on to raise yourself up that shortlist.