Voices of PropTech Episode 3 Recap: Michael Beckerman on Scaling Innovation in Commercial Real Estate

Welcome to another episode of Voices of PropTech, where we dive deep into the journeys and stories of the most influential minds in real estate technology.

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In this episode, VendorPM CEO and Co-founder Emiel Bril sits down with Michael Beckerman, a serial entrepreneur and CEO of CREtech, one of the world’s leading conferences devoted to technology and sustainability in the built world. Michael has witnessed the evolution of CRE over three decades and has always been at the forefront of supporting our industry’s transformation.

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Catch the highlights of our conversation with Michael below, and listen to the full episode on Spotify, Apple, and YouTube.

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From PR to PropTech: The Evolution of a Founder

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Michael Beckerman didn’t set out to become a leader in real estate technology. His career began in public relations, where he built and sold a highly successful communications firm specializing in commercial real estate. After the sale, Michael did what all great entrepreneurs do—he followed his curiosity into uncharted territory.

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As he immersed himself in the industry, he noticed a massive gap: real estate was one of the last major sectors to embrace technology. Seeing an opportunity, he founded CREtech to help bridge this divide, connecting startups, investors, and established players in commercial real estate.

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Michael’s journey is a testament to the power of reinvention. He emphasizes that great entrepreneurs aren’t just problem solvers—they’re relentless learners who aren’t afraid to pivot and explore new frontiers.

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Why ‘PropTech’ Doesn’t Matter to the Industry

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One of the most striking points Michael makes in this conversation is that the term PropTech means far less inside the real estate industry than it does to those on the outside.

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While startups and investors use it as a catch-all for innovation in real estate, most owners, operators, and property managers simply care about one thing: solutions.

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Michael argues that many technology companies make the mistake of selling tech rather than focusing on the business problems they solve. The most successful real estate technology companies don’t lead with jargon or innovation for its own sake. They position themselves as indispensable tools that drive efficiency, profitability, and tenant satisfaction.

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Lessons for Entrepreneurs: Focus, Execution, and Patience

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As someone who has spent decades working with founders, Michael shares key advice for entrepreneurs looking to build and scale in real estate technology:

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1. Focus on a Niche – The real estate industry is vast, and broad solutions rarely gain traction. The best PropTech companies start by solving one specific pain point exceptionally well before expanding their offerings.
2. Execution Over Ideas – In an industry built on relationships, having the best technology isn’t enough. Success comes from executing consistently, building trust with customers, and proving long-term value.
3. Patience is a Superpower – Real estate moves at a different pace than other industries. Selling to property owners and operators requires a long-term mindset, as adoption cycles are slow and trust must be earned over time.

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The Future of Real Estate Technology

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Michael remains incredibly optimistic about the future of innovation in real estate. While the industry has been slow to change, he believes we’re at an inflection point, where technology adoption is accelerating and the next generation of real estate leaders will fully embrace digital transformation.

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His closing advice? "If you’re building in PropTech, stay resilient. The road is long, but the opportunity is massive."

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If you enjoyed this conversation, be sure to check out our previous episodes with Scott Evans, former Chief Digital Officer at Related Companies, and Courtney Cooper, Partner at Alate Ventures.