Patrick Brightman - 08/12/2026
Summary
Balcony, a start-up that has developed proprietary land record management technology, wanted to raise awareness of its platform that addresses security and fraud issues related to property records. Working with 3E, a comprehensive media relations campaign was launched that secured editorial placements in various trade and consumer media. The results helped position Balcony as a valued technology partner to its target audiences and clearly differentiated it from competitors.
Objective
Balcony wanted to target government agencies, mortgage companies, and title agencies and make them aware of its proprietary AI-blockchain platform. The goal was to raise awareness of the company while also positioning the platform as an invaluable tool to make land record management safer, more secure, and efficient.
Strategy
Via a cohesive media relations strategy, 3E sought to expand brand awareness for Balcony, communicating to external stakeholders the benefits of its technology platforms, articulating the sectors that could benefit. Additionally, the PR campaign was to highlight the potential threats that exist for the security of property records, while also providing a solution.
Simultaneously, 3E positioned Balcony’s founders as key thought leaders accelerating the incorporation of technology into the real estate industry and propelling the current trend known as property tech (prop tech). The latter initiative was vital due to Balcony’s start-up status, so establishing credibility and confidence was important to the company’s success.
To create a thought leadership with those various stakeholders, the campaign targeted multiple vertical markets:
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- Local and regional consumer
- Regional and national government
- Technology
- Real estate
Additionally, 3E worked with Balcony to target successes and leverage customers to highlight the benefits they were realizing by adopting the Balcony platform.
Results
Secured 80+ placements in the first year with a potential reach of 200+ million. Our approach of targeting multiple vertical media segments provided successful. Coverage was received in Tier 1 outlets, regional consumer media, and trade media focused on government and technology.