MKT373 Strategic Content Management GBA July 2026: PropertyGuru Instagram Content Strategy, Singapore

The MKT373 July 2026 GBA asks groups to act as content strategy consultants for PropertyGuru, the Singapore PropTech platform. Groups plan awareness content for its AI tools, audit its 2026 Instagram content for a dual-sided marketplace, judge its creator partnerships and benchmark it against @Stackedhomes, then present the findings to the Group CMO in a recorded video and slide deck.

Case Background

PropertyGuru began in Singapore in 2006 and positions itself as a PropTech platform that helps people make confident property decisions through listings, market insights, financing information and practical guides.

Question 1

PropertyGuru has introduced AI-supported features such as GuruGPT and AIME, yet both remain low-visibility despite strong engagement growth. Design two short content marketing plans to raise awareness of these tools:

1. GuruGPT, targeting one specific segment, including channel choice and one sample piece of content.
2. AIME, targeting one specific segment, including channel choice and one sample piece of content.

Each sample should include at least a written description; a graphic design or video is a plus.

Question 2

PropertyGuru operates a dual-sided platform, serving property seekers on one side and property agents and developers on the other. Analyse its 2026 Instagram content to assess how these stakeholder groups are represented and served.

1. Critically evaluate whether the observed representation reflects a strategically appropriate use of Instagram or a missed opportunity to strengthen the dual-sided platform.
2. Recommend a future content portfolio for @propertyguru, specifying the proportion of content for property seekers, for agents and developers, and for both sides, and justify the allocation.

Question 3

PropertyGuru’s recent Instagram creator partnerships (@urbanist.singapore, @amandahkoo, @megankhaw, @ricemedia.co) are not property-focused. Examine each partnership with supporting evidence to decide whether it has been successful and should continue. Then propose two new influencers who could better engage property seekers and agents or developers, justifying each choice by audience fit, content relevance and communication objectives.

Question 4

@Stackedhomes has significantly more Instagram followers than @propertyguru. Analyse the likely reasons for this gap and infer the content vision behind each account. Unlike PropertyGuru’s reliance on external creators, @Stackedhomes relies mostly on in-house content and receives decent engagement. Select one popular @Stackedhomes post with no equivalent on @propertyguru, illustrate its structure, and recommend how PropertyGuru could adapt the format into a new content series.

Assessment Components

Part A: Video Presentation (50%)

• Content quality (80%): comprehensiveness, analytical depth, originality and research quality.
• Presentation skills (20%): voice clarity and pace, visual engagement, professionalism and audio-visual quality.
• Every group member must present; members who do not present receive no marks.

Part B: Slide Deck (50%)

• Content alignment (80%): relevance to the video, clarity and accurate citations, logical flow.
• Design and aesthetics (20%): visual appeal, readability and use of multimedia elements.

Generative AI tools are allowed with full attribution (tool name, prompts, output and how it was adapted). The group leader uploads one submission per group via Canvas.