A Curious Mind in a Risk-Averse Industry
Edward Cohen didn’t discover New York City's Local Law 157 through a boardroom meeting or a marketing deck—he Googled it. His curiosity uncovered a surprising regulation requiring natural gas detectors in all NYC residential buildings. Surprisingly, few in the industry discussed it. One company kept appearing in his research: Pro Sentry.Today, Edward champions Pro Sentry, a risk mitigation platform that delivers smart solutions for gas and water leak detection in buildings. With a background in business development, partnerships, and proptech media, he advocates for selling solutions that prevent disasters before they strike. But he quickly learned that even the best products need more than logic to sell. In property management and ownership, getting a buyer to say “Hell Yes” takes timing, emotion, and empathy."Half of it is just showing up. The other half is staying curious. That alone can take you places."Selling the Unseen Disaster
Selling life-saving technology isn’t easy.Many property owners delay installing gas detectors, even when required by law. They often skip water leak detection despite mounting insurance claims. Edward explains:“We offer a solution to a known problem. But unless there’s urgency—an explosion, a leak, a premium hike—they don’t commit to change.”Change feels uncomfortable. It requires time, training, and trust in new systems. Misaligned incentives make it worse. Property managers deal with the headaches of implementation, while owners enjoy benefits like reduced insurance premiums or better Net Operating Income (NOI).That disconnect often causes inaction. Edward observes:“The owner benefits, but the manager suffers a headache. Unless you align those interests, you're stuck in a loop of ‘maybe later.’”Even with clear regulations like Local Law 157, enforcement delays and unclear consequences make it easy to postpone compliance.Edward doesn’t accept that limitation. He sees an opportunity.How to Get to Hell Yes
Winning in this space means understanding the decision-making journey. It’s rarely linear and often emotional.- Spot Urgency Triggers
Whether it’s an annual insurance renewal, a recent flood, or a neighboring building installing the same system, timing matters. Edward calls these "Hell Yes moments"—when pain from the problem finally drives action.
“Summer brings condensation leaks. Winter causes frozen pipes. These predictable patterns offer perfect triggers to start conversations.” - Make the Math Clear
Edward frames the conversation in dollars. A $20,000 repair from a leak can easily justify a building-wide detection system. One NYC building saved $300,000 on insurance by installing Pro Sentry.
“We don’t sell plastic; we sell peace of mind. Our system pays for itself after catching just a couple of leaks.” - Build for Enterprise, Not Consumers
DIY sensors from Amazon might work in homes but not in apartment buildings.
“If a leak happens in unit 12B and no one is home, a beep doesn’t help. Our system alerts staff instantly and shows exactly where the problem is.” - Speak to Managers and Owners
Edward tailors his approach based on different motivations. Managers want to reduce operational disruption. Owners focus on NOI and asset value.
“Managers filter what reaches the board. Give them tools that save money and make them look good.”
A Smarter Sales Mindset for PropTech
Selling preventive tech in proptech isn’t about features or laws. It’s about human behavior. Most people act only after disaster strikes. Edward helps buyers cross the line just in time.Consider the resort in Atlantic City. Their insurance threatened to spike by $5 million after water damage. They installed $70,000 worth of Pro Sentry systems and avoided the hike.That’s a Hell Yes.Edward also highlights the emotional cost of doing nothing. Property managers might not pay financially, but they absorb stress, extra work, and risk to their reputation. Owners might end up with uninsurable "sick buildings."“Who gets fired after a preventable leak? Maybe no one. But everyone suffers. The ROI is obvious. The human impact is bigger.”The secret to success? Empathy.“I understand—compliance is confusing, tech is noisy, and change is hard. That’s why we focus on clarity and education. We’re not here to scare. We’re here to protect.”This approach transforms salespeople into trusted partners. And in a world with rising insurance costs and aging infrastructure, empathy, urgency, and clear math help customers say Hell Yes."We’re not just installing detectors. We’re installing confidence, protection, and trust."3 Takeaways on Getting to Hell Yes in PropTech
- Tap into Emotional Economics
Buyers are human. Show how your product reduces stress, boosts peace of mind, and prevents worst-case scenarios. - Time it Right
Focus outreach around insurance renewals, seasonal risks, and recent incidents to increase your chances of success. - Sell Outcomes, Not Devices
Don’t sell hardware. Sell uptime, asset protection, and fewer emergencies. Speak in terms of value, not technology.
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