About Us
Leveling the Playing Field in Commercial Real Estate
We started as a fractional analyst agency in 2020. After working with 200+ real estate companies - from first-time investors to billion-dollar companies - we learned a brutal truth:
Real estate analysts are hard to hire and train, and the good ones leave to do strategic work.
The result? Most lean real estate teams are left without reliable support. They’re forced to make high-stakes decisions with limited financial literacy, unforgiving timelines, and a burned out team.
Proptimal exists to solve that.
We give teams access to institutional-quality templates, tools, and education. For those who want support, our advisory services are fast, affordable, and built for trust.
Our vision is simple: to level the playing field.
Everyone should have the tools to understand their deals, pitch them with confidence, and grow without hiring a full team.
Our Vision
To build a real estate industry where small teams can operate with the same clarity, confidence, and tools as the largest institutions.
Our Mission
To empower lean real estate teams with the tools, education, and expertise they need to execute and grow without the pressure to hire.
Our Values
How We Stay Grounded
Quiet Excellence
We let the work speak. No flash, no noise — just consistent, high-quality execution.
Build with Purpose
Everything we create has intent — to make real estate clearer, faster, and more effective.
Earned Trust
We build trust through clarity, consistency, and doing what we say we will.
Rigor Over Rush
We prioritize thoughtfulness and precision. No shortcuts: just smart, diligent work.
Meet the Founder
Lilian Chen
For background, speaking requests, or collaborations, explore Lilian’s media kit.
Lilian Chen is the founder of Proptimal and a real estate strategist with experience across multifamily, commercial, and hospitality deals. She’s advised on over $2B in transactions - including $100M+ acquisitions and projects like the Iovance Biotherapeutics HQ in Philadelphia - and worked with 200+ real estate firms.
She currently teaches 300+ HNWI on how to underwrite and structure deals. Lilian has guest lectured at Oxford’s Saïd Business School, serves as Real Estate Co-Chair, and helped organize the largest student-led proptech conference in London.
Outside of work, she’s passionate about remote work, has traveled to 40+ countries, and writes regularly on LinkedIn and Substack.
Previous Work
Analyst, Ensemble Investments
Education
B.A. Economics, University of California, Berkeley
General Course, London School of Economics
MBA, Said Business School, University of Oxford
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