A Guide by Property PR Consultancy

Beattie Communications

Rules to Succeed in Property Marketing

There are fewer tactics and strategies more important than public relations.

Property PR is critical to organisations and individuals across the industry due to its unrivalled ability to drum up interest and drive sales of brands and properties.

It is crucial that all involved parties are trusted, informed and engaged. Organisations must issue regular communications to a targeted audience

of current and potential buyers. Establishing a relationship over time will improve credibility and trust between all parties, leading to an easier sales process.

With property buyers far more restricted and cautious as a consequence of the global financial downturn, it is becoming more challenging than ever to promote and sell property.

Buyers seek low risk guarantees from authoritative and reputable organisations.

When it comes to public relations there are a number of important tactics and strategies one can undertake in order to best achieve success in a difficult property market.

Property Market

Journalists across all sectors are inundated with information and news stories every day.

This is even more apparent in the property industry with new listings and developments available and changing by the hour.

When seeking media coverage from a property story, it is crucial that the story is newsworthy.

Make sure that the story will be valued by the audience and draw attention to your property or organisation.

You need to come up with something new, different and exciting – a unique angle which will better promote your property.

Make Sure It’s Newsworthy

Property is a far more visual product than others.

Potential suitors often require substantial imagery to get a clear idea of the quality of the property in question.

When it comes to PR, stories featuring quality high resolution images will take prominence over those stories without.

Always look to include as many relevant pictures as possible when drawing up a press release.

The Importance of Images

People like reading about other people. Stories about organisations are all well and

good but corporate firms are faceless. News stories are better received when they

include a personal case study. Giving your news story a name and a face can

lead to far greater exposure and audience engagement.

Get Personal with a Case Study

It is important that you have an extensive contact list which you can utilise easily.

Having a contact you can reach easily and quickly can be the difference in whether your story makes the news deadline or not.

It is crucial that you identify the best contacts in the relevant organisations.

Make sure you target media whose readership/viewership sits well with your target audience. This can be anything from newspapers, magazines to TV shows, online blogs and social networking sites.

Identify the most appropriate media and source contact details for the editorial team.

Be sure to keep your list up to date to reflect employment changes.

Build up a Network of Contacts

The property world is finally catching up to the online and internet revolution.

The vast majority of journalists source stories and interact with individuals online, often via social media sites like Twitter and LinkedIn.

Not only is internet knowledge required for distributing news stories but also in their creation.

With online news sources more saturated than ever, ensuring your article is keyword friendly and contains appropriate links can lead to SEO and search engine benefits.

It’s All Online