Real estate is a very competitive industry, and only the strongest businesses will thrive. In this article, you'll learn why PR is essential for your real estate company and how it can help you achieve your business goals.
Developing a real estate PR strategy as a developer or agency is one of the best ways to generate more leads by building brand awareness, driving traffic to online listings, and giving potential clients a reason to choose your company over the competition.
This article will provide details about why it is essential for every real estate company and what measures you can take to implement effective PR strategies into your business plan.
What is PR (Public Relations)?
PR is the strategy and execution of managing perceptions. It is the process of managing the flow of information between you and the public so that you or your company are positively represented and able to accurately inform the public about your business.
Having a PR strategy is critical for every real estate business, because it’s about more than just getting your name and company out there into the public eye. It’s about strategically creating and implementing a plan that will attract new leads and clients, while generating positive brand awareness.
Gain exposure and visibility with real estate PR
The real estate industry is one of the most competitive industries out there. There are hundreds of companies competing for the same leads and clients, and most of them are using aggressive marketing techniques.
How do you stand out from the crowd?
By building brand awareness in a way that’s professional, knowledgeable, trustworthy, and friendly. Public relations is the most effective way to do this. PR enables you to leverage journalists, influencers, media outlets and publications to gain an image and reputation amongst your community and target audience that’s earned.
Promote key stages of your development
So it’s been established that the main benefit and importance of public relations is the positive exposure and visibility it can provide for real estate businesses. As one of the most important aspects of real estate PR is media publicity, it is equally crucial to promote key stages of your development.
For example, each key milestone, such as a sold house, event or award won is an opportunity to promote your business. Even behind-the-scenes footage is increasingly becoming a popular type of content being consumed. Public relations serve to help your real estate company boast about accomplishments, progress, insightful updates and information.
PR agencies would then pitch your story to the media to generate publicity. Such coverage will help to drive traffic to your business, spread brand awareness, and position you as an industry leader in the real estate industry.
Below is an example of a piece of coverage in HomeJournal magazine for our client’s newly developed property they were selling. This coverage enables our clients to not only further strengthen their brand awareness and credibility, but also to promote their property to potential buyers.
Develop and maintain relationships with media contacts
Every time you interact with a journalist or reach out to a media source, you’re building relationships that will pay off down the road when you need help promoting your business.
Journalists and editors are always on the lookout for interesting stories. By frequently interacting with publications through continuous PR efforts, you will be able to establish positive relationships with members of the media and remain top-of-mind for journalists and editors for their next story. PR agencies are the best gateways to building a strong network for your company, as they know the journalists the best.
Line of defence
PR can help you do three things when it comes to a crisis. Prepare for one, manage one, and clean up after one. Having the right people and plans in place will make the difference between a rainy day and a hurricane.
Remember that social media plays a role
In today’s world, social media is intertwined with PR. Using various social media platforms such as Facebook, Instagram, Threads, TikTok, and LinkedIn to promote your business has become essential for real estate professionals. The great thing about social media is that it allows your company to engage directly with its audience. However, simply creating a Facebook page and posting a few times a week isn’t enough to generate leads and attract more clients. You need a solid social media management plan.
Social media should be integrated with your PR plan, however executing it takes another set of skills and can be a daunting step without some assistance. That is why PR agencies who are experienced and well equipped with the right know-how can help navigate and manage your combined PR and social media strategies.
The Perfect Pair: Public Relations and Real Estate Companies
Now that you know what PR is and why it’s important for real estate companies, you can start developing a PR strategy for your business with the help of a professional.
A strong PR agency and strategy will position you as an industry leader, generate more leads, and help you reach more clients. It’s an essential part of any real estate business, and understanding the importance of PR is the first step in making sure your company is getting the attention it deserves.
If you’re ready to take your PR efforts to the next level and get the coverage you need, click here to start disrupting the real estate industry!