An introduction to PR for the property sector
Property businesses tend to have a pretty good grasp of sales and marketing – but public relations (PR) is less well understood. This may have something to do with the fact that PR is often regarded as a bit of a dark art, with fee-earners and their marketing teams unsure how to translate their news and views into the type of content that the media wants to publish.
Empica is a full-service PR agency that has worked in the property sector for over 35 years, working closely with the media to help differentiate individuals and companies, highlight expertise, add credibility, manage reputations, engage and influence key stakeholders effectively.
This guide acts as an introduction to PR for developers, housebuilders, commercial property agents and others in the property sector who are keen to know more about the PR process and the role PR plays in supporting their sales and marketing efforts.
What are the PR challenges facing the property sector?
The property sector in the UK faces major PR challenges in the next five years as the ambitions and actions of the Labour Government on housing and planning reform are rolled out.
The first part of that challenge is taking place right now where industry professionals in both residential and commercial property sectors have a need to make their views known to influence how the changes will take effect.
The Government says it is looking to do things differently and is introducing plans to “get Britain building again”. After the difficulties of the Covid years that could be a major boost for the sector but developers, agents, property lawyers and builders will want to influence what those words mean in practice.
The green belt will be one of the battlegrounds. The Government is committed to preserving the green belt which has served England’s towns and cities well over many decades. But it is clear that reform is needed and the Government is promising a “more strategic” approach to development in the green belt and the release of lower quality “grey belt” land for housing.
They also say they will be introducing “golden rules” to ensure development benefits communities and nature. This is a vital time for those affected by these major changes to get their views known and public relations can be the key to ensuring those in power hear and heed your voice.
Getting noticed as a property professional or organisation
Getting articles on to the internet and into major media outlets casting yourself or your organisation as experts is a tried and tested way to get noticed by fellow professionals and by legislators. Ensuring that these articles contain the suggestions for how your property business views the future and what will work and not work is essential.
Public relations can also be used to lobby and influence local MPs, Councillors, Mayors and those who have the ear of those in power. Producing good quality content that can be put in front of those you want to influence setting out strongly, logically and convincingly your arguments on what needs to change and what doesn’t need to change can be powerful.
Once Government starts to signal what the changes will be and how it will change the property landscape for both commercial and residential property then the public relations effort can be more focused on those people who really count – your own clients and customers.
How can property PR be used to gain clients?
Clients will be looking for advisors that are up to date with the latest legislation and who are able to act fast to take advantage of changes. Again demonstrating your expertise in articles, podcasts, videos and in your online communications is likely to get you to the front of the queue when people are looking for advice and help.
The developer who clearly demonstrates a knowledge of the new planning laws; the agent who is up to speed on new stamp duty rules; the builder who shows a firm understanding of environmental impact rules are the ones that are likely to impress clients who need a property team working with them in the new regime.
But just talking about and showing an understanding of the issues is not usually enough to get business. Your expert voice now needs to be combined with practical demonstrations that you are in the game – so it is time to roll out case studies and ensure milestones in every project are celebrated, reported and showcased online for all to see.
That means announcing appointments to projects; when you get them; marking each stage of the planning process with public statements and press releases in both the regional/local and the trade media, which should include both the property media and the media consumed by your clients.
So, for instance, a commercial office agent might be involved in letting an office building to a medical equipment business. Acting first and taking ownership of the public relations side of the transaction puts you in control. A press release can be prepared for the mainstream local media, the business media, the medical equipment media and the national property titles, such as EG and Property Week.
Often in such deals there will be agents acting for each side, lawyers acting for both sides and a bank providing the loan. Once the deal is done all are competing for the glory! The ones with the slickest public relations machine are the ones that are remembered for brokering the deal. If you are not in a position to control the announcement then at least have a strong voice and ensure a meaningful quote and mention goes to those who are preparing the public announcement.
How can a PR agency support property experts?
At Empica we are aware that the property experts that we work with have to focus on their work and earning fees. The “expert voice” articles that demonstrate a firm’s thought leadership have to come from the people who are often the busiest and the largest fee earners, so their time is the most precious.
Empica’s team of public relations professionals, many of whom are former journalists, are used to carrying out quick interviews, drafting bullet point questions that can be answered quickly and doing the additional fact-checking research needed to produce an article. With minimal impact on your time, we will produce content that will interest journalists and result in quality media coverage. This content can also be used on your website, social channels or in communications with influencers, clients and prospects.
Rather than having to sit down with a blank screen and spend precious fee-earning time trying to create an article that the media will want to publish, Empica does the heavy lifting. We present fee-earners with a well-written and researched draft which reflects their views that they can simply read and amend in one sitting. Then it is back over to us at Empica to ensure that the article gets maximum exposure in the relevant media.
Innovative and creative property PR ideas
We also pride ourselves on coming up with ideas and topics for the articles. As news junkies and with strong journalistic contacts we are always aware of what media outlets – and indeed the public – want to discuss in the property sector.
Whether that’s setting out how new legislation will impact your target audience or providing comment on breaking news, such as the impact on the office market following an announcement by Amazon that they want all workers to return to the workplace five days a week, it is a case of matching your expertise to the topical stories of the day. In some circumstances we can also prompt the media into taking up your agenda by helping to identify a story to support it.
The same material can be used or repurposed to provide the basis of an industry event that you host to get all the key figures you want to engage with into the same room – or on the same online call – to discuss issues that really matter to them. It can also be turned into videos, podcasts or social media content linking back to your business.
At Empica we have also helped many of our property sector clients become “award-winning”. By researching the right industry awards and giving that vital external eye to drafting award entries we considerably increase the chances of shortlist nominations and wins.
Profile raising by sponsoring events and awards or by having a presence at conferences and exhibitions can be expensive, unless you also make the most of it by maximising the public relations opportunities that surround it.
What opportunities are there for PR in the property sector?
There are almost infinite opportunities to raise the profile of a property-based business through public relations. Property impacts almost every business, whether it needs retail premises, offices, a laboratory, factory, warehouses or land. It also impacts every individual whether they are buyers and owners of their own homes or renters.
The planning process is also complex and everyone needs support from experts to get through it. From architects designing a home extension to master planners designing a whole new town or city – all can increase their business and awareness among those they want to influence through well-targeted public relations.
Empica has an unrivalled reputation and is a leading property PR firm in Bristol and the South West of England, having helped with major consultations for supermarket developments; announced major city centre developments; supported retail development and occupancy and promoted new and historic house sales.
We work on a retained and project basis, with a regional as well as national remit. Our services to the PR property sector include media relations and content generation, media training, video production, community engagement, reputation management and crisis communications.
To find out more about how we can support you with your PR and content creation, please get in touch by calling 01275 39 44 00 or emailing contact@empica.com