The property industry is constantly evolving – and so is the way in which we use clever PR and content marketing.
Account director Annie Brafield specialises in property PR and communications, helping her clients stand out within a crowded marketplace.
Even during the last five years, the way in which we approach property PR has changed dramatically. Gone are the days where you could simply craft a brilliant press release and share it with a hand-picked selection of journalists and call the subsequent coverage a success. Great property PR calls for much more.
The changing face of property PR
We know that property PR is about more than just press releases (though, we still use those too!) and that getting in front of your target audience is harder than ever before, especially in an industry where personal relationships are so important.
The way in which the property industry reaches its customers is changing – it is no longer unusual to see drone footage of a development site or a VR headset ready to show off how a building will look on completion. How we approach PR and communications strategies has changed too.
The PR toolkit has evolved. Our campaigns are more integrated than ever before, bringing together traditional PR and media relations with emerging technologies, utilising digital channels effectively and embedding our clients within the right networks to boost their businesses.
Cutting through the noise
The marketplace is crowded and placing yourself ahead of your competitors requires a strategic and targeted approach, encompassing everything from your PR and digital activity to knowing where to be seen and who to be talking to.
Even five years ago, a traditional media relations campaign would have helped you and your business stand out but in an ever-changing media landscape, cutting through the noise is more challenging. Now we’re always on the hunt for ways to create engaging video content, opportunities to offer journalists a Facebook Live slot and optimising our content for use online. The scope is much wider now.
A truly integrated, content-led approach
There is no doubt that the modern PR and digital mix offers more choice to the property industry, and we know that can be overwhelming. It is easy to lose sight of your objectives while trying to keep up with everything from your Insta to Snapchat – and get on with the day job.
Our content-led and journalistic approach to property PR makes the most of your investment, prioritising those channels with the best return and putting you in front of the people you want to be talking to.
That could be creating videos for your website or social media (check out these videos we have created for architects Leonard Design and estates agency Richard Watkinson & Partners on our YouTube channel), lengthy thought leadership pieces for LinkedIn or in-depth feature pieces for your trade media. We understand how best to use cleverly designed content to reach your audiences and maximise ROI.
The property industry, more so than many others I have worked in over the years, is about relationships. ‘People do business with people’ is something I hear over and over again from clients and contacts – but knowing how to do that in a world of information overload can be daunting.
Networking is and always has been a huge part of the property world; that certainly hasn’t changed, but being able to build the right network isn’t always as easy as it might seem.
We invest a great deal of time with and on behalf of our clients in building strong relationships with other property professionals and are very proud to say that we have introduced highly profitable relationships over the years.
We recently set up our own networking event – People in Property in Nottingham (PIPIN) – which has been so successful, our Lincoln version (PIPIL) will start in December. Our property lunch events across the Midlands are also flourishing.
We go to MIPIM every year and work hard in the months leading up to the annual visit to Cannes to arrange meetings with journalists and other potential contacts for our clients – and we host our own events too. Have a look at Liz’s tips on planning for 2018 if you’re thinking about making the trip.
Annie Brafield is a specialist in delivering strategic PR and content marketing campaigns for clients within the property and construction sectors. Contact Annie on 0115 8532110 or send Annie an email.