Rules to Succeed in Property Marketing


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Rules to Succeed in Property Marketing

  1. 1. A Guide by Property PR ConsultancyBeattie Communications
  2. 2.  There are fewer tactics and strategies more important than public relations. Property PR is critical to organisations and individuals across the industry dueto its unrivalled ability to drum up interest and drive sales of brands andproperties. It is crucial that all involved parties are trusted, informed and engaged. Organisations must issue regular communications to a targeted audience ofcurrent and potential buyers. Establishing a relationship over time will improvecredibility and trust between all parties, leading to an easier sales process. With property buyers far more restricted and cautious as a consequence of theglobal financial downturn, it is becoming more challenging than ever topromote and sell property. Buyers seek low risk guarantees from authoritative and reputableorganisations. When it comes to public relations there are a number of important tactics andstrategies one can undertake in order to best achieve success in a difficultproperty market.
  3. 3.  Journalists across all sectors are inundated withinformation and news stories every day. This is even more apparent in the property industry withnew listings and developments available and changing bythe hour. When seeking media coverage from a property story, it iscrucial that the story is newsworthy. Make sure that the story will be valued by the audience anddraw attention to your property or organisation. You need to come up with something new, different andexciting – a unique angle which will better promote yourproperty.
  4. 4.  Property is a far more visual product than others. Potential suitors often require substantial imagery toget a clear idea of the quality of the property inquestion. When it comes to PR, stories featuring quality highresolution images will take prominence over thosestories without. Always look to include as many relevant pictures aspossible when drawing up a press release.
  5. 5.  People like reading about other people. Stories about organisations are all well and good butcorporate firms are faceless. News stories are better received when they include apersonal case study. Giving your news story a name and a face can lead tofar greater exposure and audience engagement.
  6. 6.  It is important that you have an extensive contact list which youcan utilise easily. Having a contact you can reach easily and quickly can be thedifference in whether your story makes the news deadline or not. It is crucial that you identify the best contacts in the relevantorganisations. Make sure you target media whose readership/viewership sitswell with your target audience. This can be anything fromnewspapers, magazines to TV shows, online blogs and socialnetworking sites. Identify the most appropriate media and source contact detailsfor the editorial team. Be sure to keep your list up to date to reflect employmentchanges.
  7. 7.  The property world is finally catching up to the onlineand internet revolution. The vast majority of journalists source stories andinteract with individuals online, often via social mediasites like Twitter and LinkedIn. Not only is internet knowledge required fordistributing news stories but also in their creation. With online news sources more saturated than ever,ensuring your article is keyword friendly and containsappropriate links can lead to SEO and search enginebenefits.
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