Earlier, we published a three-part series on the role of public relations in real estate. In these articles, we learned that:
- Part 1: a winning campaign begins with a solid plan;
- Part 2: it also requires careful execution to maximize visibility and gain trust, and;
- Part 3: the campaign must involve crisis management to sustain a positive brand image and weather through PR disasters.
With all these strategies in mind, you should be well on your way to crafting a PR campaign with sustained results and be able to convey a brand message that puts your business in the right perspective.
Here are more ways by which real estate firms can use PR strategies to maintain trust and drive business growth.
5 PR Strategies for Real Estate Branding
When launching a PR campaign, it’s important to not just consider how well it does on launch day or during the campaign period, but even long after. We’re talking about momentum.
A successful campaign doesn’t only build hype about your business now. It ensures that the same positive public perception is maintained for years to come.
However, that doesn’t happen with one execution alone. It requires a sustained course of action that makes use of PR best practices and tactics in everyday business, as well as in dealings with stakeholders and clients, and even the media.
Here are five more ways you can energize your campaigns and make them effective tools for expanding your business.
Partner with Influencers and Content Creators
Looking to increase your brand’s visibility and relevance? Partner with a social media influencer or content creator to showcase the best features of your business.
This is a great way to tap into their influence, creating a buzz within their network, enhancing engagement, and generating leads.
Influencers are ideal for:
- Giving reviews. Strive for honesty in the reviews that you get from influencers, even when you’re paying them to put out content for you. Nowadays, authenticity is the name of the game, and unless people perceive a review as genuine, it’s good as no review at all.
- Property walkthroughs. Allow your properties to shine through property tours and walkthroughs. These are engaging videos that allow you to promote your properties and tap into the pull your influencers have over their following.
- Giving tips and advice. Work with influencers who are on-brand and convey a message that aligns with your brand. This way, you can use influencers to provide helpful tips and advice to people who are interested in your business.
Get Social Media Savvy
Your social media account should not count for nothing. They are incredible tools for generating leads and increasing brand awareness–as long as you don’t let them go dormant and instead use them to create a thriving online community.
This entails being in the know about different social media platforms, like Facebook, Twitter, Instagram, TikTok, and YouTube, where your market spends most of its time. It also involves knowing which platforms are great for what, and leveraging each according to that purpose.
For instance, YouTube is fantastic for long videos, which makes it the ideal platform for property walkthroughs, educational videos on home-owning tips, and the like. On the other hand, Facebook can be used for teasers and live videos.
Related: The Power of Social Media in Good PR
Engage Your Community
Having an online community is awesome, but being able to bring that same community out of the Internet and into the real world is even better.
Engaging your community through community management, by promoting shared values and getting together through similar interests, opens doors for nurturing relationships with stakeholders, clients, and your potential market.
It also helps in establishing credibility and a good reputation in the industry, both online and offline.
Related: Why Community Management is Vital
You can ensure participation by doing the following:
- Sponsoring community events
- Hosting industry-relevant seminars, conferences, and information drives
- Organizing community service or charity initiatives
- Getting involved in community programs
- Monitoring online conversations about your brand online and offline
- Responding to reviews, comments, and inquiries on your social media pages and website
Events like these are also a good way for firms to give back to society and show that they care about their market too, not just their bottom line. And that’s a great thing to have people know about your business. Ultimately, people like businesses that care.
Establish Thought Leadership
Not only do people appreciate businesses that take their market’s interests at heart, but they also are more inclined to believe experts in their field or key figures in the industry. That’s you. But you have to let people know that.
There are several ways to achieve thought leadership, including:
- Publishing opinion pieces in reputable publications. Choose your platforms wisely. They themselves lend credibility to the opinions that you put out, so make sure that they have a good reputation, are relevant in your field, and have a significant following.
- Writing blogs, how-to articles, and advice. The more you’re able to explain complex ideas and make them relatable to the everyday consumer, the more people will want to listen to you. The more you’ll also grow a reputation as an expert in your field.
- Providing industry analyses and forecasts. This one takes a real expert, and people understand that. Industry analyses and forecasts for a market that’s ever-fluctuating and being affected by a myriad of factors are immensely useful and effectively demonstrate your expertise.
Build Media Relations
Good PR is equal to good relationships with major players in the industry, and that includes media outlets and journalists. They are crucial to communicating your story within a context that allows people to better appreciate your contribution, as well as your company’s developments and achievements.
The number one key to building relationships with the media is providing newsworthy, helpful information together with a convincing pitch–regardless of whether you’ve worked with the same journalists before.
Media outlets are more concerned about newsworthiness than updates about your company. This means positioning yourself as a source of industry news, which connects to the meat of your press releases, will ensure that every story you pitch gets picked up by the right people.
Get a PR Agency On Board
Sounds like a lot of work, doesn’t it? That’s because it is. The good news is you don’t have to juggle growing your business and building a positive brand image.
A trusted PR agency can do all that for you. We’ve succeeded at putting businesses in front of their market and building a positive brand image using an integrated approach and personalized solutions.
Talk to us to find out how PR can grow your business too!