New homes in new times – the role of PR in property development

With much of the UK property market now ‘open for business’, residential developers are making plans to grab the attention of buyers and investors once more.  So, if you are bringing a scheme to market over the coming months the role of PR will be key, here are a few pointers for your property marketing and PR campaign.

Know your audience…and their needs

The coronavirus pandemic has given us all food for thought in terms of where and how we live – whether it’s a flight to the suburbs, increased homeworking or a location nearer loved ones. Developers need to capture the mood of the market if they want their schemes to appeal and be sensitive to the evolving needs and concerns of buyers.

Create your assets

Selling off-plan can be tough gig.  How can you get a buyer to emotionally invest in a home which has not yet been built?  You need to think beyond the bricks and mortar.  To achieve this, create a portfolio of marketing assets that will help bring the vision of the scheme to life – images, video, first person accounts, guides to the location (from people who live there), show the environment, the people.   Having a variety of assets at your disposal means you can respond quickly to media requests and ensure outbound campaigns are varied and engaging.

Work the channels

Think about how your target audience consumes content.  Is your typical buyer likely to read a newspaper, browse online or use social media to research a new home?

While the national press continues to run weekly property supplements, the property pages of local and regional papers are very much in decline.  Consider supplementing traditional media relations campaigns with other content marketing tactics. A combination of owned content (blog articles, social media posts, video, newsletters) and earned content (influencer outreach, thought leadership, case studies) can give your property marketing campaign better reach and greater impact.

Power to the people

Your people are your greatest advocates.  Are you making the most of your own team’s connections, both on and offline?  Consider how you might encourage former or current customers to endorse you and your product.  Think of the circles you operate in – is your team involved in the community, sports clubs, social groups or clubs in and around your scheme?  Could they be incentivised to spread the word? Word of mouth is such a powerful marketing tool – a recommendation from a friend or colleague speaks volumes.


Here at AMBITIOUS PR we love working with property companies to amplify their brand message and reach new clients and customers. We work with the likes of Origin Workspace and Artisan Real Estate to global brands including CBRE. For a chat about how we can support your residential property launch, contact the AMBITIOUS team.

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