property marketing agency

Property PR and marketing: 8 tips to build audiences

The construction industry is being heralded as the catalyst for our economic recovery; is it time to find your next property marketing agency in the UK?

Recent announcements by the Government have included a £7.1 billion national home building fund and a £100 billion infrastructure plan. There are commitments to building and upgrading public services such as schools and NHS. There is also the 2030 target of retrofitting all UK homes to be carbon neutral. 

Construction will stay top of the news agenda as key issues emerge – skills shortages, overtime, supply shortages, supply chain issues, sustainability. Using the right property marketing agency means you can join or keep track of these conversations. They will impact your reputation and perceptions of your brand whether you take part or not.

Let’s look at how you can make an impact. 

 

Take control of your marketing and PR

The construction industry faces unique challenges, without a doubt. You have comms needs and requirements with a wide scope, from maintaining dialogue with local councils to the UK government, suppliers, purchasers and of course the public. 

There’s plenty to plan out when getting started with your property PR and marketing:

Define who you are as a business. 

What is your unique selling point? Why are you different from your competitors?

Separate out each of the audiences you want to reach.

They will have different pain points and queries that you’ll need to answer.

Establish what they want to see and hear from you. 

Different audiences will have different expectations when it comes to the types of content they get from you. Make sure you deliver.

Create messages for each audience segment. 

Craft messages that really resonate with the audience segments. You want them to sit up and notice you. 

Optimise your website. 

Your website is much more than your shop window. Use it to get your content to the top of Google’s search results. 

Start blogging. 

There is wealth of knowledge in your company so share it in blog posts for your visitors. To gain even more visitors, use keywords so search engines can find the content and pull it up for relevant queries. 

Be visible on social media.

Social media is a great way to start and join in conversations. Share your content here and increase your brand’s visibility. There is an expectation you can be found on social channels so ensure you share your successes and stories here.

Get reviews.

You know you’re good at what you do and you have happy clients. Ask them to leave you reviews on platforms such as Google and Trustpilot and encourage visitors to trust you. 

 

Once you have the above nailed, then you can extend your PR and marketing activities to really make yourself seen and heard. From PR brand awareness campaigns to PPC ads, there’s plenty of cost effective measures you can take to really drive great ROI. 

Read on here for a deeper dive into how to master property marketing, and get content ideas here.

 

Measuring success

Check your efforts are driving ROI and use a tool such as Google Analytics to help you understand how you are performing. Are you driving leads? Where are the gaps in your audiences? 

Decide what your goals are before starting marketing activity and this will help you determine ROI. What’s important to you? It could be traffic to site, downloads of your material, visits to your pages and even the time spent on them. 

Key an eye on how your content and website is performing and don’t be afraid to change things if they don’t work. If your audience doesn’t like it, then try something else. Analytics can help you understand what it is they’re looking for. 

Your next steps with your marketing property agency

There’s plenty to consider and your property marketing agency can advise on the best steps for you. We can support you in building your corporate reputation and reaching your stakeholders whatever your goal. Or when needed, protecting your interests or being on call  in times of crisis. 

Drop us a line to book your strategy with us today, [email protected]

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