Luxury consultant Chris Pollinger shares strategies around PR, marketing and events so you can harness the power of publicity to grow your real estate business.
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Effective publicity is not just the icing on the cake; it’s necessary. Your brand reputation and visibility can make or break a deal. Here are five strategies for leveraging publicity and growing your real estate business.
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1. Set clear PR goals and follow the plan
We work in luxury real estate, where every detail matters and setting precise public relations goals is crucial. Is your goal to increase your social media followers by 20% in the next six months? Maybe you’d like to be featured in a top real estate publication, e.g. Universal Building or Rob Report. Specific goals provide direction for your PR efforts and help measure success.
Use the RACE planning model (Research, Act, Communicate, Assess) to guide your PR strategy. Start by studying your audience’s preferences and media consumption habits. Develop a detailed action plan outlining the steps needed to achieve your goals. Communicate your message through a variety of channels to ensure consistency and relevance. Finally, regularly evaluate your efforts to refine your approach and maximize impact.
Imagine hosting an exclusive property tour for high net worth individuals. Your goal may be to generate media coverage and attract potential buyers. By following a structured PR plan, you can ensure that your event not only creates buzz but also positions your brand as a leader in luxury real estate.
2. Deliver a compelling brand narrative
In a competitive industry like real estate, standing out requires more than just showcasing stunning properties. It’s about telling stories that resonate with your audience. Journalists and clients alike are attracted to narratives that offer value and appeal.
Think about what makes your business unique. Maybe it’s the story of your journey from rags-to-riches to becoming a respected market leader. Or maybe it’s how you adapt to market changes by integrating cutting-edge technology tools. These stories aren’t just for promoting your brand; they’re designed to provide attention-grabbing insights and inspiration.
3. Leverage email marketing
In real estate, relationships are crucial and email marketing remains a powerful tool. Platforms such as mail chimpanzee Allowing you to create professional newsletters that keep your audience informed and engaged. Whether announcing a new launch, highlighting market trends or sharing professional milestones, email marketing can help position your brand as an authority in your industry.
Imagine the power of a stylish, well-designed newsletter with exclusive property listings, market insights and success stories landing in the inbox of your target perfect client. Every email is an opportunity to showcase your expertise and stay in direct communication with your audience.
Email marketing also provides valuable data on open rates, click-through rates, and subscriber engagement, allowing you to refine your content and strategy. By consistently delivering valuable and relevant messaging, you build trust and keep your brand top of mind for potential customers.
4. Sponsor related activities
In real estate, visibility in the right circles is crucial. Sponsored events can align your brand with local lifestyle and engage your target audience. Sponsorships not only increase brand awareness but also create opportunities for direct contact with potential customers and industry leaders.
Pre-event PR can amplify the impact of your sponsorship. Engage with reporters and influencers before the event to generate anticipation and coverage. Hosting an exclusive VIP reception or private tour during your event can further solidify your brand as a local real estate leader.
5. Build authentic relationships
In real estate, trust is crucial. Building genuine relationships with key stakeholders—journalists, industry executives, and influencers—can significantly improve your brand’s reputation and impact.
use LinkedIn Start by identifying the key players in your market and industry. Interact with them through social media, participate in the same activities, and provide insights or assistance that will help them fulfill their responsibilities. These relationships should be mutually beneficial and provide value to the people you contact.
By focusing on building real connections rather than transactional interactions, you can build a network of advocates who can amplify your brand message and increase its credibility. Likewise, maintaining good relationships with journalists can lead to more frequent and favorable media coverage.
Leveraging real estate advocacy requires a strategic approach, compelling stories, effective use of email marketing, targeted event engagement, and building authentic relationships. By implementing these strategies, you can enhance your brand, attract new clients, and achieve lasting success in the competitive real estate market.
In a world where every detail matters, let your PR efforts reflect the same level of sophistication and excellence that defines your business and the properties you represent. Your brand story is waiting to be told – make sure it’s worth sharing.
Chris BollingerFounder and Managing Partner RE luxury leader, a strategic advisor to elites in the luxury real estate industry. He is a consultant, national speaker, consultant and leadership coach. To learn more about their consulting, mentoring and counseling programs, visit REluxeLeaders.com
