At Square One PR, we live and succeed by the motto that any angle being pitched to the media must offer something that’s for the better good of the community. It couldn’t be more applicable than when working with property developers.
Property developers face numerous public relations issues – it isn’t just about selling the land, although this is obviously the underlying objective of a good campaign plan.
The issue that property developers proactively need to address, is that people don’t just want to buy a block of land, they want to build a home in a safe and interactive community.
There are many ways to create a community and the most common PR practice is to hold family fun days. We’ve all seen them and been to them with their free jumping castles, facepainting and sausage sizzles.
Left to run at a basic level these ‘free days’ usually attract a heap of people chasing a freebie, who might not necessarily be from the estate, let alone the suburb and worst case, maybe not even interested in buying property.
The possibility to create a great outcome from these sorts of days is, as always, easy when you know how, especially with a bit more thought than the ‘standard’ freebie in the park day.
We always recommend the implementation of a lead generation tool, such as a competition where people are required to leave their phone number or email address or better still create a unique competition.
Ideas like these can also be included in the estate newsletter, which shouldn’t just be another sales pitch. Square One PR’s heavy experience in newsletter writing proves that newsletters that offer value to the community and interact with readers are the most successful. Ultimately, this gives developers the opportunity to embed a soft sales approach by profiling features, builders or promotions.
A unique competition or event idea also opens the scope to involve local schools or media, which is the next point.
A new land estate needs to be promoted as a place where children are safe and families are happy with a lifestyle of convenience.
Square One PR works directly with the client to identify any possible opportunities to highlight estate features of distinction, lifestyle factors and convenient or innovative living aspects. We use this information to work heavily with the local media by continually alerting them to new trends, identified through leads or sales feedback plus other stories of interest from new residents.
At the end of the day, people want to live somewhere they are proud of and we can help you build that image.
