The Power of PR
Most independent estate agents in our area rely on local and online advertising only to promote their homes for sale. Yes, these are essential elements of the marketing mix, but buyers come from afar, not just locally, so properties need to be marketed nationally too, to ensure they are seen by as many people as possible.
In today’s market, Public Relations (PR) plays a vital role in helping us to achieve national exposure, yet its often left on the wayside by small estate agents. Understanding its value, we maximise every opportunity we can to secure multiple viewings and the best price for our sellers with our unique PR service, so that we can target the national press and their individual websites. Often mentioned in property articles within the likes of the Daily Telegraph, Evening Standard, Country Life and The Times, this widespread exposure ensures we are not just marketing homes on a local level, but targeting the lucrative London and International markets on a national level too.
Articles could be about the Bath property market, listed homes or an individual apartment steeped in history. Our PR consultant, who has worked for some of the world’s best property companies, chats with us regularly to find the good PR hooks of our apartments and our area. She also talks to key property journalists daily to find out what they are writing about as well as suggest ideas on behalf of The Apartment Company.
The results have been phenomenal. One of our homes on Walcot Parade for example has already been in The Guardian and the Daily Telegraph. In addition, a recent mention in The Times for a home on Henrietta Street led to several enquiries from London and overseas buyers. We then sold the apartment well in excess of the guide.
PR is such a powerful marketing tool, promoting apartments in a much more subtle way than advertising does. Unlike advertising it’s free, and it’s far more valuable to prospective buyers who value reading something which has been written by a journalist over a property advertisement composed by an estate agent.
As an independent estate agent, this additional service is very unique for our area and further enhances our marketing offering for our clients.
For more information about how we can help promote your home to the widest possible audience via PR, please do get in touch.
Recent PR Examples:
The Guardian Weekend - 22nd April 2017
The Times Bricks & Mortar - 24th February 2017
Evening Standard Homes & Property - 15th March 2017