Storytelling helps sell homes…

As part of the marketing mix, PR stands as an important pillar for business success and rather than being an afterthought, it requires time, strategic thought and a budget.

It’s more than just sharing sales information; PR creates a narrative, sets companies – and competition – apart, helping to establish a unique identity that will resonate with potential customers and audiences. While adverts deliver important messages, PR engages in storytelling, shares company values, and encourages discussion and debate that builds trust and forges genuine connections.

Property firms, agents and housebuilders have used PR to communicate new developments or property launches, sales updates, and promotional activities for many years.  Typically PR activities will align with marketing campaigns, intensifying around the launch of sales suites – or when there are a few remaining for sale. However, as the news landscape becomes more saturated and more challenging; compelling and well considered PR campaigns will help brands stand out.

Today’s fast-paced media landscape is busy, and online content floods the internet – meaning that standout PR campaigns are paramount. Furthermore, social media and networking means that interesting news is shared within seconds. Good PR not only builds reputation and shares what a company stands for but it  articulates the ‘why’ behind their endeavours. This ‘why’ factor significantly enhances brand visibility and engagement – and allows audiences to understand brand values.

Sharing the ‘why’ adds depth to your brand narrative – and builds trust. While it’s known that a new house is for sale with certain amenities and conveniences, what intrigues audiences is the backstory. For instance, highlighting that a development addresses the demand for first-time buyer homes due to the emergence of a significant firm or infrastructure project nearby adds context and helps creates a story. Perhaps the local area holds some historical significance – which can become part of the future story for a new homes development.

Moreover, storytelling should begin much earlier than the show home launch.  Buildings are interesting in their own right and PR can help share details of certain aspects of the construction process  – or indeed, the people building them. Whether it’s using low carbon materials, the installation of renewable energy source, or showcasing eco-friendly initiatives, this detail shows commitment to environmental impact but also enhances the appeal to environmentally-conscious homebuyers.

Beyond attracting media attention, sharing your ‘why’ is instrumental in shaping corporate reputation. While positive customer ratings are commendable, they might not necessarily capture media interest. However, illustrating how a company’s actions align with its values and contribute to societal or environmental causes can improve its reputation and encourage engagement among stakeholders.

In summary, effective and well considered PR goes beyond the surface level of promotional content. It reflects a company’s ethos, articulating its purpose, value, and impact on the local community and environment. By sharing the ‘why’, companies can forge meaningful connections with their audience, enhance brand perception, and stand out in a crowded media and property sales landscape.