How do large property businesses get a disproportionate amount of press coverage?
A question, often asked by small real estate companies and firms of commercial property agents, is why their larger rivals receive such a disproportionate amount of press coverage?
Major property consultants and agency firms dominate the media landscape, receiving high levels of media coverage and exposure in the provincial markets, even when their teams might be based some distance from the properties that they are dealing with.
So why is this, and how can smaller firms compete with their larger rivals to raise their profiles in the market?
Gaining media exposure in the commercial property market.
The volume of transactions that these firms are involved in, and the high-profile nature of many of the properties they are instructed on, makes them a good source of stories and property data for the media and the truth is that the larger firms have the budgets to fund dedicated PR and communications teams (or can afford to hire PR consultants).
The truth is that the larger firms have the budgets to fund dedicated PR and communications teams (or can afford to hire PR consultants). Their full-time job is to raise the profile of the business and their clients through the organisation of events, marketing campaigns, social media activity and media relations. Such teams can often find themselves writing several news releases each week, that are then distributed to the press, published online or used as content on social media.
What is more, these communications teams will be experienced in writing in a style that journalists like and which they find easy to adapt to their publication’s style.
While PR professionals may have the advantage of an established network of relevant journalists, Realiser now makes it possible for even the smallest of commercial property businesses to produce news stories, and content, regarding the transactions that they are involved with, in a style that will be suitable for distribution to the press.
Realiser’s technology allows users to enter a few relevant points about a property transaction, pay a small fee, and then receive a news release regarding the property that can either be issued to the press, published on their website or used as content on social media platforms such as LinkedIn.
Once the news story has been drafted by our software and algorithms, it is checked and, if necessary, edited by an experienced PR professional, journalist or freelance writer before it is returned to the user, providing them with a professionally crafted press release that can be part of your marketing strategy at a fraction of the cost of a PR consultant or press officer.
What’s more, it’s a fast and efficient process that frees up your valuable time to go and do the next deal!