Telling the same story, differently: How to tailor your property deal news for different platforms
When you’ve just closed a deal, the temptation is to write it up once, post it everywhere, and move on. Which is fair enough. The pace is fast, time’s limited, and the audience is often familiar. But while the deal itself doesn’t change, how you tell the story of that deal probably should.
A press release, a LinkedIn update, and a blog post aren’t the same thing. They serve different purposes and speak to different people. What works in one place can fall flat in another.
This isn’t about rewriting the whole thing from scratch every time. It’s about adapting what you already have to make it land better. And that’s where tools like Realiser come in. They help you create smart variations of your story quickly, without starting over.
Start with the story
The core of your message stays the same. A property has been let, acquired or sold. There’s a reason it matters, to you, to the client, or to the market. That’s your foundation.
Realiser helps you get that base story down quickly, pulling in the facts and shaping them into something clear and professional. From there, it’s about shaping it to fit where it’s going.
Press release: keep it clean, lead with the facts
Press releases are still the default format for deal news. They're formal, structured, and designed to be quoted. That means details come first, who’s involved, the size of the space, the price or rent if you can share it, and the location.
A line or two of context helps, but don’t go overboard. Journalists want the facts fast. If there’s a quote, it should add something, not just a placeholder about being pleased.
LinkedIn: loosen up, speak to people
On LinkedIn, you’re not trying to impress a reporter. You’re talking to your peers, potential clients, maybe even future collaborators.
Here, the tone can be more relaxed. You might focus less on the specs and more on the people behind the deal. Was it a long negotiation? A new client relationship? A complex brief you’re proud to have delivered?
A single paragraph, a photo, and a line about what it means for the area or the occupier is often enough to start a conversation.
Blog post: explore the context
If you’re publishing a blog on your own site, you’ve got a bit more space. So use it to say something bigger.
You might reflect on the wider trend the deal fits into. For example, increased demand for flexible workspace in a certain part of the city, or a shift in occupier priorities post-pandemic.
This doesn’t mean writing a full market report. But adding a layer of insight shows you're not just doing deals, you’re paying attention to what they represent.
Email updates: short and selective
Email needs to be sharp. Your contacts are scanning, not reading.
Pick out what’s most relevant to them. That could be the type of asset, the location, or the client. Use one or two lines, maybe a link to the fuller story on your website if they want more.
Consistency helps here. If people know your emails always offer useful, to-the-point updates, they’re more likely to open the next one.
One story, many uses
You don’t need five different writers or a full content team to make this work. You just need the base story, a clear sense of where it’s going, and a smart way to reshape it.
That’s what Realiser is built for. It gives you a structured starting point, and then lets you adapt it for the audiences that matter.
Because a good story deserves to be told well. Not just once, but wherever it counts.