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Four Reasons Why Commercial Real Estate Should Embrace Public Relations

By November 1, 2022March 21st, 2023No Comments

In real estate, it’s all about location, location, location. In the commercial real estate industry, the key to success also has a lot to do with “public relations, public relations, public relations.” As the commercial real estate industry continues to grow, it’s critical for those working in the field of commercial real estate to stand out before, during and after transactions to potential clients and investors.

At Fort Lauderdale and Aspen-based public relations agency Durée & Company, we offer our expertise to commercial real estate clients working in land acquisition, development, construction, project management, leasing and more. Our team knows how to build strategic public relations campaigns incorporating media relations, community relations, marketing, advertising, event planning, cross-promotional initiatives, and social media ― the tools needed to build a strong presence in the burgeoning commercial real estate industry.

Whether in charge of leasing, development, land acquisition or commercial real estate sales, here are four reasons why those market players in commercial real estate should utilize public relations (PR):

  1. A PR team knows how to create the right brand messaging. Determining the type of stories that the commercial real estate professional wants to be featured in and what they want to speak on is the first step that a PR team can secure. Whether it’s focusing on the commercial real estate professional’s expertise in a certain neighborhood within a large city, a specific industry trend that they can provide expert insight on, a property that is available, the launch of a new project, why they are deciding to develop in a certain area, or more, a PR team can assist in strengthening a brand identity by creating the right strategic narrative and key messaging for media.
  • Public relations brings awareness and recognition.
    • Finding the right story: A PR team knows how, where and when to pitch news about new project announcements, large closings, significant transactions, available leases for rental properties and even new tenant announcements ― leading to media coverage on the commercial real estate company, key executives or the project. It also knows how to work with commercial real estate brokerages on identifying trend stories that may range from the art of a deal and how a deal was put together plus other angles that the commercial real estate executive can speak on.
    • Social media presence: Being visible on social media keeps those in commercial real estate top of mind for potential new clients, acquisitions, financing, etc. It’s important to frequently post on social media (posting about award recognitions, new projects, financing and new listings is a great way to get attention), invite others to like and follow the pages, and always
    • Award opportunities: An integral component of an overall public relations strategy, award opportunities provide the chance to be recognized in publications, ceremonies and numerous others ― bolstering the commercial real estate company, executive or a project’s reputation in the industry and community.
  1. A PR team positions the commercial real estate leaders as expert sources for media. The right public relations team introduces those in commercial real estate to the right local, regional and national media, including trade publications. Plus, it offers commercial real estate leaders to speak on specific market trends, positioning the professional as a trusted media source. When writing a story, reporters often reach out to dependable PR contacts who they know can put them in touch with their clients/expert sources that will provide quotable insight to publish and be responsive to deadlines. PR teams know how to put those in commercial real estate in front of essential media outlets so they can be featured in the right places to key identified audiences that may lead to increased awareness for future business opportunities.
  2. Public relations efforts could bring new leads, clients and team members. As a result of the public relations agency’s efforts, potential new leads, clients and team members could become more familiar with the commercial real estate company through its active social media or news stories which the PR team secured. When reputable media outlets feature the company, its leaders, transactions or projects, it provides another layer of credibility and recognition, which could then lead to new business opportunities.

Whether it’s retail, industrial, hotel, multifamily, co-working spaces, medical & professional office spaces, the commercial real estate industry continues to grow exponentially. Do you want to be top of mind when potential clients are looking for reputable commercial real estate experts to work with? If so, contact us at Durée & Company. After all, if you have a great commercial property and location to market, but nobody knows about it ― what good is it doing you?

 

About Durée & Company

Durée & Company, Inc. is an award-winning, full-service public relations, marketing and special events firm founded in 1999. The firm has offices in Fort Lauderdale, Florida and Aspen, Colorado. Durée & Company serves the corporate, agency and nonprofit practice areas for local, national and international clients. Services include public relations, social media, marketing, content development, advertising, special events, branding, radio promotions and more. Durée & Company clients include well-known names in business, fashion, hospitality, travel, health and wellness, cannabis and hemp, psychedelics, technology and cryptocurrency, marine and yacht, art and culture, nonprofit organizations, legal and professional services and real estate. Durée & Company is a member of PR Boutiques International™ (PRBI), an international network of boutique PR firms. To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter, YouTube and LinkedIn at @DureeCoPR.

 

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Five Things That Need to be in Your Resume or Cover Letter

To paraphrase Jerry Maguire, help us help you. As we sift through the paperwork, here’s what we are looking for:

1. What you love to do and why.

In PR, you may love writing, editing, interviewing, pitching the media, researching, coordinating events, networking, posting to social media … whew! While we would love it if you had a passion for it all, we’d never believe you if you said as much.

What part of this zany, crazy, whirlwind, yet meticulous, tedious, detail-oriented, profession calls to you and why? Help us make the connection as to how PR is really for you, and call it your Professional Summary.

2. Something you did that changed something or someone else.

If you never showed up to your last job, what wouldn’t have happened? That’s right. Erase yourself. Now which clients disappeared with you? Which articles just fade away? What press releases cease to exist? How much social media did NOT get liked?

We are just meeting you. So take a moment to spell out your impact, and it will be easier for us to see what you can do for the clients of Durée & Company. Share this under your Job Responsibilities.

3. Anything you created.

Feeling humble? Well, stop it. This is the part where you brag. If you craft a delightful blog, master a mind-blowing website, shoot crazy video or direct wonderful events, show us.

Then tell us a bit of how you did it, so we trust that it was your brilliance and not the intern’s. Let’s dub this Your Portfolio.

4. An indication of why you belong here.

At PR firm Durée & Company, we have a culture. Really, all companies do. To learn about ours, do some legwork. At this point, if you’re on our blog, you are in the right spot to begin learning. Hate pink? Not good with women? Live in Kansas? Low energy? Then you might want to reconsider applying. However, if we resemble a group that you’d like to hang out with, share why. You can do that in the Cover Letter.

5. Correctly spelled words – all of them.

Do more than hit spell check. Know how to spell or ask someone to proofread. Correctly spelled words work everywhere, all the time. Consider them the Little Black Dresses of resumes.

So consider these five tips – we’ve just given you a “cheat sheet” about what we’re watching out for. Even if our position may not be for you, feel free to use our advice for another – it may just get you the job!