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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 relationssocial mediamarketingcontent developmentadvertisingspecial eventsbrandingradio promotions and more. Durée & Company clients include well-known names in businessfashionhospitalitytravelhealth and wellnesscannabis and hemppsychedelicstechnology and cryptocurrencymarine and yachtart and culturenonprofit organizationslegal 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; or Join the social conversation and follow Durée & Company on FacebookInstagramTwitterYouTube and LinkedIn at @DureeCoPR.


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