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The Top 4 PR Tactics for New Construction Real Estate

By March 19, 2019 No Comments

New construction is booming in South Florida, Aspen and throughout many other parts of the country. While creating a superior residential or commercial development is critical for sales, so is getting the word out before and during construction. After all, what good is an amazing construction project in a perfect location, if nobody knows about it?

At Fort Lauderdale and Aspen PR Agency Durée & Company, we have worked with some of the most reputable real estate developers throughout Florida including Miami, Fort Lauderdale, Boca Raton, Palm Beach, Orlando, as well as and Colorado to create buzz ― and ultimately sales ― for their new construction projects. With years of experience providing these developers with strategic PR services for new construction real estate, we are happy to share our top 4 public relations tactics for new real estate development projects:  

1. Write press releases to showcase milestones: To let media and the public know that your project is happening and moving forward, it is important to craft press releases for construction milestones like a groundbreaking or topping off. This is also important for sales milestones such as the launch of sales, opening a sales gallery, percentage sold, major record-breaking purchases, and more. Once the press release is drafted, you can pitch it to key media outlets (magazines, newspapers, online, etc.) and work with them to potentially publish a story. Once media outlets pick up your story, your news will be out to the public and your project will be top of mind for not only potential buyers, but also real estate brokers who may bring a buyer to your project or into your sales gallery.

2. Create unique media opportunities: Work with media and event coordinators to ensure that the developer and real estate agents are offered as expert sources to speak on panels and participate in other speaking opportunities. This way, they can make a name for themselves in the community, the public can become familiar with them and people will start to know and trust them. In addition, pitch developers and agents as expert sources to media, so reporters remember them as go-to sources when they need someone to comment on current trends, how they view the market, etc. Researching and submitting for award opportunities is also a great way to get additional exposure. Many real estate-focused media outlets have award opportunities for developer of the year, project of the year, best architecture, etc. Being selected as a finalist or winning in your category can help your resume and earn you some great recognition in the community. Plus, it provides a reason to publicize your win. You can write and distribute a press release for possible media coverage or even post on social media.

3. Be actively involved in events/sponsorships: Make sure that projects/companies are involved in community events and/or sponsorships. There could be potential buyers ― or friends of potential buyers ― at these events. It’s a great idea to have a table/booth at these events in order to have more personal conversations with the attendees who can place a name with a face instead of simply reading about the project/company. Be sure to carefully research the demographics of any events you plan to sponsor, so you can see if the attendees are of the same demographic you are trying to reach. You can also curate your own onsite events, such as influencer soirees, to bring awareness to the project. Sometimes something as simple as adding a theme to your open house events can generate more traffic. For example, a Sunday Brunch theme complete with mimosas could drum up interest and boost attendance. This allows you to create an experience that is fun and appeals to buyers. Also, when creating your own onsite events, make sure you keep your expected attendees in mind. Are you targeting real estate brokers, buyers or both? The run-of-show and how you plan the event could change depending on who you want to attend.

4. Utilize social media: Social media is critical to documenting progress. From Facebook Lives to Instagram Stories, social media keeps audiences updated about what the project looks like and how sales and construction are progressing. You can also use social media to post and highlight key points of interest that are near your project and help “sell” the location of your project. For example, popular restaurants, golf courses, performing arts centers, shopping malls, etc. are always of interest.

At Durée & Company, we incorporate media relations, marketing and advertising, event planning, cross-promotional initiatives, and social media to make our clients’ real estate projects say much more than “location, location, location” ― with buzz about why and how buyers should purchase a residence or buy/lease a commercial space.  

If you are searching for an experienced PR, marketing and special events firm that knows how to effectively and efficiently get the word out about your new construction real estate development, contact us at 954.723.9350 in Florida or at 970.452.2195 in Aspen.

About Durée & Company
Durée & Company, Inc. is an award-winning full-service public relations, marketing and special events firm with offices in Fort Lauderdale, Florida and Aspen, Colorado. The firm serves the corporate, agency and non-profit arenas for local, national and international clients focusing on public relations for real estatepublic relations for restaurantspublic relations for law firmspublic relations for charitiespublic relations for healthcare, and many more. Durée & Company services include Public RelationsSocial MediaMarketingAdvertisingSpecial Events, and Radio Promotions and Outreach.

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