Leveraging Press Releases as a Marketing Tool in Real Estate Business

ESV Georgeline Duru,

Across businesses, of one the highly under-utilized marketing tools by brands is the use of press releases for products and brand promotions. Well well-written and well-positioned press statement from a business concern has the power to promote the brand in many ways.
For real estate businesses, leveraging press releases is one of the best things to do in distinguishing a real estate brand in a saturated market.  It will take regular media mentions across local and international media brands to stand out as a leading real estate firm in a competitive market structure as we have today.

A press release is a short and official written communication that is specific about an event, product launch, market entry, or brand anniversary. It is majorly tied to the media through a variety of channels. Press releases do not only serve as a marketing tool but also serves as a public relation mechanism for brand promotion and growth. For a real estate brand, a well-magnified press release for a product or service launch will not only keep the public informed about the firm or company, it will also help define a positive public image of the real estate firm.

Brand visibility is another reason why real estate firms should leverage press releases in positioning their firms.  The more press releases, the more media mentions, and the more media mentions, the more brand equity the firm attracts.  Taking advantage of products and services such as property development and other allied services is a tested strategy for boosting brand image including real estate brands.  In todays real estate market that is highly competitive, not leveraging the media for press releases is one way of being edged out in a crowded real estate ecosystem.  Taking advantage of newsworthy milestones and events to write and post press releases, leveraging both online and offline media channels is one of the best ways to market real estate brands, build public relations, and remain competitive. The short story must however be compelling to the target audience.

In big real estate entities, issuing press releases is a function of the marketing communications department of the company, and the media and public relations units are saddled with the responsibility of churning out press statements.  All real estate firms, including medium and small-size firms, can adopt these strategies in their brand promotion. In this era of social media, every forward-thinking real estate business should quickly leverage social media channels for brand promotion.

Unlike paid advertisements, press releases are relatively cheap and can be published on many media platforms which will position the real estate firm before the target audience. Its immediate exposure to an established audience is another major advantage of using press releases.  For instance, a press release about a real estate firm is likely to feature on the property page of a leading news media.

For an established real estate brand, regular and quality press releases about the product and services in the real estate ecosystem will definitely drive traffic on the website and other social media channels of the firm. Among many others, it also has major Search Engine Optimization (SEO) benefits. This means the real estate firm has the potential of being identified when potential clients are on the lookout for the kind of products and services being offered by the firm.

Press releases will remain a marketing and public relations tool across businesses, including real estate firms.  Irrespective of the size, location, and nature of the business, professionals in the real estate industry should leverage this in their brand promotion.

ESV Georgeline Duru, a registered Estate Surveyor and Valuer, and the Principal Consultant at Georgeline Duru Consulting, a leading Nigerian firm of Estate Surveyors and Valuers sent in this piece from Port-Harcourt.