Crafting a Resonant Brand Message in Commercial Real Estate | A Guide for CRE Firms

In an environment where every commercial real estate firm is vying for attention, a distinctive brand message does more than communicate — it connects, resonates, and distinguishes your firm as a leader committed to values that matter. This strategic alignment with your target audience’s values, alongside broader societal and industry standards, elevates your firm from a ubiquitous competitor in the CRE industry to a visionary leader championing the causes and values important to your community.

Let’s embark on a journey to refine and articulate a brand message that defines your firm’s identity and forges deeper connections with your audience, laying the foundation for lasting impact and success.

Core values as your foundation

The foundation of a resonant brand message lies in your CRE firm’s core values. These are not just corporate buzzwords but the principles that guide every aspect of your business operations, from client interactions to project selections and community engagements. Identifying these values requires introspection and a commitment to authenticity, ensuring that what you project externally reflects your internal ethos. Engaging with professionals specializing in brand strategy can provide the necessary perspective and expertise to distill these values into a coherent and impactful narrative, ensuring your message resonates with your audience and inspires trust and loyalty.

Effective messaging pillars

Achieving message clarity

Clarity in your brand message avoids jargon and clearly articulates your firm’s mission, vision, and value proposition in terms that your audience can immediately grasp. This clarity is crucial in a complex industry like CRE, where the details matter, and the stakes are high. Professional communicators excel in distilling complex concepts into clear, impactful messages that capture the essence of your brand and make it accessible to all.

Ensuring consistent communication

Consistency is the thread that weaves through every aspect of your brand messaging, ensuring that it always reflects your firm’s core values and identity no matter where or how your message is encountered. Achieving this level of consistency requires a strategic approach to content creation and distribution, which professionals in brand management and PR are uniquely equipped to provide. They understand how to harmonize messaging across diverse platforms and touchpoints, from your website and social media to press releases and internal communications, reinforcing your brand identity at every opportunity.

Fostering emotional connections

Connection with your audience includes building brand recognition and forging an emotional bond that transforms passive observers into active participants and advocates for your firm. This level of connection is achieved through messages that speak to your audience’s hopes, needs, and aspirations, crafted with empathy and insight. Content creators and storytellers specialize in finding the human angle in every story, creating narratives that engage, inform, and inspire, drawing your audience closer with every word.

Standing out in the market

Differentiation in the crowded CRE market highlights your firm’s uniqueness while demonstrating the alignment of your values with those of your clients and the community. This differentiation encompasses both the services offered and your work’s significant impact on the world around you. Professionals in strategic communication and branding can help you identify and articulate these unique selling points, crafting a brand message that sets you apart not just for what you do, but for why you do it and who you are as a company.

Message crafting techniques

 

Audience identification and understanding

Identifying your audience is a critical step in crafting your brand message. This isn’t just about demographics but understanding the deeper needs, challenges, and aspirations of those you aim to serve. Professional marketers and strategists use a combination of market research, data analysis, and psychological insights to build a comprehensive profile of your target audience, ensuring that your message is seen and felt.

Utilizing storytelling in messaging

The storytelling approach leverages the innate human love for stories to make your brand message memorable and engaging. Compelling storytelling in CRE connects your firm’s values, projects, and successes to the larger narrative of community development, innovation, and sustainability. Professional storytellers and content creators are adept at weaving these threads into a compelling narrative that highlights your firm’s role in shaping the future of real estate and the communities it serves.

Integrating values into your brand

Incorporating ESG and CSR into your brand message is increasingly non-negotiable in today’s market, where clients and investors demand transparency and commitment to sustainable, ethical practices. Articulating how your firm’s operations and projects contribute to environmental sustainability, social responsibility, and ethical governance can be complex. Professionals skilled in ESG and CSR communications can help you navigate this landscape, ensuring that your commitments in these areas are not just known but understood and appreciated, reinforcing your firm’s reputation as a responsible and forward-thinking leader in CRE.

Brand message communication strategies

 

Optimizing your digital footprint

Digital presence is a dynamic platform for storytelling, engagement, and brand building. In the digital realm, your website, social media profiles, and online content are the primary touchpoints for your audience’s interaction with your brand. Digital strategists and content experts specialize in optimizing these platforms to ensure that your brand message is consistent, clear, engaging, and interactive, providing a seamless user experience that enhances your brand’s appeal and reach.

Leveraging PR and media for amplification

PR and media strategies are essential for amplifying your brand message beyond your immediate network, bringing your narrative to a broader audience through targeted media placements, press releases, and public appearances. Navigating the media landscape requires a nuanced understanding of the channels and formats that best carry your message to the audiences you wish to reach. PR professionals bring a strategic eye to this process, identifying opportunities for visibility and engagement that align with your brand values and messaging goals, ensuring that your voice is heard loud and clear in the conversations that matter.

Aligning your team with your brand

Internal alignment is the final, critical piece of the puzzle, ensuring every team member, from leadership to frontline staff, understands and embodies your brand message in their daily work and interactions. This internal cohesion is vital for delivering a consistent and authentic brand experience to every client and stakeholder. Professionals in internal communications and organizational development can provide the tools and training necessary to embed your brand values and messaging into the fabric of your corporate culture, turning your entire team into brand ambassadors.

Evaluating your brand message’s impact

The objective test of a brand message lies in its impact — on your audience’s perceptions, your firm’s reputation, and your bottom line. Measuring this influence requires a strategic data collection and analysis approach, tracking engagement, sentiment, and behavior across multiple channels and touchpoints. Marketing analytics and brand strategy professionals are skilled in interpreting this data, providing actionable insights that can refine and strengthen your brand message over time, ensuring it continues to resonate and inspire.

Elevating your brand narrative

Crafting a brand message that resonates is a complex but rewarding challenge, requiring a deep understanding of your firm’s values, your audience’s needs, and the broader societal context in which you operate. In the competitive and shifting landscape of commercial real estate, the strategic advantage gained by partnering with professionals in PR, content creation, and thought leadership is the key to not just communicating your brand message but living it — building lasting connections, inspiring action, and achieving success on a foundation of shared values and vision.

As you look to the future, consider the depth of impact that professional expertise can bring to your brand narrative, elevating your firm to new heights of influence and achievement in the commercial real estate community.

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Don't Trust Your CRE Public Relations Content (or Your Brand) to AI

As digital advancements redefine boundaries, artificial intelligence (AI) is taking ground in various sectors, including the commercial real estate industry. While AI offers groundbreaking tools for data analysis and operational efficiency, entrusting it with your public-facing content is a significant risk to your brand, operations, and revenue.

This article digs deeper into why the human element remains indispensable in CRE public relations and copywriting despite the appeal of technological convenience.

The essence of human connection in CRE

In commercial real estate, organizational growth potential lies in developing long-term connections and making well-considered strategic decisions — rather than solely focusing on completing transactions. Human-crafted content brings emotional intelligence, empathy, and an understanding of human needs that AI cannot fully grasp.

Additionally, prospective investors, tenants, and partners look for assurance and a personal touch in communications, a nuance crucial in a sector where stakes and investments are substantial. The emotional undertones in human-written copy can be the deciding factor in building trust and credibility within the CRE community.

Grasping context and nuance

AI, for all its sophistication, often misses the mark when it comes to context and nuance, particularly in intricate or sensitive scenarios characteristic of CRE dealings. Whether it’s navigating the complexities of lease negotiations or presenting investment opportunities, the tone and subtlety of the message matter. Human writers are adept at interpreting these nuances, ensuring the content aligns with the audience’s expectations and speaks to their specific concerns and aspirations — providing a sense of security that algorithms cannot replicate.

Crafting a unique brand identity and voice

A distinct and consistent brand voice is vital in distinguishing your CRE firm in a competitive landscape. AI-generated content might deliver efficiency but fails to convey the unique personality and creative flair essential for reflecting a brand’s true identity. Human copywriters can intricately craft content that embodies the brand’s values, mission, and audience persona, creating a compelling voice that AI tools cannot mimic.

Navigating ethical considerations and accountability

AI-generated content opens a set of ethical concerns, including the accuracy of information and potential misinformation. In CRE, where data accuracy and adherence to ethical standards are paramount, human oversight becomes non-negotiable. Commercial real estate professionals must uphold regulatory compliance, legal accuracy, and ethical conduct — areas where AI’s lack of knowledge, experience, and judgment could lead to detrimental outcomes for a brand’s integrity and client trust.

Embracing adaptability and creativity

The dynamic nature of the CRE market demands content that can pivot with evolving trends, market sentiments, and client needs. AI can process data and generate predictive content but lacks the creative spark and adaptability of human intellect. Human creativity fosters innovative approaches and unique solutions, engaging clients and stakeholders in ways AI cannot foresee or embody.

A tool rather than a crutch

Incorporating AI as a tool in your CRE marketing strategy can enhance efficiency and offer insightful analytics. Yet, it should not overshadow the indispensable role of human creativity, insight, and emotional intelligence in content creation.

The appropriate balance of AI’s analytical prowess and human empathy ensures that your CRE brand communicates effectively, fosters meaningful relationships, and distinguishes itself in a saturated market.

Emphasizing the human touch in your public-facing content, you ensure your messaging reaches and resonates with your audience, reinforcing your position as a leader in the commercial real estate sector.

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Written-Word-and-PR

Successful marketing strategies for commercial real estate firms increasingly rely on the dual powerhouses of the written word and public relations. In a digital landscape where presence and perception govern success, these elements stand out as vital for differentiating CRE firms, building trust, and establishing a strong brand presence. Let’s dig into why these tools are beneficial and essential for CRE success.

The power of the written word

The written word is the backbone of effective communication in the CRE industry. Through well-crafted content, firms articulate their value proposition and engage their audience.

 

  1. Establishing authority and expertise

Expertise is a significant currency in the CRE market. Clients gravitate towards firms that not only demonstrate a comprehensive understanding of the market but can also forecast trends and provide actionable insights.

Regularly publishing content highlighting a firm’s knowledge and insights on industry dynamics, regulatory changes, and investment opportunities establishes its authority. When backed by data and analysis, this content reinforces the firm’s expertise and fosters trust among potential clients and partners.

 

  1. Enhancing visibility and SEO

In today’s digital age, a firm’s online presence is crucial. The strategic use of SEO techniques in content creation can catapult a CRE firm to the top of search engine results, significantly increasing its visibility to potential clients.

Ventures attract a larger audience by incorporating industry-specific keywords, engaging titles, and valuable insights into their content. This improves website traffic and enhances engagement with potential clients, setting the stage for lead conversion and business growth.

 

  1. Telling a compelling brand story

A compelling brand story is at the heart of effective marketing. Through blogs, case studies, and social media content, CRE firms can share their journey, values, and vision. This narrative approach humanizes the brand, making it more relatable and memorable to clients.

By weaving their ethos and achievements into their content, firms can differentiate themselves in a crowded market, creating a distinct brand identity that resonates with their target audience.

The role of public relations

Public relations is more than media management — it involves shaping perceptions and building a positive brand image through strategic communication.

 

  1. Building and managing reputation

A sterling reputation is invaluable in the CRE industry. Firms craft a public image that reflects their integrity, professionalism, and success through strategic PR efforts. This involves showcasing achievements and milestones and engaging in community and industry initiatives that reflect the company’s values.

By managing how they are perceived publicly, CRE enterprises build a foundation of trust and credibility, which is essential for attracting clients and partners.

 

  1. Networking and relationship-building

The value of networking in the CRE industry is immense. PR opens doors to building relationships with key media contacts, industry influencers, and potential clients. Through events, press releases, and social engagement, firms can amplify their achievements, share their insights, and position themselves as leaders in the field.

These connections are not just avenues for publicity but are also critical for fostering partnerships, exploring new opportunities, and driving business development.

 

  1. Crisis management

No industry is immune to challenges, and how a firm responds to crises can significantly impact its reputation. Effective PR strategies equip CRE companies with the tools to manage adverse situations gracefully and transparently.

Whether addressing client concerns, navigating market downturns, or responding to unforeseen events, a well-crafted PR response can mitigate reputational damage and reassure stakeholders of the firm’s resilience and commitment to excellence.

Synergy for success

Integrating written content with public relations creates a powerful synergy, amplifying a firm’s ability to communicate effectively, engage with its target audience, and build a robust online presence. This holistic approach ensures that every piece of content and every PR activity is aligned with the organization’s strategic objectives, maximizing impact.

A vision for the future

Looking ahead, integrating compelling written content and strategic public relations is the cornerstone of success in commercial real estate. As we navigate an increasingly digital world, these tools offer more than just a competitive edge — they provide a pathway to building enduring relationships, establishing unquestionable authority, and crafting a legacy that transcends the conventional boundaries of the market.

Embracing these strategies, CRE firms position themselves for immediate success, sustainable growth, and influence in an ever-evolving industry. The future belongs to those who communicate effectively, connect authentically, and engage strategically. In commercial real estate, where every transaction begins with trust, the written word and public relations are the keys to unlocking unparalleled success.

 

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Building Lasting Influence: The Long-Term Journey of Thought Leadership and Public Relations

Thought leadership and public relations are integral components of a successful marketing strategy, especially in industries like commercial real estate, where trust and expertise are paramount. Unlike traditional advertising or short-term marketing campaigns, thought leadership and PR represent a commitment to long-term growth and brand building. Let’s explore why these strategies are not overnight ventures but enduring pursuits requiring patience, consistency, and strategic planning.

The nature of thought leadership

Thought leadership is an approach where a company or individual is recognized as an authority in their field, influencing others with innovative ideas, insightful commentary, and leading-edge knowledge. It’s about being at the forefront of your industry, shaping discussions, and being the go-to source for insights and solutions. This status cannot be achieved overnight. It demands a deep understanding of the industry, continuous learning, and the ability to foresee and comment on trends and changes.

Building Credibility Takes Time

Establishing yourself and your company as thought leaders is a gradual process. It involves consistently producing high-quality, insightful content that addresses current issues and future trends, and provides unique perspectives. Thought leadership content can include media features, contributor articles, blog posts, white papers, speaking engagements, social media content, email, and more. The key is to offer value that goes beyond the promotion of products or services.

Developing a Robust Network

Thought leadership also involves networking and relationship building. Engaging with other industry leaders, participating in panel discussions, and attending industry events are crucial. These activities foster relationships that amplify your message and establish your authority in the field.

The evolution of public relations

Public relations in the digital age has evolved far beyond traditional press releases and media relations. Today, PR encompasses a broader scope of activities to build and maintain a positive public image and foster relationships with various stakeholders, including customers, partners, employees, and the media.

Long-Term Reputation Management

PR is about managing your brand’s reputation over the long term. It involves strategic communication that aligns with your brand’s values, vision, and mission. Crisis management, an integral part of PR, exemplifies this well. Handling a crisis effectively can enhance a brand’s reputation but requires pre-established trust and credibility.

Building and Nurturing Relationships

Effective PR is rooted in building lasting relationships with media representatives, influencers, and the public. This ongoing process involves regular engagement, providing relevant information, and being responsive to feedback. This also includes managing online presence and engaging with audiences on social media platforms in today’s digital world.

Integrating thought leadership with PR

Integrating thought leadership with PR is a strategic move. When a company’s executives or representatives share expert opinions, offer insights on industry trends, or provide solutions to pressing issues, they enhance their reputation as thought leaders and contribute positively to the company’s PR efforts.

Enhanced Media Opportunities

Media outlets are more likely to feature a company known for its thought leadership. This can lead to increased visibility and opportunities for further brand building.

Greater Trust and Loyalty

Audiences tend to trust brands that offer genuine, valuable insights without overt self-promotion. This trust translates into loyalty and can significantly impact consumer decisions, especially in sectors like commercial real estate, where investments are substantial.

Tangible rewards and growth

Thought leadership and public relations are inherently long-term strategies. They require a commitment to continuous learning, consistent engagement with audiences, and a strategic approach to content and communication. In industries where credibility and trust are crucial, such as commercial real estate, integrating thought leadership and PR can distinguish a company as a trusted authority, fostering long-term success and sustainability. The journey isn’t brief or easy, but the rewards in terms of brand reputation, customer loyalty, and industry respect are well worth the effort.

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Sustaining Growth During Economic Uncertainty in Commercial Real Estate with Public Relations

In the challenging landscape of economic uncertainty, every sector feels the impact, and commercial real estate is no exception. Yet, with a robust public relations (PR) strategy, commercial real estate firms can navigate these turbulent times. PR is an essential part of preserving trust, demonstrating the continued value of your offerings, and enhancing your reputation in the industry.

This comprehensive guide will delve into the indispensable role of commercial real estate public relations during challenging economic conditions and explore essential strategies for success.

Emphasizing Value Amid Economic Uncertainty

During an economic downturn, investors often become more cautious and selective, scrutinizing their investments carefully. It’s in these critical moments that your commercial real estate public relations strategy needs to take center stage, offering clear and consistent communication that amplifies the inherent and enduring value of your enterprise and assets.

In the complex world of commercial real estate, the concept of value extends beyond the simple metrics of ROI and NOI. Value encompasses the experiential component of the stakeholder’s involvement, how well you align in terms of corporate culture, how you support the industry and community, and the knowledge and insights you provide. Each press release, social media post, or investor communication should reinforce these dimensions of value, offering powerful reassurances about the resilience and potential of your venture.

The channels of communication you employ should resound with the story of your enterprise’s enduring value. Whether it’s newsletters, press releases, investor briefings, or social media posts — every touchpoint should echo this core message. And in an age where storytelling reigns supreme, the narratives you weave can make your value proposition not only digestible but also highly engaging and convincing. It’s about painting a vivid picture of each offering’s potential, its place in the community, anticipated growth trajectory, and unique selling points that set it apart in the market.

Leveraging Media Relations and Thought Leadership

Economic uncertainty triggers a thirst for insights and understanding. Stakeholders, potential investors, and media outlets are constantly seeking expert analysis and interpretations about the commercial real estate market’s state and its future. This scenario presents an opportunity for commercial real estate firms to step up and meet this demand.

By harnessing media relations and establishing your firm as a thought leader in the industry, you can feed this demand for information while simultaneously boosting your brand visibility. Initiate proactive engagements with journalists and offer expert commentary on market trends, property valuations, and the wider economic impact on commercial real estate.

Regularly publishing contributor articles and blog posts that provide insights, predictions, and advice about the market can also reinforce your firm’s status as an industry authority. It’s about creating a dialogue around the challenges and opportunities the current market presents and offering guidance based on your firm’s experience and expertise.

Moreover, don’t hesitate to showcase examples from past economic downturns where your firm successfully navigated the challenges. These real-life narratives can serve as powerful testimonials of your firm’s resilience, strategic prowess, and industry expertise, helping to bolster confidence among your stakeholders.

Building and Nurturing Relationships

Economic uncertainty can often spark apprehension among stakeholders. Their concerns about the market’s stability and their investments’ performance are entirely valid, and addressing these concerns should be a key component of your commercial real estate public relations strategy.

Proactive and transparent communication becomes crucial during these uncertain times. Regular updates on market conditions, changes in enterprise and property value, and strategic adjustments your firm is making can go a long way in keeping stakeholders informed and engaged. These updates can be shared through various channels – newsletters, social media updates, webinars, or even one-on-one calls. The objective is to maintain an open dialogue with your stakeholders and address their concerns in real time.

The importance of nurturing relationships within local communities should not be understated either. Demonstrating that your firm is genuinely invested in the well-being of the community can foster a positive image and public support. This could involve participating in local initiatives, sharing updates on how your projects are contributing to the local economy, or even volunteering in community improvement projects. A firm that is seen as a community partner, rather than just a commercial entity, is likely to earn a better reputation and stronger public support.

Demonstrating Commitment

While economic uncertainty does present significant challenges, it is far from an insurmountable obstacle for commercial real estate firms. A solid, well-executed public relations strategy can help your firm navigate these challenging times, preserving its reputation and ensuring continued relevance in the market. By emphasizing the enduring value of your company, brand, and/or properties, leveraging media relations to establish thought leadership, and nurturing strong relationships with stakeholders and the local community, your firm can demonstrate resilience, adaptability, and a commitment to its stakeholders.

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PR for Investor Relations

Learn how PR supports investor relations. Find the insights of our CEO and Creative Director in this expert panel on the subject.

Click here to read the article

 

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How to write a commercial real estate pr pitch

Successful pitching in commercial real estate public relations is a function of two fundamental things: creating value and telling a story. We all appreciate useful information and get drawn into a compelling storyline. Journalists scan for these two components when they receive your pitch. This only takes a few seconds, and if you haven’t communicated these effectively upfront, it’s game over.

In launching or growing your business, given the substantial cost of paid media (conventional advertising), getting earned media (public relations) is crucial to your ability to scale while keeping your marketing budget manageable.

Let’s go over what’s most valuable to journalists and their audiences and how to communicate your insights and story in a way that drives results.

What journalists and the audience want to know

If you’ve communicated with a CRE journalist, you know they have clear expectations and standards regarding the types of stories they will consider. They’ll mince no words in expressing exactly how they feel about what you’re pitching — or you just won’t hear back.

So, what are journalists looking for?

Stories that create value for their audience, i.e., provide insights, inspiration, and takeaways (actionable advice).

Here are some of the high-value topics of interest in commercial real estate media:

  • Statistics (primary research)
  • Market outlooks/projections
  • New technologies and business models
  • Mergers and acquisitions
  • Hiring announcements
  • Transactional news
  • Product releases
  • Market trends
  • Capital raises

When considering a potential story, ask: “What could a reader do with this information?”

If it can help them identify opportunities in the marketplace, avoid risk, get inspired, or anything else fruitful, you likely have something worth sharing with the media and audience. If you’re unsure if the story idea is viable but have a relationship with a journalist, you can leverage that connection to gather feedback on your idea. The journalist may even appreciate you asking for their thoughts and giving them first access to the story.

Before you send a pitch, know the journalist’s interests and what beat they cover; only pitch stories relevant to their publication and followers. With most publications’ websites, you’ll find a search bar where you can punch in a journalist’s name and browse all the articles they’ve written — Google search also works.

Gathering the facts and how to present them

Once you have a viable angle in mind, you need to present it in a manner that immediately captures the attention of journalists.

Get to the heart of the matter right away by addressing the FACTS. Opinions and feelings have a place in an authentic story, but what’s most critical are the factual details — the subjective is the icing on the cake of truth and reason.

Hook the journalist with a headline and first paragraph that address the 5Ws:

  • Who:
    • is involved (stakeholder organizations and individuals)?
    • is it relevant to or would be interested?
    • does it impact or benefit?
  • What:
    • is being announced?
    • is the past or planned outcome?
    • are the details?
  • When:
    • did or will it start/finish?
    • was the idea conceived?
    • will the impact be felt?
  • Where:
    • is it happening?
    • did it start or originate?
    • will it have an influence?
  • Why:
    • is it important to the audience?
    • will it support the industry/consumers/society?
    • did the company or individual launch this initiative?
    • are the stakeholders excited about it?

Start with a blank document and set up bullets like these. Plan a discovery call with your team and any involved stakeholders and talk through these points until you feel confident you’ve gathered all the facts and context for the story. And to make it easy to prepare executive quotes to include in the release, record the meeting and pull from the conversation.

The result will be a substantive press release covering everything a journalist would want to know to make a quick decision to respond to your pitch and request an interview. This is how CREC starts the discovery process for every release — it works!

When sending out a pitch, you can either present it as a formal press release or write it up like a genuine email directly to the journalist. If your announcement is relevant nationally, you’ll want to prepare a press release and publish it to a leading newswire service (Cision). In addition to putting it on the wire, paste the copy of your press release into the footer of a friendly personal email and send it to the journalists you know who, based on your research, write about the subject.

For releases primarily of interest regionally, a personalized, informal email is ideal. Include all the facts and the story in the body of the email, preceded by a gentle, rapport-building introduction. Follow the details with a low-pressure call-to-action to request more information and schedule a conversation. It’s okay to make the tone softer and less journalistic than a traditional press release but stay objective.

Should you follow up by phone?

If you know you’re sending the pitch to a journalist that would care about the story, it’s acceptable to follow up with a phone call to check if they’ve received your email and can provide any feedback. If you already have a relationship with the journalist, you should certainly give them a ring — it helps build rapport and might save your email from the junk folder.

Telling a story and what not to do

Whatever you pitch and however you put it out there, it needs to be framed in a narrative. While the facts are the priority, the story puts the announcement in context and helps the reader relate. The storyline allows the audience to understand how things got to where they are and how the information fits into the broader framework of industry, society, and life.

Telling a story can sound challenging; however, it’s relatively straightforward in commercial real estate PR. Using the facts and story points you pulled together in the 5Ws exercise, you can assemble a narrative that commences with all the key facts.

Then, in the body of the release, elaborate on how the announcement developed, who was involved, what role they played, what outcome occurred (or will), and why it’s relevant to internal and external stakeholders (including industry and community). Reach out to CREC for examples of what this looks like.

Finally, let’s talk about what not to do in your pitch — these will save you:

  • Don’t be self-serving or promotional.
  • Report the facts and don’t use a persuasive style.
  • Take a journalistic tone.
  • Keep it in 3rd person — No ‘I/You/We.’
  • Avoid adjectives and adverbs, i.e., don’t dress it up.
  • Convey opinions and feelings in quotes from the executives (no more than 2-3).

Stories that give

Thinking like a journalist and anticipating readers’ interests will get your story out there. In commercial real estate, like most industries, what’s most interesting are stories that ‘Give.’ When you provide the audience with something that inspires, informs, or equips them to do something that leads to growth, journalists will quickly respond to your pitches and be happy to write articles that feature your company and executives.

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Commercial Real Estate Press Release

Join Kirky, CEO and Creative Director of Creative Real Estate Copy, as he shares 7 quick tips to help you get more out of your press release writing and PR efforts.

Share your press release tips and questions in the comments.

#PublicRelations #PressRelease #PRwriting #CommercialRealEstate

 

[00:00:00] Let’s talk about seven quick tips to improve the response rate and the ROI of your press releases:

Here’s #7: Always include a call-to-action. It can be something simple: “for more information visit:” or “to download our white paper:” or “to request the event details:”

You can also subtly weave in your CTA throughout your press release, without being too explicit and promotional.

[00:00:18]#6. Distribute directly to journalists, targeted journalists in your industry, and also on the newswire. This is going to get you maximum exposure, it’s going to put it in front of targeted journalists, media and your audience, and it’s also going to get you the SEO benefits by putting your press release all over the internet.

It’s going to generate traffic and a track record that your audience and your prospect group will see over time.

[00:00:39]#5. Optimize your press releases and your contributor articles for SEO. What this is going to do, it’s going to help ensure that your audience actually finds your press releases and that journalists, when they’re searching for this type of news, that it’ll show up, and that for users and journalists, it’ll be easier for them to read.

SEO optimization has two benefits: it’s not only the technical, practical benefit of generating more traffic, it’s also that it makes the material easier to consume. When you follow SEO principles, it makes your message clearer, it forces you to, or it prompts you to, make sure that your headings, your titles and that your body is well laid out and that it includes those keywords that immediately grab attention and make it really clear what your topic is about and what the significance is.

[00:01:16]#4. Avoid a promotional tone: keep it journalistic. Nobody wants to hear pitches, and this is true in media as well. It has to be about creating value and telling a story that your audience and that your industry is going to be interested in, and journalists are going to recognize that.

[00:01:29] #3. Focus on economic, social, regulatory, environmental insights. You got to show the context of what you’re talking about and why your message is important. Although it may be important to you that you hired a new staff member or that you’re expanding into a new market, the public is really not going to be that interested.

Somebody may pick up on that, but if you can tie in the relevance: why it’s important, what’s the reason for the growth, what will be the impact? How does it tie into the environment? Are there benefits? Will it help people? Will it help the local economy? So, keep those things in mind and don’t put all the attention on yourself.

[00:02:00] #2. Always address the 5Ws upfront, get those out of the way. Let the audience know What it is you’re talking about, Who it’s about, Where it’s at, When, and most importantly: the Why. So, get right to the important stuff and then address the details in the body of your press release.

[00:02:13]And #1. Utilize PR and writing specialists that know your industry and that understand what journalists and the audience are looking for, what language appeals to them, and how to deliver the results you’re looking for.

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Value-Add Inbound Content for Brand Positioning in the Real Estate Industry

What does your brand represent?

A brand embodies your values and attitudes toward your product and customers – and your prospects’ perceptions.

Your approach to marketing positions your brand as a provider of knowledge, value, and solutions – and has a direct bearing on your ability to attract and convert prospects to clients.

Let’s get into the ‘whys’ and ‘hows’ of improving your brand position through compelling inbound content for your marketing channels in the real estate industry.

Why Inbound Content for the Real Estate Industry?

While there are many ways to connect with your target market, inbound marketing is the most effective and does the most to support your credibility – and generate value.

If your brand were real property, inbound marketing and thought leadership would be your value-add strategies to enhance amenities, optimize expenses, and drive NOI.

Traditional outbound methods such as broadcast, print, cold email, and pay-per-click (conventional by current inbound best practices) may get your message to the public; however, they don’t provide your ideal prospects with substance. Outbound marketing provides linear (and often diminishing returns), while inbound strategies are logarithmic in generating increasing returns.

Inbound strategies bring the leads to you and uniquely position you as a credible provider. Outbound strategies convey neediness that doesn’t command the respect of prospects and doesn’t prompt them to contact you in appreciation of your insights.

For lean marketers (I’m not talking about your figure) – which is everyone in the current market – inbound content marketing is far less expensive. Though a sophisticated, credible piece of content, such as a whitepaper or contributor article, may require time and expense, it provides a one-time expenditure with continuous and increasing returns (with consistent promotion to your web and social channels supported by video).

Effective Real Estate Brand Positioning via TL

The essence of effective brand positioning is thought leadership (TL) via the inbound channels your prospects frequent.

‘Thought Leadership’ is an oft bandied about catchword; however, it’s an aptly named strategy that builds brand value and status through the most valuable asset – knowledge. TL also projects authenticity and transparency – 94% of consumers are loyal to companies with transparent practices, and 91% prefer authentic brands.

While many perceive competition as intense in the real estate and related industries, it’s relatively straightforward to differentiate yourself through TL and inbound content marketing. Surprisingly, the majority of firms are not utilizing these tools or implementing them consistently.

Your competitors may have similar products, services, and solutions that are viable substitutes for your offering; however, they don’t have your unique personal and collective knowledge. Besides, competing firms are likely not leveraging their insights as effectively as you are or will.

Knowledge, above innovative features and benefits, is your intrinsic differentiator and driver of value in a competitive marketplace. Incidentally, 75% of decision-makers attribute their final choice to sign with a company based on the substance of the vendor’s TL, while 70% determine your ability to deliver primarily based on your insights.

Inbound Content Opportunities

What are the most effective inbound content strategies for real estate executives and their enterprises?

The key to effective content that appeals to prospects and investors is offering answers and solutions to the questions and dilemmas they are facing.

For instance, if you’re offering a SaaS solution to help commercial property owners and asset managers track and interpret large volumes of contract data across a portfolio, you can provide content that answers questions such as:

  • How does it simplify operations?
  • How will it help me provide enhanced value to my clients?
  • How does it reduce expenses?
  • How is the software implemented?
  • What type of equipment do I need?
  • Does the service run entirely in the cloud?
  • Are there self-hosting options for greater security and control?
  • Is the solution sustainable in economic, operational, and environmental terms?

Knowing that prospects are seeking answers, what are the best opportunities to connect with high-level prospects – decision-makers – in the real estate industry?

The most popular and highest-value content forms include:

  • Podcast
  • Blog posts
  • Contributor articles
  • Whitepapers
  • Informative and inspiring social videos
  • Live streaming video on LinkedIn, FB, and Instagram

 

These inbound content forms yield not only leads directly, but also additional media opportunities, including invites for guest/contributor spots on podcasts, blogs, and high domain authority (DA) industry publications.

What are the best channels to distribute your inbound content?

  • Your corporate website
  • LinkedIn (B2B)
  • Facebook and Instagram (B2C)
  • Podcast platforms
  • YouTube, Vimeo
  • High DA publications (Forbes, VentureBeat, Inc, Entrepreneur, etc.)

 

How do you leverage these channels to generate leads?

  • Supporting your content with video
  • Tagging of people, companies, and groups
  • Sharing to groups and pages
  • Partnering with competitors and affiliated firms
  • Paid or ‘boosted’ posts

 

Putting it into Action

How do you get started?

These strategies can be overwhelming to consider, but taking the first step is simple:

  1. Create an outline of your ideal prospects’ demographic and psychographic profile, needs, desires, and the questions they’re asking.
  2. Research what channels and platforms they’re most active on and engage with them to understand their questions and language.
  3. Create a content map of all the insights you can share and leverage this to create topic ideas – incorporate SEO research for relevance.
  4. Start writing consistent content or enlist the help of content professionals.
  5. Publish your content, support with video and imagery, and engage with your audience to build your following.

Have more questions? Please leave a comment or contact us directly.

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Sustaining Growth in the Real Estate Industry Despite Recession

If we weren’t certain before about an impending recession, we’re all pretty sure that it’s here now. The COVID-19 crisis and Congress’s response with the prompt passage of the CARES Act have quasi-officially welcomed the recession.

What does the recession mean for continued growth in the real estate industry?

It’s time for a renewed commitment to our marketing.

My intention with this statement is not self-serving. As a marketing firm, we too, make sure that consistent and thoughtful marketing is even more a priority than usual.

Rather than drawing back the budget to ‘conserve,’ we need to generate consistent, quality thought leadership and public relations content to keep our message prominent in the minds of ideal prospects and our stakeholders.

Let’s talk about some of the critical considerations for growth in a down market.

 

Volatile Demand

We can assume that a recession will mean fewer prospects and reduced conversions, though this may not be the case for every niche.

As we proceed, we’ll find a greater share of motivated commercial and residential sellers due to falling and stagnant values, deferred rents, loss of jobs, and declining incomes.

Indeed, many parts of the industry will experience restriction as demand for commercial and retail space is held back by lockdowns and the consequent shift toward remote work and online retail.

Multi-family will continue to do well, but increasing demand will mean an expanding market that must be addressed with your message.

The Fed’s move toward zero range rates is excellent for short-term refinance and purchase volume, as well as reducing the cost of financing for development; however, construction financing is typically figured on the 10-year Treasury, which moves independently of the Fed Funds Rate and recently increased 25 basis points – the impact on commercial development may be negligible.

What’s the answer to achieve sustained growth?

 

What Drives Your Growth?

Diligent and thoughtful marketing.

All other factors aside, thought leadership positions your firm for sustained long-term growth most efficiently.

The most refined and advanced processes and technology may drive your value chain and core competencies; however, they will generate little bottom-line returns unless the public is aware of your ongoing strength and presence. The need for public awareness is essential regardless of the pandemic and resultant market volatility.

When businesses and consumers receive their aid as part of the economic relief package, and the crisis passes, you need to be properly positioned as the best choice for their expenditures – those which will be made judiciously.

 

Investing in Increasing Returns

I’m not suggesting that you blindly throw funds into marketing during the recession. Veritably, this is the time to be most judicious – though not conservative – with your marketing budget.

For the best results and efficiency in utilizing your budget, focus on marketing strategies and channels that yield escalating rates of results and returns as you consistently apply them. Some methods don’t behave in this fashion. Examples of predominantly linear result generating strategies include pay-per-click, direct mail, and paid social media.

Stated in other words: once you stop paying, the results subside; you only get out what you put in. Conventionally, that may make sense; however, digital thought leadership marketing, in particular, creates results that compound over time with consistency.

Consistent marketing via thought leadership to your website, social channels, and the media, effectively position your brand and build trust – vital during times of volatility when B2B and B2C consumers raise the question of solvency and longevity concerning the firms they patronize loyally.

 

Flourish in a Down Market

The message of this article is straightforward: flourish in a down market by placing emphasis on building marketing systems and messages that deliver increasing returns at lower cumulative expense than traditional methods.

While quality content is expensive, it’s worth it compared to the hundreds of thousands that can be easily spent away on messages that don’t stick or provide real value to your market.

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