Tag Archive for: Public Relations

What Do You Stand For? Crafting A CRE Brand Message That Resonates

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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

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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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Empowering Marketing Success in CRE: The Dynamic Duo of Written Content and Public Relations

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

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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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How PR Drives Investor Relations

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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 PR Pitch that Excites Commercial Real Estate Journalists

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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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Building Your CRE Brand with PR | Stacey Cohen

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RE EXEC Tl | Stacey Cohen

In this episode of RE EXEC TL, we’ll chat with Stacey Cohen. She’s the CEO and Founder of CoCommunications, a New York-based PR firm.

In our conversation, we’ll uncover why PR is the most powerful branding tool for CRE firms, how strategic partnerships between competitors — or ‘Co-opetition’ — create value for everyone, and why personal branding and digital citizenship are crucial for young adults as they enter the professional environment.

We’ll also get into why we can’t let Google shape our brands, the value of an integrative approach, the benefits of newswire distribution, and how to create compelling pitches that get the attention of journalists.

Let’s get started!

Listen On Your Favorite Podcast Platform
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Kirky Galt on the Speaking of Wealth Show

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Kirky on Speaking of Wealth, Real estate copywriter interview

Kirky Galt, Founder, CEO, and Creative Director of Creative Real Estate Copy, and Host of Real Estate Thought Leadership Podcast, joins Jason Hartman, discussing marketing tactics in real estate. As well, how will developers reshape commercial real estate for the ever-growing need for real estate? Kirky iterates time and again to generate value in your content.

Key Takeaways:

[2:00] There have been many concerns about commercial space, but many are looking into converting it to residential.

[3:00] More than likely, we will see more infill developments rather than new construction.

[5:40] What kind of alternate uses can we expect to see with shopping malls?

[8:45] Companies should take this downtime in business to focus on marketing techniques such as podcasting.

[10:00] Content length has gotten shorter, but valuable content still has strengths, specifically white-paper.

[12:20] How has the PR world change, and what’s working nowadays?

https://speakingofwealth.com/sow-487-public-relations-kirky-galt-creative-real-estate/

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Why Sustainability is Crucial in Your Thought Leadership Content

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Why Sustainability is Crucial in Your Thought Leadership Content in the Commercial Real Estate IndustryCreative Real Estate Copy

You can attribute it to many things: tightening environmental regulations, social change, and consumer tastes, but one thing is certain – business and consumer prospects want to see environmentally and socially-conscious messages.

But it goes beyond environmental concerns. Sustainability is about human health, social progress, and the physical and financial prosperity of all stakeholders to the industry and community.

Getting to the Heart of Sustainability in Commercial Real Estate

How can we succinctly describe ‘Sustainability?’ Is it about being ‘green?’

Yes. However, it’s a complex topic that merits a lifetime of devotion and study.

The heart of sustainability is the 3Ps or ‘triple bottom line:’

People, Planet, and Prosperity.

Human progress and innovation in these three respects improve our odds of maintaining a green planet and eliminating conflict due to economic and social strife.

Wasteful and negligent business, investment, and construction practices pollute the environment, contribute to disease, repress social progress, and restrict communities economically.

To illustrate further, let’s look at an example of considerations in sustainability specific to commercial real estate, asset management, property management, and workplace development:

 

Aspect of Sustainability
Components
Human Health
  • Quality healthcare
  • Excellent education
  • Indoor air quality (IAQ)
  • Water quality
  • Indoor environmental quality (IEQ)
  • Thermal comfort
  • Natural views
  • Ergonomics
  • Functionality (productivity)
  • Daylighting
  • Walkability
  • Transportation
  • Open space
Environmental Health
  • Reduced material consumption (3Rs)
  • Regionally-sourced materials (limits transportation waste and pollution)
  • Efficient water use
  • Reducing the carbon footprint
  • Native and adaptive vegetation
  • Protection of waterways, lakes, oceans, and aquifers
  • Stormwater runoff mitigation
  • Leveraging emerging green technologies
  • Reducing solar heat gain and island effect
  • Brown and greyfield remediation
Economic Health
  • Durable construction materials and methods
  • Use of local labor
  • Energy efficiency and reduced operating expenses
  • Minimized liability for sick building syndrome (SBS)
  • Quality education for a skilled and adaptable workforce
  • Efficient and ergonomic design for productivity
  • Quality public transportation and infrastructure
  • Designs and operations that appeal to incoming industry and capital – regional growth and prosperity

 

These are all interrelated, and synergies exist in benefits across the components of the 3Ps.

Incidentally, these are pertinent topics and elements to incorporate in your thought leadership messaging strategy. This table is a significantly abridged list – you’ll never run short of content ideas when weaving your sustainable brand position.

Got it. So, how do content marketing and thought leadership mesh with these high-level objectives?

Demonstrating Expertise and Commitment to Innovation

Our primary goal in thought leadership is to advance our brands and build trust. The most practical and effective way to accomplish this is through written content.

Every bit of content you distribute – email to editorial – is an opportunity to show that you know your industry, your prospects’ problems, and how to solve them.

Coincidentally, many of your prospects’ and users’ problems are centered around issues of sustainability, regardless of whether identified as such.

Cash flow issues? Tenant Satisfaction?

Both have causes and remedies involving efficiency, comfort, and long-term functional utility.

Incorporating these topics in your press releases and ghostwritten contributor articles shows that your commitment to values and principles is more profound than to economic profit and social status.

As opposed to formal mission and ethics statements that attempt to convey sustainability consciousness, editorial and informative content provide concrete evidence to the audience of your knowledge and dedication to doing the right thing for people, planet, and prosperity.

Furthermore, talking about sustainability in your thought leadership campaigns positions you and your firm as a conscientious innovator in your field.

Carving Out Your Brand Position and Building Social Goodwill

For pragmatists, this is really about brand positioning. Considering that young and older generations alike are becoming more sustainability-conscious, we need to make it a priority for inclusion in our marketing.

Millennials – now the largest segment of our population – gravitate to sustainable brands and are willing to pay a premium for associated products and services.

But it’s not limited to millennials; 57% of Baby Boomers self-report that they’re more concerned about protecting the environment now than when they were in their 20s, while 68% indicate they’ve changed their practices concerning environmental preservation.

Community support and social goodwill for your venture are paramount. Whether it’s financing, permitting, or leasing, you’ll need the community on your side:

42% of US and UK consumers consider sustainable materials to be the deciding factor in their purchasing decisions, and a third hold brands responsible for environmental health and change. Additionally, two-thirds put more trust in brands that make a public pledge to sustainability.

Become a Sustainable Brand

Commit to pursuing sustainable practices in your commercial real estate projects – and talk about it publicly on a broad spectrum of media.

If you’re not sure exactly where sustainability fits into your business and how to leverage sustainable strategies to grow your practice through efficiency and goodwill, consult with design and content specialists that have an intimate understanding of the topic and how to relate it effectively to your audience in ways they find accessible and appealing.

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How to Write a Compelling Press Release for the Real Estate Industry

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How to Write a Compelling Press Release for the Real Estate Industry

The press release remains a relevant and useful tool in public relations campaigns for real estate industry firms. A well-written press release that appeals to journalists tells your company’s story and establishes credibility.

In this quick article, we’ll share our most salient tips to prepare or proof a top-notch press release for your real estate industry business.

Crafting a Compelling Angle

The core of your release is a captivating story that quickly informs the reader and sets the stage for your announcement.

You likely already have a topic or announcement in mind, so let’s consider how to evaluate and approach the subject for the most interest to editors, journalists, and readers.

Aspects/angles centered on your subject:

  • Social relevance-Impact on community
  • Environmental relevance
  • Economic impact
  • Inspirational startup story or case study
  • Innovation in process, operations, technology, design, recruiting, etc.

If you already have a topic in mind, consider what your announcement will mean for the community or industry and gear your subject matter to their interests.

Formatting Best Practices

Following best formatting practices helps your release get read and considered. For the real estate industry, in particular, it’s essential to customize any content we distribute to the tastes and preferences of our market and associated media outlets – it’s a sophisticated crowd.

Depending on how and whom you submit the release to, there may be specific formatting guidelines and specifications:

  • Cover all material angles, benefits, 5Ws, etc.
  • Single space between sentences and justify body text.
  • Times New Roman in 11 or 12-point font.
  • Use Oxford (serial) comma.
  • Journalistic and objective tone.
  • Avoid self-serving biases.
  • Limit promotional language.
  • Utilize third-person voice (no personal pronouns, e.g., ‘I’ or ‘you.’)
  • Small and concise paragraphs logically arranged.
  • Avoid clichés, slang, and colloquialisms.
  • Only include ‘about’ at end if details are not included in body of the press release.
  • Hire a professional public relations writer for efficient and reliable results.

Please click here for the CREC real estate press release template.

Writing an Attention-Grabbing Title and Subtitle

The press release title is an opportunity to capture attention and inform the potential reader of the purpose and relevance of your release. Your title also provides the basis for a click-worthy email pitch subject line.

Title/headline and subheading example:

San Diego-Based VC Firm Negotiates $175M Acquisition of Vacant Downtown Retail Development

Renovation Project to Promote Local Small Business Revenue and Employment Growth

If we break down our example here based on the 5Ws, we’ll see why it’s a compelling title and subheading combination:

  • Who: San Diego-based VC Firm
  • What: Negotiates High-Value Acquisition, Retail Development
  • When: Recency implied. Include month when material.
  • Where: San Diego Downtown
  • Why: Renovation to promote small business and job growth.

The title immediately conveys the contents and angle of the story and allows the reader to decide if it’s worth clicking on and reading. If you’re stumped on what to do for a title, create bullets as we did above for each of the 5Ws and use them as building blocks for your heading.

Capture Attention and Address the 5Ws Upfront

Once your prospect opens your email, takes in your title, and starts reading, they’ll want to get to the point right away.

Unlike a traditional article or essay, your introduction must provide the basic facts and why the matter is relevant for stakeholders. Don’t start with quotes or witty story-based introductions; these will annoy journalists focused on fact.

To draw in the reader most effectively, respect their intelligence and write for a professional and educated audience (this includes residential prospects). As you proof your press release, diligently eliminate all content that is not relevant to your topic.

Use a critical eye and analyze every statement to ensure that it is extremely concise, pertinent, and the meaning is clear. Keep your content bounce rate low by avoiding using culturally-specific language – sports references for instance – that will confuse and derail diverse readers.

Effectively Incorporate Quotes

Quotes are essential elements of demonstrating the personal nature of the release and telling the story through the eyes of stakeholders.

To craft insightful and relevant quotes for your release, take in all the content gathered from the teams involved, and look for statements that express the character of the firm’s or project’s leadership. Quotes are the only appropriate place in the press release to allow slang or vernacular language, though it should be edited to reflect best on your sources.

You have some leeway to copyedit quotes – provided the intent and substance remains the same – to make them more specific, purposeful, and connected to the narrative of your piece.

If you don’t have direct quotes, look for opportunities to rewrite or create new quotes that express the sentiments behind the project and support the premise in a novel and memorable way.

Alternatively, you can request quotes directly from the parties involved, including corporate staff, investors, public officials, consumers, and relevant industry experts that will lend substantial depth to the thread.

If needed, seek assistance with preparing an accompanying pitch for your press release that will impress journalists and acquire media opportunities.

Get it Out There

For the best results, work with professional writers and publicists that know your industry media and consumers.

Expert PR writing and distribution teams ensure the quality and efficacy of your public relations campaigns. Leverage the advice here to proof your press release, whether you write it in-house, or partner with marketing professionals.

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