Using the Power of PR to Promote your Estate Agency:

What’s your definition of PR applied to the estate agency industry?

PR is such a broad subject. It can encompass everything from blogging to newsletters to dealing with the local press, building links with local charities and a lot more in between.

There are some really pretentious and nonsensical definitions of PR out there but for me it can be broken down to the following sentence.

Good PR for estate agents is anything you do which helps people to know about you, like you, trust your service and ultimately instruct you.

It’s more than getting a mention in the local paper every now and then.

It’s about how you communicate using all types of media including print, online, social media and face to face.

Do you think that most estate agents are missing out on good PR?

Yes without a doubt. Traditional High Street agencies have fallen behind online only and hybrid companies when it comes to PR.

Partly down to online agencies being a lot more proactive, having clearer messages and positioning themselves as the Vendor’s best (and notably less expensive) friend.

I think industry organisations need to do a hell of a lot more PR work to improve the public’s perception of estate agents.

Every agent I work with is decent, hard working and genuinely cares about their clients and regularly ensures that is communicated to their local markets.

Agents, regardless of their size, can help themselves by subtly promoting the good works they do in their communities.

If you have sponsored a sports club let people know, if you’ve saved the local gardening club from extinction tell the media. There are plenty of opportunities out there for agents to gain good PR.

How important is good PR for an Estate Agency?

If you don’t think PR is important consider this.

Ask people what they think of Sir Richard Branson. Most will have a very positive opinion of him. He is a PR genius.

Think of the smoothie brand Innocent. Their customers are ridiculously loyal in large part to the way they have used PR to communicate clear messages and build a positive image.

Agencies on a local level need to make sure their markets and audiences know them, like them and view them as experts.

There’s no quick fix to this. You need to commit time, effort and often a few quid (although PR isn’t as expensive as many fear).

However, a good reputation in any industry is invaluable especially when trust is such an important factor as it is when instructing someone to sell or rent your property.

Can you provide an example where good PR has lead to generating new business?

I ghost write a regular article for a client who publishes it online and in the local paper every week.

This agent tells me he’s lost count of the number of times his column is mentioned when he’s on valuations. His column is always down to earth, interesting and informative and he swears by its effectiveness for generating leads.

Just last week I was writing up a case study for one of my clients. The vendor who sold through him told me he called the agent in to value his property because he liked ‘The feel’ of the content on his company’s website.

The content on your website is pure PR. You’ll be judged upon it.

What can an Estate Agency do on a daily basis to improve their PR?

Probably the simplest thing is to be aware of your agency’s reputation. What do people think of you?

If you think their perception of you doesn’t match what you want it to be do something about it.

If you feel they don’t know about your agency do something about it.

We’ve a free download on our website, www.propertyprexpert.co.uk, which gives plenty of ideas on how to improve your agency’s PR.

How important is Social Media when it comes to gaining great PR?

I think it was Yoda that said ‘Don’t try, do.’ Either him or David Brent.

Anyway the sentiment applies to agents using social media.

If you are going to have a social media presence make sure it’s regularly updated. Ensure that you respond to any requests, that you join in online conversations and that you are professional yet friendly at all times.

Many vendors will judge you on your website, your marketing and especially younger savvy sellers will look to your social media activity to get a feel for whether they like your agency or not.

If you don’t think you can commit time to social media either farm it out to an agency or don’t bother with it.

And remember whatever you do to improve or maintain your agency’s PR have fun along the way.

 

Thanks to Jerry Lyons is a multi-award winning journalist and former magazine owner.

Christopher Walkey

Founder of Estate Agent Networking. Internationally invited speaker on how to build online target audiences using Social Media. Writes about UK property prices, housing, politics and affordable homes.

You May Also Enjoy

Breaking News

Popping the Asking Price Bubble

Where in the Uk Can Buyers Snap Up Property Bargains and Where Properties Go for a Premium Above Asking Price   New research from fast selling property company, Upstix has uncovered the UK’s most surprising postcodes for snapping up a property at bargain prices this year, highlighting a widening gap between sellers’ expectations and the…
Read More
Rightmove logo
Breaking News

Highest demand to lease office space since pre-pandemic

The latest insights from the UK’s number one commercial property website Rightmove, reveals that the number of unique enquiries to lease office space is at its highest point since pre-pandemic, as businesses look for spaces that meet modern requirements. Demand to lease office space is 19% higher than the same period a year ago and…
Read More
Planning disputes on new build land
Estate Agent Talk

Planning consultations for major infrastructure to be streamlined

Robert Bruce, a planning and infrastructure partner at law firm Freeths LLP, said he: “Welcomed the change as a significant step to speeding up the DCO process and the focus on the quality and effectiveness of the consultation, rather than box ticking and a risk averse approach to pre-application consultation due to the current legal…
Read More
Breaking News

‘The property ladder pulls further away’ warns Open Property Group

For many first-time buyers across England, the dream of homeownership continues to slip further out of reach. Despite rising wages, soaring house prices are making it harder than ever to get on the property ladder. A leading UK professional house buying company ‘Open Property Group’ based in Buckinghamshire UK, has raised concerns over the ongoing…
Read More
Estate Agent Talk

How Long It Takes to Buy a House in the UK: 5 Common Delays That Can Slow Down Your Home Purchase

Wondering how long it takes to buy a house in the UK? The average timeline ranges from 8 to 22 weeks, but even that can stretch significantly due to unexpected delays, especially if you’re a first-time buyer or caught in a chain. That’s why working with experienced professionals like Belvoir — one of the UK’s…
Read More
Love or Hate Rightmove
Breaking News

Rightmove to host Renters’ Rights Bill webinar with Guild of Lettings

Rightmove is hosting a live and interactive webinar session with the Guild of Lettings to help agents get Renters’ Rights Ready. The webinar will take place from 10:00am – 11:00am on Wednesday 23rd April. Susie Crolla, Managing Director for the Guild of Lettings, will be joining Rightmove to help agents with questions they may have about…
Read More