If you are a property developer building anything from one individual house to a scheme of 20-30 then this is a blog aimed at you. So listen up.
Whilst a couple of the ‘big boys’ of the property development world suffer with some bad PR, and news breaks that house prices have held up better than forecast despite the Brexit rollercoaster, it’s a growing market! That makes it the most perfect time for us to be having a conversation.
Get their Attention!
There’s a vast target audience for your product and consequently huge revenue potential for your business, but money can often be tied up in your land and you need to get it sold as fast as you can! But how to make those two marry together? How can your target audience hear about you and what you can provide for them in the most cost effective way possible?
Yes, it’s frustrating that there are so many people building new homes and that there is a lot of competition; Barratts, Linden, Berkley Homes, etc. But how do these market leaders in the property development game get their dominance, and remain in the forefront of their buyers’ minds? They use a lot of PR techniques. At the moment they’re the ones that your buyers look to when they are ready to move simply because they’re the ones who have good PR – whose names they recognise and trust.
Been there done that!
How do we know that? Because we are the ones who have been involved in creating the PR strategies for them and actually DONE their PR.
We have spent the past 20 years ensconced in the property market, working with developers of all sizes, across all levels, so we know your target audience, how they think, when, why and how they buy – such as elderly people looking at retirement developments, not wanting to buy off-plan which we know is therefore difficult for you in relation to your cash flow and funds for development.
We know what PR techniques work to make them buy from my clients. And, importantly, which don’t work, so we make sure our clients’ PR budgets work profitably for them! We also know exactly what the journalists that will print your stories are looking for.
Straight from the Horse’s Mouth..!
Graham Norwood, freelance property journalist (The Telegraph, Daily Mail, Sunday Telegraph, Guardian, Estates Gazette) said: “I’ve been lucky enough to work with Lucy for several years and her strengths are being pro-active and reactive with equal skill. Lucy can produce ideas on behalf of her clients, with a knack of pitching them at the right journalist and the right outlet. When I make a request of her clients she invariably produces material tailored to what I need, delivered when I need it and in the right format.”
Fred Redwood, freelance journalist (The Times, Sunday Times, Daily Mail) also said: “I have worked with Lucy Matthews on several property features and have been impressed by her integrity, professionalism and charm. Obviously extremely hard working, she offers journalists far more than the standard, “one-size-fits all”, sales pitch.
Lucy has the ability to tailor the merits of the company she represents to the particular needs of the property pages she has targeted. I have even known her to target a specific column, scheduled to run on a particular date. She knows the property press in detail and keeps herself fully updated on the changing style of each supplement. When she suggests an idea, it demands my serious consideration. There are very few PRs who merit that kind of attention.
Lucy has the nous to make contact with journalists on a personal level – she does not hide behind vacuous press releases. She also knows several of the editors of the property supplements, which is a major benefit. Any freelancer would welcome an informative conversation with her.
When Lucy has helped gain a commission for a feature she is prepared to provide the journalist with research material – sometimes outside her own sphere – until the article is completed. She is a charming host during interviews – utterly devoid of sales hype and blarney.
I would recommend Lucy Matthews unreservedly to anyone considering making use of her considerable talents as a PR.”