When it comes to real estate, perception can be as valuable as square footage. A strong public relations (PR) strategy builds credibility, attracts buyers, secures investors, and helps your property brand stand out. But poor execution can have the opposite effect—damaging reputations, wasting budgets, and losing trust.

Here are ten common property PR mistakes—and how we can help your company avoid them.

1. Ignoring Your Brand Story
Your properties may be stunning, but if you can't clearly communicate your brand’s story, you're missing out on a powerful connection with your audience. Whether you're a boutique agency or a global developer, people want to buy into your narrative, not just your listings.

We help craft authentic, engaging brand stories that resonate across media, web, and social.

2. Sending Out Generic Press Releases
A one-size-fits-all press release won’t cut it. Journalists receive hundreds of pitches a day—yours needs to stand out with a hook, relevance, and tailored distribution.

Our PR team targets the right journalists with tailored messaging to get you noticed.

3. Overlooking Local and Trade Media
Many property brands focus only on national coverage, ignoring influential local publications and industry-specific titles where your audience might be more concentrated.

We build relationships with both mainstream and niche outlets to maximise your exposure.

4. Failing to Plan for Crises
Negative press, delays, or community backlash can erupt without warning. Without a crisis communication plan, your reputation could be at risk.

We develop proactive crisis strategies to protect your reputation when it matters most.

5. Not Integrating PR with Marketing
PR and marketing should complement one another. Disconnected strategies lead to mixed messages and wasted opportunities.

We ensure your PR aligns seamlessly with your marketing, SEO, and social media strategies.

6. Neglecting Visual Content
A strong property PR campaign needs visuals—high-quality images, video tours, and behind-the-scenes content. Text-only campaigns limit your reach.

We work with designers, videographers, and editors to bring your story to life visually.

7. Forgetting Thought Leadership
Your team likely holds expert insight into market trends, buyer behaviour, and property innovation—but are you sharing that knowledge?

We position you as a go-to voice in the industry through interviews, commentary, and features.

8. Ignoring Analytics
You can’t improve what you don’t measure. Many real estate businesses run PR campaigns without tracking media value, audience engagement, or ROI.

Our reports show exactly what’s working, helping you fine-tune future campaigns.

9. Being Reactive, Not Proactive
Waiting for something newsworthy to happen is a mistake. Good PR means creating opportunities and shaping the narrative.

We proactively pitch stories, find news angles, and keep you top-of-mind in the media.

10. Trying to Do It All Yourself
Handling PR internally without the right experience can lead to wasted time and missed opportunities. PR is a specialised field—especially in property.

Let us take the pressure off. Our dedicated property PR team knows the market, knows the media, and knows how to get results.

Let’s Elevate Your Property Brand
Avoiding these common mistakes can be the difference between being just another name in the market or a standout leader in the industry. We help real estate professionals, developers, and agencies build powerful PR strategies that deliver impact.

Ready to enhance your visibility and credibility? Contact us today!