Telling the Right Story in the Right City for Your Multi-Market Real Estate Firm

Just as one size doesn’t fit all, one message isn’t all encompassing when it comes to storytelling across different markets. In today’s ever evolving real estate market, developers are rapidly expanding their operations into new cities that extend across all four corners of the country, bringing a proven formula that will allow them to excel in each specific geography. However, when it comes to messaging business activity, one essential fact is often overlooked - what may resonate with buyers, stakeholders and media in one market may completely miss the mark in another. When it comes to public relations in real estate, the focus isn’t about communicating the same message everywhere but ensuring the narrative is being crafted to resonate with each locale, which requires tailored benches of knowledge. 

To ensure that both business operations and accompanying narratives are aligned, there are a few integral nuances that can be implemented to best ensure welcome integration across communities.

Every Market Has A Unique Story - Learn the Landscape

From population and job growth to political climates and economic conditions, no two markets are the same. A new office or residential project may be met with anticipation and excitement in Denver but that same project could spark very negative sentiments in Los Angeles. Similarly, a groundbreaking, topping out or ribbon cutting event geared towards a development’s sustainability and innovation components may resonate with the local media landscape in New York City, while the affordability and community engagement component of a similar project may be the element that calls reporters in Houston to want to cover the news. Establishing a deep understanding of the regional environment is critical not only to communicate effectively what is being built but why it matters to that specific place. 

Local Press Is Crucial

While national-focused media offers wide ranging reach and scale, local media outlets and their reporters often shape those narratives first and foremost, while simultaneously covering those topics for the longest periods of time. With real estate developments and their storylines being inherently local, the relationships built with local reporters in the region are almost as crucial as forging partnerships with local community organizations and surrounding businesses. Local media outlets will make or break your visibility in the market. Tailoring media lists to each locale, conducting outreach to the reporters whose coverage matches your operations, and ensuring the language within your outreach is addressing the nuances that are important within that region is key.

Developing A Localized Strategy - Maintaining National Consistency

While developing targeted strategies to meet each locale is vital, ensuring that messaging works in tandem with the firm’s overarching brand pillars, values, guidelines and mission is equally as important. The most successful real estate public relations campaigns are ones that highlight the unique ability of striking a balance - maintaining a cohesive brand voice, while allowing flexibility to reflect and incorporate local values, stakeholders, opportunities and challenges. This could be translated to look a variety of different ways including utilizing local spokespersons in a specific region to be the face of a project, developing a messaging matrix specific to the work and operations of a firm within a designated geography, and the creation of local press angles under one larger brand umbrella.

When it comes to real estate, reputation is everything and that reputation is built through business products, projects and market by market perception. Investing the time to learn, understand and adapt to local market dynamics and particularities will allow developers and PR professionals alike the ability to develop stronger relations across the board with the media, communities, stakeholders, partners and future consumers.

Always remember, local resonance builds national reputation.