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Leveraging earned media coverage: a power move for the property sector 

In the fast-paced world of real estate and property development, media interest can make a world of difference. While paid advertising and marketing strategies have their place, earned media coverage is a golden opportunity for companies operating in this sector. 

Earned media coverage, often the result of continuous PR efforts, is so important because it ultimately helps to shape public perception. This, in turn, builds trust and credibility, while also engaging with stakeholders.

Securing positive media coverage is essential in the property sector, but it’s a lost opportunity if firms aren’t leveraging it in the correct ways. Earned coverage can also contribute to a wider communications strategy, helping to maximise the benefits of its reach.

Why is media coverage important?

Media coverage is invaluable for companies in the property sector for many reasons. Perhaps most importantly, it helps with building integrity and trust. Media coverage is a third-party endorsement and when a reputable news outlet or publication speaks positively of your project or company, it lends credibility and trustworthiness to your brand. People tend to trust information from independent sources more than they would with self-promotion.

In a crowded market, media coverage helps you stand out from competitors. It provides the visibility that companies may need to reach a wider audience, including potential buyers, investors, and stakeholders who might not otherwise discover your projects.

Paid-for media activity, just as advertising or sponsored content, does have a role to play in external communications plans, but can be expensive. Earned media coverage comes at a lower, or no cost, yet comes with many of the benefits and more, allowing brands to reach a large audience without significant marketing expenditures.

Earned coverage also plays a key role in enhancing digital strategies, and is particularly beneficial to SEO campaigns. Online media coverage can boost your website’s search engine rankings and prove quality backlinks from reputable sources. This helps to improve your website’s authority, making it easier for potential clients to find you online.

Media coverage supports communications goals

In any comprehensive communications strategy, earned media coverage plays a pivotal role, irrespective of what your specific communications goals are. KPIs inevitably vary in the property industry. For example, a property developer may want to secure interest from overseas investors, while an estate agency is more concerned with finding buyers and tenants for their properties. However, the general benefits of media coverage support all marketing and communications objectives. 

Firstly, earned media plays a key role in amplifying a company’s key messages. Media coverage is essentially a megaphone for those messages, spreading a company’s story to a wider audience, beyond their usual reach.

It also reinforces a brand image. When a third-party media publication or person tells your story, it has the power to shape the perception of your brand. A positive story can boost your reputation while handling negative stories transparently can help rebuild trust. Consistent media coverage positions your company as an industry authority. By providing expert opinions and insights, you can establish thought leadership within your niche.

Finally, earned coverage helps to foster engagement with key audiences. Media coverage generates interest and conversations about your company and projects, encouraging stakeholder engagement and interaction, which is crucial for success in the property sector.

Maximising the benefits of earned media coverage

To make the most of earned media coverage, it’s important to leverage it beyond the initial time and place of publication, promoting and repurposing the content where appropriate. To make the most of media coverage, property firms should consider several strategies. 

Repurpose content for a brand’s own channels is a no-brainer but it does come with some restrictions, particularly with print media, so it’s important to consider any copyright issues and plan around this. For example, re-sharing articles, videos, or interviews on your website, blog, and social media is often fine, particularly with any online coverage, and should always be done to ensure your audience sees and engages with the articles.

Great articles in the media always possess the power to encourage discussion and feedback from stakeholders. Encourage these conversations and respond to comments and inquiries promptly. This shows that you are attentive and responsive to your audience’s needs.

Showcasing your media coverage in your marketing materials, presentations, and proposals is also a great way to reuse media coverage. It reinforces your brand’s credibility and reassures potential clients and investors of your reliability. 

Without a doubt, earned media coverage is a powerful tool for the property sector, where reputations and relationships are instrumental in success. Media coverage not only builds trust through third-party endorsements, but it also plays a pivotal role in your overall communications strategy and supports everything from SEO to internal marketing.

By strategically repurposing content, engaging with stakeholders, and using media coverage to reinforce your brand’s image, real estate firms can maximise the benefits of this essential tool. So, don’t miss out on the opportunity to shine in the spotlight and take your property business to new heights! 


If you’re looking for some further insights on how to score and make the most of earned coverage through a comprehensive PR strategy, drop us a line at prteam@realestatemarketingmedia.co.uk