Property companies must prioritise thought leadership as a marketing tactic in 2024 to stand out from competitors

In the ever-evolving landscape of property marketing, staying ahead of the competition requires more than just showcasing listings and square footage. It demands a strategic approach that positions a brand as an industry expert, while also engaging with stakeholders and peers on crucial topics. 

Marketing is most successful when it works in tandem with other key aspects of communications, including social media, SEO and PR. From our experience, it is thought leadership, a key PR strategy, that emerges as one of the most powerful tactics to support and enhance property marketing efforts.

Thought leadership is an often overlooked communications tactic, but one that should take centre stage in 2024 for global property businesses. By profiling key spokespeople, increasing their share of voice in the media and owning a narrative on topical issues, property firms can elevate their marketing efforts to encourage success,

What is thought leadership?

Thought leadership is the delivery of authentic and genuine content that uses the expertise, insight, and experience of key spokespeople within the brand. The end goal is to share expertise, opinions and knowledge with others, to position the spokesperson as an expert in their field.

Thought leadership is all about creating value, building knowledge, and taking a stand. The current climate demands that property businesses work more cautiously and considerately than ever before and thought leadership is a great way to share key messages through industry conversations. 

For example, driving forward narratives on topical issues, such as ESG, regeneration and placemaking, are successful thought leadership strategies that build a company’s reputation and encourage flourishing relationships with like-minded clients and companies. 

Profiling key spokespeople

One of the fundamental aspects of thought leadership is the spotlight it places on key spokespeople within a property firm. Whether it’s C-suite executives or subject matter experts, profiling these individuals through thought leadership articles helps humanise the brand. 

It may be a cliche, but people sit at the very heart of businesses. People want to do business with other people, which is why faceless brands often fail or at least pale in comparison to their transparent competitors. That’s why great marketing campaigns will seek to elevate personal profiles and brand mentions, as well as company ones.

Leadership teams are often focused on relationship-building and making connections to drive success. A public relations strategy should take a similar approach, tapping into the expertise and opinions of key spokespeople within the brand. This helps audiences to see the faces behind the business, which increases engagement potential. 

By sharing insights, experiences, and expertise through articles, these key spokespeople become the face of the brand, offering a personal touch to an otherwise business-centric industry. This not only builds trust but also establishes a direct line of communication between the property firm and its audience.

Engaging with stakeholders on topical issues

Thought leadership provides a platform for property specialists to actively engage with stakeholders, peers and other audiences on topical issues. By addressing current trends, challenges, and opportunities in the real estate market, specialists position themselves as industry thought leaders. This not only enhances the firm’s credibility but also fosters a sense of community within the industry.

Engaging in meaningful conversations through thought leadership establishes the property firm as a go-to resource for industry insights. This can lead to collaborations, partnerships, and a broader network, ultimately bolstering the firm’s reputation within the market. 

Moreover, it offers an opportunity to stand out from the competitive and crowded market. Companies that offer strong narratives and don’t shy away from issues affecting the industry are often more visible, making them front and centre with both the media and potential stakeholders.

Developing a strong share of voice in the media

In an era where information is abundant, having a strong share of voice in the media is crucial for standing out from the competition. Thought leadership articles provide a valuable opportunity to contribute meaningful content to industry publications, blogs, and news outlets.

By consistently providing insightful and relevant perspectives, property firms can position themselves as go-to sources for media outlets seeking expert opinions. This not only increases the visibility of the brand but also solidifies its reputation as an authority in the field. 

A strong media presence is key for attracting investors, clients, and partners, creating a snowball effect that propels the property firm to the forefront of the industry.

Unlocking the potential of thought leadership

In the fast-paced world of property marketing, the value of thought leadership cannot be overstated. It goes beyond traditional marketing strategies, offering a unique avenue to showcase expertise, build trust, and actively participate in industry conversations. While it may be an overlooked aspect of marketing for some, its potential to transform a property firm into a recognised industry leader is huge.

By profiling key spokespeople, engaging with stakeholders on topical issues, and developing a strong share of voice in the media, thought leadership becomes a dynamic force that sets property firms apart. In an industry where trust and credibility are paramount, leveraging thought leadership as a public relations tactic is not just beneficial—it’s essential for sustained success.

If you’re interested in discovering how your property business can make the most of thought leadership in 2024, email our PR team at to see how we can help.