Revamp your socials this Easter

Most of us will be spending our Easter weekend at home this year and, as well as enjoying our Sunday roast and Easter eggs, we are likely to spend a lot of that time online.

At PHM, we understand that now is not necessarily the time to pursue your usual marketing strategy. So, how can you ensure you make an impact online in the right way? Take a look at our tips for revamping your socials this Easter:

1. Be careful with your sales tactics

Finding the right message can be tricky at the moment. Remain sensitive to the changing situation and ensure your message is appropriate and relevant.

Remember, intrusive and ‘in your face’ marketing stopped being fashionable on social media some time ago. Providing valuable, meaningful content on your social media channels will build authentic connections with your audiences and will build trust, too.

2. Host a competition

Competitions and prize draws are a great way to amplify your brand on social media, drive traffic and engage your target audiences. Consider something that adds value to the communities in which you work, adding PR value to the campaign as well as rewarding potential customers.

Make sure that you host the terms and conditions on your website to ensure competitors know exactly what they are signing up for, and consider using paid-for content to advertise the competition beyond your usual following.

3. Tailor your posts for each platform

Each social media platform is used in a different way, so adjusting your message accordingly is helpful. Instagram, for instance, is all about visuals – think high-res photos and graphics, accompanied by a caption. LinkedIn, on the other hand, can be focused on corporate messages and provides a place to host any opinion content or thought leadership.

If you’d like to find out more about how PHM can help you with an egg-cellent social media strategy, get in touch with our team on 01483 561119.

Level up your marketing strategy: harness the power of awards

During this uncertain time, marketers in the housebuilding industry are probably a little unclear as to what their communications strategy will look like next week, let alone for the rest of 2020. We are all adjusting to a new, flexible schedule of launches and deadlines – and the awards organisers are no exception.

Many high-profile ceremonies have been rescheduled to take place in the autumn, which means an action-packed schedule later in the year. In the meantime, however, there are a number of award entry deadlines looming which, at the moment, are not being delayed:

New London Awards

Entry Deadline: 1st May 2020

Supported by the Mayor of London, the NLAs seek projects of the highest design quality which make a positive contribution to their surroundings and to life in the capital.

Housebuilder Awards

Entry Deadline: 1st May 2020

The Housebuilder Awards cover all aspects of the industry including design, customer satisfaction, community engagement, sustainability, marketing, regeneration and more.

Estate Gazette Awards

Entry Deadline: 8th May 2020

The Estate Gazette Awards will celebrate developers, advisers, suppliers and investors in the built environment. Criteria rewards innovation, future proofing and best practice throughout the supply chain, with a focus on how businesses are tackling climate change and making a positive impact.

British Homes Awards

Entry Deadline: 28th May 2020

The British Homes Awards honour every aspect of housebuilding from one-off houses to major developments and placemaking on a grand scale with a strong emphasis on the architecture. Categories also include interior design and landscaping.

What House? Awards 2020

Entry Deadline: 3rd July 2020

Now in their 40th year, The What House? Awards are one of the longest-standing awards in the industry and include a myriad of categories to suit a wide range of residential projects. The projects are judged and shortlisted from the written presentations, before the judges undertake site visits to determine the winners.

Now more than ever, we understand that winning an award has to be about far more than a pat on the back from your peers. A tailored, strategic approach to awards must be a valuable addition to your sales and marketing plan.

Third party endorsement

A winning award entry (and a commendation or being shortlisted), can provide some real gravitas for your customers – a recognised and respected endorsement of your product by a third party. The power of such an endorsement cannot be underestimated; it’s proof that your home or development is better than the competition.

Industry recognition and awareness

Successful marketing isn’t just about reaching the end buyer, and the same applies to an awards entry. Few of us work in isolation (well, digitally at least), especially in the property industry and winning an award, especially on a large-scale platform, shows potential future partners why you are a step above the rest. What’s more, the networking opportunity at national competitions provides the chance to meet a host of other potential new collaborators.

Brand reinforcement

Of course, the most important component of an award entry is indisputably the development, home or initiative in question. However, as with all marketing channels, consistency of message and brand reinforcement is paramount. Your award is not just an award, but another tool in your kit with which to promote and market your product in the future.

Overall motivation and satisfaction

Not only do awards recognise your outstanding projects, but also the people who helped create them. Accolades increase your team’s morale and recognise their personal contribution and achievement – all of which enhances their commitment and productivity!

For more than 20 years, we have created winning bespoke entries for our clients. We’ll help you find the right opportunities at the right time and guide you throughout the process, to make sure your entry has the best chance to succeed. If awards are something you’d like to consider as part of your marketing strategy, or you are wondering whether your developments or projects are suitable, call the PHM team on 01483 561119 to find out how we can help.

 

 

fireworks-night

Set your PR campaigns alight with Property House Marketing this Bonfire Night

By Katherine Gallacher, Senior Account Executive

On Bonfire Night last year, you may have read our tips for creating fireworks with your email pitches. This time, we’re setting your PR campaigns alight by sharing some tried and tested methods for adding value to your content and making it work extra hard. Take a look to find out how PHM can ensure you get the biggest bang for your buck.

 

  1. Marry up your PR and marketing

We believe the two go hand in hand. Not only should your PR content mirror your marketing and advertising campaigns, but you should be recycling both. Tell PHM about your latest sales incentive and share your brochure with us…we can come up a good story angle to pitch it into target media and widen your reach. Do you have a press release you’re really pleased with? Don’t waste good content – turn it into a website story!

Across our clients, we work alongside some of the best marketing and ad agencies in the business to deliver a cohesive campaign across the board.

  1. Look at the bigger picture

Think about your story as part of the wider news agenda. Not only will this help you time your announcements and your storytelling (don’t try to compete for front-page space the day after a big housing announcement from the government), it will encourage you to be a part of the bigger picture. Are you launching a new development in an up and coming area? How can that tie into the latest stats on commuting from one of the big banks? Are you prioritising biodiversity? Does it tie in nicely with the government’s new policy on environmental concerns?

PHM will bridge the gap for you, creating stories which will put you at the front of popular discussions.

  1. Collaborate

Consider some joint PR. Working alongside brands that complement your product can put you in front of a whole new customer base, one which already buys into your values. PHM has worked on a number of campaigns and events that offer benefits on both sides – blog swaps are a low-cost way to associate yourself with some good causes, while a package with a social media influencer means guaranteed digital prominence and measurable results.

 

If you’d like to add value to your PR campaigns then speak to a member of the PHM team on 01483 561119.

Three frightening PR superstitions

By Katherine Gallacher, Senior Account Executive

Witches, ghosts and vampires are enough to scare the living daylights out of you this Halloween. What shouldn’t scare you this autumn however, is PR.

For those of you considering a career in the industry, or if you’re wondering how PR might help your business meet its marketing objectives, we’ve taken a look at three of the most frightening PR superstitions and debunked the myths.

  1. It’s all prosecco and parties, darling!

There is a common myth that PR is an extremely glamorous career full of star-studded glitzy parties and glasses of fizz. Of course, there are fun events to attend (our awards success means we get to attend plenty of industry ceremonies with our clients) and we get to organise events too, but our day to day activities have plenty of variety which keeps them interesting and us motivated.

Site visits, media liaison, relationship building, public consultations, award entries, creating social media content, brainstorming ideas; this is just a taster of the things we get up to.

  1. The only requirement is that you have to be a ‘people person’

Although it really does help to be friendly and approachable, this is just a part of it. A PR professional has to be an exceptional communicator and a keen storyteller across many channels, whether face to face or in writing. In an agency, you also need to be efficient, creative and great at seeing the bigger picture.

  1. PR and marketing do the same thing!

As social media becomes ever prevalent, the lines appear to be blurring. However, PR and traditional marketing do differ. PR focuses on the reputation that you earn, such as third-party testimonials and journalist coverage, while marketing focuses more on the channels you own. Both seek to drive sales or share key messages and if you take a collaborative approach, work very well together.

To bust more scary PR superstitions, get in touch with the PHM team.

Dust off the cobwebs: Keep your social media in shape this summer

Here at PHM, we like our content to shine bright on the never-ending feeds of social media and with the summer months finally here, what better time to help you dust off the cobwebs and bring you three essential top tips to keep your social in ship shape:

  1.   Cut waffle in long posts: your audience don’t have all day!

Many people using social media are simply scrolling; recent stats are claiming that the average person scrolls through 300 feet (90m) of social media content daily! With so much to consume, your audience doesn’t want to be reading long paragraphs with no substance. One way to keep people engaged in your posts is to stick to the point and cut the waffle. It’s important to keep content concise without compromising on quality.

  1. Know your audience and stay up to date with them

We know the majority of a beauty blogger’s audience will have no interest in bird watching, so why should your audience maintain engagement with seemingly random and unrelated content? Tailor your posts to trending topics to keep your following engaged and up-to-date without jeopardising your message. Does it suit their interests? Are they the right demographic? Is it the type of content the target audience would choose to spend their time consuming?

  1. Add pictures and graphics

Pictures are processed 60,000 times faster by the human brain than words, so it’s important to keep your feed filled with photos. However, it’s often difficult to keep creating new visual content from scratch. Here at PHM we use sites such as Unsplash and Canva. Unsplash allows you to browse and download high quality images for free, avoiding unwanted repetition. Canva is a site used to create visually interesting content for social media. The website offers templates and graphics which you can utilise to personalise and refashion your posts in order to keep things fresh.

If you’d like to find out more about how PHM can help with your social media strategy, contact the team on 01483 561119.

Work experience at PHM

By Hermione Hampton

After finishing my GCSEs, I was lucky enough to do a week of work experience at PHM to get an insight into working life and have the opportunity to dip my toe into the world of PR. I decided to do work experience in PR as I knew it would be useful ahead of starting to study English A-Level and I have since found out it has been incredibly advantageous for an interest in a writing career. Overall, I have come to know the importance of PR.

What I’ve been doing:

During my time at the office, I was tasked with several jobs which included reading and cross-referencing press coverage to familiarise myself with the property industry. I was also given the responsibility of planning social media coverage for PHM, which allowed me to see the level of work that goes into PR and how the business generally operates. Amongst my other tasks, I also got to research local areas for new and upcoming developments across a range of clients, as well write a press release.

What I’ve enjoyed:

I found that researching was my most interesting job, as I got to learn many fascinating facts about places which I was not familiar with as well get to know the factors that come into play when developing a property. I also enjoyed reading press coverage, as I could see the variety of properties and developments with which PHM is involved. I also really liked the few writing jobs I got to do, especially writing a press release, as I found them engaging and good practice for the future, especially as I am looking to enter a career in writing.

What I’ve learnt:

My week at PHM has been greatly beneficial in many ways. Not only have I now got a better understanding of the property and PR world but my research tasks have helped me develop vital research skills, which will prove themselves useful for further education. The few writing tasks have also been good experience to help prepare me for studying A-Level English in September. In addition, my experience has given me a sense of what working life will be like after leaving school.

Bow Garden Square crowned Development of the Year at the RESI Awards 2019

By Katherine Gallacher, Senior Account Executive

We were absolutely delighted to see our clients Poplar HARCA and Telford Homes win one of the most coveted awards at last week’s RESI Awards.

Bow Garden Square – their outstanding joint venture scheme in Bow, East London – was crowned joint winner in the Development of the Year category alongside Television Centre by Stanhope.

At Bow Garden Square, the partners have regenerated the former Burdett Estate and delivered 109 tenure-blind new homes, a state-of-the-art primary and nursery school with superb amenities, a new community/sports hall, a new public park and a stunning new mosque which is now welcoming visitors from around the world.

Importantly they sit side-by-side, all sharing the same space in a stunningly efficient use of land. Sustainability features are also excellent.

The annual RESI awards are organised by Property Week and took place at the Grosvenor House Hotel on May 14.

If you’re considering entering awards for a development or project of which you’re particularly proud but not sure where to start, speak to the PHM team today on 01483 561119.

 

Four things to consider before you embrace influencer marketing

By Louise Jarvis, Account Manager

There’s no denying the rise and rise of influencer marketing, most social media feeds have been peppered with third-party advertisements and brand partnerships for a while now.

But are we becoming more cynical? Does an influencer’s credibility plummet once you realise that they’ve been paid to talk about the product or service they seemingly love? And if so, why bother in the first place?

Despite these concerns, if done properly, we think this is an area of digital marketing that can add a lot of value to your strategies, however there are a few things to consider if you want to add influencers to your toolkit:

 

  1. Research, research, research

If you’re serious about incorporating influencers as part of your marketing strategy, you’ll need to invest some time in researching who’s out there. Find out what they have to offer you: what is their content’s reach and what does their audience demographic look like?  Before approaching them, you’ll need to know why you want to work with them; in short, your brands need to be aligned. Does your messaging synchronise with their narrative? If the fit is wrong, it’s likely your campaign will be less effective, so take your time and make sure you’re connecting with the right people.

  1. Micro vs Macro

When people think influencers, they tend to think big – or macro. Look at Kylie Jenner for example, who has a whopping 130 million Instagram followers. But with a following so vast, how can you ensure you’re targeting the right people? Targeting influencers with a large following will also most definitely be expensive and you may not always reap the return you’re after.

Depending on what you’re marketing, it’s very much worth looking into micro influencers; these people tend to have a smaller but niche and trusting following. This makes it easier to assess whether you’re reaching the right people via their channels.

  1. A tailored approach

As with all PR, it’s important to tailor your approach. With however many hundreds of thousands of influencer profiles to choose from and a sea of content to compete with, you’ll need to think of a ‘big idea’. With the digital marketing landscape so regularly changing, you might not get the best results from merely imitating campaigns you’ve seen before. So, brainstorm and take risks. What type of content would your target audience like to see and spend their time consuming? Decide your objectives, pick your angle and run with a creative approach.

  1. Contracts

Once you’ve cemented your relationship as a brand and advertiser with your chosen influencer, it’s important to get it in writing and create some form of influencer contract. It’s key to ensure everyone involved knows what their role is within the partnership or campaign. Here’s just a few things to include:

  • The basics: names and parties involved, the date and a description of what the partnership should achieve
  • Timeframe: How long is your partnership going to last? Is it one campaign or longer term?
  • Output: What exactly do you want from them? Include details, for example, the exact number of social media posts or the length of a blog
  • Veto list: Write down anything you’d like them to refrain from saying and include brand guidelines
  • Payment terms: in what form will payment be made?

 

If you’d like to talk to PHM about a bespoke approach to your PR requirements, call us on 01483 561119 or email info@housegroup.co.uk.

Four bad habits to give up this Lent when writing copy

Today marks the beginning of Lent and rather than giving up the office biscuits, here at PHM we’ve decided to revisit the bad habits worth banishing when writing copy, from press releases to social media posts.

Here are four key, timeless ingredients which will ensure your written content is second to none:

  1. Cut the waffle

The goal is to keep your content concise without compromising on quality. It’s tempting to provide as much information as possible, but in a time-poor day and age, journalists and consumers alike are keen to get to the heart of a story quickly.

  1. Don’t be lazy

It’s easy and time-efficient to repeatedly churn out the same content, and while consistent messaging and brand recognition is vital, it’s also important to keep things relevant and fresh. Your level of engagement is more likely to increase if you tailor copy to your audience and have something new to say.

  1. An eye for errors

Checking for spelling and grammatical mistakes may seem an obvious part of writing formal copy, but this is just as important when it comes to social media. Colloquial language is common across platforms such as Twitter, however there is no excuse for poorly structured content; attention to detail and errorless posts make for a more credible company. Make sure your posts are scroll-stopping for the right reasons.

  1. Don’t play it safe

There’s a vast sea of content out there and if you want to stay afloat, or better still, create the waves, you can’t just play it safe; safe doesn’t stand out. Experiment and, for want of a better phrase, think outside the box. Ask yourself ‘What’s going to make people sit up and pay attention to what we have to say?’

If you’d like to talk to PHM about a bespoke approach to your PR requirements, call us on 01483 561119 or email info@housegroup.co.uk.

Open the door to more coverage with Property House Marketing

At PHM, we work hard to ensure the majority of our time is spent doing the practical things – advising and guiding our clients, creating high-impact stories and most importantly, securing high-quality coverage in places where our target audiences will see it and act upon it.

Whether landing the sought-after front cover of The Times’ weekly property supplement (a striking image of the grand front door at The Villas by Berkeley was featured at the beginning of February) or placing a first-time buyer case study in the Metro (a full page piece regarding one of So Resi’s happy shared ownership customers), we understand where our clients need their product to be seen and spend our time making this happen in the most efficient, impactful way possible.

A varied approach to media relations is, and will continue to be, the most effective way to share your message. So beyond a press release, how can you ensure your content reaches its target? We’ve revisited some top PHM tips

  1. The feature pitch

The press release should exist to share news, not story angles, and will land in a journalist’s inbox with plenty of other press releases vying for attention. If you have a good idea for a story that provides context to your content, send a simple email instead. A couple of paragraphs and a clear, direct explanation makes for easy and quick reading for a busy journalist.

  1. Twitter

If Facebook talks to community and LinkedIn talks to business, then Twitter talks to everyone. Twitter provides an instant link between journalists and those of us looking to feed in content, against a backdrop of breaking news – ideal for finding those all-important hooks – and urgent media requests issued 20 minutes before a deadline.

  1. Phone

Email is a great tool for ensuring accuracy and creating a paper trail, and evidence suggests that any communication that avoids spoken dialogue seems to be the method of choice for millennials. Breaking with this trend, we’re big fans of the humble telephone – a verbal, instantaneous conversation means that you’re not only able to convey information effectively, but have a better insight into what journalists are looking for. No square pegs/round holes.

If you’d like to talk to PHM about a bespoke approach to your PR requirements, call us on 01483 561119 or email info@housegroup.co.uk.