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.

Property House Marketing Awards

The best year on record: 1 in 4 of PHM’s entries scoop a Gold award in 2018

PHM is delighted to congratulate its clients for an extremely successful day at the What House? Awards 2018, where the entries we prepared on their behalf scooped 12 of the 66 awards, including 7 of the 20 Golds.

The prestigious ceremony, known as the Oscars of the housebuilding industry, took place at the Grosvenor House Hotel on Friday 16th November and saw the best new homes and developments across the UK awarded in 20 categories.

Among PHM’s clients, the winners were:

Anthology: Hoxton Press

Best Exterior Design

Gold

Berkeley East Thames: Kidbrooke Village (Urban House)

Best Sustainable Development

 Silver

Berkeley East Thames: Kidbrooke Village

 Best Regeneration Scheme

 Silver

Broadway Living: Copley Hanwell W7

 Best Starter Home Scheme

 Gold

London Square: Star and Garter (East Wing)

 Best Luxury House

 Gold

London Square: Star and Garter

 Best Luxury Development

 Gold

London Square: Star and Garter (East Wing)

 Best Interior Design

 Gold

London Square: Streatham Hill

 Best Apartment Scheme

 Gold

London Square: Streatham Hill

Best Mixed Use Development

 Gold

London Square: Streatham Hill

 Best Development

 Bronze

McCarthy & Stone: Parkland Place

Best Retirement Development

 Bronze

Vanderbilt Homes

 Best Small Housebuilder

 Bronze

2018 has officially been the best year on record for PHM’s award entries, with our clients scooping top accolades in every major housebuilding competition in the industry.

72% of all PHM entries in 2018 were shortlisted. Nearly 1 in 4 (23%) of the entries we’ve prepared this year on behalf of our clients have been awarded the Gold or top prize and more than 1 in 3 (36%) have won an accolade in their category.

If you’d like to discuss how a strategic awards programme in 2019 can support your marketing objectives, get in touch with the team on info@housegroup.co.uk or 01483 561119.

 

Starting a career in PR

Starting out in PR? Top tips to get you started…

Senior Account Executive Louise Jarvis remembers when she joined PHM after university and shares her advice on starting out in PR.

For many, this time of year signals new beginnings; students are set to start a new academic year, while those saying goodbye to education (whether it be college, sixth form or university), are looking to step into the world of work.

For those wanting to kick start their PR career, here are some essential top tips which will help you on your way, because it’s a jungle out there…

  1. Ready…set…adapt

You may have mastered the art of essay-writing at school, but be prepared for your work to receive a lot of amends. Don’t worry, this doesn’t mean you’re a bad writer, it’s because every brand has a style to which you’ll have to adapt. Similarly, every strategy and campaign will require a different style of approach and execution depending on your objectives – be ready to switch it up, there’s no room for one-trick ponies in PR.

  1. Keep your eyes and ears peeled

Stay on top of the news. A great way to do this is to set up Google news alerts for your company and/or clients. Not only will this keep you sharp on what’s current, it will allow you to be quick off the mark when it comes to distributing a responsive comment or positioning your company and clients as part of the relevant and topical conversations being had in the media.

  1. Put your creative hat on

It may sound cliché, but think outside the box. It’s really easy to get into the same routine and way of thinking. In an age where journalists and consumers are time-poor, it’s never been more important to embrace creativity and think of ways to make your company and clients stand out in the everyday sea of content.

  1. It’s ALL in the details

Human error is inevitable, but there really isn’t room for sloppy mistakes in PR. Your role is to maintain and promote your company’s and clients’ brand or products, and nothing can sabotage credibility quite like an easily avoidable grammar or spelling mistake. Proof and proof again. Take five minutes out and come back to it. Ask a colleague to review with a fresh pair of eyes.

  1. Embrace the list

Working a PR job, especially in an agency, is a juggling act – there are always multiple things going on at once; events to organise, strategies to write and releases to distribute. One simple way to keep on top of your workload is by writing everything down, this will help you prioritise your tasks, because there are only so many hours in a day.

Need a fresh and creative take on your PR strategy? Give us a call on 01483 561119 or email info@housegroup.co.uk.

 

How to keep your PR campaign entertained during the summer holidays

– By Harriet Bolt, senior account manager

Much like children, your PR campaign needs constant attention. Although it won’t be asking you to play outside or demanding a lolly every time it hears the chime of the ice cream van, a PR campaign still requires nurturing and special attention during the summer holidays.

The six weeks from when children break-up from school and before they start the new academic year can traditionally be a tricky period of time for PR campaigns – especially for the property industry. Like the rest of the working world, many journalists will also be taking time off having filed their stories in advance, making the chances of securing new editorial coverage that bit slimmer. Your target audience may also be enjoying some R&R, meaning the opportunity to encourage them to sell/buy a new home becomes harder.

So what can you do to ensure your PR campaign is kept happy and busy? Consider these three steps and we promise it won’t be repetitively saying ‘I’m bored!’ in your ear…

  1. Choose a different game (alter your objective)

It’s unlikely that your campaign will be able to assist in drawing large numbers of leads as it can in peak home buying season (before the summer break), but it can still play a crucial role. Brand awareness is key – focus on reaching those who may not be sat in the office receiving emails, but perhaps poolside with a cocktail in one hand and a smartphone in the other.

For example, consider increasing your advertising spend on any social media posts, and optimise them for brand awareness or mobile devices to reach a wider audience than before. If you’re relying on organic (unpaid) content, make it engaging and interesting with less emphasis on the hard sell. A competition can get everyone’s attention.

2. Take it to a summer event (consider sponsorship opportunities)

If you feel like it might be difficult encouraging potential homebuyers away from their holidays to your house/development – find them at a local event instead, such as a summer fair. Opting for sponsorship opportunities can be a great way of increasing brand awareness, and provides the chance to meet the community in a relaxed environment.

The chances of a direct sale might be lower than if you had a visitor to the marketing suite, but any friendly conversations had at the event help to sow the seed for a potential sale. Especially if anyone you meet then decides that they actually do want to put their house on the market come September.

3. Take it shopping for new stationery (get it ready for a new term)

Use the quiet time wisely. Reconsider the objectives of the PR campaign for the next term – who are you trying to target, how, why, when etc. Making full use of the time to put together reports of the success to date or strategies for the approach going forward, having learnt from what has or has not been working for the past few months, can be incredibly useful.

A fresh perspective will leave you better prepared for the new term in September, one of the busiest months in the property calendar.

Still struggling with how to keep your PR campaign happy this summer or don’t have the time? Let PHM help – call us on 01483 561119 or email info@housegroup.co.uk.

CGI of So Resi Twickenham. Call 0208 607 0550.

Shared ownership makes it possible to buy your new home at So Resi Twickenham

So Resi has launched a contemporary collection of one and two-bedroom, shared ownership apartments in Twickenham – with local residents and those working in the area being given the first opportunity to reserve a property. The shared ownership scheme means that homebuyers at So Resi Twickenham can buy a 25 per cent share (£101,250) of the full price of the home (£405,000), requiring just a 10 per cent deposit of £10,125 and paying a monthly So Resi payment on the share they don’t buy.

Originally built in the 1960s, So Resi has fully renovated the original building to create a collection of high-quality, modern homes.

Each home features floor-to-ceiling windows that allow an abundance of natural light to fill the main living areas, while integrated kitchen appliances and stylish fittings create a contemporary finish. Many residents on the higher floors will benefit from views towards Richmond Hill and Richmond Park as well as Twickenham Stadium, the River Thames and beyond. The development will also include a contemporary rooftop terrace, landscaped with plenty of seating for residents to relax outdoors.

The leafy town of Twickenham, the home of English rugby, has a range of shops, bars and restaurants. The high street is less than half a mile from So Resi Twickenham, while Twickenham Station is just five minutes’ walk away. From here, trains reach Richmond in five minutes, London Waterloo in 23 minutes and the City in 37 minutes.

To register your interest in So Resi Twickenham and to find out how So Resi can make it possible to buy your new home, call 0208 607 0550 or visit www.soresi.co.uk