Where PR leads, the industry follows?
By Lisa Flounders, Director
Among the many diverse discussion points at this week’s Homes UK conference, there was an unmistakeable theme running through the sessions that PHM attended and it is one we’ve seen a number of our clients embrace over the past year or so. Building homes is not about, well, building homes. Instead, it is about building sustainable communities. It is people, not product.
As this focus continues to gain momentum among developers, we’re again reminded of the power of a great narrative and the role of communications in recognising – and staying ahead of – industry trends. The property media has looked for people-led stories for a long time and a humble press release announcing the launch of a showhome or highlighting an impressive specification is no longer enough on its own. High quality product, one speaker at Homes UK noted, shouldn’t be a selling point. Surely, in 2019, it should be a given.
At PHM, we have been working with our clients for some time to go above and beyond a milestone-led approach to media relations. Buyers want to understand how a new home will make them feel, not just where it is or how many bathrooms it has. A great story – people not product, remember – can do exactly that.