Choosing a property PR agency is one of the most consequential marketing decisions a developer makes — and one of the most commonly made on the wrong criteria. Agency size, location and pitch performance are poor predictors of results. The factors that actually matter are media relationships, sector depth and track record of securing the coverage that reaches your specific buyers.
Start with media relationships. A property PR agency's value lies substantially in the quality and depth of its relationships with the journalists, editors and correspondents who cover property in your target publications. Ask for specific examples of coverage secured in publications relevant to your buyers — not generic portfolios of logo sheets, but actual editorial pieces that demonstrate the agency understands how to pitch property stories to the right desks.
Ask specifically about their experience with developments comparable to yours in type, price point and geography. A luxury villa developer in Portugal requires very different expertise to a city-centre apartment scheme in Manchester. The agency that serves both well is unusual — and should be questioned closely about how they achieve that breadth.
Tell us about your development and your goals. We will come back with a clear view of how we can help.