Property PR measurement has historically been hampered by an industry obsession with Advertising Value Equivalents — the notional advertising cost equivalent of editorial coverage secured. AVEs are poor metrics for several reasons: they assume editorial coverage is merely a cheaper version of advertising, they do not account for quality or relevance of coverage, and they actively encourage agencies to prioritise volume over value.
Sophisticated developers measure property PR impact through metrics that connect more directly to business outcomes. Enquiry source attribution — tracking which coverage generated specific buyer enquiries — is the most direct measure of PR effectiveness, though it requires systematic enquiry tracking that many developers lack. Where direct attribution is possible, it provides the clearest ROI evidence.
Share of voice in target publications against comparable developments is a useful competitive metric — understanding whether your development is being covered more, less or differently to direct competitors gives strategic insight that volume metrics alone cannot provide. Coverage sentiment analysis — tracking whether coverage is building the specific brand narrative you have established — ensures that PR activity is aligned with positioning strategy.
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