Public Relations and Real Estate, a link built on data

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The real estate sector is today one of the most stable in Mexico, despite the pandemic. It is the second sector that contributes the most to the Gross Domestic Product (GDP) with 9.8%, (after manufacturing with 17.7%), according to Statista metrics , at the end of the second quarter of 2021.

But, like many other industries, developers face recurring difficulties that hinder their evolution, in addition to the health emergency. Their offer, for example, is not a mass consumption product with affordable prices and whose ROI is obtained in the short term; therefore, its placement is more complex and does not work just by advertising it.

They are also exposed to constant reputation crises, and to find solutions that help them face these challenges, they turn to Digital lebanon number dataset and Public Relations agencies that provide them with solutions that, despite the circumstances, increase their lead capture and optimize their perception among potential users and buyers, among other challenges.

And although the scope of action of Public Relations is limited to generate sales closures of houses and apartments as such, its intervention reinforces phases such as Awareness and Consideration of the Inbound Marketing funnel, keeping these brands visible at all times, strengthening their good reputation and even preventing them from crises.

Today we explain a couple of contributions that this specialty brings to place real estate developers in the top of mind of their target audiences:

1.- Positioning beyond Real Estate. At Smartup we have helped some developers to have maximum exposure, crossing the boundaries of the real estate niche; because although it is certain that their competitors have them in their sights, this is not the case for all stakeholders, investors, or all those interested in purchasing a home.

One tactic for this is the development of content with diverse themes and for different sources that are delimited with SEO optimization solutions around keywords with the highest search volume in browsers. This way, the developer is better positioned in search engines and buyers can easily find the developer.

We also use social listening tools to identify industry trends and what buyers really need to know. These tools help content transcend more than one type of media and depending on the stage of the buyer journey.

And since classic press releases, byline articles and color notes are no longer enough to impact audiences, today we turn to data analytics to generate studies that become data journalism , that is, materials that the press uses for providing numerical information well supported by technological tools. This combines perfectly with the brand's knowledge and experience.

In this way, in addition to captivating those audiences that really need the brand, we turn developers into opinion leaders, consultants, and information authorities in the field that not only communicate their concept.