New hires. New offices. Acquisitions. Record-setting sales. Multifamily grand openings. When it comes to ready-made press release topics, real estate pros have plenty to choose from. And, while some press releases will undoubtedly spur media coverage, the real question is whether or not they will garner the type of media coverage you are looking for – the larger stories, the bigger spreads, the headlines that lead the industry trades daily eblasts. As you evaluate the impact of your 2026 PR program and look for opportunities to make a bigger impression in 2027 and beyond, consider tapping into more opportunities like these:
Branding your own content series
What areas of unmatched expertise does your team bring to the table? Are you residential agents with intimate knowledge of the hottest restaurants and newest coffee shops? Is your leasing team dynamite at breaking down the ins and outs of short- and long-term leases in a renter-friendly format? Do you have the pulse of industry executives on what’s being built, what’s leasing the fastest, and the desirable land that others are overlooking?
Regardless of your niche, there may be an engaging, short-format video series, a monthly Instagram Live, or a long-format content LinkedIn series waiting in the wings. And all of those content creation opportunities offer:
- A platform to build thought leadership
- The chance to bolster brand awareness
- Potential to feed PR and media outreach angles
- A way to grow your digital footprint
- A path for increased discoverability by AI search
As you consider what to add to your PR and content marketing programs in 2027, consider where branding and hosting your own thought leadership series makes the most sense.
Contributed content
Editorial calendars provide golden opportunities to showcase executives’ thought leadership. They also offer an opportunity to diversify the experts a firm is putting in front of the media given their specific areas of focus. From the CEO of a multi-state construction company to the broker leading the largest and highest grossing sales team in the firm, there are opportunities to secure meaningful coverage in industry trades. Whether it’s a one-off article, monthly column or quarterly feature, consider how bylined articles can expand your existing media relations program. And, an added bonus: those longer articles offer a wealth of insights that can be broken down into smaller, more digestible pieces of content for your email subscribers, social media followers and the like.
Expand the focus on podcasts
With more than three million podcasts to choose from, including a wide range of real estate, economic development and lifestyle shows that may reach your target audience, landing an interview slot on the right podcast can make a big splash.
When identifying the podcasts that make the most sense to reach your desired audience and achieve business goals consider:
- The podcast listenership (both the size of the audience and the listener profile)
- The podcast – and its host(s) – social media following
- Where the podcast is hosted (YouTube, etc.) and how easily you can amplify its reach
- Where your target audience may be listening (this isn’t just about the industry podcasts that align within someone’s career – think lifestyle, personal interests and more)
Embrace opportunities for award recognition
From power lists to top executive rankings, making the list is a big deal. Focus on identifying opportunities to garner recognition for the firm, then drill down into which team members may be worth a nomination or two. From high-powered industry veterans to trailblazers making waves, there are plenty of award opportunities in real estate, business, community engagement, and more that may be a great fit for one or more team members. And every award recognition is a ready-made PR opportunity, a piece of content for social media, a footnote (or more) to tuck into the next e-newsletter and a chance to reinforce the pedigree of your company and colleagues.
Embed yourself in the surrounding community
Giving back gives real estate firms a natural opportunity to connect more deeply with the communities in which they work. Breaking ground on a new development that’s impacting adjacent park space? Consider sponsoring local land preservation. Breathing new life into an abandoned building with historic roots? Look for meaningful ways to tie in with associated organizations in the community. Celebrating the opening of a new multifamily community with an unprecedented dog park? Hosting pet adoption events, opening a “little treats and toys library,” and more may be in your future.
Supporting missions and causes that resonate with your venture stems far beyond just writing a check. It’s an opportunity to talk about the company’s values, a great way to fuel warm and friendly social media content, and a powerful talking point in interviews about company culture and what makes your business unique. And, yes, you can certainly craft a press release around your firm’s community impact, too.
When done right, building a strategic public relations program that reflects the expertise and innovation of a firm can yield tangible ROI. Whether your bylined article gets read by a prospective strategic partner, an aspiring resident sees your community featured on the news, or the social media content driven by your press coverage catches the eyes of the right podcast host, relevant and inspiring press coverage can open doors, close deals, and bring the right talent onto your doorstep.
