By Carin McDonald, CMM Strategic Communications
In today’s dynamic commercial real estate (CRE) market, a strong public relations strategy is no longer a luxury, but a necessity. While a single press release might generate some initial buzz, it will not sustain a company’s reputation or drive meaningful business growth.
In fact, in today’s competitive landscape – which is expected to get even more intense due to inventory levels, dropping interest rates and investor desirability for all types of product throughout the Mid Atlantic Region – a coordinated and ongoing PR program is crucial for building brand awareness, establishing thought leadership and ultimately raising a company and project profiles with success.
For small- to mid-sized CRE firms, a well-executed PR campaign can be a game-changer. It allows them to compete effectively with larger, more established players by amplifying their voice and positioning them as industry leaders. By strategically leveraging PR, these firms can:
• Enhance Brand Visibility: Consistent media coverage across various channels – from traditional news outlets and industry publications to social media and online platforms – increases brand recognition and establishes a strong market presence.
• Build Credibility and Trust: Thought leadership initiatives, such as speaking engagements, industry awards and bylined articles – such as this one – position firms as experts in their respective fields, building trust and credibility with potential clients and partners.
• Generate Leads and Drive Business Growth: PR efforts can directly impact the bottom line by generating qualified leads, attracting new clients and fostering valuable ties within an industry where relationships are king.
A Multi-Faceted Approach
A successful CRE PR campaign extends beyond traditional press releases. It requires a multi-faceted approach that incorporates a variety of tactics, including:
• Targeted Media Outreach: Distributing compelling press releases to relevant media outlets, securing interviews with industry publications and building relationships with key journalists.
• Social Media Marketing: Leveraging social media platforms to engage with target audiences, share industry insights and build online communities.
• Eblast Marketing: Leveraging do-it-yourself platforms or third-party services like NJRE, offered by New Jersey-based CPG Interactive, targeted eblasts address specific recipients and topics, ranging from the latest news and honors to important announcements.
• Content Marketing: Creating high-quality, informative content, such as blog posts, white papers and case studies, to establish thought leadership and attract organic traffic.
• Public Speaking Engagements: Securing speaking slots at industry conferences and webinars to showcase expertise and network with potential clients and partners.
• Award Nominations: Identifying and pursuing relevant industry awards to enhance credibility and recognition within the CRE community and beyond.
Navigating the Evolving CRE Landscape
The CRE industry is constantly evolving, driven by factors such as technological advancements, changing demographics and economic shifts. To stay ahead of the curve in 2025 and in the years ahead, firms must embrace these trends and adapt their PR strategies accordingly. Key considerations include:
• Sustainability and ESG: Integrating sustainability and environmental, social and governance (ESG) initiatives into PR campaigns to appeal to environmentally conscious clients and investors.
• Technology Adoption: Embracing technology to improve operational efficiency and enhance the client experience.
• Remote Work and Flexible Office Spaces: Adapting to the changing demands of the workforce by focusing on flexible office solutions and highlighting the importance of employee well-being.
Partnering with a PR Firm
Partnering with a specialized CRE PR firm like CMM Strategic Communications can provide invaluable support in developing and executing a successful PR strategy. A seasoned PR agency can:
• Render an array of services that serve as an extension of the firms for which it collaborates
• Conduct in-depth market research and competitive analysis
• Develop and implement a tailored PR plan that aligns with business objectives
• Draft compelling press releases, media pitches and other communications materials
• Build and maintain relationships with key media contacts
• Monitor media coverage and track campaign results
• Provide valuable insights and recommendations to optimize PR efforts
Simply put, there is no substitute for a robust PR strategy for CRE firms looking to thrive in 2025’s competitive landscape. By embracing a multi-faceted approach, leveraging the latest trends and partnering with a reputable PR agency like CMM Strategic Communications, firms can effectively communicate their value proposition, build brand awareness and achieve untapped, sustainable growth.
Carin McDonald is president of CMM Strategic Communications, a leading public relations and marketing firm specializing in the commercial real estate industry. With 26 years of experience, CMM helps clients elevate their brands, generate leads and achieve their diverse and far-reaching business goals.