Ask anyone working in the built environment and they will tell you that the property services sector has become an increasingly competitive and evolving market.
Over the past decade a host of mergers and acquisitions have squeezed the middle of the market to leave clients with a choice between large multinationals or smaller independents.
While the big boys utilise their significant marketing budgets to dominate the national industry press with polished campaigns, smaller independent businesses are left to think of more cost-effective strategies. But with each major UK city having its own individual market and regional identity, many opportunities still exist for smaller independent firms to stand out from the crowd through the power of PR.
You may not be able to match the size and scale of nationwide marketing campaigns; however, an effective PR strategy can often have far greater impact, building your brand and profile but also creating loyalty, credibility and trust with your client base.
To help stand out from the crowd and get ahead of the competition, here are our top 5 tips for using PR effectively:
1) Highlight your successes – Make a commitment to undertake regular and targeted PR activity to talk directly to your audience. Press releases and case studies can demonstrate the real value of your service offering as well as highlighting the USP’s of your business and bringing to life what it is that makes you different. Use client testimonials to help add authenticity and build credibility.
2) Exploit your independence – As an independent firm, you are in a strong position to make your voice heard without the need to conform to a wider corporate policy. Become known as the market experts who are dynamic, individual and not following the herd. Be willing to comment on market news and trends, use social media and press opportunities to build your profile.
3) Build your brand – Your brand is an opportunity to be creative and different whilst demonstrating your core values. The use of strong visual materials combined with carefully crafted messaging can have a major impact on the perception of your business. Be bold and willing to make an investment in good quality, creative design, branding and photography.
4) Demonstrate your expertise – Create good quality content and share it far and wide. Through thought leadership and opinion pieces you can inform and educate your audience. Regular blogging can demonstrate your specialist expertise and help open the door to further discussion with prospective clients. This will in turn help build your online visibility.
5) Illustrate your purpose – Being a purposeful company that aims to have a positive impact on society is increasingly important. From working with local communities and mentoring students to sponsoring local charities and being a good employer, there are many opportunities to illustrate your purpose. This not only helps build your brand, it also helps attract and retain future talent.
At Four Walls PR we work with a range of regional independent firms in the built environment sector, raising profiles and building reputations. To find out more, email us at hello@fourwallspr.co.uk
To read our editorial in the November 2018 issue of North East Times, go to: https://netimesmagazine.co.uk/editorial/getting-noticed-in-a-competitive-market/
