The stakes are always high this time of year in the luxury residential real estate world. From newly announced developments to nearly completed projects moving closer to SOLD OUT status, winter in South Florida is all about sales activity. As communications pros, our job is to generate positive exposure for our high-end development clients that directly correlates to new sales.

To get extremely busy real estate agents excited about your project during peak season, your public relations, social media, marketing and sales teams should work together and ensure key messaging points are delivered consistently across all communications channels. Your content must reach the top-producing agents who represent high-net-worth individuals who are actively shopping for dream homes or coastal ultra-luxury condominiums.

What are some of the tactics that BoardroomPR employs to help our development clients maximize the peak season?

• Media Blitz: Now is not the time to be bashful in your media relations strategy for luxury residential real estate clients. Craft relevant press releases about the project, developer, sales team and market. Identify national and market-specific trends the developer and sales team members can speak about in media interviews. Pursue coverage in high-end media outlets, such as lifestyle, real estate and wealth management/investment publications, that will reach the target audience. These media hits can be repurposed across the project’s social media platforms, email marketing databases and website.
• Social Media with a Purpose: It might seem obvious, but many social media teams fail to leverage the incredible weather we enjoy here when those in cold-weather states are suffering through brutal winters like this one. We always make sure our luxury development clients, such as Newgard Development Group’s Natiivo Fort Lauderdale, U.S. Development’s Salato Pompano Beach or Star Developers Group’s One Hollywood Residences, target affluent individuals in the Northeast U.S. and Midwest in our paid and organic social media campaigns. Targeting the agents who represent such clients is equally important.
• Events and Partnerships: Get creative when conceiving event ideas that will attract the right agents and buyers. These event themes should give invited guests a feeling of exclusivity (private previews, VIP mixers) and scarcity (“I better act quickly before this project sells out!”). And when you host an event, make sure your content is engaging and effective to significantly enhance your post-event social media campaign. Also consider potential partnerships that amplify the positive exposure. This could be in the form of media partnerships with magazine writers or bloggers, or developing an influencer marketing campaign to promote the project to that person’s wide audience. For the latter, it is pivotal to choose an influencer that aligns with your brand. 

BoardroomPR is proud to be the real estate public relations agency, social media and integrated marketing partner of a diverse roster of distinguished real estate companies, including ultra-luxury real estate developments, real estate brokerages and construction firms.

Eric Kalis

Senior Vice President