Anyone who has worked in real estate for an extended period knows that market cycles are simply part of the deal. Whether looking at Florida real estate in a vacuum or studying the national market, the industry’s cyclical nature is evident. BoardroomPR’s team of seasoned public relations professionals includes numerous former journalists who have worked through many real estate cycles, from the early 2000s condominium development to the Great Recession and the pandemic-era boom.

The national real estate market, especially the housing sector, is predictably experiencing a correction from the unsustainable highs of the pandemic to a market more in line with 2019 and the preceding years. In a sense, real estate was on borrowed time given that typical cycle changes occur every seven to 10 years, and the market had not seen a downswing of any kind since the early 2010s. South Florida enjoyed a particularly long boom, as our region was among the first to recover from the Great Recession and one of the big winners of the pandemic-era exodus from high-tax states.

However, today’s headlines often lack this important context and focus on whatever will generate the highest number of clicks. As communication experts, how do we create opportunities for positive exposure for our clients and help them navigate any challenges created by the cyclical shifts?

• Thought leadership: Our Public Relations pros help our real estate clients understand how important it is to maintain relevance in a time when dealmaking or development activity may not be as robust as it was a few years ago. During a perceived down cycle, the industry is clamoring for knowledgeable and credible thought leaders to put what is happening in a broader context.
• Market reports: Some of our residential real estate and commercial real estate clients have access to a treasure trove of market data. We take a multi-pronged approach to leveraging that data by helping certain clients prepare quarterly market reports that include detailed analysis on what the latest numbers mean. From there, we craft compelling press releases summarizing the key findings of these reports and generate consistent media coverage for those clients.
• Showcase innovation: Adversity can force companies to adapt through innovation. We amplify positive stories about the new technologies, services, products and business models our clients roll out amid changing market conditions.
• Crisis communication: In extreme instances, a crisis communication plan might be necessary to protect a client’s reputation and image. BoardroomPR has one of Florida’s top crisis communications and management practices, serving large corporations, entrepreneurs, nonprofits, attorneys, lobbyists and public sector entities. When the real estate market and economy slow down, litigation tends to pick up. We are the go-to communications partner for parties involved in lawsuits and other critical matters.

These are just a few examples of BoardroomPR’s strategic approach to guiding real estate clients through different market cycles.

Eric Kalis

Senior Vice President