The real estate industry presents a complex web of specialties and needs. Firms that focus on residential real estate are different from those that work in the commercial sector. Each product type is unlike another with a distinct audience and competitive set. Specializations — from real estate investment firms to developers, brokerage and property management firms—may be disparate, synergistic or both.
Communicating strategically for a business specializing in real estate is not something that you can figure out as you go. At THO we have worked with every type of real estate company. We understand that the differences matter, and we are expert’s at reaching the right audience for your needs.
THO offers decades of experience serving every type of real estate company and every sector from residential and multifamily real estate to shopping centers and commercial properties.
At THO, we offer unparalleled real estate public relations expertise, whether you are expanding into new markets, launching a property, installing a recruitment and retention program, acquiring or selling a property.
The developers of CIRCA, a downtown Los Angeles, $500 million, mixed-use luxury residential and commercial development akin to New York City’s Times Square, introduced the project amid a politically charged climate that centered around issues of affordability and rising rental rates.
To lay the groundwork, THO carefully crafted a groundbreaking event that included the Mayor and Councilmembers of Los Angeles. We conducted media training with company executives to prepare them for tough questions that might arise in the interviews and to help them keep the focus on the economic benefits of the development.
The event was attended by more than 100 people, and it garnered coverage in major broadcast, print and trade media locally, nationally and internationally. The coverage helped to position CIRCA as a sign of revitalization and economic investment in the downtown area.
A leading residential real estate brokerage headquartered in New York, launched an expansion plan that would move them into the Western United States. They engaged THO to assist with its expansion in California and Colorado. The main focus of the effort was aimed at attracting top talent while advancing and elevating the brand in its new markets.
THO implemented a multi-pronged approach that included promoting existing listings with historical, architectural or celebrity notoriety and maximizing community engagement. We also secured interviews for agents that allowed them to promote actual listings and their expertise in key neighborhoods and we promoted headline-grabbing transactions such as the $90 million sale of a Holmby Hills estate that was the second highest residential real estate sale in Los Angeles at the time.
The initial launch resulted in more than 400 million impressions in nationally prominent outlets including the Wall Street Journal, The Hollywood Reporter, Forbes, Bloomberg, Architectural Digest and more. This coverage was augmented with news stories about their quarterly market reports for Los Angeles and Aspen, guaranteeing the brokerage’s role as a top industry resource.
When THO was tasked with promoting the launch of Eleve, a 208-unit multifamily community of micro-units designed for millennials, the agency quickly realized that the Glendale, CA. project was located outside of the Los Angeles neighborhoods most favored by Gen Y.
THO developed a public relations campaign which focused on the impact that millennials had on the market as well as the lack of housing for young professionals. It highlighted the complex as the place to be for the millennial generation by focusing on the wide array of restaurants, shops and other amenities within walking distance. Efforts also focused on the developer as a market expert and one of the Los Angeles pioneers of micro-unit development, a contemporary trend in the rental market.
THO implemented an open house event that drew extensive electronic media coverage and feature coverage in publications that included the Los Angeles Times. We secured over 80 articles in addition to broadcast coverage over a six-month period, and the project was 75 percent leased within months of the pre-grand opening.
A major commercial real estate brokerage was seeking public and media relations support for a national expansion plan. The company strategy was to acquire or merge with regional brokerage companies in markets it had not already penetrated across the country, and it needed recruiting collateral, an ’instant startup’ kit for the companies that came on board and media support to promote its efforts and results.
The program was executed over an eight-year period. At the outset, THO developed a series of templates that would provide key team members with an ‘instant startup kit’ in each local market. We developed and defined outreach objectives for each local market, including traditional and social media campaigns, advertising, marketing, and trade show materials. We also created and managed opening events as new offices were added in each market.
The company grew from about 20 offices at the outset of the program to more than 55 offices throughout the country. In one year alone, the company added five offices resulting in approximately 550 media placements and 21 million impressions at a cost of $.008 per impression.
Our proven real estate public relations experience provides you with quality content distributed over the right channels at the right time regardless of your real estate sector or product specialty. THO is already monitoring real estate trends and industry news, so we can quickly identify the larger picture for your story and the best outlets for telling it. Our deep industry experience allows us to bring new ideas to the table and maximize opportunities for you. You won’t spend hours getting us up to speed, you’ll save money and you’ll get the best quality work.