We speak to Geoff Robjent, director in the property PR team at Four Communications, about working with the housebuilding industry, the challenges and opportunities for the future.
How did you get started working in the property sector?
Following a journalism degree, I started on the graduate scheme at Four Communications in 2012. The property PR team was small, which meant I was quickly exposed to all aspects of the role and often thrown in at the deep end – the fastest way to learn. It was the summer of the Olympics and an exciting time to be moving to London with all of the fanfare taking place – I lived in east London initially meaning I was close to all of the regeneration happening around Stratford.
Tell us about your current role?
Working with a fantastic team, we represent a broad range of clients, from listed housebuilders to housing associations, BTR operators, innovative SME developers, investors, architects and everything in between. That is one of the big benefits of agency life compared to working in-house and is something that has kept me engaged a decade later.
Our work ranges from strategic b2c campaigns to help promote new homes and destinations to consumers, through to b2b work to help grow reputation and unlock new opportunities. When I started, the role was 90% about securing editorial coverage in print titles. Today that is around 50% of the role, with the worlds of earned, owned and paid media having converged. To be successful now, you have to take an integrated approach which spans media relations, digital content, social media, events, podcasts and the occasional curveball.
What is the most satisfying part of the role?
As a journalist by trade, telling stories about how we live and work is fascinating to me, as property impacts every part of our economy and society. Beyond the outputs, it’s what comes next that is really satisfying. That can include architects winning work off the back of an industry round table we have delivered, developers securing new JV partners following a media campaign, housing associations reporting increased leads following a new homes initiative we have just completed, or new innovations arising off the back of industry forums we have facilitated. Ultimately, we are here to make a difference to our clients’ businesses.
How has the property industry changed during your time?
There has been a notable shift towards sustainability and diversity, in all senses, which really accelerated post-Covid. Traditionally, parts of the sector were slow to evolve with some driven purely by profit: development was often done ‘to’ communities rather than ‘with’ them and ESG was a ‘nice to have’. Today, ESG is a non-negotiable for many, from funds that will only invest in projects with the best green credentials to younger consumers who are more vocal than ever and will only engage with companies that align with their own ethos. The re-balancing of many property leadership teams to include more diverse representation has also been clearly visible.
Aligned to this, I’m proud to say that Four recently achieved B Corp status – putting us in a small percentage of companies that demonstrate the highest standards of social and environmental performance, accountability, and transparency. We are pleased to join a number of property companies that are certified B Corps such as Joseph Homes, Igloo and The Portman Estate – and there is always room for more!
What are some of the biggest challenges at present?
From the revolving door of housing ministers to labour and material shortages (and price rises), or broader economic headwinds denting consumer confidence, the sector as a whole has not had an easy ride. However, against this challenging backdrop, there are reasons to be cheerful. Exciting new MMC and material innovations are transforming housing delivery, while the rise of quality BTR and senior living can’t be ignored – we are catching up to our overseas counterparts in those regards.
What would your advice be to young people considering joining the industry?
Get stuck in and play a part in communicating the future of the industry and its stakeholders. An English, journalism or marketing degree is not a necessity as we have people from a broad range of backgrounds. I am naturally biased towards working in an agency but there are a plethora of roles available, from agencies of all sizes to in-house gigs for big developers and funds, or fast growing start-ups that are creating real change.
