Brexit-Proof Your Branding

Andre Kappelhoff, freelance PR Consultant and Founder of Viking PR, tells us about one of the property industry’s biggest challenges and how to implement solutions.

Over the past few months, I have met with a number of developers, housebuilders and property service companies and, no matter how big or small the business, the majority share one concern: market uncertainty in the post-Brexit era.

From an economic point of view Britain’s property sector has very little to no comparison of the immediate or long-term effects of Brexit. Not only do companies need to worry about operational changes to their business (think impact of Priti Patel’s immigration proposal on the construction sector), they are also in the dark as to how buyer behaviour might change in months or even years to come.

Strategically, when such market uncertainty emerges, savvy company directors step up their communication strategy to ensure that their brand remains top-of-mind with key target demographics. Whilst most property companies have a marketing department and plan in place, some still fail to incorporate basic steps that could help future-proof their branding and take it to the next level.

1. Review your Key Messages

With a changing market, you might find that some of your brand’s key messages have to adapt or change altogether. I advise my clients to review and refine their key messages regularly, taking into account current market circumstances, consumer behaviour as well as adjusted business objectives.

2. More is More

Buyers are inundated with invitations to show home openings, so make sure that your show home is also a show stopper. In addition to dressing the property, think outside the box for the actual opening event. Example: for previous clients I implemented carefully selected brand alliances and organised the presence of independent mortgage advisors or the appointed interior designer. This made for a much more engaging, memorable and informative event.

3. Reinforce Trust in your Brand

Hone your communication skills to create market commentary and advice that will help establish your business as a trusted source of information for buyers, sellers, landlords, tenants and investors alike. Stir away from being fluffy and vague. Instead, offer an honest opinion that stimulates interaction with your audience. Share your views via social media, newsletters and the media. The latter brings us to Tip #4…

4. Media Relations

We know that it simply isn’t enough to place an advert and hope for the phone to ring. Maximise your media presence by securing quality editorial opportunities across national, consumer, trade and regional publications. A good PR Consultant will be able to recommend which media titles are best suited to support your business objectives and raise your profile.

5. #SocialMedia

It almost goes without saying that, in a digitally revolutionised day and age, social media platforms have established themselves as key marketing tools for property companies. The biggest mistake I see being made is companies choosing the wrong tone of voice for their business, which can do more harm than good.

I remind my clients that clicking that ‘post’ button without a clear direction could turn them into the Donald Trump of the property industry. To avoid an online meltdown, consider creating a monthly social media plan that carefully outlines suitable topics to post about. If in doubt, seek professional guidance.

These are challenging times for the property industry but taking necessary precautions, such as the implementation of above steps, can make a difference to your brand performance. Remember to align your various departments with your communication strategy. Regular training of sales staff and spokesperson(s) is crucial to ensure that your key messages and company values are represented consistently.

An established property PR professional since 2005, Andre has worked for some of London’s most reputable property PR agencies. With the urge to create more bespoke communication solutions without charging hefty fees, Andre set up Viking PR to offer his services as a freelance PR Consultant. His clients include property developers, estate agents, housebuilders, construction companies and property service providers such as interior designers.

Andre Kappelhoff, freelance PR Consultant and Founder of Viking PR