Warning: "continue" targeting switch is equivalent to "break". Did you mean to use "continue 2"? in /nfs/c04/h02/mnt/64046/domains/ignitionre.com/html/wp-content/plugins/gravityforms/common.php on line 1177

Warning: "continue" targeting switch is equivalent to "break". Did you mean to use "continue 2"? in /nfs/c04/h02/mnt/64046/domains/ignitionre.com/html/wp-content/plugins/gravityforms/common.php on line 1214

Warning: "continue" targeting switch is equivalent to "break". Did you mean to use "continue 2"? in /nfs/c04/h02/mnt/64046/domains/ignitionre.com/html/wp-content/plugins/gravityforms/common.php on line 1218

Warning: "continue" targeting switch is equivalent to "break". Did you mean to use "continue 2"? in /nfs/c04/h02/mnt/64046/domains/ignitionre.com/html/wp-content/plugins/gravityforms/common.php on line 1243

Warning: "continue" targeting switch is equivalent to "break". Did you mean to use "continue 2"? in /nfs/c04/h02/mnt/64046/domains/ignitionre.com/html/wp-content/plugins/gravityforms/common.php on line 2959

Warning: "continue" targeting switch is equivalent to "break". Did you mean to use "continue 2"? in /nfs/c04/h02/mnt/64046/domains/ignitionre.com/html/wp-content/plugins/gravityforms/common.php on line 2966

Warning: "continue" targeting switch is equivalent to "break". Did you mean to use "continue 2"? in /nfs/c04/h02/mnt/64046/domains/ignitionre.com/html/wp-content/plugins/gravityforms/common.php on line 2979

Warning: Use of undefined constant mpstream_initialize - assumed 'mpstream_initialize' (this will throw an Error in a future version of PHP) in /nfs/c04/h02/mnt/64046/domains/ignitionre.com/html/wp-content/plugins/mixpanel-streams/mixpanel-streams.php on line 118

Warning: Use of undefined constant mpstream_track - assumed 'mpstream_track' (this will throw an Error in a future version of PHP) in /nfs/c04/h02/mnt/64046/domains/ignitionre.com/html/wp-content/plugins/mixpanel-streams/mixpanel-streams.php on line 119

Warning: session_start(): Cannot start session when headers already sent in /nfs/c04/h02/mnt/64046/domains/ignitionre.com/html/wp-content/plugins/gravity-forms-referrer/gravity-forms-referrer.php on line 31
Public Relations and Real Estate Marketing - IGNITION Residential

Public Relations and Real Estate Marketing

Is It Worth It?  Can’t I Do It Myself?  And Who Is Lisa Nickerson?

real estate marketing public relations

There are always questions surrounding the allocation of multi-family project funds for Public Relations. Is it necessary?  How has Public Relations been impacted by web-based marketing?

This blog will address these important questions and, in doing so, will explore the value of Public Relations relative to the marketing of a residential project in the market of today.

1.  Is Public Relations Necessary For Effective Residential Marketing?

The promotion of a residential multifamily project has always been comprised of two essential components: Advertising (usually print, and sometimes radio) and Public Relations.  The essential difference between the two is the perceived source, with Advertising quite obviously placed by the developer or the marketer and Public Relations, especially if it’s effectively implemented, being perceived as news from a third-party source.   The latter is always more credible and, as Eugene Morris Jerome noted in Neil Simon’s “Biloxi Blues,”

I learned a very important lesson that night. People believe whatever they read. Something magical happens once its put down on paper. They figure no one would have gone through the trouble if it wasn’t the truth….

Further, if it’s read as a story in a newspaper or a magazine, that goes triple.  Advertising is great and, by definition, it controls the message…but everyone knows that it’s just Advertising.  If a reporter says the same thing, it transcends Advertising and becomes more than the written word; it becomes truth.

While we don’t suggest eschewing Advertising in favor of Public Relations, we do recommend that there be a balance of the two such that they are working together to promote a project.  This requires combing the talents of an experienced advertising agency well-versed in residential marketing (we’ve used Doerr Associates for almost three decades) and an equally experienced and talented Public Relations firm (Is there anyone better for residential Public Relations than Lisa Nickerson of Nickerson PR?  We think not).

2.   How has Public Relations been impacted by Web-based Marketing?

The closest analogy might be the advent of Photoshop which had an enormous impact on advertising agencies, graphic designers and sign shops, followed by the plethora of web sites offering free design services for all types of graphic products along with, ironically, web sites.  No longer were the artistically challenged required to seek paid assistance from offices and individuals whose talents in the required disciplines exceeded their own.

The same thing has happened in the world of Public Relations, with businesses and institutions, including those involved in multi-family real estate, posting their news on everything from Facebook to personal and corporate blogs.  More often than not, these are well-written posts and the distribution lists can be enormous.  So why pay for the use of a professional public relations company?

As someone who has used Public Relations for the past three plus decades to supplement advertising to promote multifamily development projects, the answer can be stated in two words:  Lisa Nickerson.

Lisa is an extraordinarily smart and talented individual and we have had enormous success using her company, Nickerson PR.  Notwithstanding the fact that yours truly is both familiar with self-promoting new developments (witness where you’re probably reading this blog), and his partners in IGNITION Residential, Michael DiMella and PT Vineburgh, made use of the web to promote properties long before most marketers and brokers, we continue to use Nickerson PR because there are many things that they can accomplish which we cannot.

Yes, our stuff is posted on Facebook, but who doubts the source of these posts (see Question 1)?  The magic that Lisa brings to the table is partially a function of her contacts and relationships with the various important news organs (The Globe, The Herald, The Boston Business Journal, Banker & Tradesman, The Real Estate Reporter, and on and on).  These relationships are, more often than not, the difference between a press release being published (and perceived as news) or falling into the cyber wastebasket.  Further, Lisa is intelligent enough to link her clients’ stories to trend stories that may have emanated from someone else…something almost impossible for a self-promoter to accomplish.  In addition, it would be hard to note how many times I’ve been contacted by a reporter at Lisa’s urging and have had a great opportunity, within the consequent interview, to promote a particular project or to plant the seed of a major story that features our project to appear at a later date.

No, Lisa Nickerson isn’t my cousin and she doesn’t work free, but if I’m writing a blog on Public Relations, how can I not mention the individual who put The Waterworks and many other projects of mine on the proverbial map?  It was her stories that allowed all of those projects to be at least 50% sold out prior to the start of construction.

The bottom line, in my opinion, is that any developer or marketing company which eschews Public Relations does so at his/her own risk.  You probably won’t know what you’re missing, but you’ll definitely know what you’re getting if you use a company as talented as Nickerson PR.

We’ll certainly know because we’re using Nickerson for our Public Relations for Charing Cross, the new 55 unit condominium development in Brighton which will be marketed by our multifamily marketing company, IGNITION Residential.

Tags: , , ,

About Merrill Diamond

Merrill H. Diamond is a trained architect and a founding principal of IGNITION Residential, an interdisciplinary multi-family marketing firm. He is also a founding partner of Diamond/Sinacori, a Boston-based real estate development company founded in 1978. Mr. Diamond has been the recipient of numerous local and national awards for both development and marketing. He has served as both a gubernatorial appointee to the Massachusetts Historical Commission and to the Senate Special Commission on Historic Preservation. In addition, Mr. Diamond has been named “Entrepreneur of the Year” by Arthur Young / “Venture Magazine;” “Merchant Builder of the Year” by the National Association of Homebuilders (NAHB), and one of “America’s Most Valuable People” by “USA Today".

Warning: count(): Parameter must be an array or an object that implements Countable in /nfs/c04/h02/mnt/64046/domains/ignitionre.com/html/wp-includes/class-wp-comment-query.php on line 405

No comments yet.

Leave a Reply