Property PR
Higginson Strategy’s property experts empower your organisation with targeted communications support that delivers measurable results.
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Higginson Strategy’s Approach
1 – Strategy
Our approach begins with an in-depth ideation session to develop a built environment communications strategy that aligns seamlessly with your business’s objectives and establishes clear KPIs. We will outline our approach to create media-rich and innovative campaigns that resonate with your target audiences and drive meaningful results.
2 – Implementation
By leveraging a comprehensive suite of tools—such as media activations, op-eds, press releases, broadcast media pitching, and reactive comments—Higginson Strategy will help to position your organisation as a leading authority on the built environment.
Our team consistently monitors the latest media and policy developments to seize opportunities for coverage and ensure that your campaigns remain at the forefront of current issues.
3 – Results
Higginson Strategy will evaluate the success of our work against clearly defined monthly goals, measuring not only the quantitative aspects of coverage achieved but also continuously assessing how PR efforts have influenced website traffic and revenue growth.
Case Studies
LRPM
Challenge: Property management company LRPM had always grown through the personal connections of its indomitable and highly sociable founder Letitia Randell. LRPM wanted to grow its client base without always having to lean on these.
Solution: Higginson Strategy identified London and Norfolk as key markets for LRPM’s services. Higginson did a deep dive into LRPM’s purpose, finding that Letitia was passionate about providing honest and clear pricing in an industry where this isn’t always the case. We also found they had an all-female team in a male-dominated industry, which we turned to their advantage. After finding this angle, Higginson Strategy pushed out stories which highlighted LRPM’s strengths.
Outcome: After seeing a story in the Eastern Daily Press a high-profile client called LRPM to provide services worth tens of thousands of pounds a year. Due to the client’s profile this cascaded, leading to a multitude of business opportunities.
Castleforge
Challenge: Since its formation in 2010, Castleforge Partners has been a highly successful real estate investment firm, with a strong portfolio of assets in the residential, commercial and hospitality industries across the UK and Europe. But compared to their rivals in the commercial property investment space, they remained relatively unknown.
Solution: Higginson created a coordinated communications strategy to elevate Castleforge above its competitors centred around key messages looking towards the future of the office and work. Coverage was gained across a range of titles including City AM, Yahoo! News, The Independent and MSN Money
Outcome: In March 2020 Castleforge Partners asked us to compare our work to six of their rivals all of whom were exceeding Castleforge in terms of media share of voice. By the end of 2020, we had to create a new set of larger rivals as we were so far ahead of those we were originally evaluating against.
In 2021, Higginson generated a further 117 pieces of coverage in publications including City AM, Property Week, BusinessLive, Estates Gazette, CoStar and Property Funds World.
MoreySmith
Challenge: MoreySmith is a multi-award winning interior design and architecture studio based in London. Approaching its 30th anniversary in 2023, the studio was looking for a communications strategy to raise the profile of its senior leadership team and to promote several landmark projects due to complete during this time period, including CBRE’s new headquarters, Henrietta House.
Solution: Higginson has amplified MoreySmith’s industry-leading expertise with a three-year strategy, incorporating reactive and proactive pitching and securing feature-led pieces for its commercial, residential and lifestyle projects.
Outcome: In 2021 alone, Higginson secured 46 pieces of coverage with a combined online readership of more than one billion people. Highlights include The Financial Times, The Telegraph, City AM, Frame Magazine and Property Week.
Our Property PR Experts
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Clodagh Higginson
Partner
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