The @properties Development Group Advantage: Building buzz with Kelley Regan, Public Relations Manager
This spring, we shared a digital marketing download to explore the value of @properties Development Group’s (@DG) in-house marketing team. Let’s take a closer look at our comprehensive communications capabilities with an in-depth examination of our proven approach to PR with Kelley Regan, Public Relations Manager.
To begin, can you provide insight into the function of the public relations team at @DG?
At @DG, we take a holistic approach to marketing and PR, working collaboratively to put together an integrated strategy designed to reach our client’s goals. The PR team’s expertise includes strategy development, press release writing, copywriting, media outreach and thought leadership. With more than 20 years combined experience in real estate public relations, our team truly understands what it takes to create a buzz around a new development.
How does the in-house PR team distinguish @properties Development Group?
Many development marketing agencies don’t have the in-house public relations capabilities that we do at @DG, which means a developer either has to seek PR support elsewhere or go it alone. When a developer signs on with @DG, they’re partnering with an experienced team of public relations experts who know how to create excitement about a new development and position a developer in the best possible light, as evidenced by our strong track record of success. Furthermore, our deep relationships with real estate media offer us opportunities for media coverage that may not be found elsewhere.
How would you describe the @DG approach to public relations?
We take a thoughtful, strategic approach to PR. Because each market is unique, we take a deep dive into each development and neighborhood to uncover what’s happening in the area, and we consider which real estate trends and statistics can help bolster our story and interest the media. As developments progress, we identify newsworthy moments, including groundbreakings, first complete units and sellouts, to keep the media momentum going throughout the life of the project.
Tell us about a particular success story as it relates to PR.
Alcove Wicker Park is an interesting case study. In its early stages, we quickly realized that potential buyers didn't totally understand the project. It’s located on Division Street in Chicago’s Wicker Park neighborhood, a bustling corridor for shopping, dining and entertainment, but is set off from the street; it’s a literal alcove with a beautiful courtyard, removed from the bustling Division Street corridor. Given the uniqueness of the development, we had some work to do to tell the story and attract buyers.
Because Alcove really is a project someone needs to see before they understand it, we launched the project by offering tours to members of the media and hosting a summer party for brokers at the property. We also pitched a story about Alcove and its developer to Chicago Agent Magazine, which turned into a cover piece about the project and an overview about how @DG works with our development partners. It’s a wonderful example of how we were able to strategically leverage a simple pitch into a deeper, more compelling story to drive interest in the property and elevate awareness of the @DG brand.