The Profitable Power of Storytelling in Real Estate
Although Coldwell Banker was a relatively well-known brand in the real estate sector internationally, it still needed to differentiate itself from its competitors locally.
Matrix helped them do just that through the Know - Like - Trust strategy.
To increase the brand’s share of voice and through that increase the number of investor enquiries and securing new client
To find a gap (niche) amid the noise that would, in turn, attract the media and its target audience (investors)
To Increase credibility and trust by building and sustaining strong and mutually-beneficial media relations.
Highly competitive industry and well-established giant players in the market
Credibility and Trust issues amongst investors and buyers
No prior PR/brand exposure
Research into how to build and sustain strong relationships with relevant editors and journalists revealed
that providing numbers, data, and local insights
are key for getting placements in mainstream media for the real estate industry.
This strategy helped us build a positive brand image in the region.
It positioned Coldwell Banker as an industry leader, and boost their customer enquiries/ conversion efforts.
Our campaign strategy was based on three key stages: Know, Like, and Trust
KNOW: Share timely exclusive and insightful market reports and trends
LIKE: Data driven participation in industry stories
TRUST: Build Brand-Media Rapport
Shared quarterly market reports and emerging trends from the real estate market throughout the campaign period
The team kept track of all industry announcements and proactively sent timely comments on behalf of the client to relevant media who were likely to work on follow-up features
Media requests increase by 69%
Investor inquiries increased by 10%
Client conversions increased by 8%
172 media clippings generated including 119 digital and 53 print
Matrix PR helps AMI to lay a concrete foundation
Constructing opportunities in distressed real estate
How a strategic PR approach paved the path for Coldwell Banker to stand out in the UAE’s overcrowded real estate space
