Real estate marketing and PR is undergoing a transformation, driven by innovative storytelling, immersive experiences and strategic creativity. Industry leaders are redefining how we connect with audiences, ensuring that real estate projects stand out as more than just buildings. From leveraging luxury brand partnerships to creating cohesive marcomms strategies, mee the marcomms pros setting new standards and guiding their clients to success in a competitive and ever-evolving market.
The Ritz-Carlton Residences, The Woodlands, Courtesy of Howard Hughes Corporation (HHH)
Sarah Berman, President, The Berman Group
"This is an incredible time for the real estate industry -there is so much creativity and leadership in rethinking how people want to use spaces and create experiences in the office or at home. We are seeing tremendous innovation in the area of hospitality as well as experiential and digital and immersive retail and the strength of the luxury market in urban markets that offer lifestyle amenities remains strong despite changing market conditions. We love watching our clients lead through innovation in design, technology and leveraging data to study the needs and preferences of occupants of all types of real estate."
Joey Arak, Partner, M18 Public Relations
“The most important part of a real estate project these days is what makes it more than a real estate project. Storytelling has always been the core of what we do as PR professionals, but given the shifting media landscape and scattered audiences, cracking the code on what makes a building more than bricks and mortar is absolutely essential for any successful campaign. If you don’t understand what elevates a project beyond ‘just’ being a real estate story, neither will the media you’re reaching out to nor the intended audiences.”
Trish Varker-Miles, Director, TNA
“TNA is Australia’s leading PR agency for luxury real estate and luxury consumer brands in Australia. In the Australian market, we are generating excellent results via our network of high net worth individuals, luxury brands and private wealth managers, which has been built over many years. We have staged a series of events in client display suites with like-minded luxury brands, private clubs and private wealth managers to ensure HNWIs have exposure to a property in a subtle and relaxed fashion. This has resulted in sales and valuable word of mouth activity. In some instances developers are preferring to dial down editorial coverage and increase their focus on directly targeting HNWIs via brand partnerships in order to maintain exclusivity. With Australian real estate media mainly focusing on paid content, our role as their communications agency has therefore extended beyond earned media, to directly target purchasers via exclusive and strategic partnerships and events.”
Parnell House Penthouse via TNA
Durée Ross, President, Founder & CEO, Durée & Company
“One residential real estate trend that has become increasingly popular is branded condo towers. From luxury fashion designers to high-end automobile brands, we have seen the rise of this trend more than ever in the past few years, especially in South Florida. Though many can agree that the real estate market is uncertain right now in many parts of the U.S., the luxury residential market continues to thrive in Florida, and the branded residences are driven by that demand, especially as they are associated with the stature of iconic brands such as Porsche, Aston Martin, Bentley, Fendi, and Armani. This has resulted in a winning marketing strategy for developers as buyers already have an emotional connection with these brand names. Additionally, wellness continues to be a major trend among residential new developments. We represent developments that offer spas featuring hydrothermal experiences, saunas, steam rooms, lap pools, memberships to Sollis Health, an emergency medical concierge, and more. In a society that embraces wellness and healthy aging, any residential product associated with these two big trends – from a design or amenities perspective – translates into big success.”
Amy Rossetti, CEO, R[AR]E Public Relations
"In the real estate sector, a cohesive marcomms strategy is essential to building a compelling brand story and establishing credibility. By ensuring that all channels—public relations, social media, email campaigns, and content marketing —work together seamlessly, we can create a unified message that resonates with clients' target audiences. This integrated approach not only enhances engagement but also strengthens trust and brand loyalty."
Suzanne Rosnowski, CEO & Founder, Relevance International
“Marketing and communications are undergoing an exciting renaissance now, whereby the most strategic and creative thinkers win. The marcomm innovators open to new, emerging areas such as experiential marketing; highly nuanced, culturally relevant, and fully integrated 360 global strategies; and creative collaborations that set a new benchmark for brands are quickly becoming the Leonardo da Vincis of our craft.”
Porto Montenegro via Relevance International
Laura Corrigan, SVP, Marketing and PR, The Agency
"Innovative marketing today is all about creating immersive experiences that allow people to truly connect with brands. Experiential campaigns are essential because they go beyond traditional marketing, offering tangible, memorable interactions that resonate with consumers on a deeper level. By engaging the senses and human element, at The Agency, we aim to leave a lasting impression on our clients and the industry as a whole."
Jessica Levy, President, Levy Public Relations & Events
"The real estate market in South Florida is experiencing a robust period of growth, driven by an influx of businesses relocating to the area, which continues to fuel the economy. This trend is exemplified by recent expansions from major players like Dwight Capital and JP Morgan. Additionally, we're observing a surge in financing and loans, indicative of a healthy real estate climate. A notable loan closing is the recent closing of a $668 million loan for the Waldorf Astoria Hotel & Residences Miami, underscoring the strong investment appetite and confidence in South Florida's potential. The region remains a hotspot for investors and companies alike, looking to capitalize on its dynamic market and lifestyle appeal."
Waldorf Astoria Hotel & Residences Miami via Levy PR
