Announcing New Property Listings: Best PR Tips to Stand Out in the Market

Are you in a situation where your property listings are not gaining as much traction as you desire? A property listing press release is your secret weapon. When done right, it doesn’t just inform, but drives leads and builds brand equity. 

In this article, we’ll explore how to announce new property listings using proven PR strategies professionally, as well as other tactics to amplify the announcement, helping real estate agents maximise visibility and attract potential buyers.

What Is a Property Listing Press Release and Why Does It Matter?

A Property Listing Press Release is an official document that promotes the Property launch announcement of a new residential or commercial property for sale or rent. It is more than an awareness publication; it sparks interest, attracts buyers, and engineers investor visibility. 

Rather than rely on property agents and platforms, a property listing press release allows you to position yourself as a standout in the real estate market that is saturated and filled with scepticism.

Here are some other reasons why a Property Listing Press Release matters:

1. Generate Publicity: Beyond just traditional sites, a property listing press release helps to reach a wider audience through blogs and news outlets. It helps to capture people missed by conventional media.

2. Builds Credibility and Professionalism: A press release builds credibility for a property, lends it a sense of seriousness, and makes the audience perceive it as a legitimate entity.   

3. Boost Online Visibility and SEO: Search engines index press releases issued online, allowing your property to appear in search results and also enabling potential customers to discover your property through the release when searching for relevant keywords. 

4. A press release also attracts the attention of media and influencers, strengthening your company and helping people see you as a thought leader in the real estate market.

2. When Should You Announce a New Property Listing?

Property Listing announcements are strategic, and they must be released at the right time to boost visibility significantly, drive early buyer interest, and expedite sales. 

Here’s when to go public with your announcement:

1. When the Project starts or halfway through: This is one of the strategic periods to announce a new property listing. Established brands typically do it to announce a new project to their audience or as a signal for investors to support the project’s development. They usually include a visual sample showing what the property will look like.

2. When the Property is Fully Ready: This stage presents the property is professionally ready, and ready for use. Here, high-quality images of properties are captured, along with virtual tours that showcase their appearance and features.

3. During a High-Demand Season: The peak seasons for real estate are typically the first and last quarters of the year. When numerous businesses open and expand, a pre-holiday buying rush occurs. Announcing a new property listing during this period has a greater impact on buyer attention.

3. Key Elements of a Compelling Property Listing Press Release

A property listing press release goes beyond a random announcement for house sales. It must elicit the audience, tell a story, and drive action. 

Whether you’re launching a luxury apartment, serviced apartment, or commercial space, these essential components will help to craft a compelling property: 

1. Headline That Grabs Attention: The headline of a property press release must be clear and benefit-driven. It must be optimised for search to reach the intended audience, and it must also include location or unique features, like luxury homes for sale.

2. Engaging Lead Paragraph: A headline captures attention, but a lead paragraph is what makes the conversion, because it covers what, where, when, and why. Here, it communicates property type, location, and opportunity. 

3. Property Highlight: Use bullet points to list the details of the house, like the number of bedrooms, bathrooms, and the square footage, special features like stainless steel appliances and smart devices and other related information

4. Quality Images and Video Links: Incorporating high-quality images and videos enhances engagement with property listing press releases. It could be an image of the property or a video footage of it. 

5. Trend Insight: This is typically useful for high-value properties to describe the rising demand in the neighbourhood and also the upcoming developments that will boost investment in the property. 

6. Another element to ensure this is ending the press release with a Call to Action (CTA) to encourage buyers to take action.

4. Writing with Buyer Intent in Mind: What to Highlight

The Property Press Release is not just to announce a listing. It should directly address the buyer’s intent. Different buyers have varying intentions when searching for a property; some are investors, first-time homebuyers, or individuals seeking a new location to relocate to. 

Here’s how to write a real estate press release to convert interest into action:

1. Highlight Lifestyle and Not Just Features: People do not just buy features in a room or physical structure; they buy a lifestyle. They want a picture of what it feels like to be in a space. 

2. Emphasise Location Value: Apart from stating the area of the property, also focus on what buyers care about, such as closeness to airports, hotspots, security, and other infrastructural developments.

3. Speak to Investment Mindset: For buyers purchasing for investment purposes, highlight the rental yield potential and also discuss how it can be ideal for Airbnb income.

4. Stress Scarcity: The Fear of Missing Out (FOMO) works like magic, especially amongst high-intent buyers—Utilise urgency and exclusivity to your advantage to facilitate quick purchases. 

5. Address other pain points, such as electricity supply, maintenance, and security. 

5. SEO Best Practices for Property Press Releases

To make your property press release crawlable and searchable by buyers on search engines, ensure it is SEO-optimised. It helps to stand out in the crowded real estate market and earns media visibility.

Below are proven best practices tailored for real estate PR: 

• Use Targeted Keywords Strategically: Utilise real estate listing description keywords that your potential buyers are searching for when looking for properties. Place them in the headline, subhead, first 100 words, meta description and the URL. 

• Craft a Clear & Searchable Headline: Ensure headlines are within 70 characters, including the main keyword of the press release. 

• Structure Content with Subheadings: This is one of the tips that aids readability and SEO crawling. 

• Include Metadata: These are data and information about a file, document or image in an article. It helps searchability, compliance and organisation. 

• Add Internal and External Links: Addition of internal and external links boosts credibility and on-page SEO. They are links to other related articles on the same blog and other external authorities. 

• Optimise Images with Descriptive Alt Text: These are texts that describe images in an article. It helps with both SEO and accessibility.

• Make It Mobile-Friendly: Potential buyers tend to access most blog sites and articles published on their mobile phones. Make use of short paragraphs and bullet points. 

• Distribute on SEO-Rich Platforms: Post your press release on websites and platforms that are crawlable, which helps increase backlinks and improve local SEO rankings.

6. Real Estate PR Dos and Don’ts for New Listing Announcements

To maximise the visibility strength of a real estate PR, there are certain best practices to follow to ensure this. 

These are some of the Dos when listing a Real Estate PR:  

• Craft a strong, buyer-focused headline: Ensure you go straight to the point in your headline and convey it in a firm tone that communicates the issue. Include location, property type, and a value-driven hook.

• Highlight Uniqueness: Mentioned the key difference of the listing from others, such as smart home features, home office, proximity to key areas, flexible payment plans and limited-time pricing. 

• Include Key Details Upfront: Ensure the press release presents key details in its initial paragraphs. The press release should answer questions like what you’re listing, where it’s located, who the target buyer is, and what action they should take. 

Here are the Don’ts: 

• Don’t be too salesy: Avoid exaggerating claims and over-guaranteeing a perk just to sell. Authenticity in tone is a crucial factor to consider when crafting your PR.

• Don’t use technical jargon; use buyer-friendly language.

• Don’t announce too early: The best practice is to hold off on PR if your property doesn’t have any showings or doesn’t have a visual.

• Don’t Rely Only on Traditional Media: Couple press releases with traditional media, such as Instagram Reels, LinkedIn updates, Email campaigns, and WhatsApp groups. 

7. How and Where to Distribute Your Press Release

Crafting a press release for a property listing is just half of the task. The other half is to distribute press release strategically, ensuring it catches the eyes of potential buyers. 

Here’s how to get maximum traction for your real estate listing announcement:

• Use a Press Distribution Platform: These platforms help distribute press releases for property listings to reach media houses, journalists, and online outlets, like Pressdia.

• Send directly to journalists or desk editors: These are editors and journalists of online publications and newspaper organisations that can feature your press release in their publication. 

• Real Estate Platforms: These platforms are specifically to disseminate real estate content, featuring property listings, MLS listings, new property listings and sponsored posts.

• Company Website and Blogs: A personalised company blog is also a perfect medium to communicate press releases. Ensure you include HD images, contact forms and also links to the property page. 

• Promote on Social Media: You can also share your press releases on your social media pages, such as Instagram, LinkedIn, Facebook, and Twitter/X. 

• Use Email Newsletters: Send real estate announcement emails to your subscribers, existing clients and also to real estate investor networks. Ensure it has a clear headline, hero image and a press release summary. 

8. Bonus Tactics to Amplify Your Announcement

Beyond the standard method through press release, here are some bonus tactics you can use to amplify the Property Listing Announcement:

1. Create a Video Tour: Shoot a short, professional virtual home tour of the property,  displaying the interior and other amenities, such as walk-in closets. You can use aerial drone footage to create a walk-thorugh video. 

2. Collaborate with Influencers: Partner with lifestyle creators, real estate influencers to create focused content on home decor, urban living, and property investment. 

3.  Host a Virtual or Physical Open House Event: This is one of the best ways to amplify property announcements by inviting agents, investors, and prospective buyers to use as a key chance to re-announce the listing. 

4. Offer a Time-Sensitive Incentive: Offers such as a free first-year service charge, a discounted legal representative, and a 5% discount for early buyers can be used to promote property announcements and attract more buyers. 

Conclusion  

Real estate agents must strategically announce new property listings through a press release, using a New Listings Press Release, ensuring it is crafted with buyers’ intent, inclusive of key elements, SEO best practices, and distributed adequately for wide coverage and reach.

Are you a realtor, building engineer or property owner who needs help crafting your next property listing press release? Order our press release packages to make your announcement stand out today!