David McCooke
Why property PR matters more than ever in 2025
10/10/2025
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1 minute
In today’s property market, reputation sells as much as build quality. Across London and Edinburgh, buyers, investors and tenants are no longer just looking for square footage — they’re buying into trust, story and lifestyle. That’s why effective Property PR has become one of the most powerful tools for developers, agents and Build to Rent (BTR) operators alike.
After more than 15 years working in sales, lettings and marketing — leading teams, launching schemes and managing communications across some of London’s most high-profile developments — I’ve learned that successful property marketing is no longer about visibility alone. It’s about clarity of message, consistency of tone, and credibility of voice.
Excite the buyer — sell to the agent
One principle I always share with clients launching off-plan schemes is simple: excite the buyer, sell to the agent.
Buyers invest emotionally, but agents sell commercially. And when agents understand and believe in a development’s vision — its story, its audience, its lifestyle promise — they sell it more effectively than any advertisement could.
That’s where great communications make the difference.
PR and marketing shouldn’t just attract attention; they should equip your sales teams and partner agents with language, visuals and belief. A strong communications strategy doesn’t stop at the press release or brochure — it extends into internal and partner engagement.
Your agents are your ambassadors. The clearer and more compelling your story, the easier it is for them to share it with conviction.
Why internal communications matter as much as external
It’s easy to think of PR purely as external storytelling — press coverage, social content, brand perception. But for developers and agents, internal communications are equally vital.
Sales and lettings teams are on the front line of your brand. They need to feel part of the narrative, not just recipients of it. Consistent internal updates, staff newsletters, and clear messaging frameworks ensure everyone — from marketing to front-of-house — is speaking with one voice.
At McCooke Group, we see this as part of our broader communications ecosystem:
External PR builds reputation and reach.
Internal communications build alignment and confidence.
Together, they create brand coherence — the kind of clarity that’s immediately visible to buyers, journalists and investors alike.
The changing face of Property PR
The property sector has changed dramatically in recent years. Build to Rent (BTR) is reshaping urban living; digital channels have redefined buyer discovery; and brand reputation now sits at the heart of long-term value.
Modern property PR is about managing perception across every touchpoint — from pre-launch media to post-occupancy storytelling. It’s about creating visibility, but also shaping meaning: why your development matters, how it fits into its surroundings, and what experience it offers.
This is especially true in London, where global investors expect professionalism and polish, and in Edinburgh, where community, heritage and regeneration narratives play a crucial role. Each market demands a tailored message — the right tone for the right audience.
PR, branding and creative — one consistent voice
Too often, PR and creative are handled separately, leading to inconsistent messages and fragmented delivery. At McCooke Group, we bring PR, branding and design together from the start.
That means the story, the visuals and the media message are aligned — the brochure and the press release say the same thing, the social campaign echoes the sales narrative. This joined-up approach is what transforms communications from a marketing exercise into a commercial advantage.
Final thoughts
In property, perception is everything. Whether you’re selling off-plan apartments, leasing Build to Rent homes, or launching a new agency brand, your communications define how the market sees you.
Excite the buyer. Sell to the agent. Align your teams.
Do those three things, and your marketing becomes more than promotion — it becomes momentum.
At McCooke Group, we help developers, agents and property brands build that momentum through integrated PR, branding and communications designed to deliver both reputation and results.
David McCooke
