All has been changing, including things about space and the property industry.
No, this is not space that deals with rocket and others, but simpler. Optimizing houses and earning revenue from guests, sustainability and housing for millennial, co-living, co-working spaces are some of the changes. GoWork. RedDoor. Airbnb. And so on.
Today co-working is no longer a niche and almost all major property owners in Jakarta have it. Even the Ministry of Manpower has a Co-Working called the Innovation Room!
What is the relation between space and social science? Spaces are beyond 2 x 2 meters equal to 4 square meters. Spaces are related to decor, location, people we share the space, funds to manage space, developer, property manager and others on the list. These are the social aspects. In this article, I will briefly explain how social sciences including PR can be optimized for spaces – or property business:
1. Maintaining Reputation
Who do you see when you buy property? Reputation is especially important in the property industry as the size of each transaction in the industry is sizable even for renting, meaning that they need something or someone to trust rather than just fact sheets.
By appearing in major publications (both traditional and online media), you are shaping your reputation as people tend to read news outlets that they trust.
2. Your Story and Exposure in the Market
One of the most efficient ways to market your business and increase your brand exposure is through the use of PR.
Brand exposure is the basic for all businesses in brand management, although it may not be the most important aspect in brand management for some types of businesses.
If you can summarize brand exposure in one sentence, it is the fact that consumers won’t buy (or rent) what they have not heard of.
In Industry 4.0, exposure also helps your brand’s digital presence, e.g. coverage in the media will get people to be more interested in your brand and therefore they will be looking up your brand in search engines.
3. From Conventional to Evolving Industry – How to Move
People are less likely to be excited if you market a location based on their price and location only. The headline just does not entice people. Here is where PR comes in handy.
PR is all about soft-selling (as all PR practitioners know). We look for that subtle aspect that sells the message without selling the product.
Consider KVB’s past release with FARPOINT;
“FARPOINT and Andra Matin presents innovating housing with competitive pricing.”
What comes first is their collaboration with Andra Matin, which is a well-known Indonesian architect. Followed by their innovative housing which supports sustainability, while the pricing comes last.
When you are doing your PR, look for that hook that might just get people interested to read the article.
We suggest the following in no order of importance;
1. Professionals involved.
2. Address your target market e.g. if your properties are ideal for families, then let prospective buyers know about local schools and activities for children in the area.
3. Access to public transportation
4. Other unique aspects, e.g. comes fitted with solar panels (although this is more on the developers and less on the pr side)
4. Public Opinion Matters a Lot for the Property Industry
B2C businesses such as hotels are very similar to one another. The customers have the privilege to choose where they are going to stay most of the time. This is why when the public opinion goes against you, your customers can just shift to your competitors at little to no cost. One of the goals of PR is to avoid these crises. In times of crisis however, it is still better if you have prepared staff with statements as well as being prepared to share statements with the media.
So, let’s deliver stories of your space.
Written by Orvin Hatmosroyo and Dian Noeh Abubakar.