What’s Your Story?

Principal Consultant , David Allison Inc.
  • Mar. 2, 2010

I’ve been writing weekly posts about real estate development marketing for RENX for some time now. It’s a lot of fun, and there are a lot of things I still want to write about. But in the spirit of fair play and community building I want to offer readers a chance to use this bully pulpit for themselves.

If you have a real estate development marketing and/or branding story to tell, this is your chance. Just send me a press release. I’ll consider all the ideas I receive, and write RENX posts about the good ones.

How do you make sure your press release is a good one? Here are two simple things to consider before you put pen to paper:

1. Is it really news? Or is it advertising? Your condo blowout half-price sale isn’t news. If you want to tell people about that you need to buy an ad. Other things that aren’t news: you made a sale, you finished something, you started something, you next phase is being released, you’re proud of something, you promoted someone, you got promoted, your construction is nearing completion, you launched a website. Yawn.

2. Is it something other people are going to find interesting? Have you solved a common problem (in this case in the real estate project marketing world) in a new way? Did you try something absolutely outrageous and discover that it worked like a hot damn? Or that it failed horribly? Did you tackle a thorny issue with genius-level insight? Will others care?

There are much smarter people than me out there who do this professionally. PR specialists create and circulate story ideas to journalists all day. They’d scoff at my overly simplistic two-step vetting process as outlined above. But you’d be surprised how many press releases still get sent that are boring and self-congratulatory.

I’d really like to hear from developers who have used a combination of digital and traditional channels, with some interesting integration between the two, to accomplish objectives.

I’d be very interested in stories about new channels that you’ve discovered, or new tactics you’ve used to connect with your prospects in meaningful ways.

I’m always eager to learn about marketing and branding experiments; long shots that turned out to be worth the effort.

The RENX website (last time I asked) gets 100,000 unique visitors a month, so your story could potentially reach a lot of people. It’s worth taking the time to put your thoughts on paper and send them off to yours truly. If you click here
here you’ll be able to email your ideas to me directly. I hope you do.

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For more information on Marketing Journalism, download a free copy of my book, Sell The Truth here and plan on attending a breakfast seminar on March 29th, presented by RENX, featuring myself, Hunter Milborne, and a few surprise guest speakers.

Formal registration isn’t set up yet, but for readers of Sell The Truth on RENX.ca, you can pre-register by simply sending me an email at david@braunallison.com and I’ll let you know when the registration system is set up. Proceeds from this seminar will go to a GTA charity, thanks to our generous sponsors, who will be revealed shortly. We have one sponsorship opportunity remaining, at $1500, and if you are interested in getting your company name in front of a room full of real estate movers-and-shakers let me know. You can email me at the above address for more information.


David Allison works with executive teams in real estate development and other industries to craft the early-stage vision and brand for projects of all kinds. He crystallizes the most interesting…

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David Allison works with executive teams in real estate development and other industries to craft the early-stage vision and brand for projects of all kinds. He crystallizes the most interesting…

Read more





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