Life in Property PR

17th June 2025 by Kate Logan

As a nation, we love talking about property and having a nose around other people’s homes. That does give us PRs a small head start when it comes to promoting our property clients – and can really work to our advantage when pitching case studies.

However, that’s not to say it’s a straightforward sector to work in and there are lot of things to consider before you embark on a career in property PR.

Working in property public relations is interesting. It can be unpredictable, it’s occasionally complex – but generally very rewarding when it all comes together.

With new ways to reach audiences and a constant stream of developments in the pipeline, from heritage mills in Greater Manchester to brand new neighbourhoods rising from brownfield sites in North Wales, every day can bring something new. It’s probably that variety that keeps so many of us working in the sector for so long.

Clearing up the misconceptions

There’s a tendency to think it’s just about press releases and launch events. In reality, there’s a lot more that keeps us busy.

We help developers and communities tell stories about transformations, the growth of new neighbourhoods and the people who live there. We’re part translator, part storyteller, part strategist. We’re the ones turning 84 pages of a planning statement into a news angle a local journalist will want to cover and crafting social media posts that drive engagement from homebuyers.

We can’t guarantee a property tour video will go viral, but we can suggest a solid content plan instead, backed up by experience, expertise and a team that will do the legwork.

High expectations

It’s true—some projects come with ambitious timelines and goals. But one of the great joys of working in this field is partnering with clients who genuinely care about what they’re building and value what good communication can achieve.

Some clients are an absolute dream to work with: collaborative, clear, and committed to getting things right, not just fast. They understand that a good story is built, like a good scheme, on solid foundations. And they don’t mind when we gently nudge for more information or push for better images – absolute heroes!

When the client-PR relationship clicks, there’s a real sense of partnership.

The colleague camaraderie

No one understands the chaos of an embargo mix-up or a 4pm call from a newsdesk quite like your immediate team. And I wouldn’t swap the Active PR team for anyone.

There’s something special about working in a tight-knit group who can laugh through the confusing jargon and rally round when you’re juggling organising five events.

We’ve all shared those late in the day moments of “just one more email…” before an event, and the giddiness when a regional feature goes live. You learn to celebrate the little wins.

Always learning

I’ve worked in property PR for quite a few years now, but I’m still learning and it’s never dull.

It’s a job that evolves constantly. Every development strategy, every net zero target, every new community created offers something new to learn, explain, and support.

You can be on a call about developing a golf course in Cheshire one moment and planning a stakeholder event in Lancashire the next. And when you see something you’ve worked on take shape, secure a media feature or receive positive feedback from a client, it’s a great feeling.

This job is about people just as much as places. And our team is proud of the relationships we’ve built over many years and the stories we’ve been lucky enough to tell.

Photo by Artful Homes on Unsplash

What’s your property love language?

14th March 2024 by Kate Logan

Ever wondered what makes us fall in love with one property but not another?

Most of us will have a list of non-negotiables when searching for our future home, whether it be the number of bedrooms, an open-plan kitchen diner, double garage or a south facing garden. However, more often than not, it’s “the feeling” that makes us fall for a property rather than a tick box exercise. 

But what is that feeling? Is it a sixth sense and do we all experience it in the same way? We conducted a short survey (of our inhouse team of expert property writers!) to produce our five ‘property love languages’.

Nostalgic connection: Whether it’s a fleeting sense you’ve been here before, or specific features that evoke a memory of a childhood home or previous property, nostalgia can stir a strong connection to a new home. This can be further enhanced through period features that help the house to feel like it’s been well-loved and lived in, and the impression that it will stand the test of time.

Spatial configuration: Otherwise known as proportionality or balance. We all have a sense of what a well-proportioned home feels like but perhaps it’s only once we’re inside we know whether a property has this. What constitutes a “balanced home” can be different for everyone. It may comprise a large open-plan kitchen diner leading to a garden with a separate ‘snug’ lounge. Or you may have a more traditional view and prefer a classic double-fronted property with two symmetrical reception rooms.

Specification level: Some of us “left brain thinkers” are led less by our emotions and more by our logic and our first five senses. Therefore, the level of finish and physical attention to detail is what will ultimately win us over. If your property love language is specification, you may value mod cons, sleek kitchens and bathrooms, and smart home technology to bring the tingle. In real terms, your busy life may dictate that you need a turnkey property, but a high level of finish can be very emotive for lots of us, helping us to feel instantly relaxed and remove some of the stress of moving.

Visionary potential: We all need to use a little vision in a new property, if only to see in our mind’s eye how we and our families will use the space. However, when it comes to true visionary potential, we’ll admit it – it’s a skill not all of us have. If you can walk into a property and already envisage walls in different places or your own style in place of a 70s floral wallpaper, then chances are we’re talking your language here. If you can find the feeling in a property that is far from the finished article, then you’re a true visionary and we salute you. These types of people may even find success as a property developer.

Positive energy – This is perhaps better understood in other cultures. After all, we’ve all heard of Feng Shui, which literally translates as wind-water, and focuses on flow of energy through places and buildings. Over the years energy flow has become more prevalent in western consciousness. Buildings, like people, can give off an energy that can’t always be explained. You may experience a feeling of warmth or peace when you walk into a room or a tingling up your spine, that starts your neurons firing.

We’d love to know your love language. Can you recognise yourself above? Or perhaps you have a property love language all of your very own!

Photo by Jesse Goll on Unsplash