Don’t be a support act: how to stand out in the property sector

In the property sector, developers often dominate the media spotlight, leaving other crucial players – such as architects, construction contractors, structural engineers, M&E specialists and leasing agents – in the shadows. At Altitude, we make it our mission to ensure these vital businesses get the recognition and brand awareness they deserve. 

In major property developments or regeneration schemes, developers naturally receive the lion’s share of media attention. For smaller players, despite their fundamental roles in projects (that couldn’t happen without them), gaining recognition is a real challenge. Sometimes, even securing a name drop in the final sentence of a press release is seen as a win. 

While this might seem like a minor issue, in a highly competitive market, a strong media presence and brand reputation are essential for SMEs looking to grow. 

Positioning your brand as a thought leader 

Just because you’re perceived to be further down the pecking order in a development scheme, doesn’t mean you should accept being overlooked in PR. One way to rise above the noise is to establish your business as a thought leader – an operation that looks ahead, drives industry discourse and positions itself at the heart of sector growth. 

We help our clients share their insights and expertise through bold thought-leadership content. Whether it’s writing opinion pieces, offering expert commentary on key sector topics, or speaking at industry events, we position businesses as leaders – no matter their size. 

Key industry topics evolve constantly. We help businesses build a strong messaging strategy and leverage our trusted media relationships to anticipate the subjects that will shape conversations months in advance. We encourage our clients to take a position on topics. After all, no one gets noticed by sitting on the fence. Key topics could include: 

• Policy changes (e.g. the Building Safety Act). 

• Sustainability and green building practices. 

• The risks of greenwashing in the property sector. 

• Social value and wellbeing in property – how to make it meaningful, not just a tick-box exercise. 

• Addressing the significant skills gap in construction. 

• New, cost-flexible delivery mechanisms to counter market volatility. 

• Regional property insights – how South Yorkshire (or your region) can learn from other markets and geographies. 

These are just a few examples of the topics your business could, and really should, be engaging with and influencing out in the market. By joining these conversations, your company showcases expertise, builds trust and reinforces its brand – all while using these media comment opportunities as a vehicle to highlight your involvement in incredible projects. 

Construction workers on site

Leveraging our media relationships 

At Altitude, we’ve built strong relationships with key property journalists and media outlets. These connections position our clients as go-to voices in their sector. We act as a key point of contact for reporters looking for quick commentary on breaking news and industry trends. This allows our clients to stay visible in the media landscape, positioning them as trusted experts in their field. 

Controlling your own narrative 

In an increasingly competitive landscape where earned media coverage is hard to secure, your owned communication channels are more important than ever. Social media platforms like LinkedIn and Instagram, along with tools like e-newsletters, allow you to shape and share your message directly with your audience. 

• LinkedIn is a powerful tool for B2B communication. We help clients craft and share content that speaks directly to industry professionals, be it project updates, thought-leadership articles or company news. 

• Instagram helps visually showcase company culture and completed projects, building brand trust, and helping attract and retain top talent. 

One of the most effective PR tools is the case study. A well-crafted case study not only highlights your work but also demonstrates how your company overcomes challenges and showcases expertise. 

Construction team.

Public relations in the property sector is about taking control of your narrative and ensuring your expertise gets the recognition it deserves. At Altitude, we help businesses across the property supply chain gain visibility, strengthen their brand and position themselves as industry leaders. 

By leveraging our media relationships, producing compelling thought-leadership content, and maximising your own communication channels, we can ensure your business stands out from the crowd – even if you don’t get that illusive name drop in the developer’s press release. 

To find out how Altitude can support your business’s growth, get in touch today.

You can connect with Adam on Linkedin.