The real estate sector is one of the most interesting to the public today. The rise in interest rates, the shortage of rental housing, and the significant investment opportunities are some of the hottest topics in the press. How can we enter the media conversations and stand out as a benchmark company? In this article we have gathered some recommendations to design a successful strategic communication plan.
The Spanish Real Estate Sector at a Glance
Spain is a strategic country for the real estate sector for several reasons:
- Attractive Ranking: In 2024, Spain is among the top ten most attractive European countries for investors.
- Key Cities: Madrid and Barcelona are listed among the most desirable European cities for investment.
- PropTech Innovation: The national PropTech market represents 11% of the total European tech companies specializing in real estate, according to the Catalonia Association of Real Estate Developers (API).
- Significant Investment: In the first quarter of 2024, real estate investment in Spain exceeded 2.1 billion euros, with capital primarily from Spain, South Africa, and the UK.
How to Lead Opinion in the Media?
As a highly interesting market for Spanish media, it is logical that we frequently see news about the sector on television or in newspapers. In fact, most general media include a section dedicated to real estate. We also have important specialized media for real estate news in our country. The wide media landscape is an opportunity for companies in the sector, as there are more spaces to appear… But we should not forget the other side of the coin: it is also a market with many already recognized and established players competing to lead the opinion in the press.
Some communication keys that we recommend to apply in a public relations strategy are:
1. Focus on ‘Local’
Spanish media value companies that emphasize their commitment to Spain. If your company has significant plans for the Spanish market, highlight this aspect in your communication and support it with data. This will demonstrate your commitment to the country’s development.
2. Sustainability as a Priority
With growing interest in ESG measures, the press is increasingly reporting on innovations in sustainability and energy efficiency within the sector, as well as recent European regulations requiring companies to report on these aspects.
If you want to know the rest of the keys on how to communicate in the real estate sector in Spain, download our guide.
At LF Channel, we have been working in the field of sustainable mobility for over two decades, providing communication consultancy to real estate companies. For more information, contact us.
