For decades, this approach was the cornerstone of property PR, and for good reason - press releases are still a powerful way to share big news, drive media interest, and generate visibility. But today, press releases are just the beginning. The world of property PR has evolved, and audiences expect more: blogs that explain trends, videos that showcase properties, and social media posts that spark conversations. 

To keep up with this shift, property businesses need a content calendar that goes beyond traditional tactics to engage their audience across multiple platforms, all year long.

Start with the big picture

The first step in building a successful content calendar is defining your goals. What are you trying to achieve? Are you looking to attract new tenants, investors, or buyers? Do you want to raise brand awareness or position yourself as a thought leader in the property sector? Or is your focus on educating the market about new trends or regulations?

Clarity on your goals will act as your North Star, guiding your content creation and ensuring every post serves a purpose. For example, if lead generation is a priority, you might focus on case studies or market reports highlighting investment opportunities. If thought leadership is your goal, you’ll want to prioritise blogs, videos, and social media posts that showcase your expertise.

Know your audience

Effective content speaks directly to your audience’s needs and interests. In the property sector, this often means addressing different groups, such as:

• Occupiers and tenants: Highlight trends like hybrid working, amenities that boost productivity, or cost-saving tips for office spaces.
• Investors and developers: Share insights into market performance, development opportunities, or regulatory updates.
• Industry professionals: Focus on topics like PropTech innovations, ESG, or best practices in property management.

By understanding your audience and tailoring your messaging, you can create content that resonates and drives engagement.

Mark your key dates

A good content calendar anticipates the moments that matter most. Start by identifying key events and milestones:

• Seasonal trends: Spring leasing campaigns, summer market updates, and end-of-year reviews are just a few examples.
• Industry events: Align your content with major property conferences, expos, or trade shows like UKREiiF, Mipim, Expo Real, ShedMasters or PROVADA.
• Internal milestones: Launching a new development? Celebrating a company anniversary? These are great opportunities for content.

By mapping out these dates, you can ensure your content feels timely and relevant.

Diversify your formats

A winning content calendar should include a mix of formats to keep things fresh and engaging:

• Blogs and thought leadership: Share insights into trends like coworking, ESG in real estate, or hybrid working.
• Social media posts: Use LinkedIn, Instagram, or Twitter to showcase properties, celebrate team achievements, or share event highlights.
• Video and virtual tours: Videos bring spaces to life, making them a must-have for property marketing.
• Case studies and testimonials: Highlight your successes through the voices of your clients, tenants, or investors.
• Infographics and data visualisations: Present market data or trends in an eye-catching, shareable way.

This variety ensures you’re reaching your audience in ways they find engaging and accessible.

Consistency is key

The best content strategies are consistent. Your audience should know when to expect fresh insights from you, whether it’s a weekly LinkedIn post, a monthly blog, or a quarterly newsletter. At the same time, your tone and branding should be cohesive across all platforms.

Calls to action are another essential element. Whether it’s inviting your audience to download a market report, contact you for more information, or follow your social media accounts, every piece of content should have a clear next step.

Track, adapt, and improve

A content calendar isn’t static – it’s a living strategy that evolves with your business and audience. Regularly review what’s working and what isn’t. Monitor metrics like website traffic, social media engagement, and email open rates to identify the content that resonates most.

For example, if your LinkedIn posts consistently outperform your email campaigns, you might decide to double down on social content. If a particular blog generates leads, consider expanding on that topic with follow-up posts or videos.

Integrate with your wider property PR strategy

Finally, your content calendar should work hand-in-hand with your broader PR efforts. Blogs and videos can support press releases, media coverage can be amplified on social media, and all content should reinforce the core messages of your PR campaigns.

Final thoughts

Creating a winning property content calendar takes time and planning, but the payoff is worth it. By going beyond press releases and embracing a variety of formats, you can engage your audience, build your brand, and achieve your business goals. As you plan for the new year, make your content calendar a priority – it’s the foundation of an effective, modern property PR strategy.