Challenge
Find new ways for the region’s #1 real estate company to engage agents, consumers and the media, while continuing to position the firm as the source for residential real estate market information.
Strategy
Maven created comprehensive traditional and social media strategy to boost engagement and awareness to internal and external audiences. Develop a year round media cycle and incorporate social media tools that promote PF&R’s thought leadership content on residential housing news. Key strategies include:
- HomExpert Market Reports - To promote thought leadership, Maven publishes monthly and quarterly HomExpert Market Reports for distribution to media, key opinion leaders and PF&R real estate agents.
- Video – Numbers alone do not tell the full story. A “State of the Market” HomExpert video series featuring CEO Larry Flick was launched, along with branded “InfoGraphics” that can be easily shared and posted online.
- Online survey - To gauge consumer sentiment, Maven developed an online survey and issued the results to consumers and press in conjunction with the peak home buying season.
- Blog – A new blog featuring regional real estate data, lifestyle stories, tips and community profiles was launched to engage agents and consumers. Maven also developed a new social media content strategy to optimize PF&R’s online channels and drive traffic to the website.
Results
Today, the PF&R HomExpert Report is the most widely referenced real estate report in the regional press.
- < 140 media placements in 2011 alone.
- 76% feature placements; including regular features in the Associated Press, Philadelphia Magazine, Philadelphia Inquirer, Philadelphia Business Journal, Courier-Post, Delaware News Journal, Main Line Today and Morning Call, among others, while PF&R CEO Larry Flick has been featured on local NBC and CBS affiliates to discuss the state of the housing market.
- Significant increase in agent engagement on company Facebook page and Twitter feed.
