There’s more to housebuilders than just building and selling homes: why developers need to be talking about the whole housebuilding operation

Specialist PR and communications for housebuilders might not seem, at first sight, to be a top priority

Yet strategic communications, delivered consistently throughout the whole housebuilding operation are key to educating, engaging and enticing target audiences, as well as meeting business objectives. 

Almost every project starts with the acquisition of land. Engaging landowners and agents has never been more important, given the fierce competition to purchase plots for building.

Housebuilders who want to be the developer of choice for legacy developments need to be consistently talking about how they’re consulting and listening to local communities in new and innovative ways, creating places for people and for nature and building efficient homes fit for modern living and future generations.

Farmers and estate owners have often been stewards of their land for hundreds of years. They will seek developers with values that align with their own to bring forward legacy homes. A strategy that outlines commitment to building beautiful is good, but a solid track record showing examples of where high-quality homes made a positive social impact is even stronger.

The construction sector is often misunderstood by the general public, and housebuilding labelled as “concreting over green spaces.” If the communications are properly executed, that need not be the case.

Whilst there will often be some opposition to new home developments, individuals, with the right information delivered to them in the right way, will be much more likely to listen and support development in their communities. That support will grow if they know the development will benefit them and the homes will be built by a trustworthy developer.  

Making clear what the Section 106 or Community Infrastructure Levy (CIL) contributions allocated to a development are, is a good start. Many people, whose support is necessary for planning success, don’t realise that funds to improve roads, make spaces for nature, build new schools, create cycleways and other necessary infrastructure comes from developers.

Strong PR campaigns focused on a significant contribution can be a successful way of making people aware of a developer’s commitment to an existing community, whose support is important.

Developers must explain how their contributions, and the money allocated, will make a difference to the lives of the people who will live or live close to its new development. If they don’t, then control of the narrative can be hijacked by campaign groups and key messages skewed. That’s another reason to work with a specialist communications team who can remove that pressure.

Home seekers are being bombarded with offers, sales incentives, savings and schemes to help them move house. Breaking through the noise is another challenge housebuilders face.

Existing homeowners who have bought from a housebuilder and enjoyed excellent sales and after care service are a homebuilders’ secret weapon. If they love their high-quality home and the place they’ve chosen to lay down their roots, then their stories and positive experiences provide confidence to others considering a purchase. In simple terms, they want to hear from someone else saying “our new house is great!”.

Testimonials are not only valuable in helping others decide on which housebuilder to buy from, but also for award entries, advertising and to reward the staff members who have delivered the top-class experience.

So, how do housebuilders stay in control of their own narrative? How do they talk clearly about all the work they’re doing to deliver social value and create a better environment? How do they get credit for providing homes for people at a time of chronic housing shortage? How too do they win awards, attract top talent and acquire the best land?

KOR’s Account Director specialising in communications for property developers, Lara Newman, explains that housebuilders need to work closely with a communications team to identify their audience groups, who they need to engage with and when. The next step is to think about what those groups want to hear and where they get their news.

“Housebuilders need to have a presence online and offline if they are to successfully reach all audiences and use communications to help meet their business objectives,” she suggests.

“It’s easy to fall into the trap of sharing sales message after sales message on social media thinking that will secure a sale, but consumers are switching off to messages which are that explicit. They want to hear and know more about the ethos of the company they’re buying from.

“A housebuilder talking about its unique selling points; one that that shares purposeful and meaningful stories that don’t make customers feel like they’re being sold to 100% of the time, will achieve the goal of being approachable, human and trustworthy.

“And don’t underestimate the power of real-life photography and video over computer generated imagery to aid authenticity too!”

A proactive stream of news and stories about what’s happening elsewhere across the business grows a B2B audience and boosts awareness amongst landowners, agents, decision makers, contractors, consultants and potential future staff.

Lara said, “Individuals, consultants and contractors looking for a forward-thinking company to work for or partner with, will not only want to know about the product that’s being built and sold, but how the company is planning to operate more sustainably, how it rewards its teams and supports charities, schools and community groups.

“But to really standout, housebuilders must be reactive too, especially to changes to policy affecting the construction sector or changes to mortgage rates that impact the rate at which homes are sold.

“Becoming a spokesperson for the industry and taking comment opportunities in the media, can help to raise the profile of the company.”

So, whilst large PLC housebuilders are looking to join forces and dominate the housebuilding sector, other developers, SME’s especially, can still compete.

They must put their heads above the parapet and speak out about their mission, vision and values, as well as the difference they’re making to people and places and how they’re bringing on the next generation of housebuilders.

If your brand-new homes are the best in town, but you need some help to stand-out to prospective buyers, landowners, neighbours or talent, contact Lara Newman via lara.newman@korpr.co.uk