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  • Writer's pictureBianca Prade

Blueprint for Success: Crafting MARCOM Strategies to Maximize Real Estate Occupancy


In the dynamic world of Real Estate, aligning MARCOM campaign KPIs with business objectives isn't just a good practice; it's the cornerstone of strategic success. Take, for instance, a real estate company with a portfolio of 40,000 homes. Their primary goal? To maintain high occupancy rates. Now, let's dive into how they can tactically align their PR efforts with this objective.


  1. Direct and Clear Explanation: The real estate firm must identify KPIs directly linked to their occupancy goals. This could include metrics like increased website inquiries for home rentals, growth in social media engagement on property listings, or a rise in positive media coverage about their properties and services.

  2. Strategic Insight: It’s not just about picking any KPI; it’s about choosing those that will move the needle. For example, tracking the number of press releases issued is less relevant than measuring how those releases convert to actual tenant inquiries or visits.

  3. Real-Life Scenario: Imagine a campaign focusing on the unique community aspects of their properties. The KPIs could include social media engagement rates on posts showcasing community events or tenant testimonials. If these posts lead to an uptick in inquiries or site visits, it's a clear indication that the campaign is aligning with the business objective of maintaining occupancy.

  4. Confident and Authoritative Advice: It's vital for the firm to continuously monitor and adjust their strategies. If certain KPIs aren't delivering the expected impact, they should pivot swiftly, always keeping their eye on the ultimate goal of occupancy rates.

Quick take, a successful PR campaign in real estate or any industry hinges on the thoughtful alignment of KPIs with core business objectives. It’s a blend of strategic planning, continuous assessment, and the agility to adapt, ensuring that every MARCOM effort contributes meaningfully to the overall business success.

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