Building deeper connections for professional advantage and social impact.

Community relations is more than a courtesy in the realm of real estate; it’s a powerful tool that brings together agents, clients, and the communities they serve under a shared vision and purpose. This vital aspect of public relations is essential in shaping the perception of a real estate agency among potential clients, investors, and the media.

Community Relations as a PR Tool

Delroy A. Whyte-Hall, the founder and managing director of RealtyQuotient.Com, elaborates on the importance of community relations, “It provides a platform for agents to effectively communicate their mission and values, increasing brand visibility and credibility.” Community relations also serve as an effective recruitment and retention strategy for real estate agencies. It creates a circle of positive sentiment, inspiring employees, and attracting clients.

Successful Community Relations in Practice

A brilliant illustration of community relations at work is found in the partnership between a prominent real estate agency and a local non-profit for an event aimed at providing affordable housing. The real estate agency’s commitment to fair housing was accentuated by this partnership, leading to an increased influx of clients and media coverage.

Community Relations Beyond Media Exposure

While media coverage is significant, it isn’t the only goal of community relations.  Whyte-Hall explains, “Too often, community relations is seen solely as a route to media exposure, when in reality, it should be leveraged to support larger organizational objectives.”

Brand Alignment in Community Relations

Sincerity and brand alignment are critical. An agency’s community outreach must resonate with its mission, not just serve as a fleeting engagement with an unrelated organization.  Whyte-Hall emphasizes, “Community relations initiatives should align with the company’s strategic goals.”

Donations: Time, Talent, and Treasure

Donations, both financial and in-kind, are an essential component of community relations.  Whyte-Hall’s firm encourages clients to embrace the “three T’s” approach: Time, Talent, and Treasure. When speaking of ‘time’, it refers to employees volunteering in the community, ‘talent’ signifies a company leveraging its expertise for a cause, and ‘treasure’ pertains to monetary donations.

Community Relations at the Grassroots Level

Ultimately, community relations, when done right, is about making a difference at the grassroots level. For instance, a real estate agency could sponsor a neighborhood beautification project or set up a scholarship for students interested in careers in real estate or architecture.

Final Thought: The Power of Community Relations

In Whyte-Hall’s view, “When businesses do more than just write checks, they are not only valued community partners but also increase opportunities for all stakeholders. Community relations initiatives can become potent platforms for telling compelling stories about a brand’s mission and values.”

About the author: Delroy A. Whyte-Hall is a seasoned writer at RealtyQuotient.Com. When he’s not spending quality time with his family, Delroy indulges in the thrill of espionage movies, the pleasure of a good read, and the joy of crafting an authentic lifestyle that often involves searing the perfect rib-eye steak. Connect with him on LinkedIn, Twitter, or Facebook. If you need compelling marketing copy that speaks to your audience, feel free to email him at delroy@realtyquotient.com.

• Community Relations