SAILING THROUGH A MEDIA STORM
BY ALEX TILBURY
WE GET A LOT OF ATTENTION IN THE NEWS , WITH MORE THAN 22,000 MEDIA MENTIONS EVERY YEAR .
Everyone knows about the extreme pressures in the rental market . We ’ ve been speaking and writing about this rising rent issue for well over a year . We ’ ve been reminding everyone for some time that rising rents cause a lot of problems in our communities , especially for low income earners .
We ’ ve expressed empathy with everyone impacted by the surge in rents . We ’ ve even suggested some potential policies to alleviate the situation .
This case study illustrates that even when we highlight an emotive issue that needs to be discussed with our clients - such as advising on market rents - we need to check how we communicate such information and the language we use .
Some communication tips that might be useful in such circumstances :
• Summarise the relevant facts , supported by data . Ray White Now and Pulse information could be valuable here .
• Avoid mass , non-personalised communication . Phone calls minimise the risk of being misinterpreted .
• Explain that we understand that it ’ s an emotional issue , but our role is to provide accurate and relevant information to assist our clients make the best decision .
This media activity reinforces our position as a household brand name .
We ’ re quoted more than twice as much as any other real estate group in Australia and New Zealand .
But it ’ s not always positive .
A recent viral example in Queensland saw one of our businesses slammed by everyone from rental groups , talkback radio , online trolls to the state ’ s Premier and housing minister . The issue even made headlines in New Zealand .
The outrage stemmed from a prospecting email sent to landlords in their local areas letting them know of the recent jump in rents .
The marketing email said its property managers have been recommending rent increases averaging 17 per cent for leases renewed in October and November . It went on to say an average rent rise of over 20 per cent was being recommended for December lease renewals .
And it said tenants were agreeable to such increases .
Critics pounced on some of the language in the email and claimed that it showed that the real estate industry was driven by money and had no empathy for tenants .
This case study showed that words matter and that they can easily be misinterpreted .
THE RAY WHITE MEDIA TEAM IS HERE TO HELP YOU 24 / 7 IF YOU ’ RE FACED
WITH HIGH CONFLICT MEDIA ISSUES .
The best advice is to never ever say “ no comment ”. “ I ’ m happy to help with your story , but according to our franchise agreement , you ' ll need to speak to our media team first . Can I please get your details and I will pass it on .” Never say " no comment ”.
And if there ’ s a TV crew in your face , keep smiling . We love journalists , I was one for 20 years and don ’ t get me wrong my team loves talking to them .
We didn ’ t cause the market to fall and equally , we didn ’ t cause the boom .
We work in all markets . We work in the now . Read carefully everything you send out from your office - as you ’ re repping our brand !
We don ’ t have a crystal ball - none of us do - and we ’ re not market forecasters .
All Ray White members must steer clear of :
• Political issues
• Religious issues
• Police matters
• Competitors
• National housing market or tax commentary
If you ’ re sought for comment by a national ( or international ) media outlet on any matter please defer to me , your head of media Alex Tilbury at media @ raywhite . com .
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