Challenge
LCI developed a proactive public relations campaign to distinguish The Potrero condominium development in San Francisco and drive new home sales. In an increasingly competitive marketplace, The Potrero faced the challenges of securing buyers and differentiating its property from its competitors.
Strategy
LCI developed a media relations campaign that created opportunities for positive coverage around important milestones in both the construction and development process. LCI conceptualized and executed a series of events to allow real estate, urban design and online/blog media to follow The Potrero’s development, including a Broker Exclusive reception, a Grand Opening and a Sneak Peek media tour. Key journalists from the San Francisco Chronicle and San Francisco Business Times were invited to participate in exclusive one-on-one tours of the property to encourage substantive feature coverage. LCI also created and wrote a series of fourteen San Francisco Chronicle advertorials. LCI leveraged the opening of the new Whole Foods Market which anchored The Potrero to generate attention for the property’s residential component. LCI offered Alan Mark, president of The Mark Company, was offered as an expert spokesperson on real estate trends to the media, generating additional coverage opportunities.
Results
Proactive media relations efforts resulted in feature coverage in key publications, including the San Francisco Chronicle, San Francisco Business Times, San Francisco Examiner, Potrero View and influential real estate blogs. LCI secured two San Francisco Chronicle feature stories on The Potrero, including a Real Estate section cover story and Datebook section cover story with photos. A one-on-one tour with the San Francisco Business Times yielded a feature story on the property, the opening of Whole Foods Market and sales success.