PR and Leasing: How to Use Storytelling to Attract Top Tenants

Public relations isn’t just for attracting shoppers or promoting events—it’s a powerful tool for leasing. A well-told story about your property can elevate its brand, highlight unique features, and attract the right tenants. In this guide, we explore strategies managers can use to support leasing teams through proactive communications and compelling property storytelling.

1. Align PR with Leasing Goals

Successful PR starts with understanding leasing objectives:

• Identify the target tenant profile and industries that best complement your property.

• Collaborate with leasing teams to understand current vacancies, opportunities, and unique selling points.

• Develop messaging that highlights why your property is an ideal location for prospective tenants.

2. Craft a Compelling Property Story

Every property has a story—your role is to tell it effectively:

• Highlight unique features: Design, location advantages, tenant mix, and amenities.

• Demonstrate community impact: Showcase how the property integrates with and supports the local community.

• Use testimonials and success stories: Share quotes or case studies from current tenants to build credibility.

3. Utilize Multiple Channels

Proactive communications help the leasing message reach the right audience:

• Press releases and media alerts: Announce new tenants, property updates, or redevelopment projects to local and industry media.

• Digital platforms: Use social media, email newsletters, and the property website to amplify your story.

• Events and activations: Invite prospective tenants to site tours, networking events, or community activities to experience the property firsthand.

4. Measure PR Impact on Leasing

Track results to ensure your efforts support leasing objectives:

• Media coverage highlighting the property

• Inquiries from prospective tenants generated by campaigns

• Engagement with digital content promoting vacancies or property features

• Feedback from leasing teams on lead quality and tenant interest

PR is more than a marketing function—it’s a strategic asset for leasing. By telling your property’s story consistently and proactively, you can position your property as a desirable location, support leasing teams, and attract high-quality tenants. A coordinated PR strategy ensures that every communication opportunity reinforces your property’s value and appeal.