PR Trends for Property in 2026: What’s Next?
2025 was the year property PR accelerated into new territory. From viral LinkedIn posts to TikTok tours of £20m mansions, the industry has evolved at speed. For agents, developers and property advisors, the challenge is clear: the old playbook of a press release + newspaper clipping isn’t enough.
At Proper PR, we’ve spent 2025 helping our clients not just keep up with this change, but capitalise on it. Here’s what’s coming next, and how we’ll continue supporting property brands to thrive in 2026.
- The human voice wins out
Buyers, sellers, and investors no longer want faceless corporate messaging. They want a personality they can trust.
- Expect 2026 to be the year of the expert agent, the opinionated CEO, and the bold developer willing to speak up on policy.
- Our job? Positioning clients as the go-to voices journalists call first, with punchy opinions, media training, and fast turnaround commentary.
- From local to global audiences
London property stories no longer stop at the M25. TikTok videos in Mandarin, Spanish, and Arabic are sparking enquiries from investors overseas.
- In 2025, we placed clients in global titles read by buyers from Dubai to Dallas.
- In 2026, we’ll continue building cross-border PR strategies, translating lifestyle narratives into content that resonates internationally.
- The PR-tech crossover
AI tools are everywhere, but 2026 will separate the gimmicks from the game-changers.
- Journalists don’t want AI-written waffle, they want well-researched, insightful, human-led stories.
- At Proper PR we’re already using tech to track coverage, analyse sentiment, and spot viral opportunities, freeing our team to do what tech can’t: be creative.
- Multimedia or missed opportunity
Press releases are evolving into press kits: short, snappy copy bundled with video, audio clips, and graphics designed to travel online.
- We’ve seen journalists increasingly ask: “Have you got visuals?”
- Our campaigns in 2025 fused copywriting with reels, infographics, and even podcast appearances.
- In 2026, clients can expect full-service storytelling across formats.
- Sustainability stories with substance
Greenwashing is over. Journalists are digging deeper, and buyers want proof.
- Net-zero homes, retrofit case studies, and ESG-led developments will dominate property headlines.
- Proper PR will continue to craft credible narratives that survive scrutiny helping clients tell the sustainability story without spin.
- Controversy, curiosity & cut-through
2025 proved that safe press releases don’t cut it. What travels fastest? Bold, topical angles.
- Our viral Angela Rayner / Josh Rayner post (150,000+ views) showed how humour + timing can explode reach.
- In 2026, clients who are brave enough to take a stance will own the conversation.
How Proper PR fits in
The property industry is moving faster than ever, and the gap between being noticed and being ignored has never been wider.
At Proper PR, we don’t just follow trends, we anticipate them.
- We blend traditional media know-how (placing stories in The Times, BBC, FT) with next-generation tactics (TikTok reels, viral LinkedIn posts, podcast campaigns).
- We ensure our clients don’t just get coverage, but get cut-through with the right audience, in the right place, at the right time.
As 2026 approaches, one thing is certain: property PR isn’t just about coverage. It’s about influence. And that’s where Proper PR leads.