Why data is the secret weapon in modern property PR

In today’s crowded media landscape, opinions alone don’t cut it. Journalists, investors, and buyers are looking for more than quotes.

They want evidence.

That’s why data has become the secret weapon of effective property PR. Whether it’s a graph in The Times or a social media infographic that goes viral, data turns messaging into something concrete, credible, and shareable.

 

Data builds trust

The property industry is full of claims: fastest sales, best yields, biggest demand. But without proof, audiences switch off. By using market data, transaction stats, or buyer trends, PR moves from marketing spin to trusted insight. At Proper PR, we’ve found that a single compelling stat can make the difference between a journalist hitting “delete” or running the story.

 

Journalists love numbers

Newsrooms are under pressure. A press release that arrives with ready-made figures, charts, or regional breakdowns makes their life easier.

And that means a higher chance of coverage.

In 2025, some of our most successful client stories landed not because of lengthy copy, but because we provided a standout graph or headline number that instantly told the story.

 

Visuals travel further online

On social media, attention spans are short.

A striking graph, map, or chart gets engagement far quicker than a block of text. Infographics and data-led carousels work brilliantly on LinkedIn, while Instagram reels and TikToks are increasingly using stats as hooks.

At Proper PR, we package data visually so our clients’ insights don’t just get read.

They get shared.

We are fortunate to have Dr Alex.

 

Data extends the shelf life of a story

Opinion pieces date quickly, but data can give a story a much longer shelf life. Journalists often return to reliable data sources for fresh angles, and clients positioned as “the authority” in a specific dataset see repeated mentions. The return on investment for one strong dataset can be huge.

 

The Proper PR advantage

We know that data alone isn’t enough.

It has to be turned into a narrative.

That’s where our in-house expertise makes the difference. Dr Alex, leads the data side of our work at Proper PR, uncovering the hidden stories in housing and economic statistics. By combining his academic rigour with our PR team’s creativity, we deliver content that is both watertight and widely shareable.

Our process looks like this:

• Identifying trends in housing, mortgage, or rental markets.
• Turning raw numbers into media-ready insights.
• Commissioning visuals that stand out in print and online.
• Pairing data with expert commentary so clients are quoted alongside the numbers.

 

In 2026, the brands that will stand out are those that combine bold opinions with solid evidence. With Dr Alex’s expertise and Proper PR’s proven storytelling, our clients get the best of both.