When was the last time you saw a Tesla advert on television?
Probably never.
Yet it’s one of the most recognisable brands in the world. The same can be said for Patagonia, Monzo and, love it or hate it, Ryanair. These companies prove that the most valuable attention isn’t always bought – it’s earned.
More than marketing
Tesla famously spent very little on traditional advertising for many years. Instead, it relied on innovation, a clear mission and a CEO who generated global headlines. Whether you agree with Elon Musk or not, he kept Tesla firmly in the public conversation.
Patagonia has built its reputation by standing for something bigger than selling outdoor clothing. Monzo grew by creating a loyal community that became its biggest advocates. Ryanair has turned its outspoken personality into a constant source of media coverage.
Different approaches, but the same result: people know their names.
So what does this have to do with property?
The UK property industry often focuses heavily on paid marketing – property portals, Google Ads, social media and direct mail. Those all have their place, but they don’t necessarily make you memorable.
The businesses that stand out are usually those whose founders and teams are visible beyond their own marketing.
They’re commenting on market trends, appearing in the press, speaking on podcasts, sharing genuine insights on LinkedIn and becoming recognised experts in their field.
Every property business has stories
Estate agents see changing buyer behaviour before almost anyone else. Developers understand planning challenges and regeneration. Mortgage brokers know what’s happening with affordability. Surveyors spot trends long before they reach the headlines.
These aren’t sales messages – they’re stories. And stories are what journalists, podcast hosts and audiences are interested in.
That’s where PR comes in.
Reputation lasts longer than advertising
Advertising can create immediate visibility, but it stops when the budget stops.
PR builds credibility over time. A newspaper quote, podcast interview or industry feature doesn’t just raise awareness – it positions you as someone worth listening to.
People are far more likely to instruct a business they’ve heard of than one they’ve never come across before.
The takeaway
The brands we remember aren’t always the ones spending the most on advertising. They’re the ones consistently giving people something worth talking about.
For property businesses, the opportunity is the same. Instead of asking, “How do we advertise more?”, perhaps the better question is:
“What stories are we sitting on that people would actually want to hear?”
Because attention can be bought.
But reputation is earned.