Building thought leadership for housing platform Pararius

Just after our founding, over ten years ago, Pararius sought contact with us. The online platform for rental and now also owner-occupied properties wanted to become better known to a wide audience and make a name for itself as a knowledge authority in the rental market. How can we get into the top 3 list of experts consulted by the media?

KEYWORDS

Content creation

Approach: a quarterly monitor

Our advice: we are going to make news ourselves on a regular basis. The unique data is there: insight into the rents of tens of thousands of homes that are rented via the website. But what form do you use? We proposed to Pararius to publish a quarterly rental monitor. Starting points: constant addition of data in order to show fluctuations and differences, the power of repetition and a long time horizon. Some of our activities are:

  • Recognizing and “bringing to the surface” newsworthy trends in the quarterly figures.
  • Editing quarterly reporting.
  • Selecting the most relevant media per quarter and personal contact.
  • Broad distribution of the Rent Monitor to the media.

Result: Pararius, the number one rental price expert

Over the past ten years we have structurally built a thought leadership position for Pararius and in particular that of director Jasper de Groot. He is now known to the media as the expert on developments in the rental sector, national trends and regional differences. Each time the Pararius quarterly monitor is released, it receives extensive coverage in the national news media, regional and local media, and the real estate trade media.

“The cooperation with Jasper de Groot of Pararius is for us a textbook example of building an expert position. Developing into an authority so that you not only have to call the media yourself with news, but the media also calls you because of your knowledge on a certain subject. It is essential to regularly publish informative reports over a long period of time, preferably accompanied by a clear vision of your own.”

Joost Morel, public relations consultant