Power of PR: Analysis of Public Relations Tools of Real Estate Businesses in Lucena City

The primary purpose of this study is to analyze the public relations tools implemented by the real estate businesses in Lucena City. Specifically, it was set to do a survey to come out with a result if the public relations tools used by the real estate businesses are effective tools in increasing the awareness of the people to their brand name, boost the image of their company, and in establishing relationship to their clients. The study was also set to do a content analysis on the flyers as a PR tool used by the selected companies. This study used both quantitative and qualitative types of research. Specifically, the researcher used the descriptive approach which is the survey method and the analytical approach which is the content analysis. Also, she used an interview protocol. This study was conducted at Lucena City.100 residents from different subdivisions under Camella Quezon, D.J.Perez and Co. Inc., East Orient Properties Holdings Inc, and Calmar Land Corporation served as the respondents for the survey, 3 PR practitioners for the content analysis, and 4PR/sales managers/representatives from the real estate companies Results showed that the real estate companies implements flyers, tarpaulins, balloons, and leaflets as public relations tools. And that the PR/Sales managers/representatives believe that it helps them promote their brand and promos. Also, the respondents believe that it increases the level of awareness and the recall of the brand name of the real estate business to the customers, boost the confidence of the investors on the safety of their family, and establishes the confidence of the clients to their developer. Additionally, the findings concluded that generally, the companies use slogans to their flyers, encouraging quality standard of living. The findings of the study suggest that it must be recommended that all real estate businesses must have a PR department to manage the image of the company. Also, it must be recommended that buyers/clients must be smart and practical in which company they are going to invest their money with.