The challenge
We Buy Any Home buys houses, flats and commercial property for cash, directly from sellers across England, Scotland and Wales. More than 25,000 people a year ask the team for an offer, which arrives within 24 hours, and sales can complete in as little as seven days.
Selling a home for cash is a big decision, and homeowners want reassurance that the buyer knows the market inside out. We Buy Any Home had two audiences to win over: people weighing up a move, who read national newspapers and lifestyle titles, and the agents, conveyancers and lenders who read the property trade press. Online, it was also up against some of the most competitive searches in property, where authoritative backlinks matter as much as headlines.
Our approach
We Buy Any Home's PR combines traditional PR and digital PR, and is built around the property news cycle.
Policy moves fast in property, so we do too. We position Elliot Castle, CEO of We Buy Any Home and founder of its parent company, Castle Property Group, as a commentator on house prices, mortgages and landlord policy. Budgets, Bank of England rate decisions, inheritance tax changes and the new £65 landlord registration charge have all been opportunities for same-day comment, placed with Sky News, the Daily Express and the property trade titles. Elliot has also written for LBC, asking whether the Chancellor is trying to push landlords out of the market.
For homeowners, we answer the questions they're already asking: which mistake could knock £5,000 off a sale price, when in December to put a house on the market, whether air conditioning adds value and which homes will be hit hardest by rising energy bills. Royal and celebrity property stories, including Royal Lodge and Prince Harry and Meghan Markle's UK home, take the brand into lifestyle titles such as Hello! and Marie Claire.
We also give journalists data they can't find anywhere else. The Property Markdown Index, created with property insight firm Tytl, analysed 887,882 completed sales across England and Wales and found that 36.2% of homes needed at least one price cut, with sellers accepting an average of £33,597 less than their original asking price. Its warning of an "overpricing epidemic" gave agents and property journalists a story of their own.
The outcome
Over three years, the campaign has generated 1,057 pieces of coverage, around 29 a month. Consumer and national coverage includes Sky News, LBC, the Mirror, the Daily Express, GB News, Hello!, Marie Claire, Ideal Home and Woman & Home. In the trade press, The Negotiator, Property Industry Eye, Estate Agent Today, The Intermediary and Today's Conveyancer have made We Buy Any Home and Elliot Castle familiar names among the people who work in property.
That coverage has earned 653 backlinks from sites with an average Moz Domain Authority of 71, supporting the brand's search visibility, and delivered an estimated 38.5 million opportunities to see.