How John Minnis Captured Media Attention Across Northern Ireland
Digital PR
Data Led Content
The Challenge
John Minnis had a strong reputation in Northern Ireland but limited visibility across the wider UK market, restricting brand reach and national authority.
The challenge was to build online credibility, increase awareness beyond its core region, and secure meaningful media coverage that would also strengthen organic search performance.
The Solution
A joined-up care marketing strategy combining SEO, paid media, content improvements and conversion-focused optimisation to help Noble Live-In Care reach more families at the point they were actively looking for support.
As Seen in…
Strategic Digital PR That Turned Property Insight Into Media Coverage
John Minnis already had a strong reputation across Northern Ireland, but wanted to extend its reach to a wider audience and strengthen its visibility beyond its core regional market.
The challenge was to move beyond traditional property marketing and establish John Minnis as a trusted source of property market insight. To do this, we created an SEO-led Digital PR strategy focused on newsworthy stories that journalists, property publications and national media outlets would want to cover.
Rather than relying on standard property news, we identified topics with strong media appeal and search demand. These included property investment, rental yields, affordability, migration patterns, homeownership behaviours and emerging regional market trends.
Each campaign was built around a clear news angle, supported by research and expert commentary from John Minnis. This helped transform complex market data into accessible, shareable stories that appealed to journalists, investors, landlords and potential buyers.
The focus was not just on securing coverage. It was about building long-term search value, increasing brand authority and placing John Minnis at the centre of conversations about the future of the property market.
The Outcome
- JOHN MINNIS BECAME ONE OF THE MOST VISIBLE ESTATE AGENCY BRANDS IN NORTHERN IRELAND
The campaign secured consistent coverage across leading property, investment, mortgage, business and regional news publications.
Through original research, expert commentary and strategic media outreach, John Minnis became a go-to source for journalists looking for insight into property investment, housing trends and market forecasts.
- Beyond brand awareness, the campaign also delivered SEO value through relevant, authoritative backlinks from respected property and business publications.
- These placements helped strengthen the website’s authority, increase its digital footprint and support visibility around commercially valuable property-related topics.
Results that speak for themselves
Media Coverage
Digital PR activity delivered consistent visibility across national, regional and sector media, securing:
66 media placements in 10 months
Average domain authority score of 46 from coverage secured
Coverage in national media including Metro, MSN and Belfast Telegraph
Why This Worked
John Minnis needed more than short-term PR coverage. The campaign worked because it connected the brand to property topics that journalists and audiences were already interested in, from rentvesting and affordability to investment hotspots, rental yields and changing homeownership behaviours.
By combining SEO insight with Digital PR, Brand Ambition helped John Minnis build visibility, strengthen authority and shift perception from a regional estate agency to a recognised voice in wider UK property market conversations.
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