By Michael Chideme
Zimbabwe is an aspirational country marching to be middle to high income society by 2030.
There are several key drivers that can help the country achieve the 2030 goal. Among them is the country’s real estate sector which should assume branding as a national responsibility.
The sector can be leveraged to market the country as both an investment centre and a safe destination for money. Additionally, the property sector is appreciating in value, meaning that investors will always be able to recoup their investments should they decide.
Public relations should clearly educate the nation that “Real estate is more than bricks and mortar – it is the architecture of national pride. Through strategic public relations, we do not just build cities; we build confidence, attract investment, and tell the story of a nation rising.”
By nature, Zimbabweans are property people. Owning a property in Zimbabwe is a huge achievement as doing so guarantees one’s family will always have a shelter above their heads should the breadwinners die. Property forms a key component in inheritance matters.
Moreso the real estate sector ensures passive income for those letting out their properties especially with the growth of the ABnB industry.
As the country continues to rebuild and strengthen its economy, the real estate industry should be strengthened to play a pivotal role in showcasing the country’s potential to local and international investors. Effective public relations and communications strategies can help highlight Zimbabwe’s unique selling points, from its stunning natural beauty to its rich cultural heritage.
Real estate companies can leverage PR to promote Zimbabwe as an attractive investment destination. By sharing success stories, highlighting infrastructure developments, and showcasing the country’s resilience and growth potential, the industry can help change perceptions and attract new investment.
The sector can contribute significantly to Zimbabwe’s brand identity. By promoting the country’s unique features, such as Victoria Falls, Hwange National Park, and the Eastern Highlands, real estate companies can help create a compelling narrative that showcases Zimbabwe’s diversity and beauty.
Real estate companies can leverage on the use of social media platforms to effectively market both their products and to a larger extent the towns and cities they are working in. There is need to co-exist with local authorities, government and institutions that promote urban growth such as the institutes of architects, contractors, builders, quantity surveyors, regional and local.
In this era where the majority of the global population is glued on social media – real estate public relations goons should share their success stories through the various e- platforms and not forget the traditional media both local and international.
Currently very few real estate companies in Zimbabwe have employed experienced social media personnel to drive their brands and achieve bigger reach.
It is commendable to note that some companies like Westprop Holdings, Seef Properties, Palm Golding, Grey Lands, Fine and Country, Property Book, Rawson, TDW and Guest and Turner and a few others have taken to the global stage to market their products with some of them winning international accolades for best developments. The awards have attracted interest with the diaspora which is now gaining confidence with the local property sector.
Some companies have employed influencers to market their projects notably Westprop Holdings that has Jah Prayzah and KVG and Pastor Thembelami.
As Zimbabwe continues to grow and develop, the real estate industry is well-positioned to play a leading role in promoting the country as an attractive investment destination. By leveraging effective PR and communications strategies, real estate companies can help build a strong brand identity for Zimbabwe and attract new investment to the sector.
By working together, the real estate industry can help showcase Zimbabwe’s potential and create a brighter future for the country.
Minister Jenfan Muswere has been vocal about the transformative power of public relations in shaping Zimbabwe’s national brand and driving economic growth.
“Public relations and branding are not just tools – they are the heartbeat of nation-building and economic transformation,” he said in a speech at the 5th Public Relations and Communication Awards in Harare, November 2024.
He stated Zimbabwe’s aspirations of achieving Vision 2030 depended on projecting a positive national image. Highlighting that public relations and communications are central to macroeconomic growth, investor confidence, and national identity.
His sentiments reflect the Government’s strategic emphasis on PR as a tool for nation-building, investor engagement, and cultural pride.
One of Zimbabwe’s leading property developers, Ken Sharpe of Westprop Holdings has literally appointed himself the real estate brand ambassador.
He has consistently emphasized the power of telling Zimbabwe’s “Good story” through public relations. After receiving three prestigious awards from the Marketers Association of Zimbabwe in 2023—including Marketing Oriented CEO of the Year – Sharpe pledged to use his platforms to market Zimbabwe positively, both locally and internationally.
“I will tell the good story about Brand Zimbabwe,” he said.
Sharpe’s PR philosophy suggests that urban development, executive visibility, and consistent media narratives can serve as powerful tools for nation branding. His work offers a blueprint for how private sector leaders can contribute to reputation management at a national scale.
