It's 2011! Time to get back in the game

By many indications, New York real estate is on the road to recovery. Commercial sales and leasing are picking up. Residential brokers are reporting more closings. Retail is showing signs of life. Yet make no mistake about it, 2011 is still a buyer's market. If you are a developer, owner or broker prepare to compete mightily as the real estate market rebounds. Do not take making new deals for granted. Buyers and tenants have a lot to choose from and they are looking for value as well as price. Here are public relations tips to get your brand out there quickly and differentiate it from the competition. Seize every opportunity to toot your horn about an accomplishment. Just closed a lease on new space? Publicize it. Topped off a new condominium? Tell the media. Arranged financing for a new acquisition? Issue a press release. Organize an event and get an edge. If you are launching or re-launching a luxury condominium or office building, it may be time to have brokers, tenants, prospects, and media over to tour and enjoy refreshments with the owner and architect. One condo did that with a celebrity chef, capturing market buzz and strong media attention. Harry Zlokower is president of Zlokower Company, New York, N.Y.