CASE STUDY
PAM GOLDING PROPERTIES
Writing and disseminating press releases for South Africa’s largest residential property sales company during recorded sales year.
11
Months On The Account
2-3
Press Releases Written Per Week
4
Distribution Channels
R6.5bn
Record Annual Sales
2002-2003 Financial Year
THE BRIEF
Keep the country's biggest property group in the news, every single week.
From November 2002 to September 2003, Allan Y wrote press releases for Pam Golding Properties intended for publication as news articles. Two to three written every week, with at least one placed somewhere every single week without fail.
Releases went out to regional and community newspapers, magazines and news sites across South Africa. It was a period when the company itself was making genuine news — record sales, national awards and its first move outside South Africa’s borders which meant every release was something a regional news editor would actually want to run supported by real business performance.
MY ROLE
Consistent output, every week, for eleven months.
WRITING
Two to three original press releases drafted every week.
PLACEMENT
At least one release secured for publication every single week of the account.
DISTRIBUTION
Releases sent to regional and community newspapers, magazines, and news sites nationally.
NEWSJACKING
Translating record sales, property news and prominent listings into angles relevant to each publication's audience.
The News Cycle Behind The Releases
What the business was doing
None of these results belong to the press office but they’re exactly the kind of real, verifiable news the weekly releases were built to carry to regional and community media.
A Record Month
The group recorded a historic monthly turnover of R728.7 million in January 2003 — the highest turnover the company had ever recorded in a single month.
R6.5 Billion, 37% Up
The group reported record annual sales of R6.5 billion for the financial year ending February 2003 — a 37% rise on the previous year, and almost 12.5% ahead of its own budget.
Best Marketing, Africa & Global
Pam Golding Properties won Best Real Estate Agency Marketing for both Africa and Global, alongside Best South Africa Real Estate Agent, at the International Property Awards.
Business Personality Of The Year
Founder and chairperson Pam Golding was named the Cape Times KPMG Business Personality of the Year, recognising her contribution to the Western Cape economy and to training initiatives.
First Office Outside South Africa
The company opened its first international office in Ezulwini, in the Kingdom of Eswatini — a genuine expansion story with strong regional news value.
A Growing, Award-Winning Team
Several long-standing agents joined the Pam Golding Properties network around this period — many of whom remain active, giving local offices ongoing profile stories to tell.
Where It Landed