In recent years, Chinese homebuyers and property developers have faced numerous risks within the real estate industry. These risks include the possibility of homebuyers halting mortgage payments, developers failing to deliver pre-sold properties, and developers defaulting on their debts. These risks are indicative of a lack of purchasing power and confidence among buyers and developers alike. In this case, effective and adaptive public relations (PR) and communication strategies are crucial for Chinese real estate enterprises to build and maintain their brand image in front of different stakeholders such as homebuyers and media. However, few studies have dealt with the PR and communication strategies adopted by real estate enterprises in China. To address the gaps in this research field, this chapter adopts a synthesis of secondary research, and an examination of Chinese homebuyers’ short video activism practices based on grievances generation theories, a case study of Country Garden, along with online observations, and insights from interviews with PR professionals and media practitioners. This chapter aims to illustrate the evolutionary trajectory of PR and communication strategies within the Chinese real estate sector and showcase the drivers behind the latest PR approaches adopted by these enterprises.