How to Use PR to Build Your Real Estate Business
It’s easy to spend thousands of dollars as a Realtor to get your name out there. But there is an old trick that not a lot of Realtors exercise in their careers – PR (Public Relations). Top end realtors understand that authority and influence play a big part in client exposure. When the public repeatedly sees the same Realtor in the newspaper, they start to view them as a reliable source of information about the real estate industry.
Now how do you go about becoming your local paper’s real estate sweetheart? Here are a few tips:
a) Find out who the editor of the real estate section of the paper is, see if you can invite him or her out to coffee and introduce yourself. Remember not to be pushy (you wouldn’t want the journalist to think you might be using them)! Just tell them a bit about yourself, get to know them a little bit, and create a point of contact. That is all you need from your first meeting – now they know and will recognize your name.
b) Generate stories for them. Telling an editor that you want to be the exclusive Realtor for their paper doesn’t exactly give you a shot at being their first pick. You need to help show them you can deliver the goods. You can do this by creating press release packages every so often and sending them over to your new pal at the local paper. Produce them yourself or find a freelance writer to help you draft them. The key is that you make the story enticing, engaging, and worthy of the newspaper, but somehow still managing to send your brand forward a little bit.
For example, you could run with a title such as “Haunted Detroit House Finally Sells”, and in the article you may have a few words of interview material. “It’s always difficult selling these types of properties as most buyers naturally are nervous, but for the right buyer they understand that a lot of it is just hype,” said Shelly Rashi, local Detroit Remax Realtor.
c) Try and provide the newspaper with stories outside of your genre. If you have an interesting story that may fit in one of the other sections of the paper or have a hot tip for them, let them know. Sending press releases just about real estate can suggest that your motives are not mutually beneficial. Remember to keep these contacts as friends, and don’t ask for too much or the whole deal may fall apart.
d) Capitalize on timing, If there is a market crash, or boom, or any press opportunity surrounding real estate, you should be the first person sending the paper a press release. News is all about timing, and if you can put a story together faster than the competitor, chances are you have a very good chance of being run.
Power Seller Tip: In most cities there isn’t just one paper or magazine so this tactic can be used to leverage several publication channels. Try and be the “print” celebrity within your given territory.
Wrapping up, just remember the paper can be your friend, and editorials (if done right) can be done for free. Why not get your name out to hundreds of thousands of people if not millions for free? We wish you good luck becoming a celebrity!
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