Will a Newspaper Article or TV Appearance Help Your Image, or Business? You Bet! Learn How to Use the Media and let Public Relations Work for You.
Whether times are good or bad, you should always be looking for new ways to market yourself and your listing(s). Public Relations can achieve both and is likely the most powerful and the most cost-effective way to raise your profile within your community. And best of all, it’s free, as long as you know how to work with the media.
A Newspaper Article is the Best Listing Tool you Can Have
For the most part, all real estate agents have the same “tools” available to them – MLS, a brochure, advertising and other promotional material about the home (the extent to which is dictated by the value of the home or project), there’s also direct mail, and email.
Imagine the reaction you’ll get at the conclusion of your listing presentation if you show reprints of newspaper clippings containing articles about homes you had spotlighted in your local newspaper, or in a national publication? What if you can point to a press piece that featured you in a story about a sales success, an industry award or other achievement? Who do you think looks like the consummate professional? Who do you think has the edge? Who do you think will get the listing? You, of course!
Get Started Grabbing Your Share of the Limelight
How do you start getting free publicity? There are a few ways, the media coverage can be about you, your company, about your new listing, or in a perfect world, all three. In this column we’ll discuss how to make it about you. The questions below will serve as triggers for the things you need to think about, answer and then can serve as the basis of a press release you can use to pitch your story to the media.
- Have you earned any special achievements, awards, certificates, designations, etc?
- Have you emerged as a “sales leader” in your organization? Have you overcome any “obstacles” personal and/or professional to achieve the accomplishments or status that you have earned?
- Do you have any “inside or secret techniques” you can share with your industry colleagues regarding securing listings, reading buyers, negotiating, marketing?
With this list you can craft a press release that could potentially be of interest to your local and/or industry real estate trade journals, possibly even your daily newspaper or even magazines. Remember, the media are always looking for news. If you package, present and pitch your information the right way, you may very well find yourself in the media spotlight. That’s good for you and your business. And best of all, it’s free.
Jeff Mustard, The PR Cowboy, is a veteran, award-winning publicist who has captured millions of dollars in free publicity for clients. He can be reached through his company: www.TheBambooAgency.com, email, jeff@thebambooagency.com or at: 954-801-8263
