Why Real Estate Agents Can't Ignore Public Relations

Public relations play an important role in brand building. However, in the real estate industry only big brands seem to care about PR. Most agents and small brokerage firms still don't have a well-defined public relations strategy. This could be due to a scarcity of resources. Few agents can spend thousands of dollars on their PR machinery. There are also agents who simply don't understand why public relations are important.

All agents should have a public relations strategy in place. To start with, you need to do whatever you can to position yourself as an authority on all matters related to real estate. You should also gain the support of your community. Enjoying sufficient community support is crucial to building your brand. A well-designed public relations strategy will help you accomplish both.

The two pillars of your public relations strategy are relationships and consistency.

You must make a consistent effort to publicize your name. Some agents make an initial effort, but as they get busy, they put their PR efforts on the backburner.

Building relations with media outlets

Media outlets are a great platform to reach out to potential clients. Building relations with media outlets might take time, but it is well-worth your efforts.

Here's how to get started:

Decide which media outlets you want to be quoted in. You should consider websites as well as local media outlets. The local newspaper, for example, is a great platform to bring attention to your service. You should also try to get the attention of media outlets focusing on the real estate industry.

If you can get quoted in a newspaper report, you will be able to show potential clients in your neighborhood that you are an expert on real estate. Getting quoted in a real estate industry outlet will substantially increase your credibility overnight.

When you get quoted in a news story on a real estate website that gets tens of thousands of visitors a day, you get to reach agents and potential clients across the country. This leads to referrals and sales.

Once you have identified the media outlets in which you want to be featured, you should reach out to them. Tell them why they should get tips and advice from you. Send an email each month with interesting information and story ideas. You will probably not hear from them, but don't give up. Building relationships take time. Your objective is to get quoted in a local story, and by constantly sending story ideas to media editors and reporters, you are making your job easier.

Gather the support of your community

A lot of agents make valuable contributions to their community, but they keep mum about it. Don't commit that mistake. If you're involved in a cause, you should write a press release about it.

The press release should be about your cause. It should also include one or two quotes from you. Your goal is to draw attention to your service by showing your association with the cause. Send the release to reporters and editors in your contacts list.

Many national media outlets take news stories from local media outlets. So if your PR efforts are consistent, over time you will be getting calls from news reporters and editors all over the country asking for your opinion on important industry related matters. That is when things get really interesting.

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