Facebook advertising, Facebook Lead Ads, and Google CPC advertising are the most talked about topics in real estate brokerage marketing departments. And since their rise, public relations has been all but forgotten about. But real estate brokerage PR which seeks to receive earned media, is one of the best ways to get your message out there. Consider that there are over a hundred TV shows about real estate and nearly every newspaper in the country has a real estate section. Media organizations are always looking for great stories about real estate and they love getting data, quotes and more from real estate brokerages. Where most marketing staff have a hard time is starting.
Tips for Real Estate Brokerage PR
First, when doing real estate brokerage PR, consider what you want to pitch. Weekly and monthly real estate market updates are the easiest sell.
Second, and this is the part where most people get stuck, reaching out to these organizations. In most cases, I’d recommend just calling the organization and ask who is the editor for real estate. Remember, that the worst thing that can happen here is to hear no. But also remember that if you hear no, it doesn’t necessarily mean no forever, it could mean no right now.
Third, let them know that you can provide different agents each week from different markets to provide quotes, and that you’ll be 100% reliable. I’d also recommend having some samples of what you can provide ready to go. Make sure that any online mentions will include a follow link back to your real estate brokerage website and to the agent’s website.
Personalized, Portable, Participatory
These are the three Ps to keep in mind when creating content. Don’t be generic, share whats going on with YOU. In order to get the actions you want, you need to reach your audience no matter where they are. Get your target audience involved, make them feel compelled to respond to you. Get the conversation started! Make emotional connections with your readers and create relationships.
Do They Care? Will They Share?
The best kind of content makes your readers care or share. In order for people to care about what you are writing, share what you posted, or even get emotional about it. Ask yourself next time if what you are posting will evoke any of these actions. Give your reader context: Why should they care? Give them a reason!
Written, Visual, Audio
An attention grabbing post will include at least two of these three, and if you want to knock it out of the park, use all three! Write your personalized, participatory content that tells readers why the topic is important on a medium that can reach them wherever they are. Include a “pin worthy” (something you’d pin on Pinterest) or Instagram-worthy photo (on average pictures get 53 percent more “likes”) that enhances, supports and gets them to care or share. Videos are tricky. They have to be short enough for people to feel like they can spare that time to watch it, but long enough for them receive the message you are portraying. But video is one of the most shared mediums available for real estate brokerage PR.
Start practicing these “rules” and see if your analytics change.
Do you feel that you aren’t making those emotional connections with your target audience? Share your thoughts and advice below!
