3 Tips to Use Public Relations for Real Estate

What Does Public Relations Look Like for Real Estate?

It’s when you’re quoted as a local market expert in a news article. Or when you write a guest editorial for a business section on why now might be the right time to buy. It might even be local news coverage of a community fundraiser your brokerage helped organize.

These are all examples of public relations in action and how real estate professionals can use media exposure to build credibility, grow their brand and stay top of mind with potential clients.

Public relations is a strategic communications process that builds mutually beneficial relationships between organizations and their publics.

— Public Relations Society of America (PRSA)

Public relations isn’t the same as free advertising or simply sending out press releases. While you might not pay for PR the way you do for marketing, it still requires a meaningful investment of your time and energy.

In fact, PR can sometimes be more effective than traditional marketing. When a third party positions you as a trusted expert, it adds credibility in a way that’s hard to replicate through paid media. It’s a more subtle approach to visibility, but a powerful way to build trust and reinforce your reputation with social proof

How Can You Be a Newsworthy Real Estate Agent?

Most reporters would love for a great story to land in their inbox ready to go. They’re much more likely to run with your idea if you’ve done the legwork for them. Often, a journalist will have the framework of a story but need an expert to quote or provide additional context.

One resource to consider is HARO (Help A Reporter Out), a free service that connects journalists with subject matter experts. You can sign up to receive alerts when reporters are looking for sources in real estate or your local market and start building relationships with members of the media.

Another way to uncover public relations opportunities is by setting up Google Alerts. These free notifications let you know when articles are published on topics you care about. Set alerts using phrases like your city name alongside terms such as real estate, home sales or home buyers. Share the articles on your social channels, take note of the authors and outlets and begin building a list of potential media contacts.

3 Tips to Use a Public Relations for Real Estate

1. Do your homework

The more you know about the media outlet, the more likely you are to be a good fit! So make sure you know what the publication is about? What topics does this particular writer cover? What is their voice like — is it professional, funny or data-driven? How do they like to be communicated with — email or phone calls? What’s on their editorial calendar? Is there a special issue coming up that you might fit into?

2. Create a solid pitch

Include a personal note to express that you understand their voice. State the reasons why the idea is relevant to their audience. Outline the key points of the story to hook them. Add any other links for context. Mention who you can connect them with. Make sure your contact info is easy to find.

Onboardly has an excellent guide to getting a reporter to read your email based on the subject line alone.

3. Time it perfectly

Pitch between 7-9AM if you have immediate news. Editorial meetings are typically at 9:30A ET or 7:30A PT. Otherwise, consider pitching after 3 PM. Mondays and Wednesdays tend to be busiest. Fridays are used for planning. Pitch at least a week in advance.

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