As ActivePipe’s Public Relations Coordinator I have the pleasure of speaking with a cross-section of agents from across our global network each week. I love learning what makes an agent tick and through these countless discussions have cultivated some pretty incredible insights into the universal pain points and aspirations of real estate professionals across the board.
Every agent I speak to knows the importance of leveraging their profile but where they can sometimes come unstuck is in knowing which methods are worth investing their precious time into. Being time-poor can lead to a lack of creativity, resulting in lacklustre exposure and a dreary publicity program.
Sometimes it’s best to leave these things in the hands of a professional, which is why I’ve enlisted the help of Diane Falzon, the PR extraordinaire behind FalzonPR, who’s a mentor and expert in helping agents position themselves as leaders in their field.
Here’s why she believes traditional public relations should not be ignored by the modern agent.
Why Every Agent Needs to Leverage PR
As the news cycles change in the blink of an eye, storytelling and creating digestible pieces of information to readers, viewers and listeners has become the necessary fuel for all.
You may say that the onslaught of social media has diminished the need and value for traditional public relations and media exposure.
The truth is that public relations continues to play an intrinsic role in working with clients to craft and disseminate news and angles for journalists to consider and pursue.
For the real estate space, and in particular, agents, leveraging from PR can be a valuable tool in not only maintaining a presence with your relevant demographic but also celebrating and showcasing your street cred in the industry.
Creating a connection to your clients and potential clients through the media will help personalise your business and connect-ability with your intended audience. You are more than the person who creates listings online. You are more than the bricks and mortar you are trying to sell. As an agent, you are a wealth of industry knowledge and through an effective PR campaign, you can outshine and outdo your competition.
Let Your Success Do the Talking
Through effective and strategic PR initiatives, you can showcase your successes and milestones, as well as provide advice to your customers. As a learned voice in this space, you can tap into information hungry clients and share your expertise. It is through your tenacity and intriguing storytelling that customers will want to know more about the PR savvy agent in their local area. Some possible PR ideas for you to pursue may include creating a narrative around, “Tips on how to present your property for sale”, “When is the right time sell”, “How do I choose the ideal real estate agent” or “Top five mistakes when selling your home.”
There is no room for humble in the real estate game. Create a space and narrative where you can be heard or read about so that you shine amongst your competition. Whether it is your local print, radio or online, shine a spotlight on what you want to share with your customers. Believe me, they want to hear from you, not just when you want them to sign on the dotted line.
Call in the Experts
If DIY PR is not your thing, don’t despair. Hiring a PR professional to help you is also a great option. Look out for a PR consultant who can get ensconced in your world and can articulate what you want to share to the media. Their job is to showcase you, your business and your story in a way that will enhance your brand, expertise and sales success story.
There is a saying that “all publicity is good publicity.” Call me old fashioned and conservative, I tend to shy away from negative publicity and prefer to create sound and robust stories which generate positive outcomes. A story about an agent found guilty of underquoting does not sound like the sort of publicity you would be after. Be selective in what you disseminate so journalists know that quality content is heading their way.
It is the business which boasts its uniqueness that will be seen the most. Think about it. There is a suite of restaurants in Australia – but it is the ones that showcase their unique cuisine or chef to the media are the ones that get the good word of mouth going. Be that shining star in your suburb.
Be involved in your community, show your altruistic side within that community and then share it with the media. Being a part of your community does wonders in enhancing your authenticity. Also, don’t be shy in celebrating your real estate wins. From achieving a record sale price in a plateau market or winning an industry accolade, share your story far and wide.
Go on, switch that PR light bulb on, NOW!
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The combination of a solid PR campaign and behaviour driven email marketing creates a dynamite combination for real estate professionals. To find out more on how to make it work for you, chat to us at ActivePipe.