Media coverage is an essential tool for any successful real estate agency, particularly on a local level, as it establishes “money can’t buy” credibility and authenticity.
Things to have prepared before contacting any media:
Website and digital reputation: Research your brand. This is the first thing media professionals will do so it is important that your website is mobile-friendly, easy-to-navigate, updated often and reflects your company culture.
Social media:
A thorough LinkedIn profile as well as an active Twitter, Facebook and Instagram account all contribute to the overall first impression that is made to viewers.
If you are satisfied with the above, then you can start to consider the following:
Deciding who to reach
Identify the reason you seek media exposure, and how it will help your agency, then search for the most relevant media contacts you want to reach. Applicable contacts may include those at local newspapers, magazines and trade publications, as well as broader state and national papers. Generally, newspapers with an online readership may provide another avenue for broader exposure, so this should be considered when seeking relevant contacts to communicate with.
Gather contact details for relevant journalists and editors
Many publications list contact details for journalists, and email addresses are generally included. Try to avoid generic email addresses as they may not be checked regularly. Social media platforms such as Twitter and Facebook may be listed publicly as points of contact, these could be used to open a dialogue with journalists and editors, and provide a relatively accessible way to start building the foundations of a relationship. These relationships will act as the foundation of securing media coverage, with journalists even potentially seeking you out for comment on related issues in the future.
Target your publications and programs
Most journalists receive hundreds of press releases and email pitches each week but barely have time to read them all, so the closer your idea is to their ideal story, the more likely you’ll be to gain their attention. Taking time to read examples of content produced by various publications may help ensure that you are targeting journalists that share your vision. Gathering an understanding of the publication will also help with tailoring pitches to suit the media outlet and make it far more likely a journalist will become engaged with your email over the dozens of others they receive daily.
Write an email pitch or media release
Local newspapers can often be short-staffed. A well-written media release with relevant information will be appreciated and may be printed with very few changes. Once again, this may come down to the level of engagement a journalist feels toward your content, as well as how it fits with the publication’s overall theme, so it is imperative for the pitch or media release to be accurate, concise and ready to be published with minimal input from the newsroom. A catchy headline may also boost your media release to the top of the pile.
Be prepared to follow up
If a journalist is interested in your story, they will generally get back to you within a day or so. But in a busy newsroom, stories can get missed, so don’t be afraid to chase up your pitches or releases by phone or email. When following up, it might pay to be persistent, journalists generally won’t intentionally ignore you, but in the fast-paced environment of a publication being tenacious and persuasive can be the difference between your release being published or left on the newsroom floor.
Be realistic in your expectations
Securing media coverage, particularly on a national level, can be challenging. It is therefore important as a professional real estate agent to be persistent, consistent and willing to learn. You’re essentially starting with building the foundations of your company’s public media exposure, creating relationships with journalists and crafting your professional image. Eventually these factors, combined with your persistence will act as the building blocks of broader media coverage in other publications and the growth of your real estate company’s reputation in the public eye.
If you’re still having trouble, a PR practitioner such as my agency, zanthii communications, will help you to get results. Please feel free to phone me on 0402 148 334, email: joanne@zanthii.com or visit Facebook: http://www.facebook.com/zanthiiau