Real Estate PR Strategy: Pitching Content to Local Media Outlets

Looking for a new real estate PR strategy to increase your exposure in 2020? Try pitching your best content to local newspapers and media.

In a previous article, I provided a list of low-cost digital marketing strategies for new real estate agents. One of the strategies on that list was to pitch yourself to local newspapers and media, as an authority on the local housing market.

Today, I want to explore this real estate public relations (PR) strategy in more depth. Here are some tips on how to go about it the right way.

Real Estate PR: Pitching Yourself to Local Media

Have you ever stumbled across a real estate article in the business section of your local newspaper that was written by a local agent or broker? I’m sure you have. This is a common feature used by newspapers across the country.

Newspapers often rely on local real estate professionals to provide them with insights on local housing conditions. And that makes sense. Real estate agents work “in the trenches” and usually have a much better understanding of local housing conditions than someone outside the industry.

But how do newspapers find these real estate professionals who provide them with content? How do such a relationship begin?

In most cases, it starts when the agent or broker contacts their local newspaper to offer insight. It’s that simple. They just send an email that says something like: “I’ve been researching local housing trends and have some information your readers could benefit from knowing.”

From there, the relationship grows.

Will this work for you? It might! Maybe your local news websites already have a content-based relationship with a local agent. Or maybe they don’t. You won’t know until you reach out to them.

But you’re a busy person. You have a dozen other things going on at any given time. So why should you spend time to track down contact information and send an email to your local business reporter?

The answer, in a word, is exposure.

Ongoing Exposure for Your Business

As with other real estate PR strategies, the goal here is to increase your exposure and grow your business over time.

In this case, you are providing a service to your local newspaper in the form of insight, content and commentary. They are reciprocating by giving you exposure within your local housing market. And that’s priceless.

They might also link to your website, especially if it offers valuable resources geared toward local home buyers and sellers. And that link will help improve your search engine visibility going forward. So there are layers of benefits to this kind of real estate PR strategy.

How to Go About It

So how do you launch this kind of real estate public relations strategy? The first thing is to decide what you want to offer to the local media outlet.

You have a couple of options here:

  • You can offer to provide ongoing insight into local real estate conditions, which the newspaper or blog can then publish.
  • You could also share some kind of original research that you’ve posted on your website. Something that would interest their readers.

My advice is to take the hybrid approach, offering both of these things.

The ideal approach is to create a long-term relationship with the business editor, reporter, or whoever covers your local housing market. You want to be there go-to person for real estate insight. That way, you can continue to increase your exposure with your target audience. And they will continue to benefit from the insight and content you can provide.

In the science world, this is called mutualism. It’s a relationship where both individuals can benefit. Within a real estate context, it’s just good business. You get ongoing exposure and name recognition, and probably a boost in website traffic over time. The newspaper gets content tailored to their readers — content that’s written for them.

Many newspapers and media organizations across the country have reduced staff over the years. This is due to the ongoing shift within the industry. It’s becoming more and more expensive to produce newspapers, and they have fewer and fewer print subscribers. So they’re trimming the fat.

As a result, they often look to third-party content providers to fill the gaps. And that’s where you come in. You can write insightful articles about current housing trends that their readers want to know about. You can save that newspaper staff time and energy. That is something of real value.

This is just one real estate public relations / PR strategy you could use to increase your exposure and grow your business in 2020. And it doesn’t require anything from you other than time.

It is a low-cost marketing strategy ideally suited for real estate agents with a limited marketing budget. It’s a combination of relationship building and self-promotion … and a win-win scenario.

Need High-Quality Real Estate Content?

Need help on the content-writing side of things? I’m here for you!

I specialize in producing high-quality real estate content tailored to local housing markets (cities, metro areas, etc.). For an example, just check out this recent Dallas report.

I’ve been reporting on housing trends in the U.S. for well over a decade, through the Home Buying Institute and other channels. I can help you launch a real estate public relations strategy like the one outlined above, by providing you with well-written content.

If you have questions or want to schedule a call, just let me know.

About the author: Brandon Cornett is a full-time real estate blogger and creator of the Home Buying Institute. He provides blogging services for mortgage and real estate professionals across the U.S.

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