5 Tips for RE Agents Seeking Free, Contagious Publicity (Part 1)
Posted Sep 17, 2007 @ 2:19 pm, Viewed by 257 Visitors, Read 264 Times.
Would having your name featured in the local newspaper as a real estate professional help your business? Would you benefit from a national article or television show which positions you as a leading resource in your marketplace?
The good news is that this type of recognition is available for free IF you know how to separate yourself from the herd by offering value and knowledge that goes beyond what other real estate agents can offer. Do this and you will find writers, publishers, editors and possibly even filmmakers contacting you for an interview, quote or general assistance which will help increase your overall visibility and value in the market place.
These five tips can stand alone but are best utilized in concert with one-another to maximize your overall exposure and value. The five tips are as follows:
Tip #1: Put your Ego Aside and Think Small
Congratulations, you are an "expert" on your local real estate market. Guess what? 95% of the real estate agents in your area can make (and probably do make) this exact same claim, regardless of their level of experience, knowledge base or sales volume.
Now picture yourself as a writer for the local newspaper or a magazine editor. You are trying to pull together an interesting story about the housing market that includes more than just the vanilla statistics for last months home sales or foreclosures. Who can you turn to when literally EVERYONE that is selling (or tries to sell) real estate locally has claimed to be an "expert"?
The answer to the question of "who to turn to" is something that you can actually help define! By establishing yourself as a leading authority on a small (yet interesting!) topic that is likely to excite readers and help position you as the local go-to-person for any articles related to that subject matter. Positioning yourself as such does not sacrifice your position as a "local real estate expert" but simply helps differentiate you as someone with valuable knowledge and experience that will help get you noticed.
That being said, here are a few examples of how NOT to get noticed by the media looking for an interesting story (since almost everyone makes these claims). Substitute your specific town name for "local" and I think you will get the idea. Call yourself a "local real estate expert", "local condo expert", "local relocation expert", "local sellers agent", "local buyers agent", etc.
Here are a few examples of how you might be able to get yourself noticed by thinking small and establishing yourself as an authoritative resource on timely topics of interest: "foreclosure specialist" in a very specific geography, "real estate sales expert for local golf course properties", "realtor for green or environmentally friendly homes", etc.
By positioning yourself "small" you can actually increase your visibility with others, especially those in the media looking for an interesting storyline. This approach has worked well for us as Eichler home experts and also as leaders in the purchase and sale of modern homes in California.
Before you begin to 'think small" you really need to make sure that you have the experience and credibility to backup your claim, otherwise this approach can backfire very quickly.
That being said, it's critically important that you follow tip #2, "Build Your Knowledge Base", which I will elaborate on in a separate post.
The good news is that this type of recognition is available for free IF you know how to separate yourself from the herd by offering value and knowledge that goes beyond what other real estate agents can offer. Do this and you will find writers, publishers, editors and possibly even filmmakers contacting you for an interview, quote or general assistance which will help increase your overall visibility and value in the market place.
These five tips can stand alone but are best utilized in concert with one-another to maximize your overall exposure and value. The five tips are as follows:
I'll elaborate on each of these tips in this and subsequent postings. I also want to encourage creative input and ideas from others (using "comments") since this is by no means a comprehensive list or definitive roadmap on how to become an authoritative expert in your field. That being said, let me start with tip #1:Tip #1: Think Small
Tip #2: Build your Knowledge Base
Tip #3: Go on the Offensive
Tip #4: Deliver the Goods and Keep the Goods Coming
Tip #5: Make yourself Accessible and Available
Tip #1: Put your Ego Aside and Think Small
Congratulations, you are an "expert" on your local real estate market. Guess what? 95% of the real estate agents in your area can make (and probably do make) this exact same claim, regardless of their level of experience, knowledge base or sales volume.
Now picture yourself as a writer for the local newspaper or a magazine editor. You are trying to pull together an interesting story about the housing market that includes more than just the vanilla statistics for last months home sales or foreclosures. Who can you turn to when literally EVERYONE that is selling (or tries to sell) real estate locally has claimed to be an "expert"?
The answer to the question of "who to turn to" is something that you can actually help define! By establishing yourself as a leading authority on a small (yet interesting!) topic that is likely to excite readers and help position you as the local go-to-person for any articles related to that subject matter. Positioning yourself as such does not sacrifice your position as a "local real estate expert" but simply helps differentiate you as someone with valuable knowledge and experience that will help get you noticed.
That being said, here are a few examples of how NOT to get noticed by the media looking for an interesting story (since almost everyone makes these claims). Substitute your specific town name for "local" and I think you will get the idea. Call yourself a "local real estate expert", "local condo expert", "local relocation expert", "local sellers agent", "local buyers agent", etc.
Here are a few examples of how you might be able to get yourself noticed by thinking small and establishing yourself as an authoritative resource on timely topics of interest: "foreclosure specialist" in a very specific geography, "real estate sales expert for local golf course properties", "realtor for green or environmentally friendly homes", etc.
By positioning yourself "small" you can actually increase your visibility with others, especially those in the media looking for an interesting storyline. This approach has worked well for us as Eichler home experts and also as leaders in the purchase and sale of modern homes in California.
Before you begin to 'think small" you really need to make sure that you have the experience and credibility to backup your claim, otherwise this approach can backfire very quickly.
That being said, it's critically important that you follow tip #2, "Build Your Knowledge Base", which I will elaborate on in a separate post.
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