If you’re a realtor working to build your brand, you’ve probably discovered that pitching journalists to secure media coverage can be a real challenge. To help you master the art of real estate PR, we’ve compiled some proven strategies that can generate effective media coverage for your real estate business. Consistency is key, and by using targeted strategies, real estate agents can generate ongoing PR success.
Why PR Is Important in Real Estate
Public relations is not just for celebrities or big businesses like one may think. For real estate professionals, PR is necessary to gain insight, credibility, and authority. To get leads and a client base as an agent without a well-known local reputation can be daunting. A well-devised PR plan and the expertise of an experienced real estate publicist in Los Angeles can help agents build up their network, gain referrals, and see a steady flow of leads.
Here are seven proven strategies to boost your real estate brand with PR:
1. Develop Authority in a Niche
Cost: Free
Specializing can help you become the go-to expert in your subject in a crowded real estate market. By becoming an authority in a certain field, you gain respect, get attention from the media, and provide publications with concrete evidence of your knowledge.
Start by choosing a specialty that aligns with your interests and experience. For instance, if you have experience in interior design, you could establish yourself as the local expert in luxury staging. Or, if you’re interested in cryptocurrency, you might position yourself as an authority on blockchain applications in real estate. This specificity will help you stand out and build credibility.
Here are essential branding elements to help establish your authority:
- A professional real estate logo
- A memorable slogan
- Well-designed business cards
- A clear, concise agent bio
- A user-friendly real estate website
With a well-defined specialty, you can enhance your presence, make it easier for media to identify your expertise, and work more efficiently with a real estate publicist in LA.
2. Use Connectively (Formerly HARO) to Get Quoted in Publications
Cost: $0–$149 per month
Connectively, previously known as HARO (Help a Reporter Out), is a platform that connects journalists with knowledgeable sources. For real estate agents, it’s a valuable tool for gaining media quotes in top publications like Forbes, Apartment Therapy, and Realtor Magazine.
To increase your chances of being quoted, follow these tips:
- Set Up Custom Alerts: Connectively allows you to set keyword alerts, such as “real estate,” to receive notifications of relevant opportunities.
- Respond Quickly: Journalists are often on tight deadlines. Submit your responses promptly for a better chance of being selected.
- Include Contact Information and a Professional Headshot: Make it easy for journalists to reach you by providing clear contact details and a professional photo.
- Answer the Question Fully and Concisely: Journalists need responses that directly address their questions without overexplaining.
3. Create & Distribute Real Estate Content
Cost: Free
Real estate-specific content is highly valuable, helping to establish you as a credible source and making it easier for journalists to find you as an expert. The more you consistently share content—whether on social media, blogs, or through newsletters—the greater the chance that media outlets will take notice.
A strong online presence boosts your visibility, making it simpler for the press and potential clients to find you. Remember to repurpose your content across different platforms to maximize reach! Focusing on a niche also attracts local and regional publications that are interested in fresh perspectives on the real estate market.
4. Pitch Directly to Publications
Cost: Free
Another highly effective PR strategy is directly pitching story ideas to relevant local or industry publications. Look for unique angles that tie into seasonal trends, regional market insights, or timely events. For example, if your market has a growing interest in sustainable housing, you could pitch an article idea about “Green Trends in LA Real Estate.”
Here are a few publications you can pitch to:
- Real Estate Agent Magazine: Covers topics specifically for real estate professionals.
- The Real Deal: A well-known real estate news publication with a focus on New York City, it also covers other major cities.
- HousingWire: Covers real estate industry news and insights.
Direct pitching allows you to get in front of local audiences and position yourself as a real estate thought leader.
5. Partner with Local Influencers
Cost: Free to Thousands (varies by influencer)
Working with influencers who are deeply connected to the market can expand your reach. An influencer introduces you to different eyes and with local personalities connecting with potential buyers, you see a win if you’re able to connect!
For instance, a local home design influencer could feature you as their preferred agent for top home-buying tips. Many influencers welcome collaborations with local businesses if it benefits their followers. This approach can also lead to long-term partnerships and referrals for your brand, bringing targeted visibility.
6. Appear on Real Estate Podcasts
Cost: Free
Podcasts are a great approach to reaching listeners who are already interested in what you have to say if you want to increase your real estate influence. Podcasts about real estate, particularly in cities like Los Angeles, can cover a wide range of topics, from property management advice and investment methods to local insights and market trends.
Think about reaching out to local podcasters in the LA area who speak to your niche. Offering to be a guest lets you dive into topics that showcase your unique knowledge, positioning you as a trusted voice while helping listeners relate to your expertise. Sharing insights is only one aspect of it; it’s also a means of meeting new individuals, forming bonds with existing ones, and possibly converting listeners into partners or clients. Getting featured on a podcast is a great method to reach a wider audience because it exposes your business in a natural way.
7. Hire a Real Estate Publicist
Cost: $500–$2,000+ monthly (depending on expertise)
For marketers aiming to reach their entire audience, hiring a real estate publicist is the way to go. Publicists have extensive media networks and know the specifics of pitching real estate stories to journalists. A skilled publicist knows how to position you strategically to attract visibility and coverage.
For LA real estate agents in a competitive market, a publicist’s expertise is invaluable. PR agencies with real estate experience understand what captures media interest and can simplify the process of getting you featured in top publications. Freelancer publicists are available on Upwork or Fiverr, though firms often provide a more targeted, market-based approach.
Bringing It All Together
Real estate PR doesn’t have to be overly complex, but it does require time, dedication, and consistency. By leveraging these PR tactics—from developing a niche and creating targeted content to working with a real estate publicist—agents can increase visibility, grow their reputation, and ultimately expand their business. For Los Angeles real estate professionals, these strategies can help turn a challenging media landscape into an asset.
Ready to get started with a real estate publicist who understands the Los Angeles market? Reach out to Otter PR today to explore how our specialized PR services can boost your brand. Book a call today!
