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Real Estate Marketing -- How to Use the Media to Your Advantage
from: Brandon CornettPublic Relations is often the forgotten tool of real estate
marketing. Unfortunate, because with an effective PR program,
real estate agents can generate more exposure than with
traditional advertising, and for a fraction of the cost.
Even better, PR brings additional credibility due to its
third-party nature. Which would you be more inclined to believe
... a paid advertisement, or an article written by an editor or
journalist?
Here are some PR tips that can help you round out your marketing
program:
1. Build relationships with your local media. Develop yourself
as their "go to" guy or gal for real estate expertise and
commentary.
2. Conduct home buying seminars in your area. When the seminars
become popular, invite your local media to attend. At the least,
send them a press release about it. Get some quotes from happy
attendees and include them in your release.
3. Is there a weekend "Homes" show in your area? In Austin,
Texas, we have "Hot on Austin," a Saturday program about homes
for sale in the area. Hunt down the editors and producers of
your local program. Pitch yourself as an expert on local real
estate conditions, and strive to build a relationship with them.
Send them relevant news and articles from time to time.
4. Publish articles online to position yourself as an expert.
Find out what key phrases your target audience is searching on
the Internet, and then publish articles focuses on those key
phrases. Save time and increase your coverage by using article
distribution websites.
Public relations can strengthen your real estate marketing
program with credibility and targeted exposure - and for a
fraction of the cost of traditional advertising. But only the
patient and persistent need apply. PR takes time and effort, but
the lasting results are well worth the effort.
About the author:
Brandon Cornett has worked as a marketing manager for a direct
mail company serving real estate agents since 1986. His
target="_blank">Modern Guide to Real Estate Marketing and
his free newsletter are available at:
ing.com.
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