PR for REALTORS: See Me, Know Me, Love Me
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It’s a little-known fact and a rarely-practiced strategy, but you can be your own public relations advocate. Whether you are a solo agent or you have a team and can delegate the task, there are a few simple steps you can take to connect with the press and become a media superstar. You don’t have to spend thousands to hire a public relations firm to have contacts in the press, and you don’t have to become a relentless self-promoter. You just have to have the right tools in your arsenal and know how to use them.
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PR for REALTORS: See Me, Know Me, Love Me
- 2. What is Public Relations? • A way to communicate with the media and your community without blasting them with advertising messages • A way to promote your business to new audiences • A way to be recognized as the local expert
- 3. 2 Important Distinctions • Advertising vs. Public Relations • Traditional PR vs. Content PR
- 4. Advertising vs. Public Relations
- 7. 5,000
- 8. As Consumers, We: As Salespeople, We: • Skip commercials using DVRs • Subscribe to services with commercial-free music • Place ourselves on Do-Not- Call list • Throw out junk mail • Use spam filters and delete unread e-mails • Use pop-up blockers • Buy ad time on radio and TV • Teach new salespeople to prospect by cold calling • Send out “Just Listed” and “Just Sold” cards • Buy e-mail lists and send out newsletters to people who don’t know us • Buy online ads • Mail unsolicited mailings to geographic farms
- 9. Interruptive Marketing = Out of Control? How many SPAM emails per day? What do you do with Direct Mail? Do you have a TiVo or DVR device? • The drive to class this morning? • Wake up and delete – first act of the day? • Sort your mail over your trash can • Do you skip commercials? Is there a generational divide?
- 11. A Place for Advertising
- 12. • Advertising your listings • Fishing for new clients • Me, me, me! What Public Relations is NOT:
- 13. Traditional PR vs. Content PR
- 14. Traditional PR
- 15. Content PR (think: PR 2.0)
- 17. Start a Press List
- 19. Make Note of: • Name • Email addresses • Twitter handles • Publication/station for which they write/work • Type of article they write
- 20. Connecting with the Media The Best Ways to Connect • Old school: via email – still the best way to submit press release • New school: via social media channels, especially twitter
- 21. Establish Rapport & Credibility
- 22. Email • Introduce yourself – once • Compliment a recent story • Story ideas – a brief mention of your area of expertise • And of course, press releases...in the future
- 23. Social Media • Find them… • Engage with them… • Converse with them… (encourage interaction!) • Let them know you’re reading them • Scoop them!
- 25. • Google them • Connect with them • Invite them – Open houses – Unique homes – Client events Local Bloggers
- 26. Press Releases
- 27. Anatomy of a Press Release
- 28. Anatomy of a Press Release
- 29. Press Release Dos and Don’ts The DOs • DO write in the 3rd person • DO proofread for spelling, grammar and punctuation • DO stay on topic • DO include appropriate images – max of 3 • DO include two to three personal quotes • DO email your release in the body of an email (NOT as an attachment) • DO keep it short & concise – no more than 1 page
- 30. Press Release Dos and Don’ts The DON’Ts • DON’T give your entire personal bio – keep the information relevant to the subject of the release • DON’T underestimate the value of a great headline • DON’T send it more than one week before the event or your desired run-time • DON’T submit a release riddled with spelling, grammar & punctuation mistakes • DON’T forget the follow-up
- 31. Where to Send Your Release Reporter/editor Geography Subject matter
- 32. Getting the Word Out: When? When to Write a Press Release: • You’re hosting an event that will interest your area at large • You’re hosting an event that will benefit a local group or charity • You’ve won a prestigious award OR you’ve hit a major milestone in your career (keep in mind that self- serving press releases like these should be reserved for MAJOR accomplishments) • Other major newsworthy piece
- 34. Press Release Worthy? Would you write this press release? I got a new listing!
- 35. Press Release Worthy? What if it’s a piece of history?
- 36. Press Release Worthy? Would you write this press release? I had a closing!
- 37. Press Release Worthy? What if it’s a record-breaking sale?
- 38. Press Release Worthy? Would you write this press release? I was #1 in my office this month!
- 39. Press Release Worthy? What if it’s a major award?
- 40. Press Release Worthy? What if it’s a major award?
- 42. Get on Video
- 45. Video for PR People love videos – here’s why: • See your smile, hear your voice • Shows your personality • Shows your on-camera skills • Builds: – Trust – Credibility – Likability
- 46. Consumers & Video • Increase length of time they’re on your site • Increase your likelihood of being found • Build trust and credibility • Help potential clients feel like they know you
- 47. Video Tips • DO a few practice runs • DO find your best light and test the sound • DO get over “not liking” yourself on video • DO stick to your area of expertise – talk about what you know • DO post to YouTube and then share via your blog, social media, etc. • DON’T underestimate the power of video
- 48. How Should We Be Using Video? • Lead Response Video • Video Testimonials from Clients • FAQs (Frequently ANSWERED Questions) • Neighborhood Videos • Videos of Events • In moderation: – About Me/Us – Fun
- 49. $50 Facebook Live – Boost It!
- 50. Let Your Clients Do Your PR
- 51. “We take most of the money that we could have spent on paid advertising and instead put it back into the customer experience. Then we let the customers be our marketing.” ~ Tony Hsieh, CEO, Zappos.com
- 58. Be the Local Expert
- 59. PR is Hyper-Local Ask yourself: • Where is my area of expertise? • What is my niche? • Why should others see me as the expert? • How can I position myself as the expert in my market? • How can I communicate my expertise to the media & consumers?
- 60. HARO (Help a Reporter Out)