REALTORS®: How to Make PR Work for You

Whether it’s brand building, promoting new listings, or introducing yourself, public relations can be an effective way to get and keep your name out in the community — and another way to drive more business to your online marketing efforts.

A Public Relations Strategy

There’s more to PR than press releases. Building rapport as a real estate expert with journalists, tv and radio personalities, newspapers, industry leaders, news websites, magazines, weekly and monthly newsletters, and real estate and financial blogs can “explode” your business. While building these relationships can take time, the end results are well worth it.

Expertise and Connections

When it comes to building successful relationships with the media, it’s important to acknowledge upfront that it’s all about what you can do for them. You can provide information, your expertise on the local real estate market, or your connections and online followers.

Perhaps the biggest benefit you can offer media sources is name recognition. This will help generate traffic to their sites, programs, or publications and, in turn, increase potential advertising revenue. So, the more followers you have, the better.

Subject Matter

By offering knowledgeable content based on your experience and place in the community, you can prove yourself to be an expert and a “go to” source for:

• Current market conditions
• New listings and local sell rates
• Charity and other local events that you participate in or sponsor
• Real estate-related educational events, such as first-time homebuyer or rent vs. buy seminars
• Interviews on the real estate market, zoning, new construction projects, etc.

Consider looking into the website Help a Reporter Out (HARO). It provides journalists with a robust database of sources for upcoming stories, along with daily opportunities to secure valuable media coverage.

Share and Share Alike

PR is an outbound strategy to develop mutually beneficial relationships. These efforts are not simply another channel to maintain. Managed correctly, these relationships can complement your online presence. So, always be looking for ways to reciprocate. Guest blog for a financial blogger and ask them to do the same for you. Post, like, and share your media partners’ content.

Always be sure your online content includes share buttons for all your social media channels. When sending to printed publications always provide a brief bio and mission statement along with all of your contact information.

Finally, don’t overreach. Don’t spam your sources or post overtly sales-oriented pieces. You’ll never gain the trust or respect you’re looking for. By being reliable and professional, you’ll earn the trust and respect a real estate expert deserves — and the chance to greatly expand your audience of potential clients.

FAQ: Making PR Work for REALTORS®

What is the benefit of public relations for real estate agents?

PR helps REALTORS® build brand awareness, position themselves as experts, and increase visibility in their local markets, ultimately driving more leads and business opportunities.

How can REALTORS® build strong relationships with the media?

By offering value to media professionals — such as local market insights, industry expertise, and a strong social following — agents can become go-to sources for quotes, interviews, and commentary.

What kind of content should agents offer to gain media coverage?

Real estate agents can contribute information about market trends, new listings, community involvement, educational events, and local developments to show relevance and credibility.

Why is social media important in a PR strategy?

A strong social media presence boosts an agent’s appeal to media outlets by increasing their visibility and audience reach, which can enhance the impact of published stories or interviews.

What is HARO and how can REALTORS® use it?

Help a Reporter Out (HARO) connects journalists with sources. REALTORS® can use it to respond to real estate-related queries and potentially get quoted in news stories, blogs, or industry articles.

How can agents make their online content more shareable?

Include social sharing buttons on blogs and website content, and provide contact information, a bio, and mission statement when submitting articles to publications.

What should REALTORS® avoid in their PR efforts?

Avoid spamming media contacts or pushing overly promotional content. Instead, focus on being a helpful, consistent, and credible source to earn long-term media trust and exposure.

How can PR efforts support online marketing?

Public relations can expand your reach beyond your immediate audience, strengthen your personal brand, and build backlinks and visibility that enhance your online presence and SEO.