Why Hiring a PR Team is the Best Marketing Decision You Can Make
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A strong PR strategy is one of the most powerful tools real estate professionals can have in their toolkit. Having a constant presence in major media reads by clients, prospects, brokers and those considering joining the brokerage firm is a valuable way to promote and grow your real estate business at all levels.
Public relations creates trust through a reputable source, with the point of sale providing validation of broker and agent skills by third parties. This form of credibility is more influential and effective than advertising.
As Bill Gates said, “If I were on my last dollar, I’d be spending it on public relations.” We too know the importance and value of public relations in this highly competitive market and are proud that this discipline is one of our most important brand differentiators.
At The Agency we have invested heavily in public relations and have three experienced publicists in the major metropolitan areas of Miami, New York City and Los Angeles.
As a result, we’re featured in more than 2,500 articles per year, representing more than $ 100 million in advertising equivalents annually. Whether you are a starting broker or a brokerage firm, public relations can help shape your business and provide invaluable benefits.
Here are four elements agents and brokerage executives should consider when considering public relations.
Hire the right team
Investing in the right team gives your company and your agents an invaluable ROI. A skilled publicist ensures that your broker goals and key messages, agent expertise, listings and more are visible in front of the right audience by securing opportunities in strategic publications.
Our team is naturally coastal and is located in key media centers so it can be easy to meet top reporters, yet is still only a short drive or flight away from attending offer presentations, property tours, and meeting clients and agents.
A seasoned publicist has extensive knowledge of the field, a solid contact list, can provide media training to agents and executives for free (using an outside media training company can cost an agent thousands of dollars), and is healthy too – knowledgeable about media trends.
You will also be able to find new ways to reach audiences through emerging platforms that are just as effective as traditional media, such as social media, blogs, podcasts, YouTube, and more.
Share your voice as an authority in the market
Once the right team is assembled, be sure to offer media training seminars as well as training for agents on how to best work with publicists to get the maximum benefit.
One way a publicist can help a broker or agent increase their market share and grow their business is to position them as the expert in their field and a trusted resource for media companies. This can be achieved by sharing accurate data, market trends and any changes in consumer activity with reporters.
For example, we created our first annual Red Paper, a comprehensive report on the markets we serve in the US, Mexico, Canada and the Caribbean. Not only was this an incredible marketing tool for agents and compelling read for clients, our PR team showcased the data and results, and garnered editorial coverage in high profile media publications across the country.
Being seen as an expert on the news not only helps your business, but is also a great way to further promote your expertise with your customers and the communities you serve.
Awards and distinctions
Awards and nominations in the industry can boost your brokerage firm’s reputation and make brokers stand out from the crowd. For new agents, winning awards can help build credibility in a market.
Our PR team works on national awards for our brokerage business as well as awards for agents in each market we serve. It’s one of the best ways to nurture the amazing sales, philanthropic work, and accomplishments our agents garner year-round.
Winning awards improves brand awareness and is a natural way to grow your business, success and expertise with new and existing customers. Make sure to add current accolades to your business talk, social media and marketing campaigns.
Boost media placements and awards
When our offers appear in the press or an agent receives an award, we don’t stop there. We have a comprehensive plan to spread these highlights on our media channels and share agents with their sphere of influence.
We do this by sharing through various media internally, on our blog, in our newsletter and through our social media accounts. Agents also have the option to create custom marketing articles for their social media, e-blasts, and newsletters to maximize the impact of media placement and ensure it hits the eyes of potential customers.
Public relations is an excellent tool for agents to showcase to their clients, and can also be an incentive for agents to join your brokerage business. A strong media presence can help agents attract new listings and customers, and nurture existing ones.
When creating a marketing strategy to present to a customer, public relations is an important part. Including a PR strategy and addressing your company’s expertise in that department can help an agent stand out from the competition and win new business.
Mauricio Umansky is the founder and CEO of The Agency in Los Angeles. Connect with him on Instagram.