Top Five Tips - How to Use Good PR to Help Sell Homes.

Using Public Relations to Improve Your Image

Tired of paying big bucks for newspaper advertisements nobody notices?

"Free advertising" - otherwise known as public relations - is an often under utilized tool in the real estate industry. But it can be a powerful factor in your success, especially in a sluggish market.

Image is your number one asset. Especially in a market where people want to know they've gotten the best possible value, they need to trust the person who's helping them make choices. There's no better way to promote your image than through good PR.

Here are 5 Top Tips on how to use good PR in real estate, from a public relations expert:

1.  Don't be afraid of reporters.

Even if they approach you with a negative story in mind, your ability to turn the conversation to a positive aspect will earn their respect - and the potential for a much more balanced story. Not sure of the protocol? Think about engaging an expert in media training to help you through the initial hurdles.

2.  Respond to negative newspaper stories.

Respond to negative stories about the real estate industry in general by writing letters to the editor (targeting the overall publication rather than the specific reporter who wrote the story.) Use the opportunity to portray an aspect of the story that may have been left out or inadequately addressed. (Note: Don't attempt this if the article centered on you, and your business has encountered the need for crisis communications, which is a very delicate communications situation that needs to be handled with attention to legal decorum.

3.  Spend fifteen minutes talking about real estate.

Find local platforms - church groups, charity events, women's clubs etc. where you can spend fifteen minutes talking about real estate.With so many dire headlines these days, it's a hot topic that will draw attention, especially when you have something good to say. Make sure to spend time developing your messages so you come across as the expert you are - and ensure you're staying on track with the level of understanding appropriate to your audience.

4.  Be seen as an Industry Expert. 

Promote yourself as an industry expert who understands the latest trends, prices, financial choices and communities. In order to sell homes, you need to know the marketplace. This is the core of all effective public relations. Leverage it.

5.  Write real estate articles and get them published. 

Write an article about real estate for a real estate publication. Many short-staffed magazines are looking for expert contributions. The return on investment is far more powerful for your brand stewardship than any stipend you might have earned writing the story.

With 15 years of media experience, both as a reporter and a corporate communications expert, I can help you get your message across to the press, your clients and your markets.

Lara Travars at The Travars Group 

Helping you sound smart and stay out of trouble in the Raleigh, NC area - and across the country.