MAKE FRIENDS WITH THE MEDIA

Phoenix-based real estate agent Brett Barry of Realty Executives International underscores the importance of press coverage in today's market, even if media reports talk about the negative aspects of buying and selling properties. Barry has been featured in Fortune magazine and on MSNBC as a real estate expert, which he says is the result of a proactive strategy to become a regular source for the media. In his early days in real estate, Barry would call and leave messages for local newspaper reporters, and even now he sends e-mails or calls reporters at least once a week to present story ideas. "It's to the point where I now hear from them once or twice a month," he says. "Sometimes they use my ideas, sometimes they are just looking for a photo op with a certain kind of buyer." Other real estate experts urge agents to get involved with charitable organizations, compete for industry awards, or present data from the local MLS as a means of getting press. Additionally, they could pitch a story about historical properties or unique listings.