Leveraging local media enables you to demonstrate leadership in real estate and build authority for your personal brand. For example, long before she was a “Shark Tank” celebrity, Barbara Corcoran broke into New York City media by sending her real estate newsletter to every journalist in the newspaper – including the sports editor!
While that particular approach may backfire today, Ms. Corcoran’s market observations were taken with due seriousness at the time. When the media embraced her authority and published her findings, it helped launch her brand to the top.
Here are 6 ways you can win local media exposure in 2016!
1. Build a contact database of local media figures. Using email and selective phone calls, network with reporters at local TV news stations, and with local newspaper and magazine journalists! Offer yourself as an expert resource.
2. Be willing to “give away” local real estate news that could be of use to reporters and journalists. Present verifiable facts that you’ve gathered firsthand. Don’t give away everything all at once. Instead, make contact, offer an enticing fact, and invite them to call you directly for details.
3. Submit a thoughtful editorial to the local newspaper about a proposed real estate development, school referendum or other community matter. Articulate your views concisely, and be friendly. Include your contact information and invite the editor to publish your views.
4. Send comments about a recently published article to the magazine editor. If you agreed with the article, reinforce a couple of key points with insights from your own experience. If you disagreed, or found a statement to be in error, explain why, but remain respectful. Give permission for your comments to be published.
5. Be a sponsor of a local radio or TV program that has connotations to local business, lifestyles, or the local economy. Make sure you understand what type of exposure you’re getting for the money.
6. Sponsor a local youth sports team, arts program, or other cause that you sincerely care about. In this instance, helping the organization should be your main concern. Your benefit in this case could be intangible to you. However, taking an active interest in your community pays long-term dividends. There’s nothing like seeing people and programs flourish with your help!
Most worthy causes also show gratitude to sponsors, which could earn publication of your name in their newsletters, as well as a mention in any local news stories published about them. While recognition should not be your motive when assisting a charity or group, it can come with the territory.
In all cases, remember to be patient. Your first editorial may not be accepted. Your outreach to reporters may fall on deaf ears. Treat this like any other contact exercise, and do not be daunted by rejection or lack of reaction. Reach out to various media contacts at least once a month. One single “yes” could be a game-changer!
Would you like more ideas, custom-tailored to your business? Contact RealSupport today for strategies and action plans that focus on your needs – and work within your budget. Be sure to like us on Facebook for real estate marketing tips, industry news and more!
Copywriting & Marketing Specialist