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Speaking to the Media Help

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Real Estate Agent with Keller Williams Greater Seattle

A number of ActiveRainers have been very successful with the media so I'm hoping to tap into your media-savvy experience.  Does anyone have suggestions or tips on how to be interviewed by media?  And, what's the best technique to be quoted?

I've been fortunate to be interviewed by the NY Times, Seattle Times and a couple of Seattle magazines but have only been quoted by an alternative weekly newspaper.  So, obviously, my interviewing technique is severely lacking. Anyone have any suggestions or a good resource they can recommend?

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Kristal Kraft
Novella Real Estate - Denver, CO
Selling Metro Denver Real Estate - 303-589-2022

Ben ~ my husband was interviewed for 3 hours by  CNN as he drove around the city.  They filmed two of our listings, an agent and him.  The whole segment had NOTHING to do with what they talked about.  NOTHING.

The media gets an idea for a scoop and they go in search of support data.  If they don't get it, they ignore what they get and do their scoop anyway.  I find it very scary to have a bunch of people influencing the news who aren't really looking for the story, just substantiation to theory.

kk

P.S. I forgot to mention the 3 hours was boiled down to less than a minute!

Apr 11, 2007 02:26 PM
Midori Miller
Talk 2 Midori, LLC - Daytona Beach, FL
Online Marketing For Real Estate Professionals
Ben-I will be on the a local am radio station April 20th, 2007.  The host will be interviewing me on personal development.  I was interviewed twice in South Florida in the local paper.  I actually hated the reporter, at least that is what I thought.  She asked so many questions and pushed my buttons.  I actually asked her to leave my office.  To be honest I don't think there is a technique or resources that will really help you.  I think by being yourself, talk about what you know.  Think about what you are going to say and hopefully you will be interviewed by a true journalist.  To get back to the interview I did in the paper, it was published and was an incredible piece of journalism.  On top of that it made me look really good!  I actually called the reporter and apologized.  Everything that transpired was intentional and she told me getting thrown out of people's office and business was a regular thing but when her articles are published, every person she interviews call and tells her what a great story it was.  My interview on the 20th has me a little nervous, I have never done radio.  I also did t.v. once I will never give up my day job.  Please if you have any sources, let me know. 
Apr 11, 2007 02:38 PM
ARDELL DellaLoggia
Better Properties Seattle - Kirkland, WA

Apparently it helps to be more opinionated.  What topic would you speak on?

I've turned down all the TV spots, including 60 Minutes, as I don't see much real value in it.  But I did agree to speak at Inman at the Bloggers Connect.

What is your goal?  What would you like to speak about and to what purpose?  I can probably help if I knew what you were trying to accomplish.  I'd love to meet you.

Apr 11, 2007 07:33 PM
Teresa Boardman
Boardman Realty - Saint Paul, MN
Wish I could help.  I have been interviewed by newspapers and magazines and blogs.  After it is written up and I read it I am seldom happy with the end result.  My coach says I need a PR person.  I have on occasion let the wrong people interview me and even found my face on the internet promoting a product.  I know that not everyone gets that kind of attention and I should just enjoy it. 
Apr 12, 2007 12:33 AM
ARDELL DellaLoggia
Better Properties Seattle - Kirkland, WA

Teresa makes an excellent point, Ben.

I have been happy with all of the quotes over the years.  But you have to figure out your goals vs. their "angle". 

60 minutes wanted me to go toe to toe with Redfin and speak "on behalf" of the Traditional Real Estate Industry.  I told them "they called the wrong lady" for that. 

KOMO NEWS 4 was the first TV media to call me, and the well known TV person who wanted me to help her with a 3 minute segment, knew very little about real estate and was asking me dumb questions on the phone.  Basically I was interviewing her, and once I realized her "angle" on the piece was silly, I decided I didn't want to "look silly" with her on air.

HGTV wanted me to host a Flip Show for a month as "a judge", and I decided I didn't want to be "The Simon" of Real Estate.

Maybe there would have been something to my saying I was on these shows, but I don't think I'm right for TV and didn't see the value to me.

I agreed to Inman's Interview subsequent Podcast and will be speaking for them at Inman Bloggers Connect.  But really.  What good does it do me to do these things for Inman?  I don't "sell" to agents and agents are their target market.  So what's it all about?  Why should I want to do these things?

I liked doing the radio show, and saw some value in that.  But it is nationally syndicated. Why would I want to be nationally "famous"?

I've turned down the local papers so far.

So why Ben?  I would like to know why you want to be interviewed.  I turn down more than I accept because I really don't know why I should.  Maybe we can help each other.  You help me with the Why and I'll help you with the How.

Apr 12, 2007 03:37 AM
Ben Kakimoto
Keller Williams Greater Seattle - Seattle, WA
Seattle Condo Specialist

Thank you for all of your responses.  So far, all of the interviews have been related to Seattle condos so they've been related to my niche.  And, to be quite frank, as a newish agent (3 yrs), I'd like to have the exposure so I've complied with the interviews.

Ardell - you hit the nail on the head about understanding my goals vs. their angle.  The last one came across as very negative...well, it was a negative/biashed article regarding a new condo/hotel development in Seattle.  The writer had a goal and was looking for snippets to support his position.  In retrospect, I should have stayed away from it but I got caught up with the "I'm being noticed by the media" devil on my left shoulder. 

I think I just need to remember to detect what their angle is during the initial contact and not be seduced by the publicity. 

Apr 12, 2007 05:01 AM
ARDELL DellaLoggia
Better Properties Seattle - Kirkland, WA
LOL...I'm rarely seduced...I'm a seducer :)
Apr 12, 2007 05:29 PM
Jacqulyn Richey
Prominent Realty Group - Las Vegas, NV
Las Vegas Real Estate

Hey, keep it G people!!! :)

Ben, both Jacqui and I have been interviewed by the media. It does boil down to their angle and whether you can speak for or against it. Generally you'll be approached by the media because you are posting information that is related to their story. I was on Channel 3 last month about downtown high rises, because our site has more information than anyone else.   They always run a long interview and then edit the crap out of it. BUT quite a few stations now post their interviews in video files on their site, so for marketing it would be of value to you.  Best thing is to be cautious (as evidenced by most of the responses so far). Good luck. - Charles

Apr 16, 2007 11:21 AM
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Ben is a Seattle condominium specialist located in downtown Seattle and is the founder and author of the popular Seattle Condo Blog

Ben also maintains the Seattle real estate blog - Seattle Housing Buzz.

Ben specializes in urban Seattle real estate.

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