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2010-07-09 20:44:18

Create and Market Your Brand: Part 4

News organization regularly report statistics concerning local and national real estate trends and developments. But journalists often add perspective and commentary to their stories by interviewing agents and brokers for their reactions and observations. If you know what you’re talking about and know how to talk to reporters, then speak up and let them know you’re available for interviews about local real estate trends.
If you or your real estate company have expertise or specialized knowledge about the local housing market or other real-estate related topics, then your comments and observations on these subjects could attract local and even national attention and help promote your brand and reputation. 
Reporters who cover real estate and business topics for their news organizations often turn to local agents and brokers for their comments and observations about the latest trends and developments in residential and commercial real estate. Your ability to become a source of information to the media, and use that access to help promote your personal or corporate brand, can depend on the following factors:
·        Can you can boil down your pithy comments to sound bites that can included in a news story? 
·        Do you have something interesting or newsworthy to say?
·        Do you have the credentials and expertise to talk about the topic? 
A case in point is Bill McKeon, president of the Marin County Association of REALTORS® in Northern California (and where I serve as the CEO and communications director).  McKeon who was interviewed last month by KRON-TV, was asked for his observations about the latest sales figures and median prices for homes in the San Francisco Bay area. Click here to see the short video:
As you watch, pay special attention to how the reporter framed the story, and how the journalist incorporated McKeon’s comments into her report. Then ask yourself: if you were asked by a TV reporter about the latest trends in your local housing market, what would you say and how would you say it?

Edward Segal, RCE, is the author of the Profit by Publicity series of live and online classes, audiobook and how-to-reference guide for real estate agents and brokers.  Segal was the marketing strategies columnist for The Wall Street Journal’s, a PR consultant to more than 500 clients and press secretary to members of Congress.   He is now CEO of the Marin County Association of REALTORS® in San Rafael, Calif.  Visit his Web site at

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