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2010-04-28 22:34:21

Profit by Publicity: Successful News Hooks

We continue our review of the wide range of news hooks and story angles REALTORS® have used to help generate publicity, and what you can learn from their experience. Each week we feature examples of the news coverage they received, together with advice and insights about the publicity. 
Today we look at REALTORS® who helped clean up their community and marketed their properties in unusual ways. To share your PR successes, please send examples to
Help Clean Up Your Community  
GLOUCESTER TOWNSHIPThe church committee that's been cleaning up the old township building on Church Street received some extra help last Thursday about 30 members of the Prudential, Fox & Roach REALTORS Gloucester Township office removed their business suits and dresses in exchange for torn-up jeans and old T-shirts. The group cleaned-up the first floor of the entire right-side of the building.
Record Breeze
Oct. 12, 2006
Camden, NJ
Advice and Insights: You don’t need to spend money in order to have an impact on your community. Sometimes all that is needed are brooms, a little elbow grease, and a commitment to clear your calendar. It’s a good bet that there are any number of groups and organizations in your town or city who would welcome your helping hands with open arms. The more people in your office or company that you can get involved in a clean-up project, the more newsworthy your help will be to local news organizations.
Market Your Listings in Unique Ways 
To Sell a High-end Home, Let Them Sleep on It
It took a sleepover to sell a $2.5 million house in Malibu, Calif., after it had been on the market for three months. The buyers “were able to experience the amazing light at different times of the day, the spectacular views and what it was like to really live there,” said Frank Langen, the real estate agent who closed the deal and a partner at Deasy Penner and Partners, a boutique real estate firm in Los Angeles.
The New York Times
Dec. 29, 2005
New York, New York
Advice and Insights: Whether out of inspiration or desperation, real estate agents and brokers will often come up with interesting or unusual ways to promote their properties or close a deal.
While these creative approaches can provide real estate professionals with a competitive edge, their marketing tactics can be the basis of news hooks that can attract the attention of editors and reporters.  
Sometimes your use of technology to market a listing will provide the story angle reporters need to write a story about you. For example:
DVDs Becoming Major Marketing Tool For Real Estate

Michael Garden, an agent with Prudential Fox & Roach, saw DVDs being used to advertise big real estate projects, and he saw no reason why he shouldn't give them a try, too. “When a buyer has so many choices in a specific price range, in reasonably close proximity, the DVD might be the thing that helps them remember what they saw that day," Garden said. The same is true for a buyer's agent, who each week has an extremely long list of new properties to preview, he said.
DVDs such as Garden's are just one way real estate agents are turning technology into a sales tool for a residential market in which listings are piling up. E-mail, Web sites, cell phones, high-speed wireless connections, and virtual tours are offering unprecedented ways to market and sell houses.
Philadelphia Inquirer
Oct. 22, 2006
Philadelphia, Pa.
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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