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2010-05-20 22:36:43

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 issued a call to action, conducted workshops or sponsored events and projects in their community.
To share your PR successes, please send examples to
News Hook: Issue a Call to Action
Area Needs to Court Developers: Realtor
Columbus needs a breath of fresh air in the housing market—and fast—says local real estate agent Doris Hardy. Hardy says Columbus needs several developments totaling in the range of 400 homes.
Columbus Dispatch
June 30, 2006
Columbus, Ohio
Advice and Insights: If you think your community needs something—whether it’s more housing, police, firefighters, stoplights, etc.—speak up and tell local editors and reporters about your concerns. Your call for action to help address a local problem or issue may spark a journalist’s interest in doing a story about it.
A news release about your call to action can help demonstrate your concern about the matter, attract attention to the situation, and result in positive publicity for you and your company.
News Hook: Conduct Workshops 
Avoiding-foreclosure seminar offered
Coldwell Banker Pacific Properties and the nonprofit Hawaii Homeownership Center will host a free seminar on how President Barack Obama's new housing program can help homeowners save money or their home. The "Keeping Your Home and Avoiding Foreclosure" seminar will be held May 29 from 10 a.m. to 11:30 a.m. at the Hawaii Homeownership Center.
Honolulu, Hawaii
May 4, 2010
Advice and Insights: Some brokers and agents do more than just list properties or represent buyers— they help educate consumers about buying or selling real estate. If you have knowledge you’re willing to share with the public and have the necessary public speaking and teaching skills to do it, holding seminars and workshops in your community can be a good marketing tactic and the basis for positive publicity.   
Story Angle: Sponsor Events and Projects
ArtALot, FIRSTfriday of Falls Church’s newest endeavor, will launch this Friday night when the parking lot adjacent to Art and Frame of Falls Church in the 100 block of Park Avenue will transform into “an art destination” fully stocked with exhibitors, live music and classic cars. Keller Williams Realtor Tori McKinney has signed on to sponsor the musical acts each month, with the F.C. Recreation and Parks Division providing the stage.
Falls Church News-Press
Falls Church, Va.
May 5, 2010
Advice and Insights: Sponsoring appropriate projects and activities in the community can be great backdrops against which real estate agents or brokers can seek to build or reinforce name recognition for themselves while generating news coverage about their company, expertise, or accomplishments.
Public awareness about your generosity or community spirit does not have to end after the event does. Be sure to include copies of any stories or mentions of your support in presentations and other marketing materials, and on your Web site. 
These sponsorships also provide important networking opportunities with local community and business leaders, government officials, and concerned residents—all of whom can be sources for leads, listings, or sales.  
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

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