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2010-06-02 22:49:14

Profit by Publicity: Successful Story Angles

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 promoted their talents, launched or enhanced their Web sites, or were appointed to an important position in their community. To share your PR successes, please send examples to
News Hook:  Promote Your Talents
Real estate broker Steven Shoen, of Shoen Real Estate in Novato has released a CD of his original songs called ‘On Top of the World.’  About 40 percent of the proceeds of the CD, produced by Jefferson Starship’s Pete Sears, will benefit Marin Children’s Garden. Shoen, a volunteer performer for Bread and Roses in Corte Madera, has been a Marin real estate broker for more than 20 years. For information on the CD, call 382-1600
Marin Independent Journal
April 25, 2004
San Rafael, Calif. 
Advice and Insights: Agents and brokers often have talents that have nothing to do with listing or selling property, but which can make them newsworthy just the same.
Savvy real estate professionals will not be shy in converting their talents into news hooks and story angles that can help attract the interest of the media. And the more you can build into the story—such as Shoen’s decision to donate a portion of the proceeds of his CD or referring to his association with well-known bands—the better the story will be.
Story Angle: Launch a New Web Site 
Realtor Renee Adelmann has announced a new Web site called Eichlerforsale. com, designed to showcase “California modern” homes and condominiums built by Joseph Eichler. Adelmann is a Realtor with Keller William Realty.
Marin Independent Journal
April 26, 2006
San Rafael, Calif.
Advice and Insights: Given the current number of real estate-related Web sites, why in the world would any news organization publish a story about a new site going online? Because the site offered news or information about a particular real estate topic that cannot be found anywhere else, that’s why. But the above story was not a fluke.
To get publicity for your company’s Web site, sometimes all you have to do is add more bells and whistles to it:
The Real-Estate-Broker Wars: With Home Sales Slowing, Old-Line and Discount Firms Tout Range of New Services
A number of full-service Realtors are adding tools that allow sellers to better track buyer interest and other activity. Real Living, Inc., a regional brokerage firm based in Columbus, Ohio, recently beefed up its Web site to enable sellers to see how many people have looked at their homes and what comments they made.
The Wall Street Journal
May 23, 3006
News Hook: Get Elected or Appointed to an Important Position
Pembroke Realtors Take Pond to Heart
Jack Conway and Company real estate agent Erin Sullivan was recently elected vice president of the Pembroke Watershed Association, an all volunteer group dedicated to improving the quality of Pembroke’s many ponds.
Pembroke Mariner
June 28, 2006
Pembroke, Mass.
Advice and Insights: One of the benefits of taking a leadership role in groups and organizations is—or should be—being recognized in the media for your efforts. Whether you are elected to the board or top position of your local or state REALTOR® association, be sure they issue a news releases about this important achievement, and that you include the news release on your Web site and in your other marketing materials.
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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