Maintain positive PR for your real estate business

While it often flies under the radar, maintaining a positive public presence is an important marketing consideration for all businesses.  Although some real estate franchise operations view public relations activities as unnecessary and complex, the reality is that the process can be quite simple – and very rewarding for your business. 

There are a number of PR tactics that real estate businesses can look to engage in order to ensure that their organisation builds awareness of its existence, services and credibility.  The following presents just a few that may be appropriate for your purposes. 


Take your local real estate editor out to lunch

For local newspapers and websites to write about what your business does or quote you as an expert on the local real estate market, they must have an understanding about your company and usually a relationship with you.  Taking your local editor out for a coffee or lunch on a semi-regular basis can be a simple, inexpensive way to build rapport and provides a relaxed forum to share what you can offer to the publication in terms of commentary and data. 

You never know, eventually you may have your own weekly real estate column as the result of this relationship building, which could be immensely valuable to your business. 


Sponsor community events and teams

Sponsorship is not only an important way to give back to your community, it is also often an excellent means of building a positive presence not to mention brand awareness.  For example, your support of a local sporting team could not only give that team the funding it needs to compete, it may also see your company’s logo on a uniform which hundreds of people stare at every weekend, with those people then perhaps thinking of your business the next time they are in the market to buy or sell a property. 


Utilise social media

Social media tools, if used carefully, can be an inexpensive way to directly engage with consumers in your market.  By taking the time to post new property listings, respond to questions, and provide useful content about topics of interest, you may find that you can establish relationships with people even before they become buyers or sellers.  Note however, when using social media it is important to make sure you follow CENTURY 21’s user guidelines and have a strategy in place to deal with problematic situations should they arise.  


If executed correctly and effectively, engaging in various public relations tactics can give you the ability to ensure your real estate business stands out from the crowd and in the minds of your target market when it comes to the buying and selling of property.  It is important to remember that PR is a gradual process, and it takes time to build a media presence.  If approached slowly and strategically, you should find that your efforts see positive results for your organisation. 

Posted by George Tarbey on 19/03/2012 at 9:47 AM | Categories:


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