9 proven strategies to get media attention as a real estate agent

There are lots of ways that we describe the impact of media in our daily lives:

• "All publicity is good publicity." – P.T. Barnum

• "The media's the most powerful entity on earth. They have the power to make the innocent guilty and to make the guilty innocent." – Malcolm X

• "Whoever controls the media, controls the mind." – Jim Morrison

• "The medium is the message." – Marshall McLuhan

• "Journalism is what we need to make democracy work." – Walter Cronkite

• "In the age of information, ignorance is a choice." – Donny Miller

• "A free press can be good or bad, but, most certainly, without freedom, the press will never be anything but bad." – Albert Camus

While we often focus on the power of media to sway opinions in a political or societal sense, we may not think as often about the media’s power to help you position yourself as a business leader or to help you sell a truly unique or spectacular property.

Just a small media mention can lead to significant business opportunities by raising your profile and making you a household name. Let’s look at some of the ways real estate professionals can get featured in media outlets, not just once but again and again.

Understanding the value of media coverage

I once met a writer who had more incoming work than she knew what to do with. I asked her about her marketing plan and it turned out that she didn’t have one. Her secret? She had once been mentioned in a New York Times article many years earlier, and that one mention had put her on so many radars that she never lacked for clients again. Now, THAT’S impact.

Media exposure builds authority and trust in your product or service, increases reach and visibility, and, most of all, differentiates you from your competition. The thinking goes that if you’re the one the media is reaching out to, you must know more than others in your market. Whether or not that’s true, it’s the perception that counts — and it’s an important one.

When we talk about media exposure, we’re not just talking about The New York Times (although that would be exciting for sure!). We could be talking about your local newspaper or TV station. We could be talking about digital media — a blog, podcast or YouTube channel with lots of followers.

We know that all real estate is local, so in that sense, local coverage may do you more good than national when it comes to recruiting agents to your brokerage or landing listings as a solo agent. If you want to be a thought leader in the industry, national coverage may be more important.

Creating a compelling personal brand

If you want to make the impact of your media mention even greater, do some work ahead of time to ensure that your personal brand is compelling enough to add leverage to that media appearance. These include: 

• key elements of personal branding, like developing your expertise in your chosen niche or local market

• defining your UVP (unique value proposition) and learning how to state it in a brief and compelling “elevator pitch”

• creating consistent messaging, including a well-defined CTA (call to action) that makes plain what you want to have happen following your appearance.

For example, you may want buyers to reach out and connect with you because you’re an expert in helping them find “hidden gems.” Make sure you state that clearly at the end of your media appearance or within your remarks.

Building your online presence

Over the years, I have frequently reached out to real estate agents and brokers for comments, profiles or other information, and, in far too many cases, I was unable to connect with them because their online presence — phone numbers, email addresses, social media accounts — were either non-existent or out of date.

I’ve also interviewed agents and brokers and, in looking online for a headshot to run with the story, found only low-resolution selfies or no photo at all. This makes you look unprofessional at best and non-existent at worst.

Your online profile should include:

• A professional website

• Active and engaging social media profiles (especially LinkedIn, Instagram, and either X or TikTok)

• Blog posts, YouTube videos, or podcast episodes with your byline

• Up-to-date profiles on Zillow, Realtor.com, and other real estate portals (these are normally free and great for SEO)

Your marketing collateral should include professional photos, a well-written bio, a slogan or tagline, and information about the markets or niches you serve. 

Building relationships with local media

Like any good relationship, a media relationship is not just a one-way street. Reporters and editors receive a constant stream of communication from businesses and individuals looking for coverage. That’s why you need to nurture media relationships with as much care as you would any professional relationship with a client or colleague. Here’s how:

Research local outlets

Look for opportunities to connect with reporters at local newspapers, radio stations, blogs and TV channels. Watch their coverage and find out which outlets are most focused on real estate-related topics. 

Remember Gary Vaynerchuk’s “jab, jab, jab, right hook” formula: Reach out multiple times with tips, compliments, comments, or help before reaching out with an ask. For example, if your local TV station is holding a food drive around the holidays, offer your office as a drop-off point or reach out and ask how you can volunteer.

Identify relevant journalists and editors

Look for real estate or lifestyle reporters, especially if they’re relevant to your niche. Follow and engage with them on social media. Let them know you enjoy their work. Be a friendly resource for them and they may eventually start turning to you for information or clarification on current stories.

Remember, they know what they need, so be open to an interaction that may be different than what you have in mind. For example, if you want to pitch your latest listing but they want someone to talk about how to get the smell of cat pee out of a home, you may need to provide expertise to build trust and become a reliable resource. That will eventually give you opportunities to pitch the stories you really want to tell.

Pitch yourself

In order to pitch yourself, you need to pitch a story. Focus on how your expertise can provide value or insight to the readers or viewers, and come up with a compelling story that’s ready to roll. Look for something that’s time-sensitive, like a special event or up-to-the-minute trend to add impact to your pitch.

Offer exclusive stories

Local real estate trends, market insights or predictions, and unique or luxury listings can all be compelling starting points for a story. Offer exclusivity if there’s a reporter or outlet you especially want to reach; the opportunity to “scoop” the competition may be a powerful differentiator that will give you added leverage.

Creating and distributing press releases

Many people believe that a press release is a magic bullet that will instantly make them irresistible to media figures. In reality, most writers and editors receive dozens or even hundreds of press releases every day. Here’s how to make yours stand out:

• Know when to send a press release: You need to have news to share; don’t just send a PR because you exist. Announce a major new listing or sale, share an unusual market insight or analysis, or talk about a notable event in your business, like a speaking engagement, award, or career milestone.

• Know how to write a press release: You or your writer should start out with a strong headline and subhead; a short introduction with a compelling hook; key details (the who, what, where, when, why, and how); supporting quotes from the stakeholders; and contact information where the writer can follow up. I’d also include a headshot or photo with all of the individuals depicted identified as well as the photographer.

• Know where to send your press release: You can use a PR distribution platform, but the general platforms often take a scattershot approach. It’s more effective to use a targeted distribution depending on the topic. Consider local media outlets or real estate news sites, depending on whether your news is consumer-oriented or industry-oriented. If you have developed media relationships, reach out to them individually and offer an exclusive interview or additional information.

Leveraging social proof and client testimonials

Testimonials and case studies are a powerful way to provide credibility and proof of your expertise. They may be used in news stories to validate claims or they may simply provide further proof of your professional bona fides when reporters and editors are evaluating you as a potential source.

Make sure that you consistently collect and use testimonials in your marketing. Request reviews, highlight notable sales and client experiences, and incorporate testimonials in your pitches and press releases to increase trust.

Becoming a source for real estate trends and news

Want to be a consistent source of professional expertise for reporters? Here’s how:

Position yourself as a go-to expert

Comment on market trends and housing prices; offer insights on local developments, regulations, or new projects; speak up on professional issues with authority. Stay up-to-date with news coverage and look for ways to apply your knowledge, expertise, and experience to fleshing out those stories that are already of interest.

Subscribe to HARO (now known as Connectively)

You may have heard of HARO (Help a Reporter Out), which has been a valuable tool for connecting with the media. Early in my career, I was a frequent expert source for journalists with whom I connected there, and over the years I’ve used HARO myself to find sources for my stories.

HARO has undergone significant changes and has now been rebranded as Connectively by Cision. This new platform aims to modernize and streamline media outreach, offering enhanced features such as keyword filters, pitch tracking, and a pay-to-pitch model that helps reduce clutter and spam​.

While HARO/Connectively is still effective for gaining media exposure, especially for small businesses and professionals looking to establish authority, there are some caveats. The platform can be competitive, with journalists receiving numerous pitches, and not all requests may result in coverage. Here are some tips for making your pitch as effective as possible:

• Read the pitch and respond as asked. If you don’t qualify for it, don’t respond.

• Provide the information requested, including headshots, title, your name and brokerage name as you’d like them to appear.

• This is not the time to offer an interview. Answer the question asked in a way that is pithy and publication-ready. Reporters here are looking for a solid quote from an expert, and they are often working on deadline. As long as they have your contact information, they can follow up for clarifications as needed.

• Follow up with the reporter afterward and thank them for using you as a source. Offer to work with them as a go-to expert and pitch any other current stories you think would be in their wheelhouse.

The transition to Connectively also introduces paid features, including charges for additional pitches beyond the free tier, which may impact its accessibility for some users.

Write opinion pieces and guest articles

Creating your own content gives you practice in audience development and can then become a way for you to submit to local or national media outlets as a guest blogger or contributor. You may also find that podcast hosts reach out to you with interview opportunities as you help them feed their own constant need for content.

Hosting or participating in events and webinars

In-person and online events offer a compelling way to connect with the community, grow your influence, and connect with the media. Some event ideas to consider include:

• Buyer and seller seminars

• Agent training events

• Unusual open houses

• Panel discussions on market trends

• Community service or charitable events

Pitch information about your event to local media as a speaker, organizer, or host, and invite reporters and bloggers to cover it. Don’t forget to offer exclusivity for interviews and photos from the event on a first-come-first-served basis. Use the subsequent media coverage as leverage for future opportunities.

Leveraging social media for media attention

Social media offers an unparalleled opportunity for you to connect with journalists at every level, from local to national figures. Connect with them on social media by doing the following:

• Tag journalists and media outlets in posts about market trends or events

• Use X (formerly known as Twitter) to reach out to and engage with reporters and publications

• Post industry insights and data-driven content on LinkedIn to show your expertise

• Look for second-degree media connections on LinkedIn and leverage your current connections to reach them

• Cross-promote your media mentions on all platforms to build momentum. Repurpose content in a variety of ways to continue showing your expertise.

Following up and nurturing media relationships

Remember what your Mother said: always say please and thank you. Thank journalists for their coverage of you or your event and share that coverage widely with others. For example, PR professionals frequently share an article I’ve written and tag me in the caption, thanking me for mentioning their clients or featuring them in a profile. Brokers tag me and thank me for mentioning their agents or team leaders. Individual agents tag me and thank me for profiling them.

Provide updates or additional insights for follow-up and offer exclusive stories to receptive journalists to unlock future media opportunities. A good story may result in follow-up coverage of the market, niche, or issue raised; be a resource to keep that story on the journalist’s radar. Make it easy for them to reconnect with you.

Begin now building relationships with local journalists, offering your expertise, and gaining media attention. It’s the surest way to build your personal brand and create incredible leverage in your business.