Posts Tagged ‘real estate’

graphic - public relations gray

3 costly PR pitching mistakes & how to avoid them

Successful public relations is all about relationships.

While securing a story in a prime publication is terrific, building solid relationships with the press is the golden ticket to getting that story published.

Think about it: Journalists receive dozens, if not hundreds, of story pitches every day, most of them mass-produced pitches that end up in a laptop’s trash bin, often unread.

To set yourself apart from every Mary, Marty and Michael that pitches a story, you’ve got to earn and cultivate a trusting relationship with the journalists that cover your beat and your business. To achieve that goal, you’ve got to do your research and ensure that you aren’t making mistakes along the way. Suffice it to say that every detail matters. Here are some ideas to consider as you aim to become a trusted member of the media

7 ways to build better relationships with journalists

graphic - public relations, orange

Major news outlets generally get three times the average amount of email in pitches alone. There is a lot of noise, and most of it is irrelevant to the topics that each journalist covers.

7 steps to DIY PR

graphic - public relations, blue

Put yourself in the shoes of any busy journalist who gets over a hundred emails a day asking for their time and attention.


Real Estate Corner
While home prices are rising, buyers aren’t biting

graphic - real estate, gray

While home prices are rising, buyers are baulking at the price tags and submitting fewer offers because they’re being priced out of the market.

publicity blue

What’s the best technique for breezing through a media interview? Bridging!

You’ve prepared and done your homework. You’re a natural in front of the camera and a designated spokesperson, and you know your subject inside and out.

All of which begs the question: Why should you worry and sweat when a member of the media shoves a microphone under your chin and starts pelting you with questions?

The interview is moving along smoothly. You’re feeling confident and you’re articulate. You’re using all of the right buzzwords and your colleagues are watching your interview on TV and congratulating your shining moment from afar.

Then wham-bam-boom. The interviewer suddenly poses a question that you want to really, really want to avoid answering. Anything but that question, your brain mutters.

In reality, this scenario happens quite a bit, and it’s all too easy to falter when an interviewer lobs a question your way that you want to evade. What to do?

It’s called bridging—and it works. 

Rather than answering the question that you’re desperate to avoid, you strategically pivot the interview to drive home your message.

In essence, you need a “bridge” to pull the conversation back to the main points that you want to convey. It’s imperative that you stay on track, remain poised and continue to deliver your key points to your captive audience—despite the question.

By staying on topic, it allows you to control the conversation and stick to your agenda.

The key to bridging successfully is always having a pipeline of phrases and words stored away in your head that ensures that you can pivot away from the ick-question and steer the interview back to the points that you want to amplify.

If you need time to think, give yourself a few seconds by initially responding with “That’s a great question—one that I think about often,” and then provide a “bridge” statement that can start with “What’s important to remember…” or “Let’s not forget…” both of which are transitions that allow you to tailor your answer with compelling information that effectively articulates your main points and speaks to your audience. Just remember that everything is on the record and it’s crucial to tell the truth.

How bridging puts your media interview back on track

publicity gray

A media interview is an important opportunity to speak directly to your audience, but don’t let the interviewer drive the conversation.

The bridging technique – how to get over that bridge

Put simply, the bridging technique allows the interviewee to move the conversation on from a negative or unhelpful question posed by the interviewer.


Real Estate Corner
Make a profit on your flipped house by avoiding costly pitfalls

Flipping houses is a huge trend in the housing arena. But how do you make sure that that your flip isn’t a flop?

publicity blue

What is earned media management?

And why’s it important to the success of your business?

There’s a better way to boost brand awareness that doesn’t involve paid marketing, namely advancing your public relations efforts using earned media management as part of your key messaging and storytelling strategies.

Earned media management is focusing on journalists, influencers and consumers to promote your brand through word-of-mouth, news coverage, shares on Facebook, retweets on Twitter, and website comments and feedback. It’s publicity that’s created by a third party – and it’s free.

And while it’s not rocket science, engagement is key, as is creating compelling, relevant and informative content for your brand – stories, posts and tweets that are share-worthy.

And building online relationships with your core audience is vital, as those are the people who will help you expand your reach. 

Between 25 and 40 percent of website traffic and lead generation results from earned media, and consumers, journalists and influencers who share messaging on social networks can potentially reach thousands – even millions – of people.

Earned media strategies

publicity gray

If you are just hoping that people will publish or share your great content, well, that’s like stepping up to the plate without a bat.

Advance your communications efforts with earned media management

publicity orange

The need for change is driven by the fact that brands need to diversify their media mix to include more earned media.


Real Estate Corner:
The rising popularity of moving to secondary cities

news analysis blue

Second-tier cities and their suburbs are making inroads in the real estate market. Millennials, Gen Xers and baby boomers are all shifting their buying habits to include secondary cities.

Graphic - orange branding

What is “Branding” & Why’s It Important?

None of the rules are anchored in stone

Think of a product or products that you gravitate toward. Maybe you like Nikes better than New Balance. Maybe a Dodge product means superior quality in automotive craftsmanship.

Think of a product or products that you gravitate toward. Maybe you like Nikes better than New Balance. Maybe a Dodge product means superior quality in automotive craftsmanship.

Do you know why (and how) you draw the conclusions you do? Do you understand what made you choose your last purchase over competitors’

Branding helped you choose. Branding is why “Band-Aid” brand is so recognizable (though there are plenty of other adhesive bandages to choose from). There are too many soda options to list here, but pretty much everyone on the planet knows what Coca Cola is, and their sales continue to stay strong.

Branding your agency is critical. It does not have to cost a lot of time or money, but it does require some thought and intention. Here’s a bit on branding in 2019. No one writes the rules and none of the rules are anchored in stone. But being mindful of what to consider when branding your agency – which is the public’s perception of you – helps you hit the branding bullseye.

6 brand strategies for small businesses

Graphic - branding gray

The key steps involved in brand building are to make your brand memorable and to maintain consistency.

5 start-up branding trends to watch for

Graphic - orange branding

Brands are putting effort into connecting with audiences in a meaningful way. Each of these five trends is all about appealing to your target audience as a way to find success.


Real Estate Corner:
Revisiting the real estate outlook

news analysis blue

Millennials and the “affordable Southeast” are driving forces in the 2019 real estate market, says the Wharton Business School at the University of Pennsylvania.

social media orange

Don’t Be Afraid to Try New Social Media Tactics

Refresh your social media strategy with these 14 ideas

Not everyone is comfortable building a social media strategy or social media platforms to promote their agency. Many businesses don’t know where to start; other businesses get it started, but can’t seem to find the wherewithal to continue.

Still others feel like they have “their arms wrapped around it” – and do it well enough – only to learn that their strategy and content is dated.

Social media is a living (almost breathing) organism. It’s something that needs tending to, needs to be revisited and, at least once a year (preferably more often) completely revisited.

The good news is that you don’t need to reinvent the wheel. A solid social media campaign can be refreshed with a few new thoughts.

14 things to try on social media this year
If you try new things on social this year that other brands aren’t doing, you have a better chance of surprising your audience and engaging them.


NSPS website logo

Real Estate Corner

What’s the deal with land surveys?
Land surveys are a valuable tool that help real estate deals close with confidence – for all parties. The National Society of Professional Surveys notes the value of proper land surveying.

Let’s Connect

Discover more stories and conversations on our social media networks,
or drop us a line on our contact page.


The Independent Underwriter for
the Independent AgentSM