How to Write a Real Estate Press Release – Become a local leader

So why SHOULD you issue press releases? This is where you have to be honest with yourself and answer the question ‘Who cares?’ honestly. Some great reasons to issue press releases are:

•A high-profile listing
•A new hire/promotion in your company
•A professional milestone
•Community involvement
•A partnership

Use these as guidelines when deciding to write a real estate press release.

Does it always have to go through a newswire service?

No. You can also email them directly to writers and assignment editors. Doing this is a great idea IF you know for certain that the people to whom you are sending it actually write about what you’re pitching.

Is the Press Release Dead?

This is a question which has been debated ad nauseum in the internet age. The answer is ‘Only if you’re helping kill it’. Google has announced that press releases will NOT help SEO directly; this was largely in response to the explosion of short, pointless press releases when it was discovered that they used to impact SEO. With less SEO incentive to attempt to ‘game’ the system, your focus should be QUALITY, NOT QUANTITY.

Use of Social Media for Press Releases

The use of social media to garner media attention is not a new concept. In many instances, it’s actually superior to the standard method of press release pitching. This is because a tweet, an Instagram post, or a Facebook status not only conveys everything you need to know in a short form, it also has a built-in audience gauge.

This is where social media engagement is crucial.

Let’s say two real estate professionals want to attract media attention for an upcoming event. Both tweet the same writer with roughly the same story idea. Who wins? The one with the more active and engaged audience. It’s added value for a writer because it shows that there’s already an audience you can identify as being interested in the subject.

Conclusion

There is still very much a place for press releases in 2017. The problem is the simple and straightforward pre-cursor to Twitter’s short-form impact has become long-form like Facebook.

To ensure you are going to get the best possible results when you write a real estate press release, they need to be short, clear, well-written (not over-written) and make an impression on the desired audience. They need to inform without giving everything away. They need to leave the reader interested in finding out more. That means that when the writer writes and publishes the story, they know which elements will help grab their audience’s attention.

For your real estate business, realistically a press release a week is too much if you don’t have a specific purpose. Know what you’re trying to convey, and why you feel it deserves media attention. Write it in a clear and concise manner and you’re going to see better results than those putting out multiple press releases a day!

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References

  1. ^ the LA Times (www.latimes.com)

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