Building Reputations: Why the Best Real Estate Agents Are PR Pros


|13 min read

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Public relations, or PR, is a critical component of successful client-facing businesses. It is also a huge component of an outstanding real estate branding strategy.

At its core, being a real estate agent is all about the relationships you form and their longevity. The best realtors are PR pros and have developed an excellent reputation in their industry. They do this through targeted communication, marketing, and exceptional service. Why? Because it drives sales and is one of the best ways to reach clients.

If you’re not working on your PR, it’s time to start. Let’s dive into why PR needs to be a regular part of your business and how to become a public relations professional.

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The Core Benefits of Public Relations

Effective PR initiatives can help build credibility and trust with potential clients and the community, enhance brand recognition and reputation, and generate valuable media exposure. However, poor PR strategies can cause more damage than none at all.

Here are some of the core benefits of public relations and how it can help your real estate branding:

Build Credibility and Trust with Clients

One of the primary benefits of PR is its ability to build credibility and trust with potential clients. By creating and disseminating compelling stories, press releases, and other media materials, agents can demonstrate their expertise and experience, showcase their achievements and successes, and highlight their commitment to customer satisfaction. In addition, this process helps them establish a presence that organically wins listings. For example, someone looking to engage a listing agent will be more inclined to choose an agent with a verifiably strong reputation and network than someone without.

In addition, public relations can help mitigate negative perceptions and respond effectively to crises. This reinforces the brand’s reputation and reassures potential clients that they are making a sound investment.

Enhance Brand Recognition and Reputation

Public relations can also enhance brand recognition and recall. By positioning the real estate brand as a thought leader and innovator, PR initiatives can help establish your unique identity and differentiate it from competitors.

Moreover, effective PR campaigns can generate positive media coverage. This includes online, print, and broadcast media, thereby increasing brand exposure and reach. This increased visibility can translate into more leads and conversions and improved customer loyalty and retention.

Generate Valuable Media Exposure

PR initiatives can secure positive media coverage that can be leveraged across various marketing channels. They do this by crafting compelling stories and pitches and targeting the right media outlets and journalists,

Drive Real Estate Sales and Referrals

In today’s competitive real estate market, having good PR can be a game-changer. It’s especially impactful for agents looking to increase their sales and listings. A well-executed PR strategy can help agents drive sales. They do this when they build their reputation, establish trust with potential clients, and differentiate themselves from their competition.

By promoting their success stories, highlighting their expertise and knowledge of the local real estate market, and showcasing their dedication to their clients, agents can create a positive image of themselves in the eyes of potential clients. This positive reputation can help them stand out from the competition and attract more clients. Furthermore, good PR can help agents differentiate themselves from their competition.

Through a strategic PR strategy highlighting their unique selling points, such as their expertise in a particular type of property or their experience working with first-time homebuyers, agents can position themselves as the go-to expert in their niche. This differentiation can make them more attractive to potential clients who are looking for an agent with specialized knowledge and experience.

Personal Branding as a Real Estate Agent

Personal branding is the art of creating a distinct identity for yourself. It involves the strategic promotion and communication of one’s unique qualities, values, and strengths to build a powerful reputation that sets one apart from the competition. For example, a personal brand could include characteristics like creative, professional, engaging, forward-thinking, knowledgable, or ambitious.

Your brand should be cohesive and consistent, meaning that everything you communicate or publish is in alignment with that brand. Whether you’re sending out email campaigns or posting on social media, maintain a cohesive messaging strategy.

In today’s highly competitive world, personal branding has become increasingly important, especially for real estate agents who want to stand out in their market.

building a reputation as a great real estate agent

What is Personal Branding?

Personal branding is the process of building a unique identity that represents who you are, what you stand for, and what you offer. It involves developing a reputation that distinguishes you from others in your field based on your personality, values, skills, and achievements. A solid personal brand can help you establish yourself as an expert in your field, attract new clients, and increase your earning potential.

Why is Personal Branding Important for Real Estate Agents?

Real estate is highly competitive, with thousands of agents vying for clients’ attention. In such a crowded market, personal branding can be a game-changer. Here are some reasons why branding is essential for real estate agents:

  • Differentiation: Personal branding helps agents differentiate themselves from their competitors. By creating a distinct identity, agents can set themselves apart from others and showcase their unique strengths and qualities.
  • Credibility: A strong personal brand can help establish an agent’s credibility in the eyes of potential clients. Agents build trust and confidence with clients by demonstrating expertise, knowledge, and experience.
  • Trust: People do business with people they know, like, and trust. A strong personal brand can help agents build a personal connection with clients and establish long-term relationships.
  • Repeat business and referrals: A strong personal brand can lead to repeat business and referrals. Satisfied clients are more likely to recommend an agent with a strong personal brand to their friends and family.

Personal Brand vs. Brokerage Brand

While personal branding is important for real estate agents, it’s essential to understand the difference between a personal brand and the brokerage brand an agent operates under.

A brokerage brand is the identity of the real estate company an agent works for, not who they are as an independent operator. It includes the company’s name, logo, marketing materials, and overall corporate reputation. On the other hand, a personal brand is the agent’s own reputation and identity. It includes the agent’s name, headshot, unique website, personal reputation, and social media presence.

While a brokerage brand with a good reputation can help provide credibility and support, it is the personal brand that sets the agent apart from others. Therefore, agents who focus solely on promoting the brokerage brand may miss out on the opportunity to differentiate themselves and build a strong personal connection with clients.

Should real estate agents invest in PR?

Investing in PR involves not only a monetary commitment but a significant time commitment. PR firms can help professionals establish good reputations, but they come at a hefty cost, so they are usually out of reach for realtors who are still getting established. However, in the long run, PR services save agents time so they can focus on listings and their buyers.

It doesn’t matter if you have the funds to hire a professional or if you need to invest the time to do it yourself. Realtors must invest in PR and personal marketing strategies throughout every stage of their careers. While you’re not likely to see a return on your time or money immediately, the importance of good PR will be apparent as your professional career evolves.

How to Build the Reputation You Want

If you don’t have thousands of dollars to invest, don’t worry, you’re not alone. There are plenty of ways for realtors to execute their PR strategy.

Define your brand message.

Before you start any PR campaign, it is essential to define your brand message. What do you want your target audience to know about your services? Are there things that make you unique? What are your business goals?

It can be helpful to start by asking your friends and family members what they think you stand for already. The best PR campaigns are authentic, meaning that they align with who the professional or company is but communicate it through advertising and marketing. Once you have a clear message, developing a PR strategy and effectively communicating your message to your audience will be easier.

Monitor your brand.

Monitoring your brand is crucial to maintaining a positive image and responding to any negative feedback or reviews. Set up Google Alerts for your name and industry keywords, and regularly monitor your social media accounts and review sites like FastExpert, Yelp, and Google My Business. Furthermore, it’s not enough to set up your website — it needs to be routinely improved as part of your marketing strategy.

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Use social media to your advantage.

Social media is a powerful tool for building your brand and promoting your business. It’s a fantastic way to reach other realtors, connect with your community, and build an audience. Use social media platforms like Twitter, Facebook, Instagram, and LinkedIn to share your message and ideas. In today’s social media world, the importance of authenticity cannot be understated. To earn attention and respect, you need to offer value before you try to promote your business.

Make sure to create engaging content relevant to your target audiences’ interests, such as market insights or virtual property tours. The Internet is a fantastic marketing resource but requires consistent effort and ongoing community maintenance.

Create valuable content.

Creating valuable content effectively establishes yourself as a thought leader in your industry and builds your brand. Consider creating blog posts, videos, or infographics that provide buyers and sellers with valuable insights, tips, or advice. You can share your content through social media platforms, email campaigns, or newsletters. You can also guest post on industry blogs or publications to increase your visibility and reach.

Attend industry events.

Attending events like conferences hosted by the National Association of Realtors and networking events is a great way to meet new people. You can also learn about the latest industry trends and subtly promote yourself. It’s also an ideal opportunity to meet out-of-town realtors who might use you as a referral for their buyers and sellers relocating to your area. Make sure to bring business cards and promotional materials, and be prepared to talk about your business and brand message.

Get involved in the community.

Getting involved in your local community can help you build relationships with potential clients and establish yourself as a trusted member of your community. Consider volunteering at local events or sponsoring a local charity or sports team. This can help you build brand recognition and show commitment to your community.

Get Noticed With FastExpert

One of the best ways to stand out above your competition is to be easily searchable in places where potential clients can find social proof (reviews) of your expertise. Start increasing your visibility and exposure by joining FastExpert, a database of real estate professionals. Grow your real estate business with FastExpert with no monthly fee or startup cost.

Kelsey Heath

Kelsey Heath is a real estate content specialist with an extensive background in residential, industrial, and commercial property. She has been involved in the industry for a decade as a professional and personal investor, gaining a deep understanding of the market and trends. With a passion for written communication, Kelsey loves helping people understand the sometimes-complicated concepts behind real estate and is now a sought-out guest and ghostwriter.

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