Plenty of well-known real estate agents owe at least part of the career success to media coverage.
But becoming an agent that journalists pick up the phone and call can be easier said than done. So why do some agents and properties attract more media attention than others?
As the editor of three of Sydney’s most prestigious publications, NewsCorp’s Tim McIntyre has worked with some of the best-known real estate agents in the country.
He says their knack for making the news comes down to understanding what makes a great story and positioning themselves as expert commentators with superior market knowledge.
In this episode of the Elevate Podcast with Elite Agent Managing Editor Samantha McLean, Tim looks at what makes a real estate news story, how agents can foster a great relationship with journalists, and the ways a media presence can benefit your career.
He explains the surprising story angles that result in a property attracting huge media attention, and the things every agent should have in their media kit if they’re looking to be the industry expert that journalists have on speed dial.
And he notes you don’t need to be an award-winner, drive the flashiest car or sell luxury properties. Instead, it’s about being motivated and driven, and delivering information and insight that readers can relate to.
“They (agents) know more about what’s happening in their local market than anybody else, because they transact in property, they deal in property and prospect for it day-in, day out…they can tell you the market’s slowing down now, or it’s gathering steam now. And that’s the information that’s really valuable to journalists and to readers.” Tim McIntyre
Samantha and Tim also discuss:
- How to handle media inquiries, including what information to provide and the pitfalls every agent should avoid.
- The importance of having a media kit, what you should have in it, and how it can make you a journalist’s preferred contact.
- How to position yourself as an expert commentator, including the type of insight and information that the media and their audience seek.
- Tim’s favourite real estate stories and why they struck a chord with readers locally, nationally and even overseas.
- The benefits a viral real estate story offers when it comes to raising an agent’s profile and how a great story can help sell even the toughest properties.
- Why working with the media is never about selling yourself but instead involves considering what value you can offer.
- How journalists and agents share the challenge of public mistrust and what you can do to overcome it when working with the media.
- The weird and wonderful angles to consider when it comes to pitching a property or a story to a newsroom.
- Why every agent should ‘be like Bill Malouf’ when it comes to forging a great relationship with real estate journalists who know the industry inside-out.
- How paid, earned and owned media work together to raise your profile and position you front of mind with potential clients.
And much, much more…
Links and resources mentioned
- Luxe Listings Season 1 recaps
- Luxe Listings Season 2
- Making the news: Elizabeth Tilley on how to work with the media and why you should think big when it comes to marketing and editorial
- Just start: Ryan Serhant on seizing the moment, global ambition, and the three pillars of building a real estate brand
- How Josh Tesolin wrote a million dollars in his first year of real estate
- Bill Malouf
Connect with Tim McIntyre