Real Estate News
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The Making of a News Story
Most real estate agents are not savvy about how news gets created or disseminated to various news sources. This short tutorial is to give agents a quick overview of how real estate news is made, and how it gets into public view via online media, print media, and broadcast media.
How does news become news?
Have you ever sat down to read the Sunday paper (if you ever get time for that) and saw a colleague (read "competitor") quoted in an article on the skyrocketing foreclosure rates, short sale boom, or national mortgage crisis? It's enough to make you a little green with envy, and if you're like most agents, that's about as far as you go with it. But you're not like most agents, right? You want to be that agent in the article.
So how did that reporter come to quote that agent on that particular story? First, you have to understand how the story came to be in the first place. Chances are good that it was the result of a well-crafted press release that came to the attention of a reporter that covers a specific real estate related niche, called a "beat" in the news industry (and make no mistake, it is an industry like no other).
A well-written real estate press release is selling, not a person, business, or product, but a story idea. The person writing the press release is essentially "pitching" a story to the news media, or more specifically, to reporters covering the real estate beat. If you can image a job where you have to write several articles per week (or more), you will quickly realize that you would need a lot of help coming up with ideas for stories.
How does real estate news get distributed?
Various online and offline news distribution channels exist to help reporters filter the flow of "story ideas," i.e., press releases, down to only those that match their beat, or niche. There are many distribution channels to disseminate national or local real estate news to reporters. Some can be quite expensive, others are free. Some offer backlinks that are valuable for real estate SEO (Search Engine Optimization), others do not.
So how does a press release turn into a published story?
Once a press release is written and distributed to newswires, assuming it's actually newsworthy and is keyword-optimized for maximum reach, it can then show up on the "radar" of niche reporters interested in that topic. How does that happen? Each morning, a reporter might scan a keyword-filtered list of headlines that match his chosen search criteria. He can bookmark a few press releases, run them by his editor, perhaps, then start doing some due diligence to research the story and write about it.
In some cases, news content websites will publish your press releases as-is. In this case, the end product that is of value to you is having your news release posted on a website that is giving you (a) exposure to the the traffic that exists on that site, and (b) backlinks from the press release to your website, helping your site get ranked better for carefully chosen keywords.
What is search engine public relations?
Search engine public relations is the art and science of writing news primarily for online consumption (i.e., search engines), rather than for the traditional media outlines like newspapers and television news stations. Search engine PR is a growing industry in its own right. With the right press release writer, your business can have the best of both worlds: Powerful SEO for your real estate website, plus wide-reaching news coverage of your real estate news.
What types of stories are newsworthy?
Most real estate agents and brokers have no idea that their day to day business is actually newsworthy, yet they wonder why their colleagues and competitors get written up in the local newspaper and business journals. The key is to get in the head of a reporter and write a press release where you are only indirectly a part of the story. A press release that is purely promotional is not the best type. Real estate news that genuinely covers an event of interest has a chance of getting real media attention. Likewise, a press release in which you as a professional provide expert commentary on the real estate news of the day has a chance of getting written about.
Making your comments newsworthy is not as hard as you might think, you just have to do some reading in business journals and newspapers to understand the types of stories reporters are looking for. If you keep it relevant to the niche that a particular reporter or publication covers on a regular basis, and write your quotes carefully to present yourself as an expert without seeming too promotional, you can create create your own news.
The importance of writing good quotes
Writing good quotes is the real art of the press release. Quotes are critical to a press release coming across as both relevant and authoritative. You want to present yourself as the local expert in your chosen field, and with a few carefully crafted press releases with thoughtfully worded quotes, you could be well on your way to dominating your niche as the local expert reporters go to when writing about a particular subject matter. Maybe next time your competitors read the newspaper or business journal, they'll be reading a quote of yours, wondering how in the world you got in the story.
About the author
Kevin Harper is a real estate website developer, SEO expert, and public relations writer for the real estate industry. He has successfully pitched stories to major publications like the Wall Street Journal, Los Angeles Times, New York Times, Orange County Business Journal, and more. His press releases are carefully written and promoted with both traditional media and search engines in mind, and have generated phone calls to his clients from reporters and new prospects alike. He can be reached at (208) 249-8893.
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