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.
Local Real Estate News
- Lee and Associates Closes $12 Million Industrial Transaction
FOUNTAIN VALLEY, Calif. – Lee & Associates, one of the largest national commercial real estate providers with regional expertise, has closed a $12 million sale consisting of two industrial buildings located at 11161 Slater and 17375 Mount Herrmann in Fountain Valley, Calif. With both properties totaling 113,857 square feet, the transaction amount is one of the largest in Orange County this year. Senior Vice Presidents and Principals Pat Lacey and Jim Snyder of Lee Newport Beach represented the seller, PPII, LLC, a private real estate owner based in Orange County. The buyer and existing tenant in both buildings, Seven Pacific, represented itself. Seven Pacific, which will continue to occupy the two large industrial buildings, uses the properties for mechanical engineering, design, manufacturing and vehicle integration. About Lee & Associates Celebrating 32 years of leadership excellence in commercial real estate, Lee & Associates is the largest broker-owned firm in the nation, with 45 locations across the nation including California, Arizona, Florida, Georgia, Idaho, Illinois, Indiana, Kansas, Michigan, Missouri, New Jersey, New York, Nevada, South Carolina, Texas and Wisconsin. With a roster of more than 600 expert brokers, Lee & Associates provides a wide range of specialized commercial real estate services. Additional [...] - 3 hours ago
- Damaged Credit The Norm For Home Buyers Says Albuquerque NM Real Estate Agent Joe Maez
Albuquerque, NM – Less than perfect credit is the norm for home buyers rebuilding their lives in the aftermath of the mortgage credit crisis, according to Albuquerque REALTOR® Joe Maez. Maez says that it’s increasingly rare for buyers to come to him looking to buy their dream piece of Albuquerque real estate with perfect credit. “Most buyers today have been scarred by the craziness that has gone on in the mortgage industry in recent years, and in some ways, it’s the new normal.” He says he regularly sees buyers turning their finances around to be able to buy a home again after a short sale, foreclosure, or just a period of unemployment that led to negative credit profiles. Those who are buying homes, he says, are working hard to fix past money issues with better savings plans. “I encourage my clients to start early correcting past credit report errors, and most of all, make every credit payment on time consistently. With some time and distance between past negative items and current ability to pay, most people will be able to buy a home again in no time.” Maez coaches buyers who want to qualify for a home loan to pay [...] - 3 days ago
- Historically Low Interest Rates Means Portland Real Estate is More Affordable For First Time Buyers
PORTLAND, Ore. – Continued easing from the Federal Reserve is driving historically low interest rates for Portland OR real estate buyers says local REALTOR® David Somerville. According to Somerville, the Fed’s attempts to revitalize the economy with low interest rates should be seen as a gift for anyone wanting to buy a home right now, because low interest rates significantly lower the cost and risk of buying a home. “I know from experience that some buyers won’t decide to purchase Portland real estate until interest rates start to rise again. By that time, prices are likely to have already started to rise as well.” He says that means buyers who wait too long may get neither the lowest rates nor the lowest prices. “I’ve never seen the national average for interest rates this low at only 3.85%. Someone who buys a $200,000 home can have a mortgage payment of less than $1000. You can buy a lot for $200,000!” Somerville sees more first time homebuyers and investors entering the market for Portland homes for sale as a result of lower interest rates. “This is a great time to get into a new home, in my opinion. No matter what the [...] - 4 days ago
- Key West Real Estate Market Report Issued By Local REALTOR® Sean Farrer
KEY WEST, Fla. – Key West, Florida real estate agent Sean Farrer issued a real estate market report for the area based on recent sold statistics and trends he has observed in the market. Farrer says that sales in 2012 are already starting off well. “With our peak season already here, last month saw a total of 48 Key West real estate properties sold. Those were comprised of 25 single family homes, 22 condos, and a commercial property.” He says that contingent and pending transactions for December 2011 totaled 121 transactions, with a total of 438 active listings. “The number of listings on the market is slightly lower than it would normally be, due to a shortage of inventory in certain price levels of the Key West Real Estate market.” Farrer says that with interest rates remaining below 4% for a fixed 30 year mortgage, the Key West area is seeing more home buyers, with a lot of FHA loans since the 3.5% down makes the down payment more affordable to first time home buyers. “Many folks from out of town are very surprised at how affordable it is to live in Key West. We have a lot of snow [...] - 8 days ago
- 2012 Orlando Real Estate Market To Be Active Says Orlando Florida Real Estate Firm
Orlando, FL – While global financial markets continue to express uncertainty, one Florida real estate firm says the 2012 Orlando market is almost certain to be an active one. Jonathan de Jesus of Dominium Realty Group specializes in Orlando real estate, and says that market in the upcoming year is bound to be busy for local agents. “We are likely to see a steady flow of bank owned homes and Orlando foreclosures come on the market, and although that could continue to pressure prices for sellers, it will continue to present buying opportunities for buyers.” He says that Orlando short sales are likely to continue to be a popular way for sellers to get their home sold when they owe more than their house is worth. These will also provide good opportunities for buyers to get pre-foreclosure homes before they go offline to linger in bankers’ files for months during the foreclosure process. With new home construction likely to continue to be at a standstill, the existing Orlando area housing market is going to be the strongest real estate sales category in 2012. “The nice benefit of buying in Orlando real estate market is that Disney World will always be [...] - 8 days ago
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