What makes personal PR a game-changer for real estate agents?

For decades, real estate marketing revolved around the property—glossy images taken by professional photographers became the norm, followed by videography and aerial drone images, 3-D tours and compelling storytelling.

While these remain essential to effective property marketing, the agent’s personal brand has become just as influential a factor in their success as the listings they represent.

Strategic public relations efforts can be a powerful tool in an agent’s arsenal, helping them expand their reach, showcase their expertise, gain credibility, enhance their reputation and attract new clients and business opportunities.

Here, we delve into what it is, its many career benefits, and how to do it well with tips from The Agency’s bi-coastal public relations team.

What is personal PR for an agent?

At its core, personal public relations is about building and amplifying your personal brand, which is crucial to attracting new clients. Pursuing PR can help you gain exposure to new audiences and expand your reach and market visibility beyond your immediate network. 

Examples include being quoted in your city magazine or newspaper, contributing a byline to an industry publication (like this one), appearing on an industry podcast or panel, or sharing expertise on a morning news program. However, public relations isn’t limited to media exposure—it can also mean hosting or sponsoring a local event; for example, partnering with a local lender to host info sessions on first-time homebuying or sponsoring your neighborhood block party. We’ll get to strategy shortly, but first, let’s explore the payoffs of personal PR.

The Many Benefits of Personal PR

We’ve already covered how public relations can boost your exposure and introduce you to new audiences, but here are some of its other key benefits. 

Third-party credibility

One of the key advantages of public relations is generating credibility and trust in your local market, where your target audience lives and works. While social media can carry your message far and wide in an authentic way, third-party endorsements from trusted outlets carry additional weight.

A feature in a respected publication, a quote in a national media outlet or lending your opinion on a podcast signals that you are a trusted authority and leading voice in the industry. 

Relationship building

PR efforts can serve to strengthen your relationships with existing clients and industry colleagues. Attending or hosting events or spotlighting causes that are close to your heart can help your peers and clients get to know you in a new and more personal, and perhaps profound way.

People want to work with professionals they know and trust and public relations efforts can give them a window into the kind of person you are, and a preview of what they can expect when doing business with you. 

Market positioning

Targeted public relations can turn your local market expertise into a key differentiator. With an effective PR team or through your own efforts with local media, you can share your hard-earned knowledge on key topics like current housing inventory, pricing trends, or niche property types in your zip code.

You can appeal to key demographics that are important to your business, like first-time or luxury homebuyers. Whether you’re taking part in a local real estate conference or chatting on local radio or TV, your efforts can help position you as a thought leader and subject matter expert—qualities that set you apart from competitors. 

Can PR drive measurable impact?

Effective PR efforts can yield some very tangible benefits. Appearing in digital publications can help generate valuable backlinks to your website that can boost your site’s search visibility and drive new website traffic. Media coverage and event appearances can invite new social media followers and fans into your ecosystem, and increase their engagement with you, your brand and your channels.

PR efforts are often more cost-effective and provide better return on investment than paid advertising, and engender more authentic connections — especially if your contributions offer real value to publication readers, podcast listeners, or event attendees. 

Secrets from my PR playbook

Not sure where to start?  The Agency’s bi-coastal PR team leverages established relationships with journalists, influencers and content creators to secure exposure for agents across thousands of articles, plus events and media appearances each year. 

If you’re going it alone, consider these insider tips: focus on newsworthy stories, ground story pitches in human connection, address buyer and seller pain points, and stay true to your niche.

Compelling pitches tied to current events or trends, paired with high-quality photography or videography, will increase the likelihood of getting coverage. Target outlets whose audiences align with your brand and consistently position yourself as a subject matter expert while cultivating a positive public image.

While an agent’s listings sell once, your reputation and visibility carry forward, shaping every future opportunity. By investing in your personal brand through strategic PR, you’re building influence and recognition that endures.

Juliet A. Clapp is a Senior Vice President and Northeast Managing Partner for The Agency. In this role, she will foster dynamic, growth-focused environments that boost productivity and navigate the challenges of competitive markets.She is a leader in the luxury real estate industry, with over 20 years of experience driving success and shaping the future of top real estate offices.

This column does not necessarily reflect the opinion of HousingWire’s editorial department and its owners.

To contact the editor responsible for this piece: tracey@hwmedia.com