June 4, 2013
3 Secrets to Successful Real Estate PR
For years now we have heard that the real estate market is in shambles. The only light at the end of the tunnel was an oncoming train. The situation was bleak and the outlook even bleaker. Throughout it all, people were still buying and selling homes and millions of real estate pros managed to make a good living. How is this possible? 5WPR CEO Ronn Torossian explains.
#1 – Successful real estate public relations focuses on positives.
Everyone understands that the market is not what it was a few years ago due to the housing bubble. But the fact is the market wasn’t really that great then either. That was an anomaly. Bad businesses. And countless people paid. But statistics are not the same as people, and people need places to live even when markets are trending downward. By focusing on what WAS possible during the latest real estate downturn, many realtors excelled.
#2 – Successful real estate PR focuses on people
Ronn Torossian points out that those who did well in real estate during the downturn focused on whom they could help. Whether they were buyers who were looking for a home or sellers who desperately needed out of a bad situation (before it got worse), successful realtors focused on helping people. Developing a reputation for helping people always equates to excellent public relations.
#3 – Successful real estate public relations breeds success
When an industry is in crisis, the best rise to the challenge and, quite often, the “not best” find another line of work. Something else they CAN be the best at, hopefully. When you develop a reputation for success in any industry, that reputation will precede you. Likewise, when you develop a reputation as someone who doesn’t quite get there, that can follow you too. It is not enough, in the long run, to project success. You have to achieve it. However, measuring success is a bargain for PR firms. Yet, when you do what it takes to do it right, that success can form the basis for your most foundational public relations campaigns. “I get results.”
Elie Hirschfeld is a model for many in the real estate – and business and philanthropy worlds – to follow.