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PR: The most underrated marketing strategy in real estate

PR-cloudIn today’s world of real estate marketing, advertising gets all the money, social media gets all the glory, and public relations is often an afterthought. But should it be? Everyone understands advertising: We see it every day, in every medium; we are inundated with its messages, from the time we wake up to the moment we turn off the light for the night. It must work, or why would all these companies be spending gazillions of dollars on it, right?

As for social media, it’s omnipresent. And according to the social media gurus, it is a must have because everyone is on social media all the time, everywhere, literally, although I am still trying to figure out why that Facebook icon is on a billboard. So you are on Facebook with a billion other people; somehow I am not impressed. But hey, everyone else sticks a row of social media icons on everything, so we should too, right? Were they thinking that maybe we’ll pull over when we see the billboard, go on our smartphone, search for them on Facebook and like their page? Yeah, right.

Then there is public relations: Rarely understood and completely underappreciated. It’s the Marshawn Lynch of marketing. (Yes, I do live in Seattle, so forgive me).

But if you dig a little deeper to understand what good public relations is and how it can benefit your real estate business, you’ll be the exception in real estate, and you’ll trump the competition.

Here’s why:

To me, the value of PR is Continue reading