• News and information blends in and it gets harder and harder to break through to consumers.
  • When consumers need information, they will accept it, find it and often trust the firm that delivers.
  • Although statistics are great to compare and contrast, we also cannot overlook coverage of our communities.
  • A company can succeed if they have good writers on staff or hired at hourly rates.

I know there are not a ton of media junkies out there like me. It’s not normal to read five newspapers a day plus devouring ESPN.com, Facebook and Twitter while also scanning more than 40 sections on my Flipboard.

My phone is always on with something to read. And that is before I’ve even hit real estate!

I was always like this. I remember the early days of my career, sitting in a pizza place reading The New York Post and Daily News.

I’d be bummed out when finished. Not with the two slices, but with the papers.

There were no cell phones back then, nor did we have the web. I was all out of media!

But not today. There is no end in sight. And that has created a bit of challenge.

The challenge

All of this news and information blends in, and it gets harder and harder to break through — especially in this overheated political climate, which is overwhelming all of us.

The “attention economy” is a term coined in 1971 by future Nobel Prize winner Herbert Simon. He correctly pointed out that our attention is an economy that cannot be stretched forever.

And with our consumption of media now up to a whopping 10-plus hours a day, according to Nielsen, getting people to listen to us has gotten harder and harder.

Yet when consumers need information, they will accept it, find it and often trust the firm that delivers.

In real estate, that is the brokerage.

What story can you tell — and how can you tell it on a budget?

I know. You are likely sick and tired of seeing the word “content.”

I suggest getting over it because nothing is going to change for a long time.

And that is a good thing. Telling the story about the local real estate markets is critical. And though statistics are great to compare and contrast, we also cannot overlook coverage of our communities, school events and business news that attracts interest and puts us front-and-center with movers and shakers in town.

I spoke to Mark Beal, a public relations professor at Rutgers University, about the challenge real estate brokerages have in creating their own content.

He immediately pointed out that a company can succeed if they have good writers on staff. But even then, content creation — which also includes videos and even podcasting — requires time and effort.

He quickly suggested students be hired at hourly rates. While they wouldn’t likely be able to do the “real estate by the numbers” type posts, they would be great for doing community pieces, agent and consumer features.

It’s a win-win. The students need practical experience, and the creation of a modern-day “clip book” is crucial to their future employment. Their posts can be shared by the agent base — and just like that, a real estate firm is in the “brand journalism” business.

Beal made one big suggestion. When hiring, go through a school’s journalism, English or communication program. They can get the word out and even identify good candidates.

And if your content shows up on my Flipboard real estate feed, I’ll be smiling!

David Siroty is the former vice president of North American public relations for Coldwell Banker and the founder of Imagine Productions, a communications, coaching and training firm. You can follow him on Twitter.

Email David Siroty

Show Comments Hide Comments

Comments

Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Success!
Thank you for subscribing to Morning Headlines.
Back to top
Don’t miss out! Inman Connect Las Vegas is this week and you can catch all the excitement with a virtual ticket.Register Now×
Limited time: Get 30 days of Inman Select for $5.SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription