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Standing out as an agent is more complex than ever before, and there’s competition to be seen and heard. In a competitive field like real estate, it isn’t just about having the most listings or sales — it’s about having the most exposure.
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As a former magazine publisher and TV host turned real estate broker, I’ve seen firsthand how the use of media can provide you with a competitive edge. In an industry where trust, visibility and reputation drive business, those who use media can establish themselves as market leaders. If you want to set yourself apart, here’s how applying media-driven techniques can help.
Branding like a media mogul
The most successful media brands — from magazines to digital influencers — thrive by focusing on three main components: consistency, clarity and connection. Here’s how you can apply these principles to help build your brand.
- Define your niche: Consider diving into a niche that reflects either your expertise or your personality. Whether you’re the go-to condo expert, a first-time homebuyer advocate, or the local neighborhood specialist, a strong identity builds trust and helps potential new clients see you as an authority figure.
- The way you show up online matters: Consider how you perceive most brands today. Their colors, fonts and logos are pretty consistent across all platforms. These attributes help you spot and recognize them immediately. To establish a professional presence, agents should also ensure consistency in their headshots, logos, marketing materials and social media graphics.
- Omnipresence is key: We don’t own social media. Therefore, you should leverage as many different platforms as possible. Utilize email marketing, video content and even print materials to stay visible to your audience. When using social media, consider where your audience is located and how they present themselves on each platform. You may want to tailor content that goes on LinkedIn differently from how you post it on TikTok.
Storytelling is how you sell
One of the most impactful things I learned while in the TV and magazine production business was the power of storytelling. When you are working as an agent, think about your client’s needs above all else. They aren’t just buying homes; they are buying into a lifestyle or a vision they see for themselves. By utilizing storytelling, agents can elevate marketing and create connections with their audience.
- Create a story around a listing: Instead of listing the facts around a home, tell its story. Is the home located near an iconic landmark? What’s the history behind the property? What new restaurants are popping up across the street? A well-crafted story sets you apart from all the agents saying “Just Listed.”
- Leverage your past clients’ experiences: Just like a magazine shares human-interest stories, showcase your past clients’ stories and how you made the deal work. A story about how you helped a first-time home buyer by getting them closing cost assistance from a seller, allowing them to see their dreams come to fruition, is a story that resonates with just about anyone.
The power of PR
Becoming a recognized authority in real estate doesn’t happen overnight. This is where putting your “PR hat” on can help you out. Public relations (PR) is one of the most underutilized tools among agents, as many don’t realize it is attainable. Here are some simple PR hacks you can use to gain media exposure:
- Position yourself as a local expert: Reporters are constantly seeking real estate professionals to share their thoughts on the market. By proactively reaching out to local reporters and online publications with data-driven insights and expert commentary, agents can establish themselves as go-to sources for media content.
- Write thought leadership articles: Agents with expertise in a niche market can write opinion pieces for real estate blogs, lifestyle magazines and business outlets. A great example of this is using LinkedIn to write articles. LinkedIn hosts content, such as articles, similar to a blog, which you can share with your audience and repurpose for email marketing.
- Leverage social media for press: Journalists are scouring the internet for everyday experts. A good practice is to engage your audience with trending topics. Create valuable insights and tag or share them with journalists.
In this day and age, thinking like a journalist is easier than ever before. By embracing branding principles, storytelling techniques, PR strategies and leveraging AI, real estate agents can establish a competitive edge that extends far beyond transactions. In today’s market, being seen as a trusted expert is just as crucial as selling homes, and media expertise is the key to achieving that.
Angela Yungk is a managing broker and lead mentor with Arterra Realty Florida. You can connect with Angela on Instagram and LinkedIn.
