What sets the top-performing real estate agents apart from the rest online? Start by taking a few seconds to Google yourself. Chances are, the search results look similar to every other real estate agent in your market:

  • Broker’s website
  • LinkedIn
  • Instagram
  • Facebook
  • YouTube
  • X (Twitter)
  • Realtor.com
  • Zillow
  • Homes.com

The problem here is that consumers devote 2-3 weeks to scrutinizing online profiles before making a decision on who to work with. And if your online presence blends in with everyone else’s, then you may not make a lasting impression (even if you are active on all your social media channels). 

The agents who really stand out online are the ones with earned publicity. With a PR strategy that gets you published in local and national publications, your online presence could look more like this:

This was the topic of last week’s BAM webinar with Audie Chamberlain, founder of Lion & Orb. During the hour-long, value-packed webinar, he broke down the three pillars of a PR strategy for real estate agents. 

Here, we’re sharing four PR tools Audie discussed during the webinar—all of which are free (or have free versions) and all of which you can start using this week. 

Keep reading to learn exactly how you can use these tools for your business. And to watch the entire replay, head to BAMx

Tool #1—Help a Reporter Out (HARO)

In order to get published, you need to connect with journalists. Help a Reporter Out (HARO) allows you to do just that. (And a bonus tool is Qwoted, which is similar to HARO). 

Every day, journalists are looking for quotes and information from reputable sources. Many of them create HAROs—or queries that detail exactly what they are looking for. When you sign up for a free account, you can go through the queries each day, and respond to ones that fit your area of expertise as a real estate professional. Audie’s clients have been published in national publications including the Wall Street Journal, Architectural Digest, Apartment Therapy, Bankrate, Realtor Magazine and more using this tool. 

As shared during the webinar, there are queries every week targeted directly to real estate professionals.

“These are all right in your wheelhouse. These are things that you are talking to your clients about, these are things that you are talking to your prospects about, these are things that are coming up every day. You are experts in this. So there’s absolutely no reason for you to not submit (to) these questions when they come up.”

Audie Chamberlain

Founder, Lion & Orb

Keep in mind, that reporter deadlines are usually pretty tight. So, be sure to check those HARO emails on a regular basis. 

Tool #2—Google Alerts

One question that came up during the webinar was, “Does HARO alert you when your quote is used?”

Most of the time, the answer is no, although some reporters may reach back out for follow-up questions or to let you know they’ll be using your quote. So, in order to know if and when you are named in a publication, use Google Alerts.

Some best practices for this tool are the following:

  • Put your name in quotation marks when creating an alert
  • If you have a common name, follow it up with real estate or Realtor

Tool #3—Anewstip

Anewstip allows you to research competing agents, teams, or brokerages in your area. This is another free tool that shows you Tweets, articles, and publications that feature a competitor. 

As Audie shared, the most valuable part of this tool is that it also shows the journalists and reports who are writing about those competitors. From this, you can create a list of reporters you can start to build a relationship with. That way, when you have news to share, you already have media contacts to connect with. 

Tool #4—Answer the Public

The next tool is what the PR world calls a “listening tool.” Answer the Public shows all the keywords being searched in real-time. 

You can use this by typing in “[location] real estate” to get an idea of what conversations are happening in your local market. This can be a helpful tool whether you are looking for ideas to pitch to reporters or looking for some inspiration for your next batch of content creation. 

By incorporating these tools into your online strategy, you will not only elevate your presence but position yourself as a distinct and influential figure in the real estate landscape. Remember: in the age of information, it’s not just about existing online; it’s about creating a presence that is prominent and unique.