As a real estate professional, you want to be seen as an authority in your industry, as the “go-to” person that everyone wants to do business with. However, accomplishing that can be easier said than done. 

It’s normal to tell everyone that “you’re the best agent out there,” but your word will only get you so far. You need people, other than yourself, to verify that you are amazing. So. how do you do that? 

You need third-party validation—someone else saying you are who you say you are. Why? Because third-party validation gives you credibility and creates a sense of trust. It gives you instant credibility and allows you to be seen as the expert you want to be seen as. 

So now the question is, how do you get third-party validation? Let’s dive in.

Getting Third-Party Validation

This can be accomplished in a number of ways, including testimonials and reviews from past clients saying you’ve done your job well. 

But a more powerful way you can accomplish third-party validation is by getting press. Yes, press. Being on the news, having a write-up in a magazine, or being featured on a podcast is not just for celebrities and high-profile people. Having someone feature you on their segment validates to the world, “This person is an expert, and we need their advice!” 

Getting press is the next crucial step in leveling up your career, so now is the time to start taking action. 

Let’s start with some facts first. Most journalists are pitched 20-30 stories a day! So to be able to stick out is a necessity. Also, keep in mind, that journalists actually do need you. News comes out daily, and they are scouring the internet trying to find stories—you just need to know how to pitch one that intrigues them.

Your goal now is to think like a journalist…

#1 Do something that piques their interest. 

Celebrity publicists do this best for their clients all the time. They sell an “angle,” something that makes their client stick out amongst everyone else. 

You have to have a unique angle that makes them pay attention to you. Try to develop a narrative that drives their interest. Mention the problem you’re solving, or what you’re doing to help. By developing a strong and compelling story, you are piquing the interest of the journalist to keep reading more. Take time to think about what a journalist wants to hear—not just how your story impacts you personally, but how it can affect your local community. 

#2 Create a press release

If you want to get any attention you’ll need a press release. A press release breaks down the info to the journalists so that they can decide if your story is worth covering or not. Do not be intimidated by this. Have a bold headline that kicks off the press release, one sentence that creates interest in the story. Put the most compelling information at the beginning of your press release to hook the journalist early on. In the body, you can include the who, what, where, when and why of the story. Close out the press releases with a call to action, such as a website or social media to visit, followed by your contact information. 

#3 Identify media outlets

Now you need to find the outlets that can give you the coverage. Get to know your local magazines, TV, and radio. Research blogs and podcasts that fit your story. Research how to contact and how to submit your press release. Journalists often cover certain topics, so take the time to familiarize yourself with the journalists that fit your niche, or you could end up wasting your time pursuing the wrong contact. 

#4 Build Rapport 

Building a relationship is probably one of the best ways to guarantee yourself future press. Just like if you were on a date, you need to “wine and dine” the journalists to show them your merit. Provide them with tons of value, follow them on social media, tag them in stories. These are human beings, so make sure to treat them in a respectful manner. Building a rapport can take time, but it is definitely worth it. 

#5 Get the pitch out there

Now it’s time to start sending your message out into the world. Even if you don’t hear back, do not be discouraged. A ‘no’ may just mean, ‘not right now.’ Perhaps they covered a similar story recently, maybe a breaking story just came out and trumped all the other news stories for the day. Maybe your email was lost in the sea of the other 500 emails they get a day. This is a process and can take some time. 

Pitching your story to the press takes practice, patience, and persistence. If the first press release you send out doesn’t get the attention you want, don’t be deterred. This is completely normal. Don’t give up and keep pushing forward! And in the meantime, start thinking like a journalist so you can get your name out there.