I often talk about how getting your name in local and national publications can be a game changer for your business. When your real estate business is featured in news outlets, it’s third-party verification that you are an expert in your field. 

The key to securing your spot in mainstream media lies in your proactive approach – sharing your noteworthy updates with reporters and journalists. Enter the standard press release, your gateway to capturing media attention.

Press releases can be sent to reporters for newsworthy happenings in your business. Consider anything “new” to be newsworthy. This can include: 

  • Property Announcements: A unique or record-setting property announcement, such as a new sustainable living development or a record sale price in your community. 
  • Community Engagement: Highlight involvement in community events, sponsorships, or charity initiatives. This helps in building a positive image within the local community.
  • Partnerships: When collaborating with other businesses or professionals, a press release can be a way to announce and celebrate these partnerships.
  • Awards and Recognitions: Press releases can be used to announce any awards, recognitions, or achievements received as an agent.
  • Event Promotion: Press releases can help generate interest and attendance for events.

In the event of negative publicity or a crisis, a well-crafted press release can also be used to address concerns, provide clarification, and manage the narrative (but hopefully, this will never apply to you!). 

 Now that you know why press releases matter, here are three things to focus on to write the perfect press release and get the attention of reporters:

First 50 Words

When creating social media content and writing blogs, you’re probably used to starting with an introduction and hook to draw your audience in. But, that’s not the format to follow when crafting a press release. 

The National Association of Real Estate Editors (NAREE), along with many reporters, agree that the most important information needs to appear within the first 50 words of the press release. This includes the nitty-gritty details:

  • Who 
  • What 
  • Where 
  • When 
  • Why 
  • How

I love how Apple often ends the first paragraph of its press releases with a date. This acts like a call to action—encouraging readers to take note and save the date for Apple’s next exciting release. Putting this information upfront makes it easy for journalists to quickly determine if it’s a story they want to report on. 

Succinct Headlines

Headlines—the gatekeepers of attention—need to be catchy while also remaining succinct.

I see so many press releases with long, drawn-out headlines. All this does is cause the reporter to lose interest. Keeping headlines concise is as simple as following the rule: “See Spot Run.” 

For example:

  • [Agent Name] Joins [Brokerage]
  • Record Price Set in [Town/City]
  • [Real Estate Team] Announces [Event]

Ultimately, editors and reporters are going to change the headline, but keeping it simple not only ups the chances of your release getting read by a reporter but also increases the chance of it becoming a news article.

Believable Quotes

The quotes you include in press releases need to sound human.

Reporters often complain about generic and robotic phrases. Nobody wants to read a quote that sounds like it was written by ChatGPT. Or even worse—something that sounds like the legal team wrote it.  

So, make sure your quotes sound human and conversational—something the person would actually say in a conversation. 

Finally, end your press release with a strong call to action to learn more info, such as a landing page or a downloadable form. This not only gives reporters a resource for more information but provides them with a link to include in the article.