Luxury Real Estate PR Tip For 2017: Use Your SOLD Listing To Get In The News

One aspect of PR a lot of people tend to forget is making a second round of outreach after you’ve sold that luxury property. Obviously a few conditions apply, but there is more than likely a few opportunities a year for you as a broker to make this work. As is always in luxury real estate PR, you need to have a really good hook in order to get that journalist to take the bait.

That hook should be something exciting and worth talking about, even if they’ve covered the house already there’s a good chance they’ll cover the sale. Of course this won’t with any old place, so if there is something quite unique about the place (famous owner, it’s historic, caused a bidding war) make sure you contact those journalists again.

Why bother?

That is summed up by more than one reason so I will naturally yammer on about what we’ve accomplished for our clients in the past. For what really is only a few hours of your time could not only get you in the press, but provide SEO and lead generation value for you in the long run.


Personal Brand Exposure

Obviously this is the name of the game when it comes to being a luxury broker but it’s no secret that being in the news drives leads. You can bet a few people will pick up that phone, send a Tweet or drop you an email within a week of a good press run. Not only that, the client you just worked with is going to stay loyal knowing that they used someone who gets impressive results.

SEO Value

When it comes to getting press that usually means a bump in rankings will soon follow, assuming you got a coveted backlink in the content. This is still one of the best organic ways to score links that provide the juice you need to rank. Keep in mind, other news outlets as well as blogs like to”reblog” stories which can further provide you with more value.


Relationship Building

Talking beyond the pitch with a journalist will lead to one thing, a relationship. Journalists love having a reputable source to call on, as well your chances of getting written about in the future go up every time so long as you are not annoying. Just make sure you only pitch really unique stories, so study what that journalist covers most to get an idea of their style.

It’s really that simple.

So file this in the back of your mind and the next time you have a really unique listing, make sure to use this technique once you’ve sold it. If you’d like help crafting a PR strategy or doing any of the outreach, well then you know who to ring.

Ryan Clark
[email protected]

Ryan Clark is celebrating 10 years consulting for luxury brands across the globe helping them reach UHNW individuals online and off. He specializes in luxury digital marketing, SEO, PR and luxury viral marketing. Connect with me to talk about your luxury marketing strategy and how our services can help you achieve more this year. I offer a luxury gaps audit to determine where you're falling flat and where I see you can improve in your marketing efforts.   To connect with him online you can follow on Twitter @LuxuryBranded, connect on LinkedIn Ryan R Clark and read his column on Luxe Getaways Magazine where he covers the world of luxury.