Huge Potential to Capitalise on Media Opportunities - Article

ESTATE agents are being urged to extend their marketing strategy beyond their double-page spread advert in the local papers by exploiting free media coverage to capture more vendors.

One of the country’s leading media relations consultants has just launched The Media Relations DIY Guide for Estate Agents which he says can give estate agents an invaluable edge when it comes to marketing.

Peter Richardson worked as a journalist in the regional Press for 12 years, culminating in being appointed Editor of the country’s largest free, independent newspaper group. For the past 20 years he has run PJR Communications. In that time he has worked with businesses large and small as well as public sector organisations including the NHS and Business Link. For ten years he edited Homes Review magazine and has worked extensively with estate agents.

“I’m still amazed how many estate agents look upon their double-page spread advert in the local paper as the be-all and end-all of their marketing. Most estate agents now accept that the majority of properties are sold via the internet, not through the pages of their local paper. The local media should be used by an estate agent not so much to sell properties but as a vehicle to encourage would-be vendors to choose them to market their homes rather than the other 30-odd agents in town.

“This can be achieved by making sure those would-be vendors are reading positive stories about you in the local media. The CD I have produced is aimed specifically at estate agents and explains, in simple to understand language, how that all-important media coverage can be achieved.

“It explains how the media works, how to cultivate good relationships with the media, how to recognise and generate stories and how to write and distribute a Press release.

“The ideas and thinking demonstrated on the CD are proven to work. This isn’t hopeful theory – this is the practical advice which stems from successfully working with estate agents during the past 20 years.”

One such agent is Essex Countryside. Martyn White from the company said: “We have used Peter’s services for the past two years now and in that time we have enjoyed regular, high quality exposure in the editorial columns of the local Press as well as featuring regularly on local radio. I’ve had many people comment they have seen a story about us in the media and I am convinced this plays an important part in convincing would-be vendors to choose us when deciding to market their home.”

The CD is priced at £40 plus VAT and post and packing. Further information can be obtained through Property Creative.

Of course, if you’re not into DIY, Peter’s services are available for hire!

Get in touch today on 01483 474737 or email us on enquiries@propertycreative.com