Military Relocation Agents

Buying a home is the biggest purchase most families ever make. For veterans and service members, finding a real estate agent familiar with factors like housing allowances, permanent changes of station (PCS) and the application process for mortgages backed by the Department of Veterans Affairs can streamline the process.

Retired Marine 1st Sgt. Duan Rockette knows firsthand what a difference the right real estate agent can make. After a rough experience buying a home during his own PCS from Okinawa back to the United States, Rockette got into real estate when he retired.

"I wanted to do something I love to do, and that's working with people and helping people," said Rockette, who retired from the military in 2007 after serving for more than 21 years.

Now, Rockette is the managing broker for NP Dodge Real Estate in Omaha, Nebraska. He and the more than 200 real estate agents who report to him often help military families and veterans find homes near Offutt Air Force Base, south of Omaha, and in other parts of the nation. "I just want service members to know that there are people who appreciate their service and want to help them and will do everything possible to best represent them," Rockette said.

Here's some of Rockette's tips for finding a military-friendly real estate professional:

If you're purchasing during a PCS move, remember someone in your unit or another military family you know probably already has been to the station you are moving to. Rockette said those neighbors, friends, or coworkers should be able to point you in the right direction. "When someone has a good experience with an agent who provides exceptional service and shows they really care about them, they're going to talk about it -- just like they'll talk about if they had a bad experience," he said.

Your future duty station's military spouse and support groups on social media might be good places to find recommendations. Army Capt. Joel Fulsang took to social media during his last PCS from Alaska to Georgia.          "I looked at one of the Fort Gordon spouses' groups on Facebook, and there were real estate agents posting their information," he said.

Agents who work with service members and veterans might advertise in base publications or leave information at base resource offices, such as Navy Fleet and Family Support Centers, Rockette said. "A Press Release is ideal for this." 

Some real estate agents are veterans themselves, so consider asking at your local veterans' organization chapters, such as the Veterans of Foreign Wars or the American Legion. Rockette said he has found clients through veteran groups he's been a member of, including the VFW and the Marine Corps League. If there's not a real estate agent in your local organization's ranks, ask other members who they recommend, he said. With any referral, Rockette said to always do your due diligence. "It's a combination between what you hear and what you research," he said. "Put your feelers out. Check agents out online and don't be afraid to ask questions."

Look for Organizations Serving Veterans and Military Members

Outside of official lender networks, there are several networks of real estate professionals that specifically help military and veteran communities. Most are concentrated around major military installations and affiliated with larger real estate firms. So even if you're not near base, they still may be able to help you.

Rockette recommended checking out Homes for Heroes, a large network of real estate, mortgage, and local business specialists who serve veterans, first responders, health-care workers, and teachers. "The average civilian will move once in 12 years, and the average military family will move three times in those 12 years," said the organization's co-founder, Lindsey Litton, a military spouse who saw a need for "military helping military" in the real estate market.

The Military Movers Real Estate Group also aims to assist service members in the home-buying and selling process to "make their PCS as smooth as possible." The group's website lists its properties, many of which are around military installations in Alaska, Colorado, and Florida. 

Finally, Rockette said, keep an eye out for certifications that prove a real estate professional has the training to understand unique military situations.

One certification Rockette said he held in the past is the National Association of Realtors' Military Relocation Professional Certification. This certification means that an agent has gone through a specialized course on military housing needs and veteran benefits. Some real estate agencies also might use the acronym VAMRES, or VA and military real estate specialist, to designate agents who have experience with both VA-backed home loans and active-duty changes of station.

Veterans may be eligible to buy larger homes in pricier communities—still without a down payment—starting next year. Those taking out Veteran Affairs–backed mortgages will find caps removed on what they can spend in 2020. The Blue Water Navy Veterans Act of 2019 removed the caps for the new year. But Military Members on Active Duty and Veterans will still need to qualify for the mortgage and verify they can afford the monthly payments. “It gives the Veterans the opportunity to buy homes in the areas they want to buy in,” Kyle Reed, a real estate pro with Pauly Presley Realty in Austin, Texas, told realtor.com®. “It opens up some areas in cities to VA loans … that maybe Veterans didn’t have access to before without putting a bunch of money down.”

VA loans have been capped at different amounts nationwide. Borrowers could take out more on a VA loan in a high-priced area like San Francisco, for example, than they could in Detroit, where homes tend to cost less. 

If they exceeded the set limits in the city where they lived, they were required to put down 25% of the difference on the mortgage. If they stayed within the loan limits, they could get a 0% VA loan.

Under the new rules, Vets can get a loan amount in what they can qualify for and are not bound by city caps. Banks can still put in some restrictions to protect themselves against defaults. For example, some lenders may require higher credit scores or debt-to-income ratios in qualifying for the loans, realtor.com® reports. The loans likely will only apply to a borrower’s primary residence too. The change in the VA loan caps takes effect January. 1, 2020.

The data’s clear — the Real Estate market is back. Those residential and commercial developers and Real Estate Professionals who grasp the influence of traditional media have historically utilized publicity as part of their marketing mix

But being truly successful in today’s marketplace requires using the entire available PR toolbox. 

With this in mind, here are 10 components of Public Relations that Real Estate developers and professionals can employ to enhance overall results:

1) Opinion Research — To help win approval from communities and government. It used to be that the biggest barrier to development was earth, water and nearby surroundings, but now it’s public opinion, politics and the potent outrage industry. Public Relations professionals are your antenna, conscience, and voice and the are key to the approval process. Public opinion research will help make the public and political landscape clearer, shape messaging, and energize the silent majority who often remain on the sideline during the approval process.

2) Market Research to help understand the marketplace and your customers – including their needs, wants, desires and fears. To be understood, you first need to understand.

3)  Community Relations And Corporate Social Responsibility — which will help significantly with winning approvals, building brand and reputation, and foster a deeper, broader customer base and more referral sources.

4) Social Media And Content Marketing Are Public Relations. Neither is solely about technology; both are about developing compelling content that drives engagement. Successful Real Estate Professionals realize the full power of engagement.

5) Every Real Estate Professional Knows That Online Is THE place to be, and public relations should be utilized to drive SEO (Search Engine Optimization). Google rewards those online sites that are compelling, engaging, informative and insightful. Public Relations professionals are skilled storytellers and content generators and should be a part of all SEO-related initiatives. The future of SEO is not in technology; it’s in the ability to tell stories that readers and Google will find interesting. And that’s Public Relations.

6) Publicity And Media Relations, staples in the Real Estate marketing mix, continue to be immensely important and help drive marketing and social media activity.

7) Crisis Communications planning is no longer a luxury for major corporations. Every organization — particularly those serving multiple publics — should have a “Plan B” and be ready to address the question “What if?” And now, more than ever, Real Estate may involve complex litigation that requires effective legal and Public Relations counsel.

8) Media And Presentation training to ensure spokespeople and salespeople are on-message and can handle difficult questions.

9) Special Events To Mark Milestones, create excitement and build a community

10)  Strategy, Counseling And Reputation Management … because Real Estate goes beyond the transaction. 

As Warren Buffett said, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” . In the end, Real Estate goes beyond bricks and mortar; people buy with their heads and their hearts, so trust is essential.

Real Estate transactions, big or small, are often complex, involve multiple parties and are shaped by emotion more than logic.  If fully utilized, Public Relations is the lone communication discipline suited to help bring parties together, build mutual understanding and make deals happen.

The Navy gets 14 new ships, including a carrier; the Air Force adds 56 F-35s; the Army gets 17 Apache and 11 Lakota helicopters; the Marine Corps receives 24 vertical landing F-35Bs; and the Coast Guard gets a long-needed icebreaker.

All the troops get funding for a 2.4 percent pay raise that took effect at the beginning of the year, with the possibility for more next year.

• $739 million for ten F-18 Super Hornet aircraft (Navy).

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• $387 million for eight CH-47 Chinook helicopters (Army and Special Operations Command).

• $343 million for four KC-130J tanker aircraft (Marine Corps).

• $250 million for two CH-53K King Stallion helicopters (Marine Corps).

• $221 million for seven UH-1Y/AH-1Z helicopters (Marine Corps).

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• $29 million for one Dash 8 maritime patrol aircraft (Southern Command).

WASHINGTON (May 3, 2016) – Differences in household demographics and affordable financing options spur homebuying demand for young active-service military members, causing them to significantly outpace the share of non-military homebuyers under the age of 35.

According to the first-ever 2016 Veterans & Active Military Home Buyers and Sellers Profile, which evaluates the differences of recent active-service and veteran home buyers and sellers compared to those who’ve never served. The survey also found that while nearly all veteran and non-military buyers and sellers use an agent, usage is practically universal among active-service military members.

NAR’s survey gathered greater insight into how each population of buyers and sellers differs and is similar to those who have never served in the military. Of all homebuyers, 18 percent identified as veterans and three percent as active-military. Of all home sellers, 21 percent identified as veterans and one percent as active-military. The results revealed quite a few contrasts between active-service military buyers and buyers who’ve never served. At a median age of 34 years old, the typical active-service buyer was a lot younger than non-military buyers (40 years old) and was more likely to be married and have multiple children living in their household. As a result, they typically bought a larger home that cost more than those purchased by both non-military buyers and veterans. 

Lawrence Yun, NAR chief economist, says young active-service buyers (ages 18-35) bought homes at a far greater rate (51 percent) than non-military buyers (34 percent). “Despite having a lower median income ($76,800), more stable job security and no down payment financing options give aspiring homeowners in the military a deserving advantage over their civilian peers,” he said. “Furthermore, their tendencies to marry and raise a family at an earlier age and carry less student debt make buying a home a more desirable and achievable option.”

Veterans Affairs loans – which offer over 100 percent financing for veteran and active-service homebuyers – were the most popular loan type for active-service and veteran buyers, leading to the majority of active-service buyers financing their entire home purchase and veterans putting down a median down payment of 5 percent. For non-military buyers, the median down payment was 11 percent. Adds Yun, “Current data shows that VA loans perform remarkably well and are a safe and affordable choice. Their current seriously delinquent and homes in foreclosure rate is 2.78 percent versus 3.44 percent for non-VA loans.” 

"A place to call home is often times one of the few constants for the families of the brave men and women defending our country", said NAR President Tom Salomone, broker-owner of Real Estate II Inc. in Coral Springs, Florida. “That’s why it’s so important to ensure that homeownership opportunities and affordable financing options exist for qualified military personnel, veterans and their families.”

With the ability to obtain a VA loan, only five percent of veterans and three percent of active-service buyers said saving for a down payment was the most difficult step. Of those, only four percent of veterans and 13 percent of active-service buyers said student loan debt delayed saving. Sixty-two percent of veterans cited having other types of debt and 43 percent of active-service military referenced credit card debt. While a larger share of active-service military buyers had student loan debt compared to non-military buyers and veterans, their debt balances were typically lower. Among active-service members, 37 percent had student loan debt under $10,000 compared to 21 percent for those who’ve never served.

The primary reason for the home purchase for active-service military was job relocation, followed closely by the desire to own a home of their own. Compared to non-military buyers, veterans were more likely to want to be closer to friends and family or moving for retirement. Increased mobility means Active-Service and Veteran buyers and sellers rely on Real Estate Agents.

Veterans and active-service buyers purchased a home a lot further away from their previous residence (at 75 miles and 28 miles, respectively) than buyers who never served in the military (10 miles). Among the biggest factors influencing neighborhood choice, veterans were most influenced by the quality of the neighborhood, while convenience to their job was desired the most by active-service members.  While nearly all buyers predominantly used the Internet and a Real Estate Agent during their home search, Active-Duty buyers used a Real Estate Agent at an even higher rate (95 percent versus 88 percent for non-military buyers). As a group, they were also most likely to use search engines to find and Military Relocation Professionals during their search. “Many Realtors® are veterans themselves, who understand the unique housing needs of those serving our country,” says Salomone. “Whether it’s relocating to a completely new area across the country or needing to sell their home in a short time-frame, Realtors® are committed to helping active-service members and veterans succeed in their homeownership goals.”

Some of the characteristics of active-service sellers differed from non-military sellers. They were younger, far more likely to have multiple children living in their household and sold a home in a suburban area at a far higher rate. 

Additionally, the use of an agent was highest for active-service military sellers (94 percent), who – likely dealing with relocating to a new area in a short time-frame – cited both wanting help in marketing the home to potential buyers and help negotiating and dealing with buyers at a far higher rate than non-military sellers and veterans. 

Eighty-nine percent of veterans used an agent, on par with non-military sellers (90 percent). The most commonly cited reason for owners selling their home varied. For non-military sellers, the most commonly cited reason for selling their home was that it was too small (18 percent), while the most common reason cited by veterans was to be closer to friends and family (23 percent). Not surprisingly, job relocation for active-service military sellers was the most common reason for selling (43 percent).

NAR is committed to educating more Realtors® about working with current and former military service members through its “Military Relocation Professional” certification program. This educational initiative available to Realtors® offers insights into finding housing solutions that best suit the needs of current and former military members while taking full advantage of their military benefits. To date, over 16,800 Realtors® have earned the certification - and growing every day.

In July 2015, NAR mailed out a 128-question survey using a random sample weighted to be representative of sales on a geographic basis to 94,971 recent home buyers. The recent home buyers had to have purchased a primary residence home between July of 2014 and June of 2015. A total of 6,406 responses were received from primary residence buyers. After accounting for undeliverable questionnaires, the survey had an adjusted response rate of 6.7 percent. Eighteen percent of recent home buyers are veterans and three percent are active-duty service members. All information is characteristic of the 12-month period ending in June 2015 with the exception of income data, which are for 2014.

The National Association of Realtors®, “The Voice for Real Estate,” is America’s largest trade association, representing 1.1 million members involved in all aspects of the residential and commercial real estate industries.

Recognizing when certain Real Estate industry trends are coming to an end may present lucrative niche segment opportunities for growth. 

This is particularly the case if you have a solid idea where your targeted market is heading. 

One niche market to consider may include working with Military and Veterans personnel.

The case for the Military niche begins with a vast population of potential buyers and sellers. There 22 million Veterans in America and almost 1.5 million active duty Military personnel, according to data presented in a November 11 Press Release issued by the National Association of Realtors (NAR). Military buyers are also eligible for attractive mortgage packages offered by the Department of Veterans Affairs’ home loan program, which features zero-down payment loans and boast one of the lowest default rates in the country.

The knocks on addressing the Military niche are abundant and have been so for some time. However, this is one of the things a forward-thinking and savvy broker should be looking for—an under-served market that is ripe for recovery under the right circumstances, many of which can be driven by Real Estate Professionals who want to serve this unique market.

One perk to current economic conditions is that inventory is near its 30-year lows in many U.S. markets. Interest rates continue to be outstanding on the commercial market and even better when properties are financed through a VA Loan offered exclusively to Military personnel. Furthermore, the rental market continues to be sensationally-hot throughout the U.S., particularly in areas where families are routinely coming and going. That can be a selling point to any Military or Veteran home-buyer. Do this by including a rental marketing plan for Military families who will likely be moved within two or three years. Demonstrate to buyers up front how monthly rental income will cover the costs of mortgage and ongoing maintenance expenses.

This is hardly a ground-breaking new business model; however, it can still be highly-effective when Military personnel purchase a home for the right price! In this capacity, Real Estate Agents can function as much more than an agent to a home; rather, they can also serve as a trusted business advisor that helps honorable and forward-thinking Military families invest in their long-term financial futures.

1. Market Viability—do your research and make sure there is a market for Military home buyers and sellers in the communities you serve. For example, if there is a large population of Military and Veteran personnel in the communities you serve and housing prices are on the rise, then you may have very good reason to begin addressing this niche.  But it is also important to remember that Veterans are everywhere.
2. Build your Network—establishing relations with local Military Relocation officials and positioning your skills as value-added expertise will be critical to long-term success. Seek referrals from pleased customers and attend local Military events for starters. In short, show you understand and care about the unique challenges your customers face and can be a visionary and expert resource rather than just an order taker.
3. Become A Military Expert:

The Military niche is not for every agent.  However, those who can focus on the serving the needs of Military now will be positioned to be leaders in their markets when this trend becomes the one your peers are talking about, if they aren’t already doing so.

by Dina Behrman 

As you probably know by now, I’m a big advocate of entrepreneurs using publicity to grow their businesses. I could wax lyrical for hours about why it’s so important for business owners to be featured in the media…

But instead I’ll keep this short and sweet!

Here are five reasons your business needs publicity:

1) Positioning Yourself As An Expert

Being featured in the Press is hands down THE most effective way of positioning yourself as an expert. And why is that so important? People want to work with experts. If you’re an expert, people will be more likely to trust you and therefore more likely to pay for your products or services.

2) Sharing Your Message

So many of the people I work with have important messages they want to share. I have clients who run social enterprises and charitable organizations who want to raise awareness. I have clients who have overcome adversity and want to share their stories to inspire others and tell people they’re not alone. I have clients who want to impart their knowledge to help others make improvements in their lives or businesses. Being featured in the press is one of the best ways of sharing your message with a wide audience.

3) Make More Sales

When you appear in the Press you get more eyes on your business and this inevitably leads to more sales. I had one client who signed up ten new clients after one article in the press, another whose sales went up by 200% after appearing in the press, another who doubled her book sales after just one article in the press, and another who gained new VIP clients on the back of press coverage. And if you do PR on an ongoing basis so that your business is regularly appearing in the press, just think what impact that could have on your sales!

5) Reach New Audiences

It can be so hard to get traction on social media, and building your email list can often feel like a struggle. When you appear in a publication, it enables you to reach new audiences of tens of thousands or even millions of people. (As an aside, one of my clients bagged 1000 new Instagram followers in one day after appearing in the press!) And if you’re strategic about it, you can make sure that the publications you’re featured in are read by your ideal clients, so that you’re getting in front of all the right people.

For many, Real Estate Marketing is all about getting a property in front of as many people as possible, with the hope that some of those people have an interest in buying. It’s more of a shotgun approach (‘spray and pray’) than it is a rifle approach (targeted and steady), and it’s broken.

1) 99% OF HOME SHOPPERS USE THE INTERNET TO SEARCH FOR A REAL ESTATE AGENT  (NAR 2017 Profile of Home Buyers and Sellers)

It isn’t just millennial's, either. How everyone uses technology has evolved, so regardless of your target audience, going digital is key.

The Real Estate Market is in the middle of a massive transition. This change needs to be met by a shift in how Real Estate Agents and companies market themselves and communicate with potential buyers and sellers.

What does that look like? For many Real Estate Agents, it looks drastically different than what they’ve been doing for years (traditional marketing, as it were). Modern Real Estate Marketing is all about engaging your audience digitally and positioning yourself as a long-term partner through incredible content (more on all of this later).

Our culture is based on on-demand, I-want-it-now, interactive experiences — hence the popularity of Real Estate Apps like Redfin and Zillow. These tools allow users to quickly find, filter, explore, and save for-sale properties in a way they couldn’t have a decade ago.

Homebuyers (and sellers, for that matter) rely on the internet for every stage of their purchase decision, from finding a qualified Real Estate Agent, to awareness and then to the actual decision at the end of the journey.

How do Real Estate Agents account for this online usage? Simple. You need to be present. You must

develop a beautiful, content-rich website that ranks well in search engines; create an engaging social media presence that includes Press Releases, blog posts, images, video tours, and Q&A posts; build an email list of potential buyers to market to in the future.

Whatever digital marketing tactic you choose, the key is to know your audience and play on their playground, i.e. engage with them wherever they are. In this case, wherever there are means the internet.

Your website can be a lead generation machine if you know how to use it, but the majority of Real Estate Agents are disappointed with the quantity/quality of leads coming in. There’s a disconnect here.

For a Real Estate Agent’s website to become a hub for lead generation, it has to be more than the all-too-expected headshot of the agent plus a handful of images and bedroom counts; most of these details can be found via Redfin or Zillow, among others, anyway, so you need to provide something different.

In general, using your website for lead generation includes optimizing it for search, developing unique and helpful content, and strategically placing forms throughout the site. 

As noted, there is a disconnect here. Agents are often unhappy with the leads their website generates but they don’t prioritize their website on a consistent basis. The hard truth for some: great digital marketing requires time and effort.

In 2017, effective Real Estate Marketing emphasizes the website and Press Releases.  Successful agents use Press Releases as an opportunity to connect with potential buyers, both those who are currently in the market, as well as those who aren’t yet, but one day will be. The best companies spend resources on unique video content and experiential content.

This carries a lot of potential opportunity for today’s  Realtor. While paying for advertising or premium listings still play a key role in Real Estate Marketing, the importance of online content as never been greater.

Specifically, as mentioned above, agents need to speak to both in-the-market people as well as not-in-the-market-yet people, all in one place.Create an engaging Press Release that is keyword-optimized and covers the reasons why your potential clients should be endeared to you. With THOUSANDS of agents in your area, what are you doing to stand out from the pack?

If someone isn’t ready to buy a home yet. but can be introduced to Your Brand through a helpful article or eBook on DIY home projects, the financial breakdown of buying VS renting, or even a ‘listicle’ of local contractors for common needs, your brand is more likely to be recalled and valued over another who only did advertising.

Another indicator of why apps like Redfin and Zillow have exploded in growth, the demand for images is never going away. This isn’t anything new, either, as most real estate agents have been including photos of properties on their websites and in newspapers for years. The important takeaway here isn’t that you include photos, it’s how you include photos.

When you list a property on your website, consider both the types of images you include and how you display them. Is this a slideshow? Photogrid? Are the images optimized to look beautiful on any/all devices? Are these images easy to share on social media? Email?

For Real Estate Agents and companies, testing how your audience reacts to and engages with your photos is important. One of the ways you can do this is by implementing a conversion rate optimization strategy.

9%? I almost didn’t believe this one, but after doing a bunch of my own research into Milwaukee-area agents, I’m sold.

The audience for home buying wants, craves, images of potential homes for them, as well as immediate answers to their questions — so why haven’t agents delivered on a consistent basis?

Social media is an ideal platform for B2C institutions like Real Estate Agents because it opens the door for real-time conversation. For example, say an agent posts an album of a newly-listed home. They can also include a quick description of the property and maybe even a video walk-through. As they share this content on Facebook, the audience can review it all on their own time and devices, and ask questions directly to the listing agent (comments or direct messages, in this example). The agent could then respond directly to the user, opening the door for personal communication, and inviting them to stop by the property. In short — get on social media. Share your listings, promote blog posts, Press Releases and engage your audience.

We’ll keep this one short and sweet: currently, most Real Estate Marketing efforts fall short in terms of social media. Either agents/companies post a lot and no one is listening, or they don’t post at all. And, either way, it’s a bad look.

This makes sense: Homeowners want to work with an agent who will do everything they can to find the right buyer. These sellers realize that the buyer wants as much info as possible on the property, which now includes video walk-throughs (and even Facebook Live tours). Unfortunately, the data suggests that most realtors haven’t caught on to this yet, as video isn’t a core piece of their Real Estate Marketing strategy, with only 12% reporting active YouTube accounts. The demand for video doesn’t stop with YouTube, though, as agents can now use various ‘live’ services on multiple social platforms, as well as include video on their website.

As a Real Estate Agent, what’s your plan after the sale? Are you developing long-lasting relationships with both buyers and sellers that you can revisit with down the road? Or, are you saying ‘Thanks!’ and moving on?

The old adage of ‘it costs more to acquire a new customer than it does to retain an existing one’ is true across nearly ever industry, real estate notwithstanding. Consider how a comprehensive Real Estate Marketing plan, with the inclusion of digital, can help you develop long-term, loyal relationships — it’s a huge opportunity.

This is going to look different for every agent, but the common theme will be developing a platform for your message and communications: a beautiful website tailored to your audience, a robust content marketing plan (Press Releases), meeting the needs of various audience segments in different stages of the buying/selling process, and a systematic approach digital media, from social to video. Combined, you will be able to set yourself apart in a hyper-competitive space. 

Six or eight Press Releases can routinely create the equivalent traffic and customers of purchased ad space that could cost $5,000 or more.

These aren't inflated numbers:a single newspaper ad , say half a page, can run $1,000 or more in any reasonable sized city…much more in a large market like Chicago. When properly distributed to the media, professional Press Releases pack a lot of power with far less cost.

Potential clients and existing customers, not to mention vendors and partners, trust what is said in the news media about a company — and they tend to distrust advertising by that same company! By getting in the news, you establish credibility that greatly exceeds any paid marketing message. There simply is no advertising venue that equals the credibility and legitimacy of the legitimate news media.

Every business advertises at some point. But few ever do a serious Press Release blast with a well-written professional news release…and fewer still. Keep at it and turn it into an on-going campaign. So, relatively speaking in most local markets, the competition is not large at all.

Online News Distributors Welcome Targeted Press Releases

Never before have the online media been more effective than when it comes to Press Release Distribution. As the public rapidly moves online, they expect to see most of their news online too. Not just national, but regional and local news as well. They expect to read about local businesses and form opinions based, at least partly, on those same stories.

If you are using a free or low-cost Press Release distribution company, you are paying for your Press Release to be posted on a website. A large proportion of the Press Releases on these sites are not newsworthy and are written in a marketing that turns off the media. To be successful your news release must be 'news worthy' and written as a reporter/journalist would write it, not to sound like a hyped-up advertisement! Paying a reasonable fee to have the news releases written in the proper and using the right 'angles/hooks' is extremely important.

Offline media journalists aren't interested in Press Release spam. Buying a media database and distributing the Press Release yourself will yield little response (and might find your company's emails being permanently filtered to the trash or spam folder). Targeting your message to the proper journalists is the trickiest part of the .

Because journalists are overworked, they often visit just one or two sources of Press Releases. As a result, they go to the largest source of newsworthy Press Releases: PR Newswire or Ein Presswire, which are the oldest and largest newswires of Press Releases. If your budget will allow, this single source can be more effective than any other, and placement with them will usually make a big difference in results.

Your story, then, is the ideal factor to differentiate yourself from your competitors. 

If you aren’t telling a compelling and interesting story to your audience it’s very difficult to differentiate and get people to pay attention.

What Is Your Story? 

Your story tells your customer or potential customer why you are in business, why they would want to engage your service.

It’s more than the facts - it’s the personality of your business and the experience you are offering beyond the day-to-day transactions. It’s telling them what’s at the heart of all that you do. 

Storytelling is all the rage. More and more brands are comprehending the power of stories to transform their presence and identity. How does such a story create that trusting feeling that customers crave? To read a story is to feel an experience and to synchronize our minds with the subject of the story. People trust other people. The core reason why your story should be personality-driven is so that it will provide someone real for customers to trust. 

Careful customers are asking “Why should I buy from you?” If you can answer that question with a real story, then you’ve built the trust of that customer. The story must connect with your customers.

At its essence, a story isn’t really about your company. Your company is the construct, but the goal of the story is to create a connection with your customers.

Tell your story in such a way that it tells your customers we relate to you, we understand you, we are like you. 

Stories are a vehicle for trust and belief. When people hear your story in more places, it reinforces their trust. And when they start telling your story themselves, they trust it even more.

The great thing about a story is that it lives on. Real stories keep on telling, keep on going, and keep on connecting with people. Keep your story alive by continuing to impress your customers and give them the best experience possible.

Your story will build the foundation of trust, but only a customer’s personal experience will cement that trust into something that lasts.

       Few Things Can Communicate That Level Of Engagement Like A Story

Branding your Real Estate business is vitally important, but what is a Real Estate Brand? Let’s first start by giving you some (oft-quoted) key definitions of branding:

Walter Landor, one of the greats of the advertising industry, said: “Simply put, a brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality.”

In his book ‘Building Strong Brands,’ David Aaker suggests the brand is a “mental box” and defines brand equity as: “A set of assets (or liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service…”

As Al Ries once stated, a brand is “a singular idea or concept that you own inside the mind of the prospect.”

So taking these established definitions into account, it becomes clear that establishing your Real Estate Brand is the process of communicating effectively and consistently a relevant message over time so that you will (eventually) elicit the desired emotional response whenever your name is seen or heard by your target audience. 

Now let’s delve further in and lay out some fundamental steps you should take when planning and then pushing out your Real Estate Brand.

1. Evaluate The Competition. What niches are currently being exploited in your local market? Is there a high-end specialist? A condo expert? A Military Relocation Professional (MRP)? A low-cost leader? A “green” Realtor? Someone who sells mainly golf communities? Knowing what marketing angles your competition is pushing will help you see opportunities to market your own business in a unique way. It’s always important to ensure that your branding is not confusable with that of your competition; the last thing you would want is your prospects mistaking you for them when they are ready to pick up the phone and get started with a transaction! And knowing what is currently working out there may give you an idea as to what people in your local market respond to, which never hurts your cause.

2. Define Your Brand. Before you even think about a name, slogan, or look to your Real Estate Brand, make sure to ask yourself the right questions so that whatever you choose will directly speak to your target audience. Here are some important questions that will help guide you though this process:

• What is your core demographic? Can they be narrowed down by age, gender, family status, or profession?
• What Real Estate services do they need? What services are the most sought-after? Are there any services that a premium is put upon?
• What neighborhoods that you serve are the most lucrative to do business in? Would it benefit you to brand yourself around those specific markets?
• What specific advantages do you hold over the competition? Some Real Estate agents brand themselves around a signature service that they provide.
• What are the values of your company? Branding around morals and ethics can instill consumer confidence in your Real Estate business.
• Do you rely primarily around referrals for your business? This can influence your branding decisions at the very least and can even be the driving force behind your brand in some cases.

3. Create Your Brand. Using all the answers to the questions in the previous step, brainstorm on some business names and possible slogans. Be creative, memorable and meaningful. If you aren’t good with words, you should find someone you trust who is to work with you on this project. It’s well worth the money to hire a writer, because nothing will turn off a prospect faster than a Real Estate Brand they deem “lame,” “cheesy,” or “inauthentic.”

4. Put A Look To Your Brand. In the online marketing world, some key demographics are heavily influenced by visual appeal. So hire someone reputable to design an appropriate, unique logo for your business name. You should also consider creating unique logos for your signature services (or products if you have them). Once people become accustomed to your logo’s elements (the color scheme, the shape, and words contained within it), they will start to associate qualities to your brand. So that’s why it’s important to make that visual impact right off the bat in a way that’s easily memorable. You may want to think of some types of imagery that are popular in your local market and create your logo with a similar theme.

5. Deliver Your Brand! Once your Real Estate Brand is complete, you need to do everything you can to push it out into your local market. Every phone call should be answered with your branding in the script. Your print materials, including stationary, business cards, postcards, and home signs should proudly display it. Then spread your brand throughout your online presence; from websites to blogs, from social networking profiles to email blasts… they should all have language and visuals (logos) that reinforce your brand.  And consistency is key here; promote one slogan and one signature logo. That will impress a similar message to all you communicate with, and remember, exact repetition of your brand over time is what delivers your brand through offline and online channels.

If you can’t answer that question, it’s time to work on your Real Estate Personal Brand. People choose who they do business with based on a number of different factors, including presentation, demeanor, experience and passion. Your brand combines your beliefs with your business practices and this is what people gravitate to when seeking out a Real Estate Professional.

 We work in Real Estate, so let’s get specific about how to make your mark on Real Estate with your personal brand.

Anything other than the real you won’t work. Discover exactly what makes you fascinating. Build your brand on your true strengths. 

As a Real Estate Professional, your goal should always be to attract clients who identify with you and your abilities. The same skills you have at building friendships can be utilized to build trust with clients. People make decisions every day in the industry based on gut instinct, and insincerity just won’t work.

Blurry brands languish. Define your brand with a focused niche to connect with the minds of those you aim to influence. If you’re having trouble clarifying your message, bring it back to the basics. Why do you love Real Estate? People? Your town? Great architecture? Try to remember the first reason you got into this field. Or think about the first sale you made. Use those emotions to drive your messaging.

Your brand should be the promise you make. Work at developing a unique selling proposition and express it in a concise, memorable slogan. Real Estate is an evolutionary, exciting, personable market; why did you choose to become a part of it? These are all integral questions you should be able to answer honestly and easily. Condense these ideas down and sum them up with one sentence — this is your slogan.

                                              “Be Yourself. Everyone Else Is Taken.”

                                                             — OSCAR WILDE

Nix the notion of universal appeal. Take strong stands on your ideals and voice your opinions. There’s no notoriety in bland land. Be Bold. A sale price is a bartering ticket waiting for to be debated, so use all of those skills you’ve acquired in a “fast on your feet” business and tell it like it is. Feel free to say how you feel about market trends and neighborhoods. Your customers will appreciate the blunt tactics that bring effective results.

Weak brands focus solely on intellectual arguments. Strong brands tap into emotions. The subject you need to master is psychology. Become a student of it. People buy houses on based on feelings and what it will do for their personal lives, not just property stats. Dig deep and try to comprehend emotionally what the people you are selling to are looking for. Adjust your strategy accordingly.

Your face must appear all across the social sphere. Don’t scrimp here. Hire a pro to do a photo shoot and pick the portrait that says, “I’m your friend.” A personal brand is heavily based on visuals. Find a picture that drips with confidence and friendliness. Post it all over your social and make it your visual signature. If you don’t have one, hire someone to make you look great.

Valuable content has magnetic power. Create an interesting mix of content to earn the mindshare and trust your brand needs. After you decide who you are, share what you know. Your content is the key to conveying that message of your brand. Choose to share insightful knowledge. Use interesting content to challenge the status quo of a classic industry. Don’t forget to ask questions: Ask your audience for their ideas and input. Everyone who’s looking for new homes can benefit from a expert comment or two.

Ask questions. Ask people to tell you their stories. Ask for their ideas. And then listen closely. Everyone loves a good listener. Questions can be drawn from every corner of your life, whether that’s in person or online. Listening to people’s Real Estate needs or past experiences (good and bad) can help you grow your knowledge base of potential client do's and don’ts. Social is a great resource for potential new business strategies and content. Listening can be the difference between finding properties a client “likes” to signing papers.

When surfers go to Google, which words will lead them to you? Build a short list of the most relevant keywords and use them often. Pick out some relevant keywords for your business area. Decide which words from your website and social pages have the most traction, and integrate them appropriately into your content, pages, and social media. The phrases you choose should accurately describe your business but also who you are as a professional.

Media is more complex than ever, and more vital. Identify the outlets that are most valued in your field, and use their tools to elevate your brand. Social media and multimedia channels and Press Releases are the best way to get your messaging out there quickly and creatively. If you’re message and ideals are constructed properly, it will enhance your brand. If you aren’t getting interviews or spotlights from major media, build from within. Hire a video production team or take some tips from video experts and make some impressive content to share. Video is also a great piece of content to share on social media.

Everything you create should be presented with class and continuity. Develop a tasty logo, color palette, and design standards that reflect well on your brand. Design is a crucial piece of making your brand message sing. Remember to compose a striking logo that translates the qualities of your slogan. Consider getting a pro on this one: The more professional your designs look, the more weight your brand will have.

Make connections locally, regionally, and globally. Have a business card or something of even greater value to distribute, such as a Press Release. Follow up and follow through. Use social media to reach out and connect with new business partners and potential clients alike. But don’t focus on just business. Make sure that people know and trust you and your brand way before they’re thinking of Real Estate. And when they do? You will immediately pop up in their heads as a reference to a friend or family (or perhaps themselves).

Influential professionals have prominent friends. Seek out leaders. Surround yourself with them. Find ways to be of value to them. There is a world of Real Estate Professionals out there who have years of skills and knowledge to impart. Seek out those who you can make you better — it’s the best way to become a leader.

                                      

                                        “A hunch is creativity trying to tell you something.”

                                                                — FRANK CAPRA

Every person you admire taught you valuable lessons. Commit to nurturing the teacher within and build your brand by becoming a trusted advisor. Pull up the next generation of Real Estate Professionals by offering your knowledge to them. Being a trusted expert in an industry is a luxury and a privilege. Start to build your network of great Real Estate Agents and Brokers.

You won’t achieve your goals on your own. Privately and publicly, recognize the contributions of every person who’s played a part in your brand development. Most people don’t wake up wanting to show properties for a living. Who were the influencers in your life that shifted the winds of change towards your current career? Recognize their contribution to your success. Something as simple as a mention in an interview, a tweet of thank you, or a simple card are all gracious responses.

Your X-ray for all online efforts is analytics. Deploy Google Analytics and/or additional tools to inform you of how visitors behave on your site and what you can do to improve their experience. Are people going to the pages you want them to? Are they clicking on your prioritized links? Are they getting to your website via the keywords you anticipated? Look at your online analytics to inform yourself on how your audience is realistically interacting with your brand. You may consider adjusting your branding tactics based on these responses.

Don’t wait for opportunities to come to you. Find ways to be helpful. Be the first to volunteer, connect people, or get behind any meaningful mission. Not everything is business. Your brand is still very much who you are, and people respond well to those who put themselves out on a limb to lend a helping hand. Always be thinking of how you can do things selflessly for the sake of a cause.

Zeal is a “strong feeling of interest and enthusiasm that makes one determined to do something.” Without it, there’s no point in building a personal brand. This is something that should come naturally if you’re passionate about your work and your brand. Channeling this energy will make the difference of new and exciting business opportunities!!!

Historically, in the Real Estate Industry, the work of Public Relations has mostly been pursued by the corporate offices of big brands. Agents and smaller office groups usually don't put a strategic focus on this important facet of branding for many reasons. It could be a cost issue, a manpower issue or a lack of understanding about just why Public Relations efforts are important.

Working on your own Public Relations efforts are part of an overall personal branding strategy and it's a crucial piece of the puzzle. Did you know that Barbara Corcoran credits her success to her relentless PR efforts? She used the power of Public Relations to compete against giants like Trump and sold her company for $70 Million dollars. 

Success in this area is not outside of your reach. Ensuring that your name is synonymous with Real Estate knowledge and community support is paramount to creating a brand that is seen in a favorable light. Ultimately, if done correctly, long term public relations efforts will set the stage for an endless stream of business.

The keys to being successful in your Public Relations efforts depend on two things: consistency and relationships. You must be consistent in your quest to get your name out there. You can't make an initial attempt and then forget about this important focus when you get busy. Forging relationships with targeted media outlets is an important step in the process. Building relationships takes effort and as such will take time to cultivate.

With this in mind, here are some tips to get started:

1 - Identify the media outlets you wish to be highlighted in. Identify both local outlets, like your local newspaper including online newspapers and also identify Real Estate Industry focused outlets. Getting quoted in a story in your local paper will show the people in the area you serve that you are a valuable source of information. Getting quoted in a story that is published in an industry outlet, like Inman news, creates credibility on a larger scale. The larger the audience of the outlet, the more credible you become. 

Think about it ... Getting your name associated with a story on a highly trafficked industry related site will not only give you credibility but will get your name in front of agents countrywide, which can lead to referrals!!!

2 - Start reaching out to the writers, publishers, editors and reporters of the outlets you have identified. Don't just introduce yourself but tell them why you are a great source for any Real Estate related information. Once a month send a personalized email with some tidbits they might find interesting, or story ideas. Even if you don't hear back right away, keep it up! It takes time and fortitude to make these relationships solid, so be consistent. Remember that while the goal is to get your name attached to a local story about Real Estate, you have to get there by giving these contacts relevant information that will make their job easier.

3 - Get involved in your community! Many agents do things all of the time that contribute to the wellness of their communities but often times don't tell anyone about it. Get a Press Release written about a cause that you are involved in.  You'll get your name out there subtly through showing your involvement with the cause. If you've done a good job of getting the names of the editors and reporters of your local outlets, you'll have a great list to send your Press Release to.

These tips are a great starting point in harnessing the power of Public Relations to build your brand. Know that many regional and national reporters scour local outlets to uncover news and good sources, so over time, and as a result of your consistent efforts, you may be fielding calls from reporters all over the place asking for your input and advice on Real Estate related stories. Good Luck!

Along your SEO journey,  you’ve most probably already encountered a Press Release. This link-building technique is usually a great way to attract links through other publishers and Press Release websites. 

And as you well know, other publishers and Press Release Websites can generate a lot of buzz – and they usually have good PageRank juice to boot!

It All Boils Down To Content

Again, the thing you need to start with is having a good, solid content that is newsworthy. Usually this content has to be fresh and new in your industry in order to spur interest with publishers. Always remember that in news pitching, you’re not just writing for any ordinary person. You are writing for publishers and other knowledgeable writers in your niche – who are usually as updated as you are!

Obviously, having a content that can be considered a ‘fresh scoop’ SHOULD be worthy of attention and media coverage. Once you have established your newsworthy content, it’s time to spread the word.

Getting It Out

It is more strategic for you to publish your content on a  Press Release website. Why? Because they have a good, established amount of readers – some of whom are publishers as well! ! And if they see that you are published in well known PR sites, they’re going to have an increased amount of respect for you.

News Pitching - ***** (Military Real Estate Professionals Does All Of What You See Below For You!!!) *****

• News sites usually have a “send a tip”, “submit news” or “contact editors” page linked somewhere in the footer – use this to submit your story if you think you have groundbreaking news in your industry.
• When pitching your story to news sites,  paint your story in the most interesting way and don’t forget to cite sources (one or two of which should be a content in your website). Make sure you don’t have any grammatical error as you’re trying to be a reputable source of information.
• When you’re submitting your story, don’t use their social network accounts or email addresses to do so. They have their ‘submit news’ page for a reason – overriding it may mean that your story will not go to the editors or to the people whom you want to send it to.
• It is a must to have great, juicy information – so you will have to go out of your way to acquire data that is not widely spread. Publishing a story like this can gain links, interest, brand exposure and traffic to your website – especially if the content in your website is the main resource of the news scoop.

News Sourcing

Sometimes the fish you’re trying to catch when pitching in these news sites are the journalists who are using them for sources. There are several other websites that are available out there in order for you to do this. You can tip journalists and reporters and publishers directly by using News Sourcing sites.

In pitching your story to news sites, you should also direct them to your content as you dish out the story or the coverage. These news websites usually provide a contact details form or some other way wherein you can reach the publishers when submitting a pitch.

We live in a digital world. You’re probably reading this on a computer or mobile device, which is probably also where you get your news. 

Being in the news is great - and it gives you a stellar reputation.

Newspapers are still a vital part of our media culture, and Newspaper articles are powerful tools for Real Estate Sales. People get their news everywhere online. They go to online Television Stations to read their news and Real Estate news sites for Real Estate information. 

They read their news on Social Media news sites, Military news sites and Business News sites - millions of people are online everyday - reading their news online.

Publicity for Real Estate now seeks to build NAME RECOGNITION  for the Real Estate Agent, and draw the potential client into making contact with you.

Public Relation (PR) Agencies promote their clients, their services and often, their stories. But unlike advertisers, they persuade their external or internal audiences via earned methods. Whether it’s the traditional media, social media or speaking engagements, they communicate with their audiences through trusted sources.

To help the general public understand Public Relations and how to use these skills, and for those in the industry who need to explain their jobs to their grandparents, the occasional stranger, and friends, here are a few things everyone should know about Public Relations.

What Is Public Relations?

PR is the Persuasion Business. You are trying to convince an audience, inside your building or town, and outside your usual sphere of influence, to promote your idea, understand your services, support your position, or recognize your accomplishments. Here’s what the Public Relations Society of America PRSA agreed upon after a few thousand submissions:  “Public Relations is a strategic communication process that builds mutually beneficial relationships between organizations and their public.”

PR People Are Storytellers

They create narratives to advance their agenda. PR can be used to protect, enhance or build reputations through the media, social media, or self-produced communications.  A good PR practitioner will analyze the client, find the positive messages and translate those messages into positive stories.  

The Princeton Review notes that: “A Public Relations Specialist is an image shaper. Their job is to generate positive publicity for their client and enhance their reputation… They keep the public informed about the activity of individuals, celebrities, government agencies, explain policy, and manage political campaigns. Public Relations people may handle consumer relations, or the relationship between parts of the company such as the managers and employees, or different branch offices.”

Their Tools Include The Following:

• Write and distribute Press Releases
• Speech writing
• Write pitches (less formal than Press Releases) about a firm and send them directly to journalists
• Create and execute special events designed for public outreach and media relations
• Conduct market research on the firm or the firm’s messaging
• Expansion of business contacts via personal networking or attendance and sponsoring at events
• Writing and blogging for the web (internal or external sites)
• Crisis public relations strategies
• Social media promotions and responses to negative opinions online

How Is Public Relations Different Than Advertising?

Public Relations tastes great, advertising is less filling. There’s an old saying: “Advertising is what you pay for, publicity is what you pray for.”

Public Relations is earned media.  This means you convince reporters or editors to write a positive story about you or your client, your candidate, brand or issue.  It appears in the editorial section of the magazine, newspaper, TV station or website. So your story has more credibility because it was independently verified by a trusted third party.

Another huge difference is price.  PR firms charge monthly retainers or can be hired for specific projects. 

Advertising can be very pricey. A former client purchased one full-page ad in a weekly magazine that cost him $125,000.  He expected a wave of phone calls, viral media and multiple conversations about the ad.  He got zero.  

In contrast, getting quoted in the New York Times, Forbes and Reuters resulted in national speaking invitations, calls from new and existing clients, and solid credibility. Not everyone can afford $125,000, but advertising can be expensive when you figure the cost of the space or time plus the creative designs and production costs.  And most advertisements need to be repeated several times before the consumer can be influenced.

Because it’s in their best interest to sell you more ads, advertising folks tell clients what you WANT to hear. “Baby you’re the best! You just need to pay for a few months more for billboards and TV spots!”  Because PR people deal with image enhancement and creation of long-term relationships where your story often must be accepted by others (the media) before you obtain recognition, PR people tell clients what they NEED to hear.

There she is again, staring back at you from that "Ask the Expert" column in your local paper. Once again, that agent is building trust and familiarity with prospects that should be yours.

What's more, she's dispensing Real Estate advice that you could have penned with your eyes closed. Why does she have all the luck?

Answer: She doesn't. Luck has nothing to do with it! Nor does the right-place/right-time myth.

Publicity only comes to Realtors, and Brokers, who make it happen. 

Unfortunately, publicity is often overlooked as a key marketing tool to gain attention and interest in a service or office. Using publicity as a sales tool can be a much more effective method of generating sales than buying advertising, because people assume they'll get objectivity, and useful information, from articles, columns, news stories, radio and TV interviews, how-to pieces, and the like. 

Fortunately, today's technology makes massive publicity affordable for Real Estate Agents.

Multiple Choices

So what are your options? Let's take a look -- you could:

1. Appear on a Local Radio or TV Talk Show
2. Publish a Press Release 
3. Be the Subject of an Article in a Local Newspaper or Magazine
4. Write an Article or Column
5. Become Part of a radio Business Panel Discussing Issues that are Pertinent to Home Buyers or Sellers
6. Speak at Association Meetings or Chamber of Commerce Gatherings
7. Serve as a Resource for Reporters who need Background Information, Commentary and Opinions on            the Real  Estate industry
8. Participate in any of hundreds of Publicity Opportunities that increase your image, services                            and awareness. 

More Than Meets the Eye

Now, take a look at what the ideas above have in common: In each situation you're offering free, and useful, advice to consumers, or being helpful by offering yourself as a resource for reporters who need background information, commentary, and story ideas on the Real Estate industry.

That's what I like most about this marketing method -- not only does it help you, but it also helps other people. Call me a Pollyanna, but my personal beliefs and experience are such that "getting begins with giving." Witness this article. Someday, somewhere, someone in my target audience is going to size up my face and my words, feel a sense of trust with me because they gleaned a useful idea from what I offered through my media presence and then will make the effort to ask me about how I can help them.

Ironically, we shy away from