John Manning, Owner of RE/MAX On Market, is no stranger to hopping on media opportunities under a tight turnaround. A quick responder with incredible wit, John has become a go-to when it comes to media inquiries for his data-informed insights and near decade of industry experience. Throughout the summer he landed coveted placements in The Seattle Times regarding the latest local MLS data, U.S. News & World Report with tips for buying a home to list on AirBnb and Forbes with insights around what kind of home one million dollars would buy in Seattle. Keep up the amazing work, John!
How to Place Contributed Articles to Highlight Expertise and Raise Brand Awareness
Have you ever opened a real estate magazine or been browsing your favorite housing-focused website and thought to yourself, “I could write a better article than this,” but quickly dismissed the thought? That is a PR opportunity missed!
Despite popular belief, you actually do not need to be a journalist to get an article published – just a subject matter expert who has an understanding of what their audience would want to read and where they consume content. Authoring real estate-focused articles can be an incredibly effective tool to establish credibility within your region and will ultimately position you as an expert or thought leader in the industry. Here are some steps to take to make this happen:
Identify an Outlet
Identifying a publication could be as easy as flipping through your favorite local newspaper, business journal or scanning your favorite realtor trade websites. Ask yourself, “where would my content fit best?”
Understand the Guidelines
Once your target outlet is identified, call or email the news desk or editor and confirm their contributed content policies and article specifications. Many publications have a simple set of editorial guidelines which includes suggested article length and content requirements.
Develop an Abstract
Before accepting your pitch, many editors require a submission of a simple one-paragraph abstract summarizing the byline proposal. The subject of the piece must be nice content fit in the outlet you are reaching out to. To select a theme, consider, “what problem should I address and what solution can I provide?” Or, is there perhaps a lesson learned you can discuss?
Write the Article
When your topic is selected, it is time to get writing! As you dive in, you should plan to tout your knowledge and expertise without overtly promoting your service or business, as that is often frowned upon by editors. An option to circumvent this issue is to provide client anecdotes (with the client’s permission) to highlight real-life experiences, to illustrate a problem that was solved and to indirectly allude to your experience in the space. It is also worthwhile to point to industry research or highlight third-party trends to further validate your position on a topic.
Promote the Byline
If the editor allows it, it is recommended to include a web address, headshot and your contact information alongside the byline. Also, once published, ask the editor permission to promote via social media and your LinkedIn pages to further spread the word!