Using Creativity and PR to Sell my Home

Due to a job relocation, we need to sell our Fort Myers Florida home. After 3 months of letting an agent use traditional marketing methods, I took action on my own.

My husband and I came up with a marketing idea to create dueling top 10 lists of the best features about the home. We thought this would appeal to men and women who tend to look for different things when they buy a home.

I used the PR web advanced release package to distribute a release about the top 10 lists to areas snowbirds come to Florida from: Boston (for Red Sox spring training), Minneapolis (for Twins spring training), Detroit, Chicago and Columbus.

On the day the release went live, more than 30 people viewed our listing on www.realtor.com. That number may seem small to some, but from 0 hits one day to 30 the next was exciting. Those were 30 more people than would have seen the listing otherwise. In addition, the release infiltrated the news feeds on real estate websites worldwide.

I also distributed the release to my Fort Myers media contacts. As a result, an article ran Sunday, September 19, in The Fort Myers News-Press. It appeared on the front page of the real estate section and featured several pictures of the home. The publication of this article also infiltrated the web and populated the news feeds on real estate websites around the globe.

Another tactic I used for this campaign was a blog. I created a blog to tell the stories of the home to help potential buyers see what a lovely, family-oriented home 11471 Persimmon Court is. Check it out: http://11471persimmoncourt.blogspot.com. Each time I write a new blog entry, I post it on Facebook and Twitter.

One exciting aspect of this campaign was that the Florida Association of Realtors wrote an article declaring the dueling top 10 lists a new "marketing tactic" in their newsletter. This was particularly exciting since part of what we were trying to do was create some action, activity and momentum in the real estate world! Perhaps this one little idea will help generate many more!

Two books were instrumental in my inspiration to create this campaign. The New Rules of Marketing and PR by David Meerman Scott and A Whole New Mind by Daniel Pink. If you haven't already read them, get going!

Will keep you posted when the house sells!

Workin' in the Media Biz

I had the distinct pleasure of receiving an email and call from a producer with NBC Nightly News with Brian Williams. How exciting for this Fort Myers, Florida-based girl!

The call was about my client, The American Shore and Beach Preservation Association (ASBPA). Nightly News is looking to do a story about the pros and cons of shoreline protection. They did the story many years ago, and are looking to revisit it again.

Shoreline protection is a highly debated topic in the coastal world. The engineers and scientists involved with ASBPA are very proactive concerning protecting America's shorelines, but there are scientists who are against it. I won't go into all of the details here, but you can visit the ASBPA website if you want to learn more.

When I received the email, I immediately began lining up the right people for NBC to talk to -- they were all gathered in Washington, D.C., for a Coastal Summit, so it was easy! While I was working on that, the producer follwed up his email with a call, and I had the pleasure of speaking to him and getting a better idea of what the story was going to be about. After our talk, I finished arranging the people and places for the interviews and emailed him the details.

Although I wasn't in Washington to meet the reporter and oversee the interviews, my cleint, Kate Gooderham, APR, CPRC, was. She and her husband, Ken, are co-executive directors of the ASBPA. Kate and Ken said the interviews went great!

Afterward, I was surprised to recieve thanks from the producer and reporter for helping them get the interviews they needed for the story. It was as if they were truly grateful. It just surprised me, because these are big-time producers and reporters -- they are used to dealing with big-time PR people. I'm just an independent consultant.

Throughout this process, I just thought I was doing my job. How exciting to receive that gratitude! Kate said the reporter even complimented us on the ASBPA website, which is very exciting! We've worked hard to make it a great source of information about the coast!

The other exciting thing about this turn of events is that the ASBPA has had a formal media relations program in place for about a year and a half now. Our program does not target the big news outlets. We target weekly coastal newspapers with the hopes that the bigger outlets will pick up on it -- and it has been working!

It feels so fantastic to see hard work pay off! It just makes you want to keep on going! Well, it sounds like the story will air next Thursday. I'll be sure to let you know how it goes.

Top 5 Tips to Craft a Media Release that’s worth a Million Bucks

Media releases have gained tremendous strength in recent years as search engine optimization has gained steam. Now, just by writing a news release and posting it online, you can drive visitors to your website – IF you do it right!

I learned a lot by writing and distributing the Million Dollar Coupon media release last year, so I thought I’d share a few tidbits about writing SEO releases with you in this column.

1. Write a fantastic, newsworthy release that is rich with key words targeted to your audience. Keep it short – around 500 words.

2. If you can, give your release a unique URL on your website, using key words.

3. Write a short summary to go under your headline – just one or two sentences – using as many of your key words as possible.

4. Include web page links to other pages on your web site – keep it to a maximum of one link for each 100 words in your release.

5. Take advantage of multi-media – add a downloadable photo and/or a short video. This gives journalists all the tools they need to write a story.

Although you can pay hundreds of dollars to have your SEO release distributed, there are many free and inexpensive news release distribution services out there today. You have nothing to lose by trying it!

Local PR Pro Susan Bennett, APR, CPRC told me about www.prlog.org, and a local colleague of mine, Tara Geissinger, co-founded www.onlineprnews.com. Check them out to learn more about how SEO releases can work for you!