Start spreadin’ [your own] news

Have you recently launched your Agent XSite or redesigned it (especially since we gave you all of those new features new content pages and designs)? Did your recently hire a new associate? Recently celebrate your 1,000th sale? Why not issue a press release about it? Submitting press releases to local media outlets can be an effective way to generate buzz and credibility about you and your company and, ultimately, capture new business.

While traditional advertising is effective for delivering a controlled message to your target customer, a press release is written to appeal to a journalist so he or she will include it in their publication. The journalist is not someone who is seeking to buy your product or service; rather, he or she is looking to fill a news need. That's why every press release should offer something newsworthy. Rather than answering the question, "What's in it for me?" as you would for an ad, you should ask question, "Why would [publication] readers care?"

If you are submitting your release to an industry publication, you may want to review the hot stories and topics it is currently covering and tie your release into that. If you want your release to appear in a local publication, try to incorporate how your release affects the community. Example: "Local agent donates $1 million to local charity."

Still not sure about what to include in your press release? Here are some more ideas that many journalists will deem "newsworthy":

• Announcing a new hire or promotion,
• Celebrating an anniversary or other major company milestone,
• Opening up a new or branch office,
• Receiving an award or recognition,
• Participating in a charity event or making a donation
• Announcing a new partnership,
• Issuing a position statement on an issue that affects the real estate industry,
• Expanding your coverage area,
• Announcing that you will be serving in a leadership position in a community or professional organization (such as your local Board of REALTORS®) or
• Sponsoring an educational seminar (such as a first-time homeowners workshop).

In addition to boosting your notability in the community, posting your releases on your website can be an effective way to promote to your online prospects. Your XSite's content includes customizable press releases on topics such as "Website Launch," "New Staff," and "Milestone." You can edit them to reflect the specific topic you'd like to publicize or create your own press release from scratch. Go to Step 6 of your Agent XSite to view your customizable press releases.

Getting your press release published in the media can expose your company to the masses and, hopefully, generate more business for you. Consumers tend to trust the opinions of independent third parties, such as a reporter or broadcaster. Undoubtedly, it is those reporters and broadcasters who are directly influenced by a well-written press release!