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As a builder, you know that because of its editorial credibility, publicity has roughly ten times the impact of advertising. But is your publicity working as hard as it should to bring in qualified traffic.
Take a good look at your current PR agency. Are they enthusiastic? Do they continually come with new ideas? Are you an important client to them or one of many? Do you talk often with their top people?
If you decide to shop for a new agency, or hire an agency for the first time, it’s a good idea to determine what you want your public relations to accomplish and what kind of agency you might work best with. Evaluate up front the advantages and disadvantages of using a PR agency; the kind of services you may need and what they might cost, and how much time you will have to commit.
Here’s what typically happens . . . A builder interviews a few agencies at the builder’s offices, request proposals from each firm and hires whoever is cheaper. The whole process takes a few days, at most.
But we’d like to suggest a different approach. One which will take more time, but should result in a longer, more successful relationship with your new PR agency.
At that first meeting at your office, learn what the agency knows about the company then fill in the blanks for them. Tell them everything you can about your products, buyers, corporate philosophies, and the specific marketing challenges you face. See how they respond. Do they listen well and ask pertinent questions? Do they volunteer their thought? Do you think they’re quality people?
The first meeting should help filter the "yes" people, the people who are just trying to win your account and move on to the next new client. Most will promise great service and great coverage. But what you want to learn is how proactive they are with new ideas, how good is their relationship with the media; if they can come up with new solutions to marketing problems; if they understand and are involved in the industry.
After you have narrowed your choices down to two agencies, ask to meet at their offices. You’ll learn much more by visiting their turf than having them come to you again.
At this second meeting, notice how the agency has prepared for your visit. Does it looked organized and professional? Is their staff interested in their work? Listen carefully to their interaction. Do the various departments work well together and are they respectful to each other? Will they challenge you in a constructive way?
Be sure to meet with everyone who might work on your account. Suggest that you meet your new account manager’s office so they can see how organized he or she is or if they have family pictures or awards on the walls. Ask to see their writing samples. After all, you will be entrusting your company’s communication to this person and want to see first hand, how well they write.
After this very important meeting, invite the key people you will work with to lunch. A causal conversation in a social setting will likely tell you how much rapport you will have them. Remember the best relationship between client and agency is that of partnership. They will come to know your good side as well as your bad, and be able to position your company in the best possible light.
The extra time and energy you invest in researching your new agency is sure to save you considerable frustration and false starts. And better yet, the agency will sit up and take notice of your effort. They will see that your public relations program is important to you and they will respond accordingly.
How long have you been in business?
What other real estate companies do you represent?
Why should I choose your firm?
What additional service do you offer?
How much real estate experience has your firm had?
Who are your past and present clients?
Who will be working on my account?
What kind of journalism experience have you had?
What if I don’t like them?
What are their other accounts?
Who supervises these people?
How strong are your relationships with the press?
How much time will be required from me?
Who will develop new ideas and how often?
How long will it take before I see my stories in print?
What happens if I don’t like what I read?
How do you charge and what gets included?
How are you accountable for your work?
How do I resign the account?
What do I pay extra for?
Who do I talk to if there’s a problem?
Be specific about what you expect from them and in what time period. Demand accountability and periodic reporting. Don’t be quick to pull the plug.
--Richard Mandolick, Concord Homes
Trust your gut and make sure the chemistry is right. Don’t expect immediate results; the payoff comes after a period of time.
--Steve Good, Sheldon Good and Company
