Positioning an executive as a thought leader in their respective industry is a tried-and-true PR strategy. But figuring out how best to disseminate information in a way that resonates with journalists requires a thoughtful approach, informed by knowledge of the real estate industry and media landscape.

One great success story is the work we’ve done in solidifying Jeff Benach, principal of Chicagobased Lexington Homes, as an industry expert and authority figure on new-construction home marketing and sales. In fact, Lexington was Taylor Johnson’s first client when our firm launched in 1977 — and we’ve enjoyed a 40- plus-year relationship that has transcended multiple market and economic cycles.

Over the course of TJ’s partnership with Lexington Homes, TJ has positioned Benach as an expert source on townhome and singlefamily home sales in both consumer-focused and trade publications, locally and nationally. The resulting stories have covered real estate sales and marketing strategies, the state of the market and home design trends, among other topics.

Nationally, TJ has secured coverage for Benach in prominent industry outlets including Builder, Professional Builder, New Home Source, Realtor Magazine/Realtor.com, Curbed and Forbes. He was also quoted in an Associated Press wire story picked up by U.S. News & World Report and syndicated in newspapers across the country. In Chicago, Benach is a regular in publications like Crain’s Chicago Business, the Chicago Tribune and Chicago Agent magazine, where he weighs in on topics like how reality shows depicting home sales and renovations compare with real life, and lessons learned from his own homebuying experience. He’s been featured on TV over the years too, including an appearance on FOX Business.

The result of establishing Benach as an industry stalwart is that media often contact us requesting his insights on the market and the latest homebuilding trends. It takes persistence, consistency and responsiveness — as well as commitment by the client to a PR program — to establish an executive as a go-to expert, and TJ has the knowledge, relationships and expertise to do it right.

Clips

As Housing Market Wavers, Brokers Strategize to Get Buyers
U.S. News and World Report

The Rise Of Single Buyers And How They Will Impact The Industry
Builder

Home Buyers Growing Attached To Thought Of Townhome Living
Forbes

‘They Slap Lipstick On A Pig’: What Chicago Real Estate Experts Think Of The HGTV Effect And ‘Windy City Rehab’ Woes
Chicago Tribune

Homebuilders Offer Rate-Shy Buyers A Pacifier
Crain’s Chicago Business