In partnership with

Read time: ~10 minutes

Welcome back.

In this edition, you’ll learn a PR tactic that can multiply your brand’s awareness and ability to generate leads, our favorite new tool for creating and launching custom apps for creative lead generation, and how Zillow’s new listing access standard could impact the real estate industry.

If you're new here, don't worry. We've got you covered. Our previous editions are a treasure trove of tips, tools, and news. Check them out to stay ahead of the game.

Or, if you’re caught up, let’s jump right in.

In this, and every, edition you can expect…

• One actionable tip that can immediately boost your lead generation

• One handy tool that can simplify your tech stack management

• One essential news story

…and to get at least 1% better at generating more of the right type of leads.

Learn AI in 5 minutes a day

This is the easiest way for a busy person wanting to learn AI in as little time as possible:

1. Sign up for The Rundown AI newsletter

2. They send you 5-minute email updates on the latest AI news and how to use it

3. You learn how to become 2x more productive by leveraging AI

Sign up to start learning.

How This PR Tactic Can Supercharge Your Lead Generation

Real estate marketing has become increasingly competitive, making it essential for agents and brokers to find innovative ways to stand out. One highly effective method gaining traction is leveraging public relations (PR) to build brand awareness and capitalize on the "Earned Media Multiplier Effect."

In this article, we'll explore exactly what this multiplier effect is, why it's crucial for real estate professionals, and how you can implement it to generate more buyer and seller leads.

What is the Earned Media Multiplier Effect?

The Earned Media Multiplier Effect occurs when your marketing efforts resonate so strongly that they trigger organic sharing, dramatically amplifying your initial reach. Instead of relying solely on paid placements, this approach harnesses emotional reactions and organic engagement to exponentially increase visibility and awareness.

For real estate agents, this means creating content or campaigns compelling enough that they naturally spread across social platforms, local conversations, and media outlets, significantly extending your marketing budget and effectiveness.

Why PR and the Earned Media Multiplier Effect Matter Today

Visibility in search results—and increasingly in generative AI search results—depends heavily on genuine brand recognition.

PR initiatives that lead to earned media coverage not only amplify your reach but also enhance your credibility.

This credibility significantly improves your ranking in both traditional search engines and emerging generative search tools used by prospective buyers and sellers.

Mechanisms Driving the Earned Media Multiplier

To successfully leverage this strategy, it's important to understand the mechanisms driving it:

1. Algorithmic Distribution: Social media platforms prioritize content with high engagement. When your content gets significant likes, comments, or shares, these platforms actively push your posts to larger audiences, amplifying your reach organically.

2. Person-to-Person Sharing: People share content that resonates emotionally, aligns with their values, or provides social currency. Effective real estate content that evokes these reactions can spread rapidly through personal networks.

3. Cross-Platform Migration: Highly engaging content often moves beyond its original platform. A video created for Instagram might be reshared on Facebook, TikTok, Twitter, or even featured in local news outlets, broadening its audience substantially.

4. Media Coverage Amplification: When content gains traction on social media, traditional media outlets (like local news or real estate blogs) often pick up the story, further amplifying your visibility and credibility.

Real Estate Example: The 'Ghostface' Viral Listing

An exceptional example from the real estate industry is the 2019 viral "Ghostface" listing from Michigan agent James Pyle.

By creatively photographing a property with the iconic "Ghostface" character from the Scream movie franchise, the listing received over 5 million views within five days and extensive national media coverage, resulting in rapid property sale.

Implementing the Earned Media Multiplier for Your Business

Here are clear, actionable steps to leverage earned media effectively:

Step 1: Identify Unique Selling Points Every property or agent has unique attributes. Highlight these—such as historical significance, distinctive architecture, neighborhood appeal, or unique selling techniques—in creative campaigns to capture attention.

Example: If you're listing a historic home, emphasize its unique history in an engaging, story-driven social media post or video to ignite interest and organic sharing.

Step 2: Create Shareable Content Develop content specifically designed to evoke strong emotions or curiosity. Short, engaging videos, behind-the-scenes glimpses, or compelling stories about homes or satisfied clients often perform exceptionally well.

Example: Create a short, emotional video capturing a first-time buyer receiving the keys to their home, encouraging viewers to share the joy-filled moment.

Step 3: Engage with the Community Become actively involved in local events and charitable activities. Share these interactions on your social channels to build goodwill and genuine connections with your community.

Example: Sponsor a local event and document it through engaging social media stories, showcasing your commitment to your community.

Step 4: Leverage User-Generated Content Encourage your satisfied clients to share their positive experiences publicly. Authentic testimonials and shared posts greatly enhance your credibility.

Example: Run a monthly feature highlighting a client's success story, encouraging them to share it on their networks, expanding your reach organically.

Measuring the Success of Your PR Efforts

To evaluate your earned media effectiveness, track the following key metrics:

• Website Traffic: Monitor traffic spikes following your PR campaigns.

• Lead Generation: Assess increased inquiries or contact form submissions after significant media attention.

• Social Media Engagement: Track likes, comments, shares, and mentions across platforms.

• Media Mentions: Use monitoring tools to quantify how often your brand is referenced by local or national media outlets.

Final Thoughts to Leverage PR for Sustainable Real Estate Growth

Investing time and creativity into PR and earned media campaigns positions your real estate brand for enhanced visibility, improved credibility, and ultimately, more qualified leads. By strategically applying the Earned Media Multiplier Effect, you not only maximize your marketing budget but also significantly amplify your potential client base.

Your next step: Identify one unique selling point or client success story and build a compelling PR initiative around it today. Witness firsthand how the Earned Media Multiplier can elevate your real estate business to new heights.

How This Tool Can Benefit Real Estate Agents

Firebase Studio empowers real estate professionals to create custom applications that cater to their specific business needs without the traditional complexities of app development. Specifically, Firebase Studio enables you to:​

✔️ Enhance Client Engagement: Develop apps that offer virtual property tours, appointment scheduling, and personalized property recommendations.

✔️ Streamline Operations: Automate tasks such as lead management, client communication, and document handling through custom app functionalities.

✔️ Differentiate Your Brand: Offer a unique digital experience to clients, setting your services apart from competitors.

Examples of Use Cases:

Virtual Property Tour App:
Create an app that allows clients to explore property listings through high-quality images, videos, and interactive floor plans, enhancing their browsing experience.

Client Management System:
Develop a platform to track client interactions, manage appointments, and store essential documents, improving organization and efficiency.

Neighborhood Guide Application:
Build an app that provides clients with information about local amenities, schools, and community events, aiding their decision-making process.

How to Get Started

1. Access Firebase Studio: Visit Firebase Studio and sign in with your Google account.

2. Initiate a New Project: Use the App Prototyping agent to describe your app idea in natural language, and Firebase Studio will generate a functional prototype.

3. Customize Your App: Utilize the integrated IDE to modify your app's features, design, and functionalities, with AI assistance available for coding tasks.

4. Deploy and Share: Once satisfied with your app, deploy it using Firebase App Hosting and share it with clients or team members for feedback.

Why Firebase is a Game-Changer

By simplifying the app development process, Firebase Studio enables real estate agents and brokers to create tailored digital solutions that enhance client experiences and streamline business operations. Its AI-powered tools and user-friendly interface make it an invaluable resource for professionals aiming to innovate and stay competitive in the digital age.​

Ready to revolutionize your real estate services?

Explore Firebase Studio today and transform your app ideas into reality with ease.

Zillow’s New Listing Access Standards

​Zillow has unveiled new listing access standards aimed at promoting transparency and equal access in the real estate market. Effective May 2025, any property publicly marketed—be it through yard signs, social media, or brokerage websites—must be submitted to a Multiple Listing Service (MLS) within one day and be published on Zillow and other platforms that receive MLS feeds. Listings that don't adhere to this policy will not be displayed on Zillow or Trulia for the duration of the listing.

The Rationale Behind the Policy

Zillow's initiative aligns with the National Association of Realtors' Clear Cooperation Policy, emphasizing that all buyers should have equal access to property listings. The company argues that selective sharing of listings—often termed "pocket listings"—can create confusion and distrust among consumers. By ensuring that publicly marketed listings are widely accessible, Zillow aims to foster a more transparent and equitable marketplace.​

Impact on Realtors and Lead Generation

For real estate professionals, this policy shift underscores the importance of broad exposure for listings. Agents who previously relied on limited or exclusive marketing strategies may need to adjust their approaches to comply with the new standards. However, this change also presents an opportunity to reach a wider audience, potentially increasing lead generation and fostering greater trust with clients.

Actionable Strategies for Realtors

1. Ensure Timely MLS Submissions: Develop a streamlined process to submit listings to the MLS promptly upon any form of public marketing. This ensures compliance with Zillow's standards and maximizes property visibility.​

2. Educate Clients on Listing Practices: Inform sellers about the benefits of broad marketing exposure and the implications of the new policy. Emphasize how widespread visibility can attract more potential buyers and potentially lead to better offers.​

3. Leverage Digital Marketing Tools: Utilize digital platforms and social media to promote listings, ensuring that all marketing efforts are synchronized with MLS submissions. This integrated approach can enhance reach and engagement with prospective buyers.​

By adapting to Zillow's new listing access standards, Realtors can not only ensure compliance but also capitalize on the opportunity to connect with a broader pool of potential clients, ultimately strengthening their position in the marketplace.

Thanks for reading.

See you next week.

The Real Estate Marketing Update Team @ imFORZA