When Barbara Corcoran launched The Corcoran Group in New York City, she didn’t wait for the media to discover her. She made herself the news.
Every quarter, she published The Corcoran Report
A breakdown of the Manhattan real estate market. It was filled with pricing trends, market insights, and her expert commentary.
She didn’t just send it to clients.
She sent it to every news outlet,TV stations, radio shows, newspapers, and magazines.
Journalists didn’t have to go looking for the story.
Barbara gave it to them, already written and ready for print.
That strategy made her the most quoted real estate expert in the city.
And it worked for me, too.
In 2014 and 2015, I launched The McLean Report
A quarterly review of the real estate market in North Central Washington. It covered:
- Sold homes
- Pending transactions
- Days on market
- New listings
- Inventory levels
- My take on market trends
I created a professional 5–7 page report and sent it to every media outlet,local TV, radio, newspapers, and business journals.
What happened next?
They started calling me.
I was invited for interviews on local news and radio shows.
My market insights were quoted in articles.
I became the trusted expert in the area,not by accident, but by intention.
Here’s the Million Dollar Principle:
Don’t just read the news. Be the news.
If you’re a team leader, you have to position yourself as a thought leader.
- Your clients are looking for certainty.
- Your community is looking for answers.
- The media is looking for content.
Step up and be the authority.
Start with this checklist:
✔️ Create a branded, quarterly market report
✔️ Send it to the local media as a press release
✔️ Follow up with a call, introduce yourself as their local real estate expert
✔️ Offer to comment on housing trends and local real estate news
✔️ Speak at Chamber events, community groups, schools, and business meetings
You don’t need a PR agency.
You need initiative.
The media is hungry for local experts.
You just need to show up consistently and confidently.
Team Leaders:
If you want your agents to sell more homes, build trust in your brand, and attract better talent,
start by owning the narrative in your community.
