For many people, “public relations” is unknown territory. Sure, most understand it relates to the media and how a company, person or item is displayed to the public at large. However, they don’t understand the ability to, or importance of, influencing and managing PR. When we first discuss PR with our selling and brokerage partners, I am often surprised at how many confuse it with advertising. Yes, public relations is exposure to the world, but in most instances it is exponentially more valuable than paid, non-permission-based ads. What do I mean by that? I’ll explain…

According to Wikipedia, “Advertising is a form of communication for marketingand used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action.”

Key words: Encourage. Persuade. Manipulate… Action. Advertising is PAID for by the person or company trying to persuade. Seeking to manipulate.

“Public relations (PR) is the practice of managing the spread of information between an individual or an organization and the public.”

Key words: Managing… Information.

In short, the public reads, hears or sees articles in the press, which are managed through public relations, and understands them as information. The media exists to spread news. To tell an unbiased (supposedly) story. It is then up to the reader, viewer or listener to absorb that information upon their own accord.

On the contrary, advertising is interruptive. A nuisance. Bright graphics, bold fonts, ALL CAPS. TRYING TO GRAB ** YOUR ** ATTENTION. Though smart advertising efforts have a positive ROI, a newspaper ad will never be as influential to the target market as a positive article written by a reporter unrelated to the outcome — a 30-second commercial never as impactful as a company profile on CNBC’s The Closing Bell (ie, my recent interview).

Which brings me to my point…

As they relate to Concierge Auctions, marketing and sales efforts are essential in selling any piece of property. But traditional marketing and sales efforts are in place to target specific individuals that are interested in the property to be sold. Public relations efforts are used to extend the reach of the sales process and identify leads that may not surface with traditional marketing and sales efforts. At Concierge, we encourage reporters to tell our stories to the public and, in turn, attract the interest and trust of prospective buyers. And with the properties we represent — great stories they are! Beautiful homes, interesting client backgrounds, and incredible purchase opportunities.

To ensure widespread, controlled media coverage for our company and clients, we maintain a strategic affiliation with Rubenstein Public Relations. They help us to make sure our voice is heard, but also that the ‘correct’ message comes across. Rubenstein works with media to ensure that the true story makes it to print every time.

Previous exposure of Concierge Auctions properties has included articles in national/international publications like Forbes, The Wall Street Journal, The New York Times, Financial Times, and USA Today, as well as innumerable features in local publications. We have also had coverage on dozens of television news programs, both locally in the markets we have served and national/international such as Access Hollywood, Inside Edition and CNBC’s, Closing Bell. This exposure has not only helped us to sell our properties but also to enhance our brand recognition and reputation.

The point here is not to brag. The point is that Public Relations is extremely important in selling high end real estate, but particularly in the luxury sector. And even more crucial — from a “big picture” perspective — to grow the public’s awareness of any company.

For more on our PR strategy and the auction process more generally, click below for 7 Steps in the Real Estate Auction Process.