In part one of this series, we explored media relations as part of your PR efforts. In this issue, let's take a look at creating content and branding yourself – not only for use in media relations – but in every part of your marketing efforts.

Remember, it's not about one thing, it's about everything. Putting out a consistent message on a regular basis is the key to successful marketing. Consistency and tracking results are the two most critical elements of an effective marketing plan.

Do you ever wonder how many impressions does a consumer need to even notice your ad? According to Google Answers, the magic number is five.

"The more times people see an ad, the more likely it is to have an impact. The optimal number seems to change based on the industry and creative effectiveness, but results seem to indicate that a frequency of five impressions per target is the most efficient."

"The fundamental principal is that it takes five 'impressions' until you are alive in someone else's mind, i.e. until they feel connected to you and trust you."

Real estate is and always has been a "people business." People don't care how much you know until they know how much you care. The goal of your marketing is to create an online persona that people learn to know and trust.

Providing localized information and participating in the community is a must for any successful real estate professional. Branding yourself is part of that effort. There are a variety of ways to do that.

As I outlined in Part One of the Public Relations Series, utilizing the media as a public relations tool is just one of many ways to enhance your image, minimize costs and maximize profits.

Here are six other things you should consider as part of the public relations aspect of your overall marketing campaign.

1. Social Networking

If you are not utilizing Facebook as part of your marketing efforts, you are missing a huge opportunity. BUT, and this is a huge but, it must be done properly.

Most importantly, create a campaign (page or pages) that is separate from any personal page or pages that you may have. Once you get involved in this effort, you don't want to have to go back and start over. First things first. You need to make sure the page is set up to reflect your brand and market niche. If that isn't already done, that is where to start. (More on branding below.)

As you build your page, make sure to keep your work hidden from the public until it is ready for prime time.

Search out and "Like" and/or subscribe to real estate sites that are of interest to you, about your market or your specialty. Examples include the National Association of REALTORS®, your state AOR, specialty groups like the Certified Commercial Investment Manager (CCIM) designation, and/or other real estate-related organizations. You will be surprised how much is out there.

You can also set yourself up to receive posts and information from a wide variety of real estate-related portals such as Inman News, RIS Media, RealTrends, NAR Research, etc. This will act as a great knowledge base to tap for articles as part of your media relations efforts. It will also give you access to a wealth of information to share and comment on with your page "Fans."

Post articles with photos and/or graphics, videos and other media that is of interest to your sphere of influence on a regular basis. Again, you must deliver a consistent image as part of your branding efforts.

Here are a couple of examples of real estate agents taking on a different approach to Facebook: Jim Lee of Pourtsmouth, NH and Menifee Homes in Menifee, CA. Note the difference in styles.

While having an active presence on Facebook is a must, there are numerous other real estate-related communities online including ActiveRain.com with 320,000 participants and RealTown.com with 100,000 plus members. These sites offer the opportunity to network, ask questions, and participate in industry discussions and decisions and more.

Having your professional profile on LinkedIn is also a must. It is a great way to stay connected with industry colleagues and those you have worked with in the past. A good LinkedIn presence is also vital in portraying your brand to consumers first beginning their home buying or selling experience. And, a necessity for those seeking new employment opportunities. ;-0

You might also consider creating your own video for your websites that can be posted on YouTube. Online editing software makes it easy to create professional-looking presentations. Webinar authoring and virtual tour software has also become very-user friendly.

Get your profiles up and running in as many places as possible and make sure you keep them updated for new links and affiliations. While some social media may be over-hyped, it can be an effective business tool if done right.

2. Community Events

Two words: Get involved. Real estate has always been a people business and in today's free information world, relationship building is more important than ever.

If you are not already, become an active member of the local chamber and participate in as many events as possible. Not just brokers, but agents as well. Not only is it a great way to earn referral business, but also a chance to find local businesses that might consider helping you cover website costs in exchange for publicity.

3. Community Blog

A blog can be a powerful add-on to any website. It not only boosts the level of engagement with existing and prospective clients but increases your SEO visibility. Invite local groups to provide some of the content. Ideas include things like AYSO, Little League and other youth sports, the local business scene, community groups, church denominations and so forth. Most have a contact person who can assist you.

Having local, community content will also assist you in Search Engine Optimization when you link your blog, your website and other information sources.

4. Service Clubs

Local groups are perhaps the best marketing/referral opportunity out there, and not necessarily regarding membership. Providing members with regular updates on the local real estate market is much appreciated information to local homeowners. By establishing yourself as the local real estate expert, you open yourself up for speaking engagements. And not just for men's clubs, but also for the ladies as well. And, after all, they are the ones usually making the decision. ;-0

5. Fundraisers/Charity

As a REALTOR®, you are in a unique position to assist people in getting a piece of the American Dream. When I was at CENTURY 21, we were heavily involved in Easter Seals. We were raising more than $5 million a year. And 90% of it was spent in the local community. There were several brokers who built entire homes from donations and raffled them off with the entire proceeds going to the program.

Another great option is Habitat for Humanity, great for the community and a great PR opportunity as well. Get the entire office involved. This is a great way to give back and boost morale, and creates a great opportunity to network with local vendors.

And, nothing is as newsworthy are great people helping people stories. A top producer in Huntington Beach came up with an idea of donating safety cones to the local elementary school: A hit with the parents in the neighborhood he farmed and the local newspaper editor, as well.

6. Professional Image/Branding

Where ever you are, where ever you go, there you are. A great way to enhance your image is simply by presenting a professional appearance when out in public. This is part of the overall branding package.

The key to success is quality and consistency. Get your information together, in the proper format, with the right graphics and layout, and then make a list of every possible place you will use it. And then, get it out there in every way on every day.

These are just a few of the opportunities out there. All of these tips need to be looked at when sitting down to create your public relations plan for 2014. Remember, this is only a beginning and these are just part of your overall marketing plan.

And don't forget the most important part: Tracking. You don't know where you are going until you know where you've been. Tracking is the life blood of marketing. Like recruiting is the mother's milk of real estate. More on both later.

The bottom line: A good public relations campaign incorporates everything you are and everything you do. When it comes to the real estate business, you are the brand.

Rich Hudson is owner of One-Stop Desktop. The company specializes in keyword-rich, highly localized copy for real estate websites, website review and analysis, marketing and public relations, online publishing, social media and more. For more information, email Rich at [email protected].

To view the original article, visit the WebsiteBox blog.