Rodger L. Associates, Public Relations

04/01/2020

You can post on social media and reach just a few people or a huge number of people depending on the size of your audience and the number of shares you get. But don’t focus just on social media. If you have a compelling, newsworthy story, you can also use a press release to the mass media to get even more exposure.

I specialize in writing press releases that meet the standard of the news media in style, content and importance.

Press releases can be an effective form of marketing for all types of industries, even real estate developers and builders. If done correctly, they can help build a your brand, create goodwill in the local marketplace, and sell more services, products or even houses, especially now during this pause.
For example, when Cedar Pass Ranch started, about 20 years ago, the developer was experiencing slow sales. I had been using press releases to market real estate since the ‘80s, so after they brought me in and I placed several press releases in the Daily Herald and also designed the developer’s print ads, sales jumped. That helped the developer spin off into The Ranches and other Eagle Mountain subdivisions.

For the local, small business owner who does have a PR person on staff, press releases are still important. Use them to call attention to yourself when you receive an award, for example. Or you can piggyback off of national news by offering an opinion, solution or other information tied to the event. Or you can tie your story to seasons or popular holidays. But avoid special offers as news because that is really advertising/spam.

With that in mind, here’s some sage advice from PR guru and blogger Charles Gaudett: “Press releases are not a pitch fest, and the media is not interested in promoting you for the sake of you selling more products. That's the fastest way to be ignored. On the other hand, a strong press release is a platform for you to share expert advice, opinions, or information on a topic relevant to the journalist and their readers. Today's most helpful press releases include proof in the form of references and statistics.”
Besides targeting reporters and the mass media with your story there are other ways to use your press release.

You can create a landing page on your website linked to your press release so readers can learn more about your company. Check out my consulting services to learn more about this.

Publish your article on as many websites as you can. This is an SEO strategy because any articles that link to your website increase your link popularity.

Social media marketing is still important. Post your press release on all the relevant social media sites. The success will depend on how remarkable your product or service is, but it must be noteworthy.

Getting your story in a business blog can also be effective. With consistency, a blog can become a buzz machine.

Of course sending a story to various news outlets can have a tremendous impact and once published or used as a source in another news story can have a positive affect on your bottom line. I have access to several news release services that specialize in placing your story. The end result of all this is more website visitors, more interest and inquiries and more sales and growth.

That’s what it’s all about, isn’t it?

Find my rate sheet on this page and let’s have a conversation.

03/23/2020

Are you wondering if press releases will work for your business? Here's a great post on how to measure the value of a press release. Let's start a conversation. You'll find me at 801-360-9133.

Demonstrating the value of news releases can improve PR’s standing in the organization. Fortunately, media monitoring and measurement services make that easier than ever.

03/21/2020

Good communication is valuable in any business. You’ve heard the phrase, “content is king.” How is your content? Have you ever tried to get content into your daily newspaper, trade magazine or local blog?

I’ve been writing professionally since 1972 and I know that every business has a story to tell. But what’s the best way to tell it? The Internet is valuable, but it isn’t the only way. I write press releases, articles, and other communication to bolster your business in the public interest. You can also use my services for your SEO.

Check out my rate sheet pinned to the top of this page and let’s have a conversation.

Communication is a crucial issue, which must be addressed as a priority, because of the lack of understanding about what communications, or public relations does for your business.

11/27/2019

Read this, then let's get together and come up with some good story ideas to pitch your business during the holidays.

December is an ideal time for sending media pitches and getting publicity.

09/09/2019

New survey shows news stories influence consumer purchases better than digital advertising. Do you have a story to tell? I can help you tell it in a news story. Let's talk.

Brands may wish to rethink their PR and marketing strategies, given new research that shows earned media drives more brand awareness and many more purchase decisions than advertising. U.S. consumers say earned media mentions are more likely to convince consumers to purchase products: 30% of consumer...

07/03/2019

Videos are such an important tool today. Back in the early 70s I did a research paper that showed that film was the most memorable medium at that time. Things haven't changed that much, just technology.

07/01/2019

Are you an executive and wondering what PR does? Read this:

A surprising number of business executives and managers don't have a good understanding of the PR function in their organization.

05/01/2019

One of the people in public relations I admire wrote this a while ago. It still applies. Happy to write your press releases!

“Are press releases still relevant? Should we be producing them?” New clients frequently ask this, and it’s a fair question. A lot has changed since I wrote my first press release in 1987 (yes, I was only a teenager and yes, you’re welcome to do the math). I haven’t written a tri-fold broc...

04/04/2019

Coldwell Banker has launched a new marketing studio. Add my news release service and we have a winning combination for Realtors, builders and developers.

Today, Coldwell Banker NRT announced to the world that we have launched The Studio — the nation’s largest in-house marketing agency exclusively serving the real estate industry. The Studio is completely dedicated to supporting Coldwell Banker NRT affiliated agents, who have sole access to this d...

03/24/2019

Here's great advise on how to become an effective conversationalist.

You'll be amazing by where the conversation goes.

03/01/2019

I use press releases in my real estate business. I can help you the same way in any business. Here's an example:

One of the issues Realtors often run into is whether potential buyers should buy now or wait and save for the down payment.

“The answer is, it depends,” said Rodger Hardy, a Realtor with Coldwell Banker Residential Broker in Orem, Utah. “Many potential buyers qualify for no-down mortgages, such as Utah Housing, USDA Rural Housing or loans backed by the Veterans Administration. They may also qualify for a down payment assistance grant,” he said.

However, potential buyers must be able to qualify for those loans, including having their debt to income ratio in line.

“I can understand young buyers wanting to have a better down payment when they buy a home. They are not alone in thinking that way. But let’s take a moment and assess how that thinking applies to current market conditions,” he said.

In 2018 Utah County home prices increased some 9.2 percent, including all residential types. Home prices will likely go up about half that much this year. But even if they go up just 5.5 percent, that’s more of an increase in wealth than they’ll get stashing their money away in a bank, he asserted.

“You see, bank saving accounts are the most inefficient way to gain wealth there is. If they qualify for a no-down Utah Housing loan their newly purchased home will likely gain them much more wealth in the form of equity quicker, then if they wait to buy,” he added.

In just a few months the home they wanted could be more expensive than if they bought it now as prices and interest rates continue to rise.

Down the road as the home increases in value the likelihood of refinancing to a lower interest rate increases until they have 20 percent in equity.

“There are no signs of a housing bubble like 2008. We are in a very different market now,” he said, referring to the housing crash of a decade ago.

“Another issue with waiting and saving, rather than buying now, is that they have no tax advantage with socking money away in a normal savings account, which is taxed as ordinary income. On the other hand, homeowners get a huge tax write off on the interest they pay on their mortgage. Think of the advantage a first-time buyer has with a no-down program like Utah Housing, Rural Housing, VA or even a grant program. Paying a mortgage becomes a form of forced savings.

“Not only that, buying a house is like adding at least four kids to your family as far as tax deductions are concerned. You can claim that right now, reducing the tax bite on your salary.

“Also consider inflation. While money is sitting in a savings account it is likely losing more value than it is earning in interest, but buying a home is a more wealth-building investment as it gains value. A dollar buys less tomorrow than it does today.

Hardy suggests that if a family, couple or individual buys a home now for the average Utah County price, about $350,000, for example, and put nothing down using one of those available programs in a year that home could be worth 5 percent more, or $367,500. Real estate researchers predict an average 5 percent appreciation rate in 2019. According to the Federal Housing Finance Agency’s Quarterly Home Price Index report home prices across the nation are already up 5.7 percent from a year ago.

“Which way would you be better off,” he asks, “buying now or saving for a down payment when you may qualify for a no-down mortgage, depending, of course, on individual circumstances.”

Dividing the Utah County market into two categories, single-family and attached housing (condos, townhouses and twin homes) appreciation becomes a bit more defined.

From January 2018 to January 2019 the median sales price for a four bedroom, three-bath, 2,800-square-foot home rose from $320,790 to $345,000, an increase of 10.3 percent, according to the Wasatch Front Multiple Listing System. The average market was 45.3 days with sellers getting 97 percent of asking price.

In the attached home market, condominiums, townhomes and twin homes, the median sales price for a three-bedroom, two-bath, 1,628-square-foot residence rose from $213,715 to $239,900, an increase of 12.2 percent, according to the MLS. The average market time was 24 days with sellers getting 99 percent of their asking price.

“So before you decide to wait it out and save for a higher down payment, especially if you qualify for a no-down mortgage, carefully consider your next best step,” he said.

Hardy has been a licensed Realtor in Utah since 1994. To contact him call 801-360-9133 or email him at [email protected].