How to Leverage Local Media Partners to Increase Visibility in Your Community

Press coverage isn’t just for large, well-known corporations. In fact, there is an abundance of opportunities independent mortgage broker shops can take advantage of when it comes to local media, specifically.

In general, there are two areas you’ll want to consider – earned opportunities, where there are no dollars behind the story, and paid opportunities, where you’re putting money behind assets such as advertorials or sponsored segments.

Let’s take a look at the different ways you can partner with local media outlets to further your credibility and brand awareness in the local community.

Earned Media Opportunities

An earned media opportunity means you’re not paying a media outlet for the publicity. If you present a compelling enough story to a reporter that viewers are likely to connect with or care about, they may choose to report on it, resulting in free coverage for you and your company. Just remember, in these cases, the journalist and/or media outlet ultimately has control over the story and you may not always get the outcome you initially envisioned. Let’s go over some potential topics you can share with or pitch to local media.

Company announcements

Compelling company announcements are a great way to garner positive media coverage for yourself, your company and/or your brand. Perhaps you’re in the midst of a hiring surge and are providing important employment or educational opportunities for people in the area, or you’ve made a significant contribution to the community or an organization that’s helping people. These are things that may pique a reporter’s interest, giving you the chance to be in the spotlight.

A general rule of thumb when working with local media is to ensure that whatever you’re pitching to them has some sort of impact on or relation to the local community. Think about the stories that grab your attention when you’re watching a news show, or what makes you stop scrolling as you go through news updates on your phone.

Thought leadership

As an independent mortgage broker, you have a niche expert knowledge of the housing industry and the market in your area that can be extremely beneficial for a reporter. This presents you with countless opportunities to offer up your perspective and expertise when it comes to specific trends within the industry that may be impacting the local community.

Pay attention to what your local media outlets are covering. If they’re frequently covering the housing industry, take the time to reach out, introduce yourself and let them know you’re at their disposal should they need a perspective from an industry professional. On the other hand, if they aren’t covering the housing industry, reach out and pitch them a story idea you’d like to see them cover, and offer yourself as an industry expert to provide additional insight. This can further establish your credibility within the local community and keep you top of mind when mortgage or housing-related topics or questions arise.

Paid Media Opportunities

If you’re looking to secure an immediate story placement where you have full control of the messaging, a paid media opportunity may be something you want to invest in. Let’s take a look at a few options you have when it comes to local media.

Paid broadcast segments

If it’s your goal to be featured on your local TV or radio station, with full control of the content, consider investing in paid segments. Opportunities vary by location and station, but there are common options that you’ll likely come across. For example, you could sponsor segments offering tips for those looking to purchase or refinance a home. Often times, you’ll be able to provide a company spokesperson for the segment, whether that’s you or a colleague, who would be on air with the reporter. This ensures exposure for your business, and allows the community to get to know you and the services you can provide.

If you’ve ever heard a segment on the radio where the host highlights a local business and the services they provide, it’s likely that someone paid for that advertising. That’s because some TV and radio stations allow you to pay to have them read a specific message or cover a topic of your choosing, but don’t require a one-on-one interview with a company spokesperson. Rather, the news anchors or hosts will highlight aspects of your company, such as the services you provide or hiring needs, and weave it into their show casually. This is a great way to ensure your key messaging comes across accurately to listeners and viewers.

Sponsored print or digital content

Sponsored content, also known as an advertorial, is a great way to get your name out there as a thought leader. For these opportunities, you’ll typically get to work with the advertising team at a specific outlet or publication and determine the topic you’d like to cover. Depending on the outlet, you may be responsible for drafting the content on your own, or they may have a team of content specialists who will write it for you. This guarantees full control over the material that is published, further giving your company publicity and credibility within the local community.

When it comes to leveraging media in your area, relationship building is key. Take the time to get to know local reporters or providers – grab coffee with them, follow their stories and engage with them on social media. Once these relationships are established, you’ll have a better chance of securing more of that earned coverage. If you’re looking for immediate coverage with controlled messaging, consider looking into the wide array of paid opportunities that your local media outlets offer. Getting your name out there in a positive light to the local community can be very beneficial to your business, so take advantage of as many opportunities as possible.

Are you interested in starting a career in the mortgage industry? It’s easier than you might think, and our team at BeAMortgageBroker.com is here to help you every step of the way.