Why Digital PR Could Decide Which Real Estate Agents Win the AI Search Era

Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand, where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs.

In this episode, Chris and Nick break down four PR strategies for real estate brokerage owners and agents. They explain how expert commentary, hyperlocal digital PR, authority PR, and contributor opportunities can help agents build trust, strengthen their personal brands, improve visibility in Google and AI search, and generate better-quality leads than traditional pay-per-lead models.

 

Key Talking Points

✅ Why PR Works for Both Brokerage Owners and Agents. The press does not necessarily care whether someone owns the brokerage or works as an individual agent. What matters is whether they have relevant credentials, useful insights, and a strong response to the journalist’s request.

✅ Building Authority Across an Entire Team. Brokerage owners can build visibility around multiple agents rather than relying on one spokesperson. The more recognized experts the firm develops, the greater the potential compounding effect across the business.

✅ Strategy One: Expert Commentary. Journalists regularly use platforms such as HARO, SOS, and ResponseSource to find licensed real estate professionals who can provide quotes for articles.

✅ Why Expert Commentary Is the Best Starting Point. Unlike outbound campaigns, these opportunities already involve journalists actively searching for an expert. Agents simply need to identify relevant requests and provide useful, timely commentary.

✅ You Do Not Need Massive Sales Numbers. Journalists are generally more interested in the quality of the advice than the agent’s transaction volume. An agent operating in a smaller town can still earn major coverage by offering valuable expertise.

✅ Only Respond to Relevant Requests. Chris and Nick warn against stretching credentials or responding to questions about markets the agent does not understand. Quality and relevance are more important than pitching every available opportunity.

✅ Accessing Major Real Estate Publications. Expert commentary can create opportunities with outlets such as Realtor.com, Zillow, Inman, HousingWire, List With Clever, House Digest, and Architectural Digest.

✅ Strategy Two: Digital PR Campaigns. These campaigns begin with a story or idea created by the company before being pitched to journalists. They may target national media or focus on a specific local market.

✅ Why National Campaigns Are Difficult. Large publications receive enormous volumes of pitches and often already have trusted experts. National stories therefore require a highly original concept, strong timing, and a compelling execution.

✅ The Barbie Dreamhouse Example. Chris and Nick discuss a successful campaign that calculated how much it would cost to build Barbie’s house in California. The idea succeeded because it connected a timely cultural moment with detailed real estate analysis.

✅ Why Hyperlocal PR Is More Accessible. Local journalists receive fewer pitches than major national outlets. Agents can comment on proposed laws, planning decisions, local developments, construction projects, and changes affecting the housing market.

✅ Local Stories Can Build More Relevant Authority. National campaigns may generate broader coverage, but hyperlocal stories can establish the agent as a trusted expert within the exact market where they want to attract clients.

✅ Strategy Three: Authority PR. Linkifi calls traditional PR authority PR because the goal is not simply to earn a backlink. The objective is to build the authority of the company and the individual spokesperson.

✅ Moving Beyond SEO as the Main Goal. Authority PR focuses on media exposure, brand recognition, narrative control, interviews, podcasts, opinion pieces, television appearances, and long-term credibility.

✅ Choosing the Narratives You Want to Own. Agents should determine what distinguishes their brokerage and what subjects they want to become known for. These narratives may include AI, agent retention, market affordability, company culture, local development, or changes in how homes are bought and sold.

✅ The Person Becomes the Story. Digital PR campaigns usually place the story idea at the center. Authority PR places the individual expert, their opinions, and their experience at the center.

✅ Targeted Relationship Building. Authority PR involves carefully selecting journalists and editors, personalizing outreach, and introducing the expert rather than distributing the same campaign to a large media list.

✅ Starting With Tier-Two Publications. Initial opportunities often come from strong industry or niche publications rather than the BBC or The New York Times. These early appearances establish credibility and create evidence that the spokesperson is ready for bigger opportunities.

✅ How Smaller Features Lead to Bigger Coverage. Commentary, interviews, and bylined articles can lead to podcasts, television appearances, speaking opportunities, and introductions to other journalists.

✅ Landing TV and National Media Opportunities. Chris and Nick discuss opportunities involving CNBC, Bloomberg, BBC, The New York Times, The Real Deal, and HousingWire.

✅ Why Media Coverage Compounds. Each interview, article, and podcast adds another credibility signal. Over time, those appearances make it easier for journalists, search engines, AI platforms, and potential customers to trust the expert.

✅ Repurposing Major Media Wins. A television interview or major feature can be shared through newsletters, social media, sales materials, recruiting campaigns, and local media outreach.

✅ Authority Helps With Agent Recruitment. Media credibility does not only attract home buyers and sellers. It can also help brokerage owners recruit stronger agents and position the company as a respected place to work.

✅ Strategy Four: Contributor Accounts. Publications may invite experts to contribute articles monthly, biweekly, or even weekly after successful initial coverage.

✅ Why Regular Contributions Matter. A recurring column or contributor profile on a major real estate publication signals that the agent is a trusted industry voice rather than someone who secured one isolated mention.

✅ Repeated Coverage Is More Valuable Than One Link. Chris and Nick reject the idea that an agent no longer benefits after being featured once. Consistent appearances build more authority with readers, Google, and AI systems.

✅ How Contributor Opportunities Support E-E-A-T. Being a regular author for publications such as Realtor.com or Inman can demonstrate expertise, experience, authority, and trustworthiness.

✅ The Opportunity Chris Regrets Turning Down. Chris recalls declining a regular contributor opportunity with a major marketing publication because of the work involved. He now recognizes how valuable that recurring exposure could have been.

✅ Why Paying for Leads Is a Weak Long-Term Strategy. Pay-per-lead platforms may provide volume, but agents often receive lower-quality prospects. Organic visibility and brand authority can produce people who already trust the agent before making contact.

✅ AI Search Is Creating a New Opportunity. Chris and Nick believe younger customers will increasingly use ChatGPT, Claude, and other AI platforms to choose agents, brokerages, and neighborhoods.

✅ AI Leads Arrive Pre-Sold. When an AI platform recommends a company as one of the best options, the user may contact that company already believing it is credible. That creates a very different sales conversation from a cold lead or paid advertisement.

✅ Why Agents Need to Start Now. Agents who ignored SEO years ago may already feel trapped behind established competitors. Chris and Nick argue that AI visibility is another major shift, and early brand building can create a long-term advantage.

✅ How Agents Can Begin Without an Agency. Start by monitoring journalist requests, following local real estate reporters, setting alerts, studying what they cover, and reaching out when a relevant opportunity appears.

 

Notable Quotes & Moments

📌 “The press does not care if you own the brokerage or you’re just an agent.”

📌 “This is not quantity. It is quality.”

📌 “They are continuously sourcing for experts.”

📌 “You have as much shot as anyone else.”

📌 “If you’re listening to this and you’re not doing it, I can almost guarantee your competition isn’t doing it.”

📌 “We very much prefer hyperlocal.”

📌 “Traditional is just boring, so we call it authority PR.”

📌 “This becomes not at all an SEO initiative, but a brand-building initiative.”

📌 “Authority PR is very much about the person.”

📌 “It’s fundamentally built around relationships.”

📌 “These things are just insane.”

📌 “You want to be there as many times as you can.”

📌 “The more you’re in a publication, the more you trust that person.”

📌 “The leads that you’re going to get from someone who finds you organically are going to be so much better.”

📌 “If you’re not showing up in that conversation, I think you’re really going to fall behind.”

📌 “Those are going to be the highest-quality leads you can possibly get.”

 

🚀 Build Your Brand with Real Links

At Linkifi, we help ambitious brands scale organic visibility through digital PR, brand storytelling, and SEO strategy. Book your FREE strategy session today:

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👋 Connect with your hosts:

👉 Chris Panteli on LinkedIn: https://www.linkedin.com/in/chris-panteli/

👉 Nick Biggs on LinkedIn: https://www.linkedin.com/in/nick--biggs/

🎧 Listen to more Market Movers episodes:

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