Press releases aren’t dead, but bad press releases are. 

A press release for real estate professionals works best when:

  • You have something genuinely worth saying and
  • Present it in a way that makes a journalist’s job easier

So if your idea of a press release is writing 600 words about your company and waiting for reporters to start calling…then yes, PR is dead. In real estate (and all other industries), press releases aren’t a magic ticket to media coverage. They’re a piece of a larger PR strategy, and a valuable tool for establishing local authority.

Here are our 5 of The Realty Brand Boutique’s best tips for real estate agents who want to incorporate press releases in their PR strategy!

Do Press Releases Still Work for Real Estate Agents in 2026?

Yes, but not in the way they used to. Businesses can and do publish their own news now on their blogs, socials, and newsletters, and people are bombarded by a massive volume of content every day. That makes simply publishing a press release much less valuable than it once was, and a successful real estate press release needs a clear reason to exist. It should provide genuinely useful or interesting information and, ideally, give journalists something they can build a story around.

1. Stop Writing Press Releases That Aren’t Actually News

Before writing anything, ask yourself: Would anyone outside my company actually care about this? One of the biggest mistakes businesses make with press releases is confusing company news with newsworthy news.

For a real estate agent, announcing that you redesigned your website isn’t going to interest a local journalist. But releasing new data showing that first-time home buyers are suddenly flocking to a previously overlooked neighborhood might.

Look for a timely angle that connects your expertise to something happening in your market. That could include:

  • New or surprising local housing market data
  • Significant changes in home prices or inventory
  • Emerging neighborhood trends
  • Community initiatives or charitable partnerships
  • Unique or historically significant property listings
  • Expert insight into a major housing or economic story

The stronger the connection to something people in your community are already talking about, the stronger your pitch becomes.

2. Write Your Real Estate Press Release for Humans

Press releases were associated with SEO once upon a time, and businesses published keyword-stuffed releases across dozens of websites hoping to generate backlinks to improve search rankings. Now, this actually penalizes you in Google’s eyes because it can recognize low-value, repetitive content.

The key difference in successful press releases today is to to lead with your story and get to the point quickly. If your press release opens with two paragraphs about how wonderful you/your company is, you’re making the journalist work to find the story, and honestly no one cares.

A journalist should be able to scan your headline and first paragraph and immediately understand why it’s newsworthy. What changed? Why does it matter? Who does it affect? What expertise can you provide? Keep the language straightforward, avoid industry jargon, and include specific numbers, locations, and dates everywhere you can.

3. Think Local With Your Real Estate PR Strategy

Real estate is inherently local, which means you actually have an advantage when it comes to PR because you don’t need to compete for coverage from a big publication. A feature in a local newspaper, business publication, TV segment, or neighborhood outlet puts you directly in front of the people most likely to hire or refer you.

Build Relationships With Local Journalists

Instead of sending every press release to hundreds of generic email addresses, create a targeted list of smaller journalists who actually cover your market. A great way to do this and get the most out of your time is to take 30 minutes to scan local publications looking for reporters covering real estate, business, lifestyle, and community news. Pay attention to what they write about, and when you have a relevant story, reach out to a reporter who fits and explain why you it matters to their readers, and what you can contribute.

4. Give Journalists Something AI Can’t

No one needs another generic explanation of why mortgage rates matter. What they do need are original sources, opinions, and first-hand observations.

Instead of saying, “The housing market is changing,” tell them exactly what you’re seeing, and when, where, and how long you’ve been seeing it for. Are homes in one neighborhood suddenly receiving multiple offers again? Are buyers asking for different amenities than they did two years ago? Are sellers delaying listings? Are certain price points moving dramatically faster than others?

Specificity makes your expertise useful and quotable.

5. Don’t Let Your Press Release Die After Distribution

Getting media coverage is the major benefit of creating a press release, but you can also use it it your broader real estate marketing strategy.

Repurpose the information in the release across your marketing channels: take the data and make an Instagram carousel. Film a short-form video explaining the most surprising statistic. Write a blog post expanding on the trend. Share media coverage in your newsletter. Add an “As Seen In” mention to your website and link the press release if it’s digital.

If a publication quotes or features you, amplify it. Third-party credibility carries a different weight than telling your audience what an expert you are yourself.