Editorial PR vs Paid Ads

Read Time: 5-6 minutes (worth it)

Why Editorial PR Should Be Your Go-To Marketing Tactic

After being in real estate marketing for over 10 years, I’ve run almost every kind of campaign to expose agents’ listings imaginable. Through this extensive experience, I’ve seen firsthand how strategic PR not only showcases individual properties but also elevates agents’ personal brands—setting them apart in a crowded market. What I’ve discovered is that a well-executed PR campaign has been the most effective way to achieve both goals.

Now, you’ve got your listing professionally staged, photographed, and ready to hit the market—congrats on the glow-up! But here’s the thing: preparation is just the beginning. The next step is ensuring all that effort translates into maximum exposure. If your listing has a compelling story, your first move should be asking, “How do I get this in front of the right eyes with editorial PR?” That’s where Brick&Lane steps in.

The Power of the Press

Picture this: your latest listing gets a shoutout in Architectural Digest or Dwell. Suddenly, your property isn’t just another listing; it’s the listing. It’s an Instagram-worthy dream, a conversation starter, and—if we’re being honest—a bucket-list home.

Why? Because organic PR places your listing in front of discerning buyers who don’t just scroll Zillow at 2 a.m. (we’ve all been there). These are the decision-makers, the ones who trust respected publications to guide their investment choices. Simply put, editorial coverage isn’t just nice—it’s necessary for the high-end real estate market.

Clients Expect More: Stand Out with PR

Today’s sellers demand more from their agents. Gone are the days when traditional marketing tactics alone could seal the deal. Sellers want innovation, creativity, and results that go beyond the standard open house or flyer drop. That’s where PR becomes your secret weapon.

Our PR services don’t just market properties—they elevate your entire brand. When you can say, "My listing was featured in Architectural Digest," it sets you apart from the competition. It shows clients you’re not just another agent—you’re the agent who gets their property noticed on a grand stage. PR is the edge that turns good agents into unforgettable ones.

Organic Intent vs. Ad Overload

Here’s a big win for PR: it captures attention organically. Readers engage with editorial content out of genuine curiosity—they’re there because they want to be. Compare that to paid or sponsored ads, which interrupt their scrolling with messages they didn’t ask for. In a world where buyers are savvier than ever and bombarded with thousands of ads daily, it’s no surprise that many people tune them out entirely or even view them with skepticism.

Here’s why organic PR is so powerful:

Authenticity: People trust editorial content more than ads. Why? Because it’s organic. It feels genuine.
Longevity: That Google ad you spent $500 on? Gone the second you stop paying. A feature in a top-tier publication? Evergreen. It lives online forever, driving exposure long after the initial buzz.
Cost Efficiency: With a tight budget, PR gives you more bang for your buck. It’s like choosing a tailored suit over fast fashion—an upfront investment with long-term benefits.

PR doesn’t interrupt—it connects, building credibility in ways ads can’t. And guess what? When people trust what they’re reading, they’re more likely to act. That’s where the magic happens.

The Affluent Audience Effect

Top-tier publications cater to audiences with disposable income—the kind of people who jet off to Aspen for the holidays or don’t blink at a six-figure renovation. These readers aren’t just dreaming, they’re buying.

When your property is showcased in a trusted outlet, it becomes more than a listing—it becomes a lifestyle statement. That’s the kind of marketing you can’t put a price on (well, you can, but you get the point).

At Brick&Lane, we’ve landed features in premier publications like Architectural Digest, The New York Times, Dwell, and Mansion Global, connecting listings with buyers who value architecture, design, craftmanship and sophistication.

Will PR Guarantee a Sale?

PR isn’t a magic wand that guarantees a sale the moment your listing hits Architectural Digest. As much as we’d love for every press hit to translate directly into a closed deal (who wouldn’t?), that’s not the whole story. PR is a strategic piece of the bigger puzzle.

While PR is likely not to single-handedly sell your property, it will deliver a host of other benefits that collectively increase your listing’s value and exposure. Think of it as planting seeds for long-term growth in your brand’s garden.

The Results: More Than Just a Sale

PR isn’t just about immediate exposure for your listing—it’s about building a reputation and creating lasting exposure. Here’s how it works its magic:

Targeted Exposure: A feature in top-tier publications doesn’t just get eyeballs—it gets the right eyeballs. People who appreciate architecture, design, and sophistication are more likely to inquire about your property. That translates into a higher caliber of leads who are seriously considering making an offer or potentially listing their home when the time comes.
Brand Building: Media coverage positions your brand as an authority in the market, boosting your credibility and attracting future clients.
Seller Satisfaction: Editorial coverage turns homes into celebrated pieces of art, leaving sellers beaming with pride and strengthening their trust in you.
Seller Confidence: By giving their property a moment in the spotlight, PR not only showcases its uniqueness but also reassures sellers that their home stands out in the market.

So, while PR might not directly close the deal, it does create the kind of exposure, credibility, and brand power that can turn an interested lead into a committed buyer. It’s the difference between just another listing and the listing everyone’s talking about.

Leveraging the PR Momentum

Once you’ve secured that golden editorial PR feature, it’s time to ride the wave. Here are a few ways to amplify your PR win across your marketing platforms:

Social Media Spotlight: Share the feature on your Instagram, Facebook, and LinkedIn profiles with a catchy caption and link. Don’t forget Stories and Reels to keep it dynamic!
Email Campaigns: Include the feature in your newsletter to past clients, leads, and partners. It’s a great way to remind them you’re making waves in the industry.
Press Page on your Website: Add a press page with publication links. This builds credibility for both your listings and your brand.
Listing Presentations: Use the PR hit as a page in your listing presentation to future clients. It’s proof that you know how to get their properties noticed.

Your PR hit is more than just a news blurb; it’s content that keeps giving.

PR is Your Real Estate Wingman

When marketing your listings, think of organic PR as the ultimate wingman—the one who knows all the right people and makes sure your property gets introduced to the right crowd. It’s sophisticated, strategic, and leaves a lasting impression.

Next time you’re debating whether to boost that Instagram post or pitch your property to a top-tier publication, remember: PR isn’t just part of the plan. It is the plan.

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