More than two-thirds (68%) of PR professionals can show a direct connection between their PR efforts and a company’s financial performance, a number that rises to 78% when excluding uncertain respondents. This stat is according to the 2025 Cision-PRWeek Comms Report.
While securing media coverage is a major win, many companies in the mortgage and real estate industries struggle with leveraging it to drive business results. There could be many reasons for this – they don’t know how to best leverage it, they don’t have the bandwidth, or they don’t have a communications plan in place.
The main goal of this article is to help you understand how to turn public relations coverage into business growth in a measurable way.
Turning Media Coverage and Events into Business Growth
Social media, email, and your website are all channels you should leverage to amplify your media coverage, announce podcast participation and promote any industry speaking engagements. When you see the coverage, get invited to speak, or secure another event of interest to your audience, have a plan in place for promotion.
Post press releases in your company’s online newsroom, and if you don’t have one, reach out to your website developer to create one. This is very important because press releases contain the keywords and phrases that assist your search engine rankings and answer engine responses which may provide a link to you or the coverage you received as a trusted information resource.
When you’re sharing a media placement or another event on LinkedIn, here are some steps you can take to give it the best shot at success:
- Create a post. Instead of just dropping a link, craft a story-driven post that highlights why the feature matters. Your post should include:
a. A strong hook, like a key takeaway, insight or personal reflection
b. A brief summary of the article and why it matters
c. A direct link to the article with a CTA like “Read the full feature in HousingWire.” Here’s an example post:
🚀 Exciting News! 🚀
“Honored to be featured in [Publication Name] discussing [Topic]. In today’s challenging mortgage market, lenders must [Key Insight].”
🔗 Read more here: [Insert link]
What’s your take on [related topic]? Drop your thoughts below!
d. Pro Tip: Tag the reporter and publication, use hashtags, post a video
- Turn the feature into a LinkedIn article by summarizing the key takeaways from the media feature and adding your own commentary. Include quotes from the article.
- Leverage LinkedIn stories and video by recording a quick 60-90 second video summarizing the key points of the article. Consider posting a carousel with article highlights.
Likewise, when sharing your placements by email, consider the following:
- Feature the placement in a dedicated email blast with a subject line like, “We’re in the news! See our article in [publication]. Then, write a strong hook with a bold statement or key insight and summarize the article and provide a link to the full article.
- Include the placement in your email newsletter.
- Use the placement in sales sequences if the article highlights a trend or industry insight that can start the conversation.
Your sales team can leverage your PR wins to strengthen their conversations and presentations by using similar techniques and even incorporating key takeaways into presentations.
PR cannot be overlooked as a critical communications strategy to reinforce your marketing, your brand, and your industry leadership. Companies and executives in the mortgage and real estate industries are extremely competitive with each other right now, and a solid, thoughtful PR strategy can have a substantial impact on your business and sustainability.
If you want to take advantage of the substantial benefits that a PR strategy can provide to your company, it’s time to either build the department internally, preferably with people who know the industry and have the connections or reach out to our team for a consultation.