Full disclosure – I used to be a TV news producer in one of the biggest markets in the country. In my latest op-ed for RISMedia, I drew on that experience to explore why today’s brokerages need to think beyond traditional marketing and embrace their role as publishers.
The way consumers and professionals consume information has fundamentally changed. In a world where attention is more fragmented than ever and trust is harder to earn, companies that can deliver timely, relevant and credible content have a powerful opportunity to build deeper connections with their audiences.
In “Every Brokerage is Now A Publisher, So It Needs to Think Like a Newsroom,” I make the case that brokerages need to approach content with the same discipline as a newsroom: understanding the audience, asking what information is truly valuable, prioritizing accuracy and consistency, and creating stories that inform rather than simply promote.
At Brown Harris Stevens, this philosophy has been central to the growth of our owned media platforms, including the BHS Now Blog and the MoRE Network Podcast. These platforms allow us to share market insights, industry perspectives, company news and conversations that matter to consumers, agents and the broader real estate community.
The results speak to the growing demand for this type of content. The BHS Now Blog now attracts more than 22,000 weekly unique visitors, while the MoRE Network has expanded into a network of 18 agent- and executive-led podcasts. Individual episodes generate between 18,000 and 270,000 views/downloads, demonstrating the power of authentic voices and meaningful storytelling.
The future of real estate communications will belong to companies that understand the difference between simply producing content and building trust. The goal is not to add more noise—it is to provide clarity, insight and value in a VERY crowded information landscape.
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