phx realtors

Media Relations Cements Local Real Estate Association as Preeminent Player, Elevates Voice to National Stage

Since 1891, Phoenix REALTORS® has played a vital role in supporting and advancing the careers of Arizona real estate professionals through education, advocacy and resources. Despite its position representing the fifth-largest city in the U.S. — and one of the fastest-growing counties in the nation — it struggled to stand out in comparison to other local REALTOR organizations, with many professionals selecting membership based on convenience or familiarity rather than merit.

And Phoenix REALTORS had many new merits. Fresh executive leadership transformed the association from a conventional clubhouse to a member-first organization — delivering innovative programming and services, introducing the lowest dues in the Valley and increasing choice in how professionals choose to invest in their membership level. Despite reinventing itself, it was still lost in the shuffle.

We seized the opportunity to reintroduce Phoenix REALTORS as the Valley’s preeminent real estate association with industry professionals and the public, using the media as the primary communications vehicle. Efforts included:

  • Leveraging monthly housing data reports to deliver a steady drumbeat of custom, high-quality analysis to both broad business and hyperlocal media outlets, resulting in hundreds of pieces of coverage over the course of two years — systematically overtaking share of voice from other Valley-based REALTOR associations.
  • Tapping into broader trends around Arizona’s real estate market to elevate Phoenix REALTORS’ voice to the national stage, generating inquiries and exposure from outlets like NBC News, Bloomberg, Business Insider and Axios.
  • Preserving Phoenix REALTORS’ reputation following widespread news around a controversial national lawsuit through a series of highly targeted local op-eds placed in Phoenix Agent Magazine, Phoenix Business Journal and Ahwatukee Foothills News.

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