Be present in the newspaper – how to use print media for your estate agency work

Printed newspapers and local advertising papers may seem outdated to some – but for many of your potential clients, they are still an important source of information.

This is especially true for older property owners who actively look for expertise and read regional newspapers regularly. This is exactly where you can build trust with relevant content – as a neutral expert, not as a salesperson.

In this article, you will learn how to get into the editorial section of a newspaper, what the difference is between an article, an advertorial and an advert – and how you can make press work an effective tool for your business.

Why newspapers still work

Even if many of us move weekly papers straight from the letterbox to the recycling bin – your target group behaves differently. Many older people, especially property owners, take their time reading – particularly when it comes to local topics or official information.

In addition, there are municipal publications and official bulletins which, for example in Switzerland, are legally required to be distributed. These often contain seasonal special pages on topics such as construction, housing, finance or gardening. People who read these pages have an active interest – making them an ideal audience for your positioning as an expert.

Three ways into the newspaper: article, advertorial or advert

Editorial article

An editorial article is an unpaid contribution that provides genuine value to readers. It must not contain advertising, but instead offer expertise, tips or insights.

Advantage:
You position yourself as a neutral expert and strengthen your credibility in a sustainable way.

Important:
Build relationships with local editorial offices. If your content is well written and journalistically prepared, you save the editors work – a real advantage in times of limited resources.

Advertorial

An advertorial is a paid contribution that appears in the style of an article – but must be marked as advertising. The layout often resembles editorial content but is clearly distinguishable.

Advantage:
You may include calls to action (e.g. “Find out more now”) and have full control over the content and wording.

Tip:
Even though it is promotional, ensure you offer useful information and keep a professional tone – this increases credibility.

Classic advert

Adverts are purely promotional and are used to increase brand awareness or highlight specific offers.

Recommendation:
Use adverts strategically and in combination with articles or advertorials – this creates a consistent and credible overall impression.

Strong content that convinces

Editorial offices work under great time pressure. Those who provide complete, well-written articles are welcomed – especially if the content includes:

Current references (e.g. interest rates, construction costs, regional issues)
Clear and simple language without jargon
Quotes from you as an expert – ideal for press articles
Brief closing section at the end with contact details or further information (if allowed)

Tip:
Avoid typical estate agent phrases (“The best on the market…”). Focus on expertise, experience and local knowledge.

How to get started

Check which newspapers, bulletins or community publications are relevant in your region.
Observe when special pages appear – e.g. “Construction & Living” in spring.
Use the BOTTIMMO templates as a basis for your articles and adapt them to your region.
Offer finished content – e.g. in Word format, with a quote and contact details.
Contact editorial offices regularly – build trust through reliability.

Task after reading

Consider the topics you would like to be visible with:
Property sales? Value development? Renovation? Retirement planning?