What is meant by earned media in the context of real estate?

Earned media refers to publicity that is generated through public relations efforts rather than bought through advertising. In the context of real estate, this typically involves news media coverage that highlights a project, such as articles or segments that report on developments, openings, or significant events related to a property. This type of media is valuable because it often confers credibility and is perceived as more trustworthy by the public compared to paid advertisements. It can help to enhance the visibility of a real estate project and generate interest without incurring direct costs associated with paid promotions.

While marketing costs paid to property agents and advertisements in publications involve financial transactions to secure exposure, and social media engagement pertain to interactive communication with potential tenants, these do not constitute earned media. Earned media derives its power from its organic, non-paid nature and the third-party validation provided by the news media.