Standing out from the crowd in a unique way not only is a smart business move but it’s also a surefire strategy to entice the news media. Take New York real estate broker Christopher Burnside of Brown Harris Stevens. Guys like him are a dime a dozen. But when selling the Hamptons to his upscale clients, he goes to great heights, and I mean great heights.
Burnside charters a four-seater Cessna and takes to the sky, thereby creating an unusual bond, a lasting memory, a compelling story, and for him, hopefully, a big fat real estate sale. Not surprisingly, The New York Times was right up there in the clouds with him.
The next time you’re thinking about getting your name in the press, consider something unique. That’s what people want to read and that’s what the media wants to write about.
Jabin Botsford/The New York Times