Brian Rieger in Rick’s Room
The Changing PR Business
In this episode of Rick’s Room, host Rick Grant catches up with longtime colleague Brian Rieger, founder of True Impact Communications, to talk about how PR and marketing are evolving in real estate, title, and mortgage.
Fresh off the RESPRO conference, Brian explains why the classic playbook—press releases and trade placements alone—is no longer enough. Buyers consume content across platforms, with LinkedIn and short-form video now essential for reach and credibility. Rick and Brian discuss why brands must “think like publishers,” creating consistent, useful thought leadership (including shorts, webinars, podcasts, and even owned magazines). They also dig into fit and collaboration—what makes an ideal client partnership—and how Brian’s legal training sharpens issue-spotting, crisis instincts, and persuasive communication.
Along the way, Brian shares a personal update on family life and what’s next for his conference plans. It’s a practical, candid look at how to stay visible and valuable as the industry’s information channels keep shifting.
Show Highlights:
Rick Grant (Host):
Hi, and welcome back to Rick’s Room. This is the podcast where we pretend we’re at the end of a long conference day—finally in a comfortable seat, maybe in the hotel lobby—and the person we’ve been trying to catch all day walks by. Today, that person is my old friend Brian Rieger. Brian and I go way back. Thanks for being here.
Brian Rieger (Guest):
Thanks, Rick. Glad to be here—and for the record, if I look younger than I should, it’s all AI.
Rick:
Ha! I’m just glad we could sit down. Fall conference season is starting. Have you been out and about?
Brian:
A bit. Travel budgets have been tight, so I won’t make too many big shows this year. I’d love to get to MBA Annual in Vegas and ALTA One—many of my clients are on the title and settlement side—so those are priorities for 2026 if the stars align. I did just return from RESPRO, which focuses on affiliated arrangements. People call it a compliance show, and there’s plenty of that, but there are also strong tech sessions. It’s really about building title agencies. You get builders, brokerages, some lenders, and of course title pros. It was in Philly, great to see old friends, and I’m hoping to get more involved with RESPRO over the coming year.
Rick:
I try to stick to business, but I have to say: you’re doing a great job as a dad. I see your posts—you’re very present.
Brian:
Thank you. My kids are my “why.” Quick plug: my son’s college soccer team is off to a good start, and he just notched his first assist from center back. My daughter started cross country—meets are quick, which is a bonus compared to all-day soccer tournaments. Family is everything, and the work supports that.
Rick:
On to PR and marketing. It feels like we’re on one of those moving walkways at the airport—everything’s speeding up. What are you seeing?
Brian:
A lot has changed in how mortgages are originated, deals are settled, and how tech gets adopted—and marketing is changing just as fast. A few years ago, if you asked me what I do in one elevator floor, I’d say PR: media relations, speaking gigs, trade coverage. I still do that, but the media diet is different now. People don’t go to a single publication; they get information across platforms. In our space, LinkedIn is huge. Trades are adapting, spend is shifting, and teams must do different things to reach targets.
Today it’s not enough to pitch eight or ten mortgage pubs and call it a day. You need video, shorts, steady LinkedIn presence, and content that proves expertise—useful, not promotional. In other industries it may be Instagram, TikTok, or X, but the point stands: you have to meet the audience where they are. Trades remain relevant, but you also need owned content.
Rick:
Agreed. I left the publishing world thinking I could stop thinking like an editor. Now I tell clients to act like publishers and fill their “magazine” every month.
Brian:
Exactly. I know title companies and tech providers creating digital—and even printed—magazines. For years I joked I had a face for radio and preferred staying behind the scenes, ghostwriting. That’s not enough now. Executives must be seen: on video, on stage, on podcasts. Many should have their own shows and webinars, plus short LinkedIn clips—one to two minutes with something truly useful. Prove you know what you’re talking about; that’s what travels.
Some companies still resist putting people forward. But we’re a relationship-based industry, and it’s hard to build relationships with logos. Buyers remember people.
Rick:
Well said. For True Impact Communications—your firm—what does a good client fit look like?
Brian:
Fit matters. I’m fortunate; I love my clients. Over 17 years, the best fits tend to be small- to mid-cap firms that are growing or changing direction. Often they don’t have heavy internal marketing infrastructure. A common mandate is: “Get our name out there.” That’s a fine KPI, but it takes time.
The best results come from collaboration. I’m not in their hallways, so we need regular communication. Many great outcomes started with a client’s idea that I helped shape and ship. And commitment matters—this isn’t a quick hit. It’s consistent visibility that compounds.
Rick:
You also have a legal background. How does that influence your work?
Brian:
I practiced civil defense for a couple of years, and the training stuck. Law is largely persuasive communication and issue-spotting. It helps in crisis PR and in separating from the product to look objectively. You anticipate counterarguments, shore up weaknesses, and focus on genuine strengths. No “spin”—just clarity and emphasis on what’s truly compelling, without shining a light on what isn’t.
Rick:
That perspective makes you effective, and I’m proud we’ve partnered so long. We’ve been talking with Brian Rieger, founder of True Impact Communications. Brian, thanks for joining.
Brian:
Thanks, Rick. It’s been a pleasure working together all these years—from your early podcasting days to now. Happy to keep the conversation going.
Rick:
We will. Thanks for listening.
