Over 97% of homebuyers first go online to look for properties and real estate information. Online content is one of the main drivers in real estate lead generation, and content marketing is the best way to provide helpful knowledge to your audience and build strong online visibility.
With so much competition in real estate, standing out requires more than just posting listings. Agents should try to engage buyers or sellers using content marketing. If you want your content to drive results, you need the right strategy that reflects your target audience and market.
This guide provides the best tips for content marketing for real estate lead generation. But first, let’s understand what content marketing is and why it is vital to your real estate business.
Content marketers create and share relevant content in various formats to engage a specific target audience. Instead of directly promoting a business, content marketing focuses on delivering information that positions a person, company or brand as an expert among potential customers. This can include blog posts, videos, podcasts, infographics, and more, all aimed at solving your audience’s problems or answering their questions.
It helps drive real estate leads to your landing pages and enables you to spread brand awareness. Real estate content is beyond just showcasing properties. It must address the needs of your audience at every stage of their home-buying or selling journey.
For example, first-time homebuyers might seek advice on navigating the mortgage process, while investors may be more interested in market trends or property value forecasts. Creating content like guides, virtual home tours, and blog posts about market conditions can deliver valuable insights and establish you as a trusted real estate expert in your area.
Approximately 73% of homeowners are more inclined to list their properties with an agent who uses video content to market them. This is one example of how content works for real estate lead generation.
By answering them with thoughtful and informative content, you position yourself as a trusted advisor who understands the market and cares about their needs.
According to a 2023 report, 100% of real estate brands claimed they experienced positive results from their content marketing efforts. Here are some reasons why content marketing for real estate is essential:
Now that you know how content marketing can be a real estate lead generation tool, mastering the art of it is crucial.
Here are five essential steps to help you leverage this digital marketing tactic.
When it comes to properties, one-size-fits-all content does not apply. Buyers and sellers seek information tailored to their situation and the area. For instance, a retired older couple looking to downsize will have different priorities than a young family looking to upgrade to an extra bedroom and backyard.
Personalization is critical to engaging your audience. Your content should speak directly to their needs, whether you're targeting first-time buyers, luxury investors, or growing families.
A study revealed that 72% of consumers engage with personalized content, so this approach will significantly increase engagement.
Being seen as a local expert can be your biggest advantage. Focus your content on showcasing your in-depth market knowledge, from regional pricing trends to neighborhood insights.
Share practical tips, like “5 Things to Know Before Moving to [Your City],” and don’t hesitate to share your experiences.
For example, you might explain how you helped a family navigate a competitive market, offering a behind-the-scenes glimpse of your process.
Your brand’s voice is how you express your personality and values through your content. Whether you want to come across as formal and polished or friendly and approachable, having a consistent voice helps people connect with you.
A relatable brand voice can make all the difference in humanizing your brand. If you specialize in luxury condos, your tone should be more sophisticated and polished. On the other hand, if you cater to first-time homebuyers, a friendly, conversational approach might resonate better.
To develop and maintain a unique brand voice through content marketing, follow these tips:
Identifying the trends and patterns your target market is keenly interested in will help your real estate content marketing efforts.
Research shows that nearly 90% of online experiences start with a search engine, making search engine optimization (SEO) fundamental to your strategy. Here’s how you can create real estate content based on your audience’s search intent:
Another powerful way to utilize content marketing for real estate is to become a community advocate. Buyers and sellers aren’t just looking for properties—They’re searching for a lifestyle and want to feel a connection to the area they’re considering.
Show that you care about the local area by advocating for its benefits, amenities, small businesses, and upcoming new construction developments.
Here’s how to integrate community advocacy into your content marketing:
Starting content marketing for real estate can seem overwhelming, but with the right approach, you can create content that attracts and establishes your market authority.
Below is a guide to get you started:
Before you create content, you must know who you're talking to. Determine if your audience is first-time homeowners, real estate investors, or those interested in luxury properties. This will help you determine the type of content to create and what topics to pursue.
Example: First-time buyers may want to learn about the mortgage approval process and closing fees, while investors want to know about opportunities with new construction developments.
According to research, 60% of the most successful content marketers have a documented content strategy, including calendars.
A content calendar helps you plan your posts ahead of time. Scheduling content around events like open houses, listings going live, or local festivals can ensure your marketing stays relevant and timely.
By sticking to a calendar, you’ll build trust with your audience.
With plenty of real estate content already online and driving traffic, brainstorming unique ideas is among the most challenging steps in this process. However, with the right tools and approach, you can understand the pain points of your target audience and create topics around relevant areas.
Come up with topics that align with your target audience’s interests and online searches. Whether it's “Best Places to Live in [Your City]” or “How to Get a Mortgage in [Your State],” having a list of topics ensures you never run out of content ideas.
When planning these articles, do not forget to post evergreen content like “How to Get Your Home Ready to Sell” or “10 Common Mistakes People Make While Buying a Home,” as they will always have an audience.
Don’t stick to one format. Mixing up your content lets you reach different types of buyers and sellers. According to stats, video content is 50 times more likely to drive organic search results than plain text. When it comes to SEO, video content and blogs can drive traffic to your real estate landing pages if done correctly.
You could also create infographics on market stats or share testimonials from happy clients.
Social media and email marketing are practical tools for engaging with potential clients in the real estate industry. Platforms like Instagram, Facebook, and LinkedIn provide the perfect environment for realtors to showcase their listings, offer advice, and build trust with their audience.
Post regularly to stay top-of-mind with your audience. Consider sharing market updates, success stories, and real-time property alerts. You can also build a community by responding to comments and creating interactive content like polls or “ask me anything” sessions.
The work doesn’t end after publishing content. Monitoring content performance is equally important: Are readers engaged with your posts? Do people watch your videos and interact with your social media activity?
Use tools like Google Analytics, Facebook Insights, or email marketing platforms to track your content's performance. Metrics such as engagement, click-through rates, and form submissions offer insights into what resonates with your audience and what needs to be optimized.
Content marketing for real estate isn’t just about pushing your property listings or services—it allows you to connect deeply with your local audience. It is essential for real estate professionals looking to build their brands, generate real estate leads, and stand out in competitive markets.
You can be the go-to real estate expert by understanding your target audiences and creating valuable, localized content. However, you must also consistently market your content at the right place and time to reach the right people. Build trust through valuable insights and proactive communication, and you’ll generate real estate leads and build long-term relationships that drive success.
Content marketing helps you build trust, showcase expertise, and attract clients by sharing valuable insights about the market and your property listings.
Create a mix of blog articles, videos, social media posts, and guides. Examples include home-buying tips, market snapshots, and virtual tours of homes for sale.
Identify your audience’s pain points and analyze the local market. Try using keyword research tools and see what people are looking for in your location. The more you read, the more you will understand what is trending in real estate. You can also use tools like BuzzSumo, Moz, and UberSuggests.
It’s essential to post as consistently as possible. Aim for about two times a week.
Post about areas using informative content like neighborhood guides, market stats, and more, which will show your local knowledge. Research the neighborhood properties, requirements, and issues residents usually face and channel all this information into your content strategy.