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An Insider's 8-Step Guide to Real Estate Content Marketing

If you are in the real estate industry, you know that up-to-date information is crucial for everyone involved. Content marketing is one of the essential components of an excellent real estate marketing strategy, which should aim to deliver practical and valuable advice to the local market. But, is it easy to stand out in the already crowded market? How can your real estate content marketing differ from the competition out there? Follow the eight-step guide to make it work for your real estate business.

Content Marketing in Real Estate

First, let's explain the concept of content marketing in real estate. It refers to valuable and actionable content for the local community that aims to help real estate agents and property managers succeed in their businesses.

It consists of different types of content, such as videos, guides, podcasts, infographics, social media, and everything else that will provide important information about the general real estate market and more specific details about the properties you are selling or renting. To work, it needs to attract people into your sales funnel.

The Eight Steps in Real Estate Content Marketing

When we talk about the importance of content in every industry, we highlight that it must be unique. However, so many articles try to be unique and original while sharing the perspective of the real estate business and, at the same time, trying to help everyone interested answer their questions. So, how can you produce something great that has yet to be published? 

If you think you can't. You are probably right, but you can put a fresh perspective on what you want to talk about and still be interested and valuable enough for your local audience. Remember, it is more about creating content that has yet to be talked about; it is about creating helpful content that will answer the questions of your target audience.  This is how you can do it.

Learn from Your Everyday Interactions

Just stop and think of the most critical milestones in everyone's life. One is the decision to buy, rent, or sell property. What does this tell you? Helping them make informed decisions about the whole process with valuable content is one of the crucial components of your real estate market strategy.

So, think about how your real estate content should target your local community and target your ideal clients. You must hit home with the answers you provide in your content. This makes personalization a critical approach. To create personalized content, you must Leverage your everyday interactions with people buying, selling, or renting property and learn what they want to know.

Solidify Your Position as an Expert in Local Real Estate Topics

The next step is to focus on topics of great interest to your local audience. It would help if you built your local topical authority to ensure you support the right community needing your services. To do so, you need to do a great deal of research on popular topics in your local community, do keyword research about these topics, and discover their intention. Do locals want to inform themselves about the latest trends in the real estate market, or are they positioned a bit down in the sales funnel, so they are looking for answers that will help them make the purchasing decision? Once you gather that information, you can craft content showcasing your expertise.

Work on Your Brand Voice

Even starting in the real estate market, you need to work on your real estate brand voice. People believe credible businesses have the means to justify their experience and knowledge. So, to shape your brand tone of voice, you need to present your company and communicate your brand message through any form of written or spoken media, like real estate blogs, guides, videos, and so on. The word choice, style, and emotional tone should be adapted to the target demographics' situation and personality.

Power up Your Content by Collaborating with Local Data

If your approach is to share content that Google attributes to YMYL content, you must know that your content only provides highly accurate information. Google takes this kind of content piece very seriously, so you must work with a professional with the data you need to support your claims. For example, citing and referring to content facts, statistics, and numbers from the National Association of Realtors might be an excellent way to support your claims about trends in the real estate market.

Advocate for Your Community

As a fifth step, you need to think about your community and leverage your content to become an advocate for it. This means you need to create content that people care about to impact your local area significantly. Touch upon topics like the lack of affordable housing, local amenities, infrastructure, transportation, and so on, and you will see that your local community's target audience will respond to what you create.

Network and Forge Partnerships in the Local Community

The real estate industry is such an industry where networking and forging meaningful relationships is what the future of the business depends on. You can create three pillars of a good partnership: relevance, objectives, and agreement. To explain it further, it means that you need to send a message that resonates with the audience and is relevant to their needs; then, you must check whether the target audience's goals are established and work to create content that will help them finish those goals. Finally, balance, reciprocity, and a clear understanding of the local audience are critical to building a successful relationship with them.

Experiment with Various Content Forms

The next thing you should do is be ready to experiment with different content formats and plan instead of focusing only on blog articles or videos. The more diverse your content is, the better your chances are of speaking to different personalities and providing different insights.

Discover Your Most Effective Distribution Channels

Finally, it would help if you thought about content distribution after you have published the produced content. Content distribution is crucial because now your content must be seen and recognized, and it won't be if you have it only published somewhere and forget about it. So, think about which channels will be most effective, and you will get to the answer if you research where your target audience usually learns the news. Find out whether you should be more active on social media or send emails. Don't forget about the paid campaigns because they will also make your content safe for an appropriate fee.


Creating a successful real estate content marketing strategy requires extensive research, knowledge of your ideal client's profile, and time and dedication to understanding their needs and wants. To create content with only the necessary information, you need to talk about professionals in the real estate industry, like real estate agents and property managers, whose insights can be rather valuable, and then adjust your strategy along the way.

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