Marketing
8 min read

How To Get More Clients Using Real Estate Content Marketing

Published on
Jul 24, 2025
Last Updated
Jul 24, 2025
Contributors
Nathan Smith
Real Estate Content Specialist
My Bio

TL;DR: The Key Benefits of Real Estate Content Marketing

  • Compound growth: Unlike paid ads that stop working when you stop paying, good content continues attracting clients for months or years
  • Build lasting authority: Position yourself as the go-to local expert by consistently providing valuable, locally-focused information
  • Competitive advantage: Most agents still rely on traditional methods, giving content marketers a significant edge in their local markets

To stand out in a highly competitive space, more real estate professionals are turning to content marketing to attract clients instead of relying solely on traditional advertising. The goal of content marketing is to create helpful content to attract potential buyers and sellers.

By providing useful information during their research phase, you can establish early trust and position yourself as the local expert so when they’re ready to pull the trigger and find an agent you’re top of mind.

What Is Content Marketing and Why Is It Important?

Content marketing involves creating valuable, helpful content, often in the form of written blogs, to attract potential buyers and sellers, without directly pitching your services.

Instead of ads saying "Call me to buy your dream home," you create blog posts like:

  • "How to Choose the Right Neighborhood for Your Family"
  • "5 Things to Know Before Selling Your Home"
  • "What to Expect During a Home Inspection"
  • “How to Navigate Buying and Selling Your Home”

The goal of these blog posts is to provide helpful information to both buyers and sellers at different stages of their real estate journey. As your content helps educate them more, they become more aware of your brand keeping you top of mind when the time comes to choose a real estate agent.

Why is content marketing important? 

In 2024 43% of buyers start their home search online, and all home buyers use the internet, at some point in their home purchasing journey, to search for a home.

Thus further demonstrates the importance of an online presence, as without one, you risk losing out on leads.

What is SEO & Why Should I Care?

SEO (Search Engine Optimization) makes your website more attractive to search engines like Google. When someone searches "real estate agent in [your city]," SEO helps your website appear at the top of results instead of buried on page 10.

This is very important because your target audience is going to either click the first or second result. It's not normal behaviour to go to page 10 of Google and click a link.

Content marketing and SEO work together like a team, but they're not the same thing. SEO involves optimizing every part of your website, and content is just one of the tools that can be optimized to get more website traffic.

What does SEO involve?:

  • Keyword research: Finding the words your potential clients actually type into Google, like "homes for sale in [neighborhood]" or "best real estate agent in [city]"
  • On-page optimization: Writing content that answers people's questions while naturally using the words they search for
  • Local SEO: Setting up your Google Business Profile so people in your community can easily find your business when they search for local real estate services
  • Technical SEO: Making sure your website loads fast, works on phones, and is easy for Google to crawl and index in their search results
  • Content creation: Writing helpful blog posts and guides that show your expertise and target what potential clients are are searching for

Key Tip: Google My Business profiles are one of the most important local SEO initiatives for your business. They allow you to appear for location based searches like "real estate agent in [your city]" or “real estate agent near me” 

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What Are The Types Of Real Estate Content Marketing?

Real Estate Blog Content: Your Authority Foundation

Blog content forms the foundation of your real estate content marketing strategy. It's where you can communicate your expertise to potential clients, 

Why does long-form content matter?

Google has billions of pages to rank daily and will prioritize comprehensive resources that thoroughly answer searchers' questions over shallow, surface-level content. Long-form content, in the ballpark of 1500 - 2500 words, allows you to dive deep into topics and provide information that helps your audience make informed decisions.

Ask yourself this critical question: "Can I find this exact information easily through another Google search?" If the answer is yes, then what incentive does Google have to rank your content ahead of what's already established? You need to offer unique insights, local expertise, or a more complete perspective that doesn't exist elsewhere.

What are some examples of high-performing blog topics?

  • Market updates and price trend analysis: "Home Prices in Austin: What October 2025 Data Means for Buyers and Sellers"
  • Neighborhood guides and local amenities: "Complete Guide to Living in Brooklyn Heights: Schools, Dining, and Home Values"
  • Home buying/selling step-by-step guides: "First-Time Home Buyer's Timeline: 90 Days from Pre-Approval to Keys"
  • Industry insights and regulatory changes: "How New Mortgage Rules Will Affect Denver Home Buyers in 2025"
  • Local event coverage and community spotlights: "Why South by Southwest Makes East Austin Perfect for Young Professionals"
  • Comparison guides: "Condo vs. House: Which Is Right for Chicago First-Time Buyers?"
  • Checklist content: "Ultimate Home Inspection Checklist for Miami Buyers"

How can AI help with blog content creation?

AI tools can help generate blog post ideas, create initial outlines, and write first drafts of your content. 

However, always personalize AI-generated content with your local market knowledge, fact-check all statistics and claims, and ensure the final piece reflects your unique expertise and voice. Just because AI generated content doesn't hurt Google Rankings doesn't mean it will help them either

Key Tip: Focus on long-tail keywords that match how people actually search. Instead of targeting broad terms like "real estate agent," focus on specific phrases like "best real estate agent for first-time buyers in Portland" or "how to sell a house fast in suburban Dallas." 

While broader terms have more monthly searches, they have less specific search intent and more competition.

Email Marketing: Nurturing Long-Term Relationships

Email marketing keeps you connected with leads and past clients long after their initial website visit. It's your direct line to nurture relationships and stay top-of-mind when they're ready to get back into real estate.

The goal of a successful email marketing campaign is high open rates. This is done by using good subject line hooks and providing great value to your subscribers while not spamming their inbox aggressively.

What types of email campaigns generate the highest open rates?

  • Monthly market reports with local data: "October Market Report: Median Home Prices Up 3% in Scottsdale"
  • New listing alerts and price changes: "New Listing Alert: 3BR Home Just Listed in Your Favorite Neighborhood"
  • Educational content: "First-Time Buyer Tips: 5 Mistakes That Cost Thousands"
  • Seasonal home maintenance reminders: "Winter Is Coming: Essential Home Maintenance Checklist for Phoenix Homeowners"
  • Community event announcements: "This Weekend: Farmers Market and Open Houses in Downtown Boulder"

Key Tip: Segment your email lists based on where people are in their real estate journey. This is important as it allows you to send highly personalized content that resonates with each group's specific needs.

Social Media: Building Community and Showcasing Expertise

Social media platforms help you build community, showcase properties, and establish yourself as the local market expert. Each platform serves a unique purpose and attracts different demographics in your target market.

What type of content should you publish on each platform?

  • Facebook: Share weekly market reports, neighborhood news, local events, and host live Q&A sessions about buying and selling
  • Instagram: Post professional property photos, home staging transformations, client success stories, and day-in-the-life content
  • LinkedIn: Share market analyses, industry trends, networking with other professionals, and educational content for serious buyers and investors
  • TikTok: Create short home tours, explain market concepts in simple terms, show "before and after" staging, and share quick tips for buyers and sellers

Key Tip: Visual content is crucial for property marketing. Great photos and videos can generate interest before potential buyers even visit. 

Video Marketing: The Personal Connection

Video content has become essential because it allows potential buyers to experience properties remotely and helps them connect with you personally before meeting face-to-face. 

What types of videos generate the most engagement for real estate professionals?

  • Property tours and virtual walkthroughs
  • Market update videos explaining trends
  • Agent introduction videos
  • Educational content
  • Neighborhood spotlight videos

Key Tip: You don't need expensive equipment to create professional-looking videos. A smartphone with good lighting and clear audio can produce excellent results.

​​How To Write Effective Real Estate Copy That Converts

Effective real estate copywriting focuses on understanding your audience's needs and motivations, then creating messages that address those specific concerns. 

Instead of listing features like "3 bedrooms, 2 bathrooms," emphasize benefits such as "spacious family living with room for everyone." 

Always answer "What's in it for me?" from your client's perspective.

Real Estate Content Marketing Planner

Create a comprehensive content strategy that attracts buyers and sellers in your local market

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Tell Us About Your Business

We'll use this information to create a personalized content strategy for your real estate business

Blog Content Strategy

SEO-optimized blog topics tailored to your market and audience

Social Media Content Calendar

Daily content themes and platform-specific strategies

Email Marketing Sequence

Weekly email topics with high-converting subject lines and CTAs

Video Content Strategy

Video topics optimized for multiple platforms with repurposing strategies

Monthly Content Calendar Overview

Organized schedule for all your content creation and distribution

Week 1

  • • Blog: Market Analysis
  • • Email: Market Update
  • • Video: Neighborhood Tour
  • • Social: Daily themes

Week 2

  • • Blog: How-to Guide
  • • Email: Educational Tips
  • • Video: Process Explainer
  • • Social: Daily themes

Week 3

  • • Blog: Neighborhood Spotlight
  • • Email: New Listings
  • • Video: Market Update
  • • Social: Daily themes

Week 4

  • • Blog: Success Story
  • • Email: Client Testimonial
  • • Video: Behind-the-scenes
  • • Social: Daily themes

Weekly Content Creation Schedule

Monday: Plan weekly content & write blog outline
Tuesday: Write and edit blog post
Wednesday: Create social media graphics
Thursday: Record video content
Friday: Schedule social posts & prepare email
Weekend: Engage with community & plan next week

Step 1: Know Your Audience and Their Motivations

Understanding your audience is the foundation of effective real estate copywriting. Different client types have vastly different motivations, concerns, and decision-making processes that should shape how you communicate with them.

What do different real estate audiences actually want?

  • First-time buyers: Education, reassurance, and step-by-step guidance
  • Move-up buyers: Help maximizing their current home's value while finding better options
  • Downsizers: Convenience, emotional support, and stress-free transitions
  • Investors: Hard numbers, ROI analysis, and market potential data
  • Luxury buyers: Privacy, exclusivity, and premium white-glove service

How do you identify what your audience actually wants?

Gather audience insights by speaking to your clients and looking for patterns, as common concerns will arise. Ask questions like "What was your biggest concern when you started looking?" and "What information would have been most helpful?" 

Use this data to create content that addresses real pain points rather than what you think they want to hear.

Step 2: Show Me Don't Tell Me Philosophy

Instead of claiming you're "the best agent in town," demonstrate your value through specific examples and concrete results. 

What are effective ways to show value?

  • Use before/after scenarios: "Before working with me, Sarah had been trying to sell her condo for 4 months. After repricing and restaging, we had 3 offers in 2 weeks"
  • Include client testimonials with specific details: "John didn't just say I was 'great'—he said I saved him $8,000 in negotiations"

Step 3: Use AI, Appropriately

AI tools can significantly improve your copywriting efficiency, but they should enhance your expertise, not replace it. Use AI for generating property descriptions, creating initial drafts of marketing materials, and researching comparable sales data, but always add your personal insights and local market knowledge.

The reason we emphasize using AI appropriately is because of its tendency to hallucinate facts and produce bland, generic content that lacks the personal touch.

Step 4: Images Truly are Worth More Than 1000 Words

Visual content is absolutely critical in real estate marketing copy because properties are inherently visual products. 

What are best practices for real estate photography?

  • Use natural lighting by opening all curtains and blinds
  • Turn on every light in the room
  • Stage rooms by removing personal items and clutter
  • Shoot from the corner of rooms at chest height to capture maximum space
  • Take both wide establishing shots and close-up detail shots of upgraded features
  • Photograph exteriors during golden hour (one hour before sunset) for warm lighting

Key Tip: Maximize visual content across platforms. Create assets that work in multiple places such as social media, your website and listing presentation. This maximizes your time while maintaining consistent branding.

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How To Generate Real Estate Blog Content Marketing Ideas

The best content ideas come from listening to your market, observing seasonal patterns, and documenting the questions clients ask you every day. Smart real estate professionals build idea generation into their daily routine rather than scrambling for topics when it's time to publish.

Use AI for Content Ideation and Validate Through Google Search

AI tools can generate dozens of content ideas in minutes, but the key is validating these ideas by checking what's already ranking in Google search results. 

This two-step process ensures you're creating content that has search demand while finding gaps you can fill.

How do you use AI to generate content ideas?

Prompt ChatGPT or Claude with: "Generate 20 blog post ideas for a real estate agent in [your city] focusing on [buyer/seller/investor] concerns." Then ask for more specific angles: "What questions do first-time homebuyers have about [your neighborhood]?"

How do you validate AI-generated ideas through Google search?

For each AI-generated idea, do a quick Google search to see what shows up first. If you see Zillow or Realtor.com listings, people want to buy or sell, not learn, so skip those topics. 

If you see blog posts and articles, people want information, which is perfect for your content. Look for articles that don't fully cover the topic where you can provide better, more complete information.

What does the validation process look like?

Query: "Condo Vs Apartment" shows a mix of informational content and forums. The strong ranking of the forum suggests that the other articles are not covering the topic well enough.

After a scan, you’ll notice that they don’t speak to the similarities between condos and apartments. Additionally, it doesn’t answer any of these potential follow up questions

  • Is it better to buy a condo or rent an apartment?
  • Why do people call apartments condos?

These poorly covered topics are a goldmine of information that can help you both help your audience and stand out from the crowd. 

Examples Of Effective Real Estate Blog Content Marketing

Successful real estate content marketing creates comprehensive resources that serve immediate user needs.

Wahi Community Guides: Comprehensive Local Authority

Why is comprehensive neighborhood content valuable?

Most neighborhood information online comes from poorly maintained city websites or generic data sites. Wahi's detailed guides provide first-hand information that goes far beyond standard city help pages, filling a gap where few good resources exist for explaining what neighborhoods are actually like to live in.

How can you create effective neighborhood content?

Create a blog post that highlights local amenities, transportation options, school ratings, demographics, average home prices, and market trends for each location you serve. Take photos even with your iPhone to capture the authentic look of the place, as not everything is 4K in real life.

Rew Checklist Content: Practical Value and Lead Generation

Why is this type of content valuable?

Rew's Home Inspection Checklist provides immediate, practical value that readers can use right away.

How can you create similar content?

Identify the processes your clients struggle with most such as preparing to sell, understanding closing costs, or navigating inspections then turn those into detailed, step-by-step checklists. Each checklist should outline what to do, how to do it, when to do it, and what to expect next. Create these as professional PDF downloads and gate them behind an email signup to capture leads from people actively going through these processes.

Turn Your Website Into an Inbound Lead Engine With Realty AI's AI Chatbot

Content marketing attracts visitors to your website, but what happens when they arrive? Many potential clients browse your content, get the information they need, and leave without ever contacting you. This is where AI chatbots transform your content marketing efforts from passive information sharing into active lead generation.

Realty AI's chatbot provides 24/7 availability for lead capture and initial qualification, ensuring you never miss an opportunity when potential clients are ready to engage. Unlike traditional contact forms that require visitors to take a big step forward, chatbots create natural conversations that feel less intimidating and more helpful.

Don't let another potential client walk away because you weren't available to respond instantly. Madison's pricing is designed to pay for itself with just one additional deal per month.

Within just a few months, Realty AI helped Team Logue capture 15 high-quality leads, resulting in 3 new transactions worth over $3.3 million. This success generated an estimated $82,500–$95,000 in gross commission income (GCI).

Not Sure How We Can Help?
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