Content Marketing for Real Estate: The Guide to Getting More Clients, Increasing Profits & Establishing Yourself as an Expert

Content Marketing
Content Marketing for Real Estate: The Guide to Getting More Clients, Increasing Profits & Establishing Yourself as an Expert
Article by Bisera Stankovska
Last Updated: November 08, 2023

Real estate can be a tough industry to break into, but it's also one of the most interesting and lucrative markets. 

It comes with its own unique set of challenges; for starters, there are so many types of properties and ways to market them. But, one of the most efficient advertising methods is content marketing for real estate. 

A content marketing strategy is like a business plan. It tells you what you're going to do, how much time and money it will take, and how much return it's likely to generate.

If you’re not sure how content marketing drives sales and how to get more clients for your real estate business, this article will steer you in the right direction. 

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Content Marketing for Real Estate Defined 

Content marketing for real estate is the process of producing and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—with the objective of driving profitable customer action. 

To be successful, real estate content marketing must be ongoing, keyword-rich, informative, shareable, and visually appealing. A solid real estate content marketing strategy includes a mix of articles, infographics, videos, images and more.

By providing valuable information that helps consumers make informed decisions about their real estate needs, content marketing can help you build trust with customers. 67% of marketers agree it generates leads—3x more than outbound marketing—and costs 62% less.

Today, approximately 80% of sellers actively invest in content marketing, and while videos are most in-demand, blogs are a close second, used by more than half of marketing teams. 

Real Estate Content Marketing Tips

Real estate content marketing can be a bit tricky. You need to find the right balance of informative and interesting content that will appeal to your target audience without sounding too sales-y. 

Here are a few tips on how to tackle content marketing for real estate:

Keep It Real

In an industry as complex and big as real estate—with a $3.69 trillion market size value in 2021—it can be tough to break through the noise and reach your target audience. 

That's where content marketing comes in. 

By creating quality content that educates, informs, and inspires your audience, you can build trust and position yourself as the go-to resource in your field.

But how do you create content that will resonate with your audience? 

The key is to keep it real. 

Write about the things that matter to your buyers and sellers, share your experience and expertise, and be transparent about the industry. 

When you're authentic and genuine, your audience will appreciate your candor—and they'll be more likely to do business with you down the line. For 90% of consumers, authenticity is important when choosing which brands they like and support, ultimately affecting their buying decision. 

For instance, if you're selling a home, talk about the neighborhood, the schools, the amenities, and anything else that makes it a great place to live. Emphasize the good, but mention the not-so-shiny aspects too. As long as you know how to market it and prove that the pros outweigh the cost, honesty will always be your strongest tool. 

Get Personal

Share your personal story about why you got into real estate or why you love working in the industry. People want to know there's a real person behind the business and that you're passionate about what you do.

After all, you're helping people with one of the most important decisions they'll ever make, so show them your friendly side too. Sharing your story will help people see you're more than just a salesperson—you're someone who cares about them finding their perfect home.

One of the most convenient ways to give potential customers a peek into who you are as a person is to use social media. Share interesting articles, answer questions and be available to just chit-chat rather than being a cold professional at all times. 

However, it’s a two-way street. Not only should you show your human side, but you also need to understand that you’re talking to people, not robots. That’s why personalization of content is paramount.

Content personalization increases consumer engagement as 80% will buy a product or service from businesses invested in providing a personalized experience. More than 90% of people are likely to choose brands that provide relevant offers. 

One great way to approach content personalization is to monitor the consumer’s previous behavior with your brand.

78.6% of clients appreciate offers tailored to their past interactions as it shows them you truly care, so it’s no wonder 57% of consumers are open to providing personal data if it grants them a better shopping experience. 

A recent study from Segment shows impersonal experience frustrates 71% of shoppers.

There’s really no room to question the benefits of getting personal. 

Showcase Your Expertise

When it comes to real estate advice, people want to hear from someone who knows what they're talking about. Offer helpful tips and advice on buying, selling or remodeling a home. Share your knowledge of the industry and prove you know your stuff. 

65% of B2C marketers place the audience’s informational needs over the company’s promotional messages and it helps them attract a larger audience. 

Knowledge is power, and the more you showcase your understanding of the real estate industry, the better chances you have of getting more clients. 

The best part is, knowledge isn’t pushy but it screams expertise. When used for advertising purposes, it doesn’t sound like annoying and counterproductive telemarketing. 

With over 5 million real estate professionals worldwide, customers can knock on many doors and get the help they seek. However, if you establish yourself as an expert through your content, yours is the only help they’ll need. 

A piece of advice; consider having premium content that users can download in exchange for their contact information to generate more leads.

Keep It Fresh

No one wants to read stale content.

Make sure your blog posts or articles are timely and relevant to what's going on in the world of real estate. This can be a challenge when you’re in the business of real estate—since the industry is constantly changing—but it’s a must. 

Publishing 2-4 times a week shows great results in terms of traffic and conversions. Of course, quality is more important than quantity, but this doesn’t mean you should neglect frequency.

It takes a lot of time and effort to create content regularly, but if you want to see results, excuses are not an option—hire a content creation company.

Here are some pointers to help you keep your content fresh:

  • Talk about current trends in the industry and what’s hot and what’s not
  • Share your expert insights on the latest news affecting the real estate market
  • Offer advice on things like mortgages, home prices and investing in property
  • Share interesting stories about properties you’ve sold or helped sell
  • Profile different types of properties and offer advice on choosing the right one
  • Offer tips on remodeling or renovating homes, both inside and out
Get connected with the right content marketing agency for your project.

Step-by-Step Guide to Content Marketing for Real Estate 

Content marketing for real estate is all about creating and sharing content that helps your target audience learn more about the real estate industry, and ultimately make better decisions in buying or selling property. 

No matter what type of content you create, it's crucial to ensure it is high-quality and provides value to your audience. This means taking the time to research your topics thoroughly, using clear and concise language, and making sure your content is visually appealing. 

If you can do all of this, you'll be well on your way to success with your content marketing for real estate strategy.

When creating content for real estate: 

1. Know Your Target Audience

Before delving into a full-blown content marketing strategy for your real estate business, the most important question you have to ask yourself is who you are trying to reach. 

Does your target audience belong to Gen Z or are they millennials? Maybe both. Whatever the case, you have to know why you are doing what you’re doing and who you are doing it for. 

Once you know who you're trying to reach, you can create content that appeals directly to them. This will make them more likely to engage with your content and eventually become a customer or client.

For example, if you're targeting first-time home buyers, you might create a blog post series that covers the basics of the home-buying process. Or, if you're targeting experienced investors, you might produce a series of videos that discuss advanced topics like investment strategies and property valuation.

2. Define Your Goals

One business’s definition of success may differ from another’s. When setting your goals, focus on your objectives, not on what others are trying to achieve. 

Is your goal to generate leads, build brand awareness, or something else? Keep your individual goals top of mind as you create your content strategy.

Some common goals for real estate businesses include generating leads and sales, setting up referral programs or building authority in their field. The key here is to be as specific as possible and build your content marketing strategy around your goals, not the other way around. 

If you’re not sure how to go about setting goals, make use of the SMART approach: 

  • Specific. Don’t be afraid to go into detail when setting your goals. This will help you stay focused even when other operational tasks are piling up.
  • Measurable. Rely on analytics tools to measure how near or far you are from achieving your objectives. You can also identify areas of improvement this way.
  • Achievable. Pushing your limits is fun and games until you end up disappointed if you can’t achieve any of your goals. Have realistic objectives and start with baby steps. This will also help you stay motivated.
  • Relevant. There’s no point in challenging yourself to acquire more leads if they’re not relevant to your business’s success. 90% of people perform better if the goals are relevant, meaning your goals have to correspond with the bigger picture and help you achieve your bottom line. 
  • Time-bound. Set reasonable deadlines for your goals, like selling 10 houses in six months. 

Clear goals guarantee higher motivation, so writing down your goals can only do good for your business as people who do this are 20% more successful in achieving them. 

3. Create a Content Calendar

A content calendar is a great way to keep track of your content marketing plans and ensure you're regularly publishing fresh, relevant content. 

Keep these in mind when creating a content calendar for your real estate business:

  • Decide what platforms you want to publish on.
  • Brainstorm ideas for content that would interest your target audience. 
  • Create a schedule for creating and publishing this content.
  • Stick to your schedule.

4. Experiment With Different Formats

The easiest way to publish content that will generate impressions is to know what your audience likes. And the only way to know what they like is to offer them everything and see how they react to it. 

We already discussed the importance of video marketing for real estate, but that’s just one fragment of the overall content marketing strategy.  

In addition to videos, write blog posts and create visual content.

Use your blog to tell your brand’s story, share customer stories, describe locations, or inform readers about the latest industry news. Don’t forget to share tips for buyers and sellers. The FAQ sections of blogs are a great place to address common customer questions too. 

Since YouTube is extremely popular, you can set up a channel to list properties, post virtual tours, interview satisfied customers, or just share tips in a more entertaining format. 

Visuals, such as infographics, can help you showcase your expertise by making charts of your success rates. You can also inform buyers about the current prices in different neighborhoods too, show how prices have changed over the years, and more. 

When it comes to content, be creative and forget the rules. Experiment until you have a clear picture of what your audience likes seeing. 

5. Share Your Content on Social Media

If you're not sharing your content on social media, you're missing out on a huge opportunity to boost your content marketing efforts.

With 59% of the world population on social media, there’s almost no need to use any other advertising channel. Many of those use social platforms to find information about businesses. It’s no wonder 73% of marketers claim their social media marketing efforts have been fruitful. 

When you share your content on social media, you’re providing an opportunity for your audience to engage with your brand. In turn, this can help build relationships with potential and current customers. Not only that but sharing your content on social media can also increase brand awareness and drive traffic to your website or blog.

Social networks offer a convenient and fun way to boost your content marketing efforts and reach a wider audience.

Bonus Tips to Achieve Peak Effectiveness 

Real estate content marketing potential goes beyond lead generation. When used the smart way, it can help create a community of people who will turn to you for everything real estate-related—from basic information about neighborhoods to how mortgages work.

To achieve this, you should: 

  • Collaborate with other businesses. Guest blogging, cross-promotions, and joint webinars are all great ways to reach new audiences and generate leads.
  • Write compelling headlines. They are essential for getting people to click through to your content. Make sure yours are attention-grabbing and relevant to the topic at hand.
  • Optimize for SEO. Your content has to be properly optimized for search engines so people can actually find it when they search for topics related to real estate. Use keywords throughout and link to other relevant articles on your site.
  • Promote your content. Aside from social media, email it to subscribers and reach out to influencers in your industry who might be interested in sharing it with their own audiences.
  • Analyze and adjust. Always measure the performance of your content so you can adjust accordingly. Are people engaging with it? Are they clicking through to your website? Are they sharing it? Use analytics to inform future decisions about what kinds of content to create.
  • Rinse and repeat. The key to successful real estate marketing is consistency—keep pumping out great content on a regular basis and promoting it effectively, and you'll see the results over time.

Top Content Marketing Agencies for Hire

1. Outburst Marketing

  • Location: 600 1st Avenue, Seattle, Washington 98104, United States
  • Average Hourly Rate: $50/hr
  • Expertise: Digital Strategy, Search Engine Marketing, Inbound Marketing, SEO, Small Business SEO, Enterprise SEO, and Local SEO.

Outburst Marketing is a marketing agency that helps clients rank at the top of Google's search page. Founded in 2021, and based in Seattle, Washington, Outburst Marketing specializes in services such as Technical SEO, Google Maps SEO, Link-building, Content Marketing, and CRO.

Their average clients see a 147% increase in profits and a 334% increase in website traffic with the help of Outburst Marketing. Outburst Marketing’s top three clients include Ionos, Just Rubbish Removal, and Smiles Dentist.

Get these expert services and much more when opting for Outburst Marketing, and Bring Your Marketing to the Next Level.

2. Brafton

  • Location: 2 Oliver Street Suite 904, Boston, Massachusetts 02109, United States
  • Average Hourly Rate: $150/hr
  • Expertise: B2C Marketing, Inbound Marketing, SEO, On-Page SEO, PPC, Baidu PPC, Social Media Marketing, Social Media Marketing Consulting, and Content Marketing.

Brafton is a leading content marketing agency that helps businesses grow with inbound marketing. They help their clients generate more leads, customers, and revenue by using modern marketing technologies and strategies.

The company was founded in 2008 and has since expanded its services to include SEO, PPC, social media marketing and consulting, web design, mobile app development, and more.

Brafton has helped a variety of companies like Canva, Cisco Systems, Citrix Systems, and Epson with their digital marketing campaigns. They also work with small businesses to help them accomplish their goals through the use of modern technology.

3. Stage Marketing

  • Location: 3549 N. University Ave., Suite 120, Provo, Utah 84604, United States
  • Average Hourly Rate: $85/hr
  • Expertise: Branding, Graphic Design, Public Relations, Web Design, Website Development, Digital Advertising, Healthcare Digital Marketing, Small Business Digital Marketing, Integrated Marketing, SEO, Healthcare SEO, PPC, Social Media Marketing, Content Marketing, and Software Development.

Stage Marketing is a content marketing agency based in Provo, Utah. They provide branding, graphic design, public relations, web design, and website development services to their clients.

Stage Marketing was founded in 2009, and has since established itself as a Google Partner, which allows the agency to provide a comprehensive suite of business and marketing services for clients of different industries and sizes. Finding this especially resourceful within the healthcare and law industries.

Stage Marketing has helped many businesses grow through the power of content marketing. Some of their clients include Simplus, Generations Healthcare, Adobe Creative Cloud, and Elizabeth Smart.

4. Imarketing MY

  • Location: V02-07-09, Sunway Velocity, Jalan Peel, Kuala Lumpur, 55100, Malaysia
  • Average Hourly Rate: $150/hr
  • Expertise: Search Engine Marketing, B2B Digital Marketing, Dental Digital Marketing, Healthcare Digital Marketing, Small Business Digital Marketing, SEO, Small Business SEO, SEO Consultants, Local SEO, PPC, Google AdWords, and Content Marketing.

Imarketing is a digital marketing agency in Kuala Lumpur, Malaysia with years of experience in Search Engine Marketing, Pay Per Click Advertising, and Content Marketing (among others).

By developing strategies for business-to-business (B2B) online marketing, Imarketing aims to help businesses stand out from the competition through their content marketing efforts.

Imarketing’s expertise lies in Google AdWords, PPC management, Google Analytics, and creating SEO strategies that help businesses rank higher on search engines. Some of Imarketing’s most notable clients include KARCHER, Rockwool, PropertyQueen, and SUBHOME.

5. Brandefy

  • Location: 2633 Lincoln Blvd #406, Santa Monica, California 90405, United States
  • Average Hourly Rate: $100/hr
  • Expertise: Video Production and Video Marketing.

Brandefy is a full-service video production company based in Los Angeles, California.

Founded in 2011, Brandefy has quickly become one of the most well-known and trusted agencies in the industry, with a focus on creating high-quality video campaigns that produce real results for their clients. Brandefy’s team of highly experienced professionals understand the power and importance of well-told stories, and they work closely with their clients to create compelling, effective video campaigns that are tailored to their specific needs and goals.

Whether you're looking to promote your brand or product through video marketing, or you need help developing a powerful video campaign for television or the web, Brandefy’s team is here to help. Allow the talented team to guide you every step of the way, from development to distribution, so you can focus on what matters: telling your story to the world.

Brandefy’s clients include UCLA, the City of Los Angeles, AAA, and Unilever.


  • Location: West Coyale Ave, Chicago, Illinois 60645, United States
  • Average Hourly Rate: $25/hr
  • Expertise: WordPress Development, Digital Marketing, Social Media Marketing, Content Marketing

Walltronix is a digital marketing agency that offers a range of services, including design and development, SEO, digital marketing, content creation, and social media management.

The company is known for its innovative and creative approach and has a team of professionals who excel in various digital channels. Walltronix works with premium brands to help them achieve success through proprietary in-house ideas that have been tested and perfected over time.

The agency has developed various tools, including Bolt for SEO, SMS and WhatsApp marketing tools, Optimus for web analytics and other free web tools.

7. Wunder Digital Agency

  • Location: Al-Farabi ave. 17, Business Center "Nurly-Tau", building 4B, office 606, Almaty, A15E2P8, Kazakhstan
  • Average Hourly Rate: $20/hr
  • Expertise: Digital Marketing, SEO, Small Business SEO, and PPC.

Wunder Digital Agency is a leading digital marketing agency trusted by 30+ Fortune 1000 and RBC500 companies.

Founded in 2013, Wunder Digital Agency has made its mark across five countries over 8 years: Belarus, Kazakhstan, Uzbekistan, Moldova, and Russia. Wunder's extensive portfolio boasts some of the world's biggest brands from a variety of industries including auto, e-commerce, banks, developers, real estate, mobile operators, FMCG companies, and more.

Wunder Digital Agency specializes in digital marketing, SEO services for businesses both small and large, PPC management, and more. Wunder’s impressive list of clients embodies the highest levels of imagination in creating customer experiences with brands such as BMW, Microsoft, PepsiCo Samsung, and Burger King being just some of the notable Wunder partners.

8. Vivid Visual Solutions

  • Location: 24123 Greenfield Suite 208, Southfield, Detroit, Michigan 48075, United States
  • Average Hourly Rate: $150/hr
  • Expertise: Digital Strategy, Branding, Graphic Design, Digital Design, Video Production, Public Relations, Reputation Management, Advertising, Package Design, Web Design, Website Development, Digital Marketing, SEO, Social Media Marketing, and Instagram Marketing.

Vivid Visual Solutions is a digital marketing agency based in Detroit, Michigan that was established in 2010.

Vivid Visual Solutions provides services such as web design and development, logo and identity design, content marketing, search engine optimization (SEO), social media management, brand strategy, and more. As experts in the field, Vivid understands the importance of creating a digital presence without sacrificing professional branding or identity.

Vivid specializes in working with female entrepreneurs who are seeking to create tangible solutions for their business needs without taking away from their passions. Vivid's strategies help build trustful relationships between entrepreneurs and clients through strategic digital solutions. With Vivid Visual Solutions’ help, entrepreneurs can focus on their passions while feeling secure that their online presence is taken care of by experienced professionals.

Some of Vivid Visual Solutions’ most notable clients include I C Data Communications, Family Matters Counselling, and Locsanity.

9. 411Writers

  • Location: 101 Convention Center Dr #900, Downtown, NV 89109, United States, Las Vegas, Nevada 89109, United States
  • Average Hourly Rate: Inquire
  • Expertise: Digital Marketing, SEO, eCommerce Marketing, Content Marketing

With over 80+ in-house writers, we currently provide website content for 389 different industries.

411Writers was created by the content writing department of 411 Locals - our mother company. We can now function as a separate business but what we have learned during our work with 411 Locals is well-tested SEO strategies.

Our goal, as a writing company is to provide content that is not just optimized for the search engines but one that pleases the reader.

10. WriterArmy

  • Location: 2226 Eastlake Ave E, Seattle, Washington 98102, United States
  • Average Hourly Rate: $50/hr
  • Expertise: SEO Consultants, Google AdWords, Social Media Marketing, Facebook Marketing, Instagram Marketing, Influencer Marketing, Video Marketing, Integrated Marketing, Content Marketing, Email Marketing, Amazon Marketing, eCommerce Marketing, and Digital Marketing.

WriterArmy is dedicated to providing cutting-edge digital marketing services that drive growth in your business. With extensive expertise in its target industries and a team of dedicated project managers, WinterArmy offers unmatched turnaround times and consistent quality assurance.

Whether you are looking to increase sales through eCommerce marketing or expand your online presence, WriterArmy is the perfect choice for your business. Operating since 2013, WinterArmy is a leading digital marketing agency based in Seattle, Washington; and works with businesses of all sizes to help them achieve their growth goals through innovative digital marketing strategies and campaigns.

Whether you are looking to increase sales through eCommerce marketing or build a strong online presence, WinterArmy has the expertise and resources to get your business to the top. Some of the agency’s most notable clients include RT Services, AfterNow, ACLS, and Shecter Real Estate Law.

11. Sammy Belose

  • Location: 101, Chintamani Apartment, Mumbai, 410201, India
  • Average Hourly Rate: $10/hr
  • Expertise: Digital Marketing, SEO, Social Media Marketing, Content Marketing...

I was always tinkering with new SEO strategies in the lab. I loved nothing more than seeing my client's businesses grow. I started my career at the age of 21.

With over 5 years of experience in the SEO space, I helped businesses from startups to Fortune 500s achieve their marketing goals and quickly became one of the most respected SEO Expert in the industry.

I am excited to share my hidden Digital Marketing, SEO strategies, and research with you. I want to help you grow your blog and business.

Content Marketing for Real Estate: Key Takeaways

If you're in the real estate business, content marketing is a great way to connect with potential clients and build your brand.

Content marketing takes some time and effort, but it's worth it if you want to grow your business. Plan your strategy, create interesting and informative content and be consistent with your posting schedule. With a little effort, you'll see results in no time.

However, the content you're creating must be high-quality and informative; otherwise, you could end up doing more harm than good. 

If you're not sure where to start, consider hiring a professional content marketing agency to help you get the most out of your efforts, whether you need a content strategy for startups or yours is an established business. 

We’ll find qualified content marketing agencies for your project, for free.
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