15 must-know content marketing tips for real estate professionals
- Christy Murdock
- Jun 28
- 7 min read
I remember attending a marketing event with my wonderful friend, branding expert Stacey Cohen, several years ago. We were there to talk to real estate pros about branding and content packages that we were offering and to raise awareness about the impact of content marketing on a real estate business.
Trying to explain what content marketing even was became our primary challenge. Although it had been a cornerstone marketing strategy for other industries for at least a decade at that point, real estate was just beginning to become aware of the most basic content strategies.
Even now, people reach out to me for content without really understanding the commitment and time required to develop a coherent content strategy.
I believe in the power of content marketing because it’s what truly built my business. I started out as a freelancer on one of those hiring platforms and soon had clients asking me to take on longer and more complex projects over time. That pushed me to create a website and blog so that I could direct potential new clients and referrals to my own digital space.
Within just a few months, I was ranking at the top of Google search for the keyword “real estate writing.” A few tweaks to my content, and I was soon ranking for “real estate writer” as well. Combined with the exposure my work got on platforms like Inman, I soon had a steady stream of clients coming to me directly from my website.
AI, SEO and a shift in content strategy
Now, however, search is changing. The integration of AI into the traditional Google search means that searchers are more frequently looking to bots to curate online content and provide a coherent “answer” rather than directing searchers to other online resources. That doesn’t mean that content marketing no longer works. It just means that it’s shifting and that old-fashioned search engine optimization is no longer as relevant.
I figure, when it comes to how the bot thinks, we might as well take our advice straight from the horse’s mouth, so I asked ChatGPT for five simple, actionable tips to help you shift your content and make it more AI-search-friendly:
🧠 1. Start writing like you're answering a client’s question.
Forget keyword stuffing. Just think: If someone asked me this at a showing, how would I answer? Put that answer in plain language near the top of your post. It makes your content more useful — and more likely to be pulled into AI-generated results.
📄 2. Structure matters more than ever.
Break up long blocks of text. Use headers that mirror real questions people type into search. Add bullet points, numbered lists, and quick summaries. AI looks for clean formatting it can pull from.
💬 3. Add an FAQ section to every relevant post.
This is a low-effort, high-return move. FAQs mirror how people search, and they make it easier for AI to extract helpful answers directly from your page.
🔗 4. Build trust, not just traffic.
AI engines are tuned to surface trustworthy voices. Include real experiences, data, and sources. Link out to respected sites. Add your byline and background. Show you're not just another generic blog.
📆 5. Keep things current.
AI prioritizes fresh, relevant information. Revisit older posts and update them regularly — not just for accuracy, but to reflect what’s happening now in your market or niche.
Frequently Asked Questions (FAQ) about content marketing for real estate pros
With these tips in mind, here is a 15-item FAQ to help you think, or rethink, your content marketing strategy:
What is content marketing in real estate?
Content marketing encompasses blogs, podcasts, videos, social media posts, direct mail copywriting, websites and more. It’s a way of describing a marketing ecosystem that’s based on educational and informational content geared toward your ideal clients.
Why is content marketing important for real estate agents?
Content marketing builds your authority and helps you connect with clients before you ever meet them. Think of it as an initial interview or in-person meeting. For online leads, content marketing takes you from total stranger to trusted resource, and converts leads from cold leads to warm leads before the two of you even meet each other.
What types of content work best for real estate marketing?
There’s essential content marketing like property descriptions; core content like website copy and bios; long-form informational and educational copy like blogs, videos and podcast flows; distribution content like social media posts; and straight marketing content like direct mail and property flyers. All of these have their place in a comprehensive content marketing plan.
Content that’s value-added and geared toward the needs of the client, not the agent, works best. Answer the question “What’s in it for me?” as if you were the lead or client, and you’ll be on the right track.
How can I use blog posts to attract homebuyers or sellers?
Think about what people ask you at open houses, listing appointments and other face-to-face encounters. Answer those questions in your blog post so that when people find your blog they’re immediately engaged. Don’t make your blog a brag board for you and your team; make it a valuable resource for those who need your service and expertise.
What should a real estate agent post on social media?
There’s a variety of content that’s great for social media, including links to long-form content, day-in-the-life videos and content that’s related to your local market. Remember Gary Vaynerchuk’s formula for effective social media content: Jab, Jab, Jab, Right Hook. That is, lead with multiple value-added posts before posting anything self-promotional or marketing-related.
How often should I publish new content for my real estate business?
On social media, posting a few times a week keeps your audience engaged and helps it to grow. For long-form content, develop a content schedule that makes sense for the bandwidth and resources you have. It’s better to post one blog post a month consistently than to post five blog posts a month, burn out or blow through your budget, than fail to post for the next six months.
Can content marketing help me get more real estate leads?
Absolutely! When you engage with your followers and consistently provide value, you’ll find people reaching out to you through your social media DMs and in emails from your website. Make sure that you include clear Calls to Action (CTAs) and simple workflows to make it easy for people to know how to respond and where to get in touch.
What are some examples of successful real estate content strategies?
You’ve probably heard the old saying “the riches are in the niches.” If you specialize in a specific real estate niche, become the online expert and educational resource for all of the nuts and bolts of that specific niche, then regularly distribute your content through a variety of social media channels.
Another effective strategy is hyperlocal content marketing. Make sure that everything you post and all of your platforms are optimized with references to and information about your local market or a specific neighborhood you serve. Cross-promote with direct mail marketing to a geographic farm in that same area, including QR codes to link your mailers to your digital content.
Should I create content for buyers, sellers, or both?
If you specialize in either buyers or sellers, you will probably want to gear your content to your preferred audience. However, it’s always a good idea to create content for a variety of questions and queries. Remember, even if you’re primarily a listing agent, you can always develop referral partnerships with buyer agents in your market and beyond if your content is generating buyer leads.
How do I measure the ROI of my real estate content marketing?
Track the amount of money you’re spending on content creation and on your platforms, then track the number of leads and clients you’re bringing in from that content. Remember, however, that content doesn’t usually pay off immediately. Commit to your content plan for, at minimum, six months before you make any changes.
Is SEO still important for real estate content?
Yes, it’s just changing. Now, because of AI aggregators at the top of searches, a question/answer format is more effective for showing up in online searches. Use rhetorical questions in headlines and subheads, create FAQs, and make sure that your online content is consistently updated as needed.
What tools can help with real estate content creation?
Notion: Great for planning out your content calendar, organizing ideas, and collaborating if you're working with a team. You can also use it to draft posts distraction-free.
Grammarly: Not just for catching typos. It helps you tighten up phrasing and keep your tone consistent, which matters when you're trying to sound like a pro.
Hemingway Editor: If your writing tends to ramble (or just gets too dense), this tool helps you simplify and clarify without losing your voice.
Canva: Whether you need social graphics, blog headers, or quick listing visuals, Canva makes it easy, even if you’re not a designer.
Ubersuggest or Keywords Everywhere: These give you real-world data on what people are searching for, without overwhelming you like some of the bigger SEO tools do.
Do I need a blog if I already use Instagram or TikTok for real estate?
Yes. While Instagram and TikTok is great for visual content, a blog will help bulk up your website’s page authority and give you the opportunity to rise in search engine rankings over time. It also provides a library of answers you can send to leads and clients to answer their most common questions and keep them coming back to you for information.
How do I make my real estate content stand out in a competitive market?
Specificity is your friend. Become an expert in a neighborhood or niche and create content that speaks to buyers and sellers in that sector. Many real estate agents are afraid to go narrow, but remember: You can be just a face in the crowd (a generalist) or you can be the only go-to resource for a market segment (a specialist). The latter is a much more powerful and sustainable approach.
Can AI tools help with content marketing for real estate agents?
Yes, many of your favorite AI tools offer resources for helping with your content marketing. From AI-generated images in Canva to help with outlines and ideation in ChatGPT, when you use AI as a tool (rather than an end client) in your content marketing, you save time and look smarter online.
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