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Leverage Content Marketing to Generate Leads

In the real estate sector, content marketing is vital to long-term success. Content marketing is a necessary endeavour, requiring time, effort, and sometimes money, for business growth and sustainability, but when done right, it can be highly beneficial, as it has the capacity to create leads, develop trust in and recognition of your brand, and dispel any client concerns.

Creating and disseminating media and publishing content for the purpose of customer acquisition and retention is the basic definition of content marketing. Bill Gates once created the expression “content is king” in 1996, in which he predicted that the Internet as we know it would be driven by content. This turns out to be a prescient insight.

Bill Gates went on to add that, “Content, like TV, is where I expect much of the Internet’s actual money will be created, just as it was in broadcasting.”

Many organisations and businesses are now thriving because of their ability to provide an extensive range of useful and interesting content. Content marketing, as statistics show, can generate three times as many leads compared to sponsored search advertising.

Marketing Strategy

The Internet has been a boon to real estate agents and brokers, as well as other sectors, since the 1990s and has given them access to an almost infinite number of ways to expand their businesses. Homebuyers utilise the Internet to look for properties, and 70% of customers choose content marketing over commercials to learn about a business. The implication is crystal clear: content marketing, when done right, is a veritable gold mine for estate agencies and property investment companies.

The first step in generating real estate leads with content marketing is to devise a plan of action. It’s important to start your content marketing efforts by determining who you want to reach with your content:

  • Your current customers
  • Future or potential consumers

Jamie Johnson, CEO of FJP Investment, said that “Obtaining valuable data about your customers and potential customers is a crucial step in providing the best and most relevant content, whether in written form or with video presentations. There are numerous ways to obtain this information, including using AI data mining and more traditional methods. If you want to be persuasive, you need to speak to their needs and likes.”

Despite the fact that a target audience doesn’t have to be a specific demographic, it should not be too expansive to include everyone. First-time homebuyer recommendations, for example, may be of interest, while information on rental properties may be of interest to other members of your audience. To reach your target audience, you need to know who they are and what they care about, and then develop and disseminate content that is relevant to them. With this information in hand, the writing (and videos) will speak for itself.

Blogging content marketing

Even if you’re blogging on a third-party platform like WordPress, it’s a terrific way to develop high-quality, useful educational content. As a result, it’s an important initial step in the content marketing funnel.

Content Marketing - Writing

The conventional mechanics of marketing are turned 180 degrees by content marketing. For example, marketers are taking control of the media rather than simply buying it. They’re not just renting an audience; they’re building one, and this takes time and effort to achieve.

It’s important to be both useful and entertaining while selecting material so that readers find what they are looking for. It’s important to cultivate long-term relationships with your clients, get new ones, solve their problems, and do all of this while improving your SEO profile. Blogger, WordPress, Tumblr, and LinkedIn are just a few of the many free blogging platforms that you can use to write your blog.

Content Marketing

Having a strong online presence is essential to your success. In addition to attracting new customers, “freshening things up” will keep them around for a long time. The first step is to become aware of the things that are and aren’t working for you. Diverse approaches are effective in a variety of settings. Indeed, experimentation is a major component in discovering what has the most impact.

Social media

According to a survey conducted in 2021:

  • 80% of all homebuyers use the internet to search for properties.
  • Almost a third of first-time homebuyers use the internet to research properties.
  • Facebook is used by 72% of all internet adults.

Social networking is a great way for businesses to stay in touch with existing customers, attract new ones, and promote their marketing message to a wider range of people. Real estate professionals may benefit from social media sites like Facebook, Twitter, Pinterest, and LinkedIn.


Infographics are a great source of content marketing since they are visually appealing, informational, and educational. With the help of these diagrams and charts, readers will be able to swiftly grasp even the most difficult concepts. As people are drawn to infographics, this is a great way to draw attention to your material.


Writing an e-book is a great way to establish yourself as an expert in the real estate sector, especially in your chosen niche. Freely giving out your most useful material is the quickest way to increase your list. With the aid of this lead magnet, your credibility will be built and be firmly established, and the following step in the sales funnel process will be set.

Video content

Video content marketing is a great way to stand out from the crowd and get your message across in an engaging way. Thanks to sites like YouTube and Vimeo, it is easier than ever to market your properties via video. And now with drone technology taking the real estate industry by storm, you can use aerial footage to full effect too.

You may use videos to show off your properties, neighbourhoods, local businesses, and even client testimonials in your content strategy. Make the most of video because it’s becoming increasingly vital in the development of content as more people have access to tablets and smart phones.


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