Content Marketing for Real Estate

July 26, 2017
July 26, 2017 Madeleine

All over the world, especially in developed countries, many people spend a lot of their day online. A large proportion of these people will look at their social media accounts and check their emails—and it’s no different for the real estate industry.

If you want to sell real estate today, any reputable real estate business or independent real estate will maximize opportunity by creating a strategy that captures the attention of potential buyers in order to your sell property to them.

This post will focus on the moves real estate agents can make to draw clients through a content strategy and gain more leads:

  • Creating an Avatar
  • Content Strategies For:
  1. Video marketing
  2. Facebook
  3. Twitter
  4. Blogging (blog posts) and email marketing
  5. Maximizing real estate search engine optimization (real estate SEO)
  6. Create a real estate website
  • Conclusion

Creating an Avatar

This is the foundation of your masterpiece. You want to come up with an image that describes the crowd or group that interests you.

An avatar represents a person who, in this case, your prospective customer. In creating an avatar, you'll need to consider:

Who is the Prospect?

Your prospects (or leads) might be young people just out of college and other first-time buyers looking for starter homes; they might be retirees searching for a home in the country, they could be anyone looking for a house in your locale.

These prospects will have several unifying characteristics. They’ll be the same age groups and engage in related hobbies and work many hours. They’ll probably do their house hunting online.

A significant advantage of avatars is they’ll capture these details and guide your approach. You can segment the market into subsets that need different tactics based on the avatars. Once you have mapped out your market, you can move on to the next step.

Making Contact

Unfortunately, you can't walk up to a prospect and say “Hi, you look like a future house buyer, give me your email, Facebook profile, and Twitter handle.”

Once you identify your target group, you want to dangle a carrot before their eyes and hold their gaze while you work your magic. The magic that will draw people to you is value. You need to present something of value to your audience.

Content will contain the value that you use to draw attention to your business.

Content Strategies


You need to package your content in a way that your target audience will receive it and know its value. You can wrap your content in videos, articles, images, or podcasts.

A look at all these channels makes it all a little fuzzy. For instance, how do you present content on Facebook?

If people are consuming your content, they are bound to react. As you come up with a content marketing strategy set up a way to engage your audience; if they love your content, they’ll get back to you.

With that important point in the bag here are a few details about content packaging. Most content is consumed on social media; strategies you use on Facebook don’t work on Instagram or YouTube, and so on. Don’t be overwhelmed though; you can focus advertising on one social media platform at a time.


Videos are a very effective real estate marketing tool if used right. The attributes of a video that will appeal to your audience include:

  • Use the proper language, context, and script that will identify with your audience; and make it enjoyable.
  • Give the video a catchy memorable title like you would a blog post. It doesn't hurt to include a celebrity or athlete in the video when possible.
  • Make the video natural as opposed to a blatant business promoting gimmick; keep your company logo subtle.
  • Optimize your video to attract traffic.

This seems ironic, but you need to promote your video which promotes your business on social media and video sharing platforms.

Here is a few insight about content marketing on Facebook and Twitter.


  • Create an attractive page and change its cover photo regularly.
  • Be consistent in posting short, interesting messages, videos, and images.
  • Go with the flow, post on current affairs, trending topics or any other posts that will engage your audience and build rapport.
  • Engage your audience by replying to comments; spark discussions or create contests. You could post a picture of two eye-catching houses and ask your audience to choose one.
  • Share insights and relevant information relating to your field.
  • 80/20 rule – it says that you should focus 80% of your content to the audience and only 20% on your business. Facebook account.
  • Increase your following by inviting friends and clients to like your page and promote it from time to time.


Twitter is a different ball game. Here are some ingredients of a successful Twitter presence:

  • On Twitter, you need to stand out as an authority in your field; share and tweet information that establishes you in the community.
  • Pictures usually attract more views on Twitter and other platforms.
  • Just like Facebook, engage your followers with interesting conversations and content.
  • You can increase the size of your audience by including hashtags.

These are by no means the only social media you can leverage, Pinterest, Instagram, Snapchat, and LinkedIn are other avenues you can use.

Blogging and email marketing

While they are not the same thing, blogging is often intertwined with email marketing. As long as you share engaging and informative content on your blog, you will be a resource to your readers.

The secret to a successful blog is regular, informative and engaging posts. You can add the readers who visit your blog to your mailing list by showing them that they’ll benefit if they subscribe to your mailing lists. Mailing only works if you send mail that empowers and informs your subscribers.


For all these are elements of a content marketing strategy to work, you need to channel your effort to particular goals. You can use the various analytical tools like Google Analytics to know how well or poorly you are faring.



























Madeleine is the driving force behind the business management and growth of Content Refined. As a young entrepreneur, she is always looking for different ways to improve the business for her clients and for her employees.