TL;DR: Real estate agents must compete in a digital-first world where buyers start their search online. These nine proven content marketing strategies help you attract leads, build authority, and close more deals. Using tools like Xara, you can streamline content creation and stay ahead of competitors.
What Is Content Marketing in Real Estate?
Content marketing in real estate is the process of creating high-quality, search-optimized content that solves client pain points.
The goal is to provide valuable resources for both potential buyers and current homeowners.
This can include guides on home buying, mortgages, loans, taxes, or neighborhood insights.
Key takeaway: The more helpful and authoritative your content, the more trust and leads you generate.
1. Create High-Quality Local Area Guides
As a real estate agent, you’re an expert in your market.
Newcomers want to know about neighborhoods, schools, safety, and lifestyle amenities.
Steps to create local guides:
Research FAQs from clients and prospects.
Use keyword tools like AnswerThePublic or SEMrush to find what people search.
Combine insights into a comprehensive, easy-to-read guide.
Example: Forbes’ “The Definitive Guide To Moving To Austin” covers climate, events, rental competition, and more.
Common mistake: Creating shallow guides that don’t answer actual search queries.
Tip: Add a downloadable PDF version as a lead magnet at the end.
2. Publish Round-Ups of Listings and Deals
Listing round-ups are blog posts or pages showcasing curated property lists.
They make it easy for buyers to compare options.
Options for displaying listings:
Custom WordPress solution (highly flexible, one-time investment).
Turnkey real estate platforms (subscription-based, quick setup).
Widgets from listing sites like LoopLink from LoopNet.
Ideas for themed round-ups:
Budget-friendly homes
Safest neighborhoods
Centrally located properties
Step 1: Pick a theme.
Step 2: Gather listings.
Step 3: Format into an easy-to-scan list.
3. Post Video House Tours on Blogs and Social Media
Video content helps buyers explore properties before visiting.
Types of virtual tours:
3D tours: High-tech, immersive, but costly.
Simple video tours: Quick to film, highly engaging (even with an iPhone).
Best practice: Upload to YouTube and embed videos on your blog.
Key takeaway: Younger buyers prefer authentic, less polished video tours over staged productions.
Examples of house tours on YouTube:
4. Build Local Celebrity Status
Becoming a local authority increases visibility and credibility.
Ways to grow recognition:
Post consistently with local hashtags on Instagram, Facebook, and LinkedIn.
Share local knowledge: best restaurants, events, history, hidden gems.
Engage in community groups: Answer questions in Facebook groups like “All Things Longview.”
Partner with local businesses: Offer cross-promotions or referral discounts.
Example: Team up with a local furniture store and refer clients in exchange for mutual promotion.
5. Explain Confusing Real Estate Topics with SEO Blogs
Clients often struggle with mortgages, taxes, and loan options.
Answering these questions builds trust and attracts traffic.
Process to create SEO blog posts:
Keyword research (Ahrefs, SEMRush, KWFinder, Mangools).
Example of the results SEMRush gives for the keyword “how to rent a house in Florida”:
Study intent (look at Google’s “People Also Ask” section).
Example: The query “how to rent a house in Florida” often refers to landlords, not renters. Tailor your content accordingly.
Beat competitors with deeper, clearer explanations.
6. Develop Compelling Lead Magnets
A lead magnet is a free resource in exchange for contact details.
Examples of lead magnets:
PDF guides (e.g., “10 Steps to Buying in Miami”)
Video crash courses
Checklists and templates
Step 1: Create content based on FAQs.
Step 2: Add a simple lead capture form with Mailchimp or Convertkit.
Step 3: Deliver value immediately to nurture leads into clients.
7. Use Instagram Highlights and Blog Tags
Instagram story highlights act as a permanent portfolio.
Ideas for highlights:
Neighborhood guides
Current listings
Testimonials
QR codes linking to your website
Example of Instagram highlights by San Antonio realtor @Ryder_Realtor
Pro tip: Add blog post tags for each city or neighborhood to group related content on your site.
8. Streamline Marketing with Automation Software
Marketing automation saves time and generates more qualified leads.
Benefits of automation:
Centralized management of email, SMS, and social campaigns
Ability to scale content creation
Average 451% increase in qualified leads
Xara for Realtors:
Branded templates with logos and themes.
Centralized workflows for content and sales.
Instant document-to-design conversion.
Try Xara’s Marketing Center for Realtors to simplify your entire content strategy.
9. Write Guest Posts for Local Publications
Publishing in local newspapers, magazines, and blogs expands your reach.
Steps to start guest posting:
Find outlets (50states.com , Onlinenewspapers.com ).
Pitch editors with article ideas.
Contribute useful content related to your local market.
Key takeaway: Guest posts build backlinks, authority, and awareness.
Final Thoughts: Real Estate Marketing Is About Value
The real estate industry is more competitive than ever.
With social media, search engines, and digital-first buyers, agents must elevate their marketing.
By following these nine strategies, you will:
Future-proof your business
Serve clients better
Stand out in your market
Start today with Xara’s Marketing Center for Realtors and see results faster.
Q&A: Real Estate Marketing with Xara
Q: How can Xara help real estate agents save time on content?
A: Xara automates branding, unifies workflows, and converts documents into polished marketing assets.
Q: What type of content works best for real estate marketing?
A: Local guides, property round-ups, video tours, SEO blogs, and lead magnets are the top performers.
Q: Why is automation important in real estate marketing?
A: Automation centralizes campaigns, increases lead generation, and allows agents to focus on clients instead of repetitive tasks.
Q: Can I use Xara for social media content?
A: Yes, Xara creates branded posts, stories, and highlights that are optimized for platforms like Instagram, Facebook, and LinkedIn.
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