The Top Real Estate Content That Will Drive You More Leads in 2020

7 min read


Real estate is one of the most competitive industry to be in. There’s literally agent signs and advertisement everywhere you go. The hardest thing about being an agent is getting leads and standing out from the crowd.

The thing is that we live in a modern internet age where people are Googling for everything. Chances are that if someone is looking to purchase a new home, they’ll be Googling for homes around a specific area or agents within a specific area that they’re looking for a home in.

So the question is how do I stand out? The best way is through content marketing. You want to appear on the top of every search engine with helpful content.

Content marketing isn’t anything new for the real estate industry, but there are certain types of content that perform better than others.

Let’s take a look over some new ways to gain clients with real estate content in 2020.

real estate content marketing sumodash

Content for Local Guides

Each year, more and more people are moving all over the country for a variety of reasons. And while they are searching for the best property to suit their everyday needs, they’re also looking for much more. They want to know about the communities local culture, neighborhoods, safety and even activities for their children.

This is where “local real estate content” kicks in. We’re talking about local guides, neighborhood guides, and more. People want to know that the place where they are purchasing the home in is safe.

When coming up with content that focuses on more than just the property, it’s important to convey the real experience of the neighborhood for your clients. By creating your own mini-guides similar to how Thrillist does for major US cities, every realtor can make moving and working with them all the more desirable.

You could even put together food guides or restaurant guides.

This is a great real estate content strategy for all sorts of audiences, from people who are still in the awareness and consideration stage, to people who are sure but still wish to find the correct neighborhood.

Content for Property Investors

This type of content also works very well for real estate business who are trying to gain attention from property investors.

If you’re an agent, you know that real estate investors can be a gold mine for your business. Why? Because they’re the ones that are ALWAYS looking for new properties. They’re the ones that are purchasing multiple properties every single year and yes they NEED you to help find more properties.

If you were to show your clients the estate and the potential of the neighborhood in which they’d like their property to be located, you’ll be allowing them to asses the real value of the real estate they’ll be purchasing.

Remember, if the neighborhood shows signs of thriving, the value of the property will increase.

So write content related to property investing or guides on topics like, “Things you need to be aware of before buying property in Seattle.”

Let’s talk strategy

Realtors should ask help from the local communities when creating their own guides. Although, creating a local guide depends on the audience your targeting since families won’t be interested in the same activities as singles would, and require tons of research.

Alright, I know…you’re going to say that you don’t have time to write all these types of local or investor content. You’re busy showing your clients around. You’re busy marketing. You’re busy on the phone. Got cha.

An available option for you is to outsource content creation. At SumoDash we help businesses with their content marketing. We’ll do all the grunt work of researching the market for you, writing the post, and help you out with the marketing side of things, so we got you covered.

Strategy and consistency is key to success in content marketing especially in a competitive market like real estate.

Another thing is that you have to ensure that you have high-quality content. We don’t want to be writing short posts that lack quality. Having long-form guides will not only help you out with your real estate business’ SEO, but it’ll also help a lot with keeping the reader engaged.

Social Media Real Estate Content Marketing

Let’s expand a bit on social media strategy for real estate content marketing.

Real estate images have been a long-running staple of each listing for a reason. By utilizing the power of social media, you’ll be given higher changes to use the power of visuals. When reaching out to potential customers, you can highlight the best features and the unique atmosphere of each property.

Instead of only taking photos with the intent of showcasing each room on the website, have your photos show details and convey the experience of living on this property or its surrounding location.

For instance, James Gallo has managed to successfully pull this off on his Instagram – 

Instead of only taking pictures of the rooms, he’s showing off to potential customers what they could be doing if they decide to purchase this house.

A picture means a thousand words and what’s a better way to share it on social networks that people are browsing endlessly every day?

Drastic Makeovers

If you’re handling a fixer-upper, then you can also showcase the makeovers. There is nothing like watching a house that had crusty carpets and holes in the walls suddenly transform into something beautiful.

It’s also very inspirational, so potential clients may actually decide they want to do the very same and call your number immediately. For additional impact, you can also guide clients through the process of fixing up their own current property by making it into a blog post.

Marketing through Testimonials

Pretty much every real estate business out there will place testimonials on the front page of their websites. Although, what if we told you that they can be used for much more than that. Since customers or investors have similar questions, why not conduct an interview with different customers who are content with their purchase and turn it into a FAQ article?

This will gain you double benefits.

  1. It provides the social proof you’ll need to successfully market your business.
  2. It answers any common question and educates while showing the potential client that you’re successful at handling other customers with similar needs.

This will allow you to build trust with your customer base while educating them at the same time. And if you can, going all-in with customer reviews works as well.

  • Show the images of the property before and after they’ve moved in
  • Interview them on their favorite activities in the neighborhood
  • What about the property makes them the happiest?
  • How have the employees at the real estate business or realtors helped them make the right decision?

It’s best if you go as detailed as possible to really convey the value of your services to each prospective client while showing how content they’ll bee if they decide to make a purchase from your business.

Harnessing the Power of Real Estate Video Content

During the much earlier days, creating marketing videos was quite the hassle and required some serious resources to pull off. Although, thanks to the recent improvement in technology, there are a variety of ways you can use video for real estate content marketing, from social media sites to in-depth materials.

Testimonial Videos

While written content is always a great option, video content manages to convey emotions and shows the faces of people which is more successful at convincing potential clients to purchase from your business.

Video Tours of Neighborhoods

There is always something interesting to discuss about the locations you may cover, and your customer base will be interested in learning all about it. In this case, you should highlight the most interesting events that your customers can look forward to if they decide to purchase a property in this location. When dealing with investors, these events may just be the right information you need to raise their property’s value, so real estate video content can be considered a win-win scenario.

Virtual Tours

Virtual tours are another amazing option that allows potential customers to become acquainted with the property. Incorporating virtual tours to your customer testimonials is another added asset. This is especially important when working with private individuals who want to get a feel for the property and for the families who’ve lived there previously. Simply asking the sellers why they enjoy living in their house, and sharing it with prospective customers through video can be enough to get the message through.


Live streams.

Most major social media platforms have a service to offer live stream features and the best part about this is that everyone who follows your real estate business page will become notified that your hosting a live stream.

Here are some things you can discuss during the live stream:

  • “Off the record” tips on buying/renting a property
  • Recent updates
  • Questions (potential) clients have
  • New properties


Using Infographics as quick guides

When the need to convey a large assortment of information without boring your customers to death, you should use infographics. They’re very simple to read and informative, while also providing the visual stimulation the client needs to understand information.

Here are some topics you can use on your infographics:

  • Updates on the market
  • Tips for buying a property
  • Various statistics
  • Checklists for sellers and buyers


This is especially beneficial if you incorporate infographics into a larger real estate content strategy that utilizes blog posts and video. Since you want to catch the attention of your customer base with simple actions, they’ll be more willing to commit to reading or watching a longer piece.

In-Depth Guides to Seal the Deal

One key factor to keep in mind about content marketing is that its success relies on search engine optimization (SEO). Due to Googles love of provider its searchers with comprehensive resources on a subject matter, you can use it to boost your real estate marketing success.

This is especially true if your main focus is on the location you’re trying to cover. A guide on purchasing property, in general, is good, but may not reach the property clients for the location you’re trying to gain interest over. Developing a guide to purchasing property in a targeted location will help you reach the exact customers your searching for.

Once again the benefits you’ll be gaining from this are:

  • SEO
  • Client satisfaction
  • Shares and reach

Great Newsletters

Email is one of the most reliable ways for you to reach out to potential clients. They’ll even witness a ping appear on their browser or phone app and check it out.

When written properly, a newsletter can be a fantastic source of information and trust that’ll drive your customer to purchase a property from you. The best way to go about this is to create email campaigns serving different kinds of customers, from those who are deciding on the correct property, to those who still have some questions they wish to ask.

Entrepreneurial Content

Lastly, it’s not enough to simply sell a property. If you wish to retain customers, you need to help them reach their goals with that property as well. A great way to pull this off is by simply creating entrepreneurial content in any format.

You can show both individual and investors just how to maximize the value of their property or homes, offer a variety of tips and tricks, and show that you’re truly invested in this professional relationship. While selling one property is great, getting the trust of your client base to keep working with them in the future is even better.

Alrighty folks, I hope that helped all the realtors understand the most trending type of topics in 2019 for the real estate industry.

Need custom real estate copy that sells or better yet an entire content marketing done for you solution for your real estate company? Contact us!

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