While listings are important, they are not enough to keep prospects engaged for the long run. Today’s buyers and sellers want more. They expect value-driven, story-rich, and multi-format content that shows you know your community, that you care about their journey, and that you are more than just a salesperson.
This guide will walk you through 25 types of content that most agents overlook. Each one is practical, designed for real estate, and easy to adapt into your own voice.
Storytelling content
- Neighbourhood love letters: Write from the heart about why you love a particular suburb or street. Share memories, describe the atmosphere, and highlight what makes it unique.
- Behind-the-signs blogs: Tell the hidden stories behind properties. Maybe the house belonged to a local artist or the land has an interesting history.
- Client success spotlights: Share before-and-after stories of buyers or sellers. For example, a young couple upgrading from an apartment to their dream family home.
- Local legends and myths: Every community has quirky folklore. It might be the ghost story behind a heritage pub or the mystery of a hidden tunnel.
- Your personal journey: Open up about your own path in real estate, from your first sale to why you chose this career. Authenticity builds trust.
Value-add educational content
- Step-by-step guides: Create simple guides for different groups like first-time buyers, investors, or downsizers.
- Seller prep checklists: Practical, printable checklists covering everything from decluttering to garden touch-ups.
- Financing simplified: Explain mortgage terms in plain English. Break down fixed vs variable loans or explain deposit requirements.
- Contract demystified posts: Unpack tricky clauses like “subject to finance” or “cooling-off period” into bite-size explanations.
- Local school spotlights: Profile schools in your area, not just for academics but also lifestyle impact, such as sport, arts, and community.
Lifestyle and community content
- Day-in-the-life posts: Describe what it feels like to live in the suburb. Where do people get coffee? How long is the walk to the train?
- Top 10 hidden gems: List cafés, boutiques, or walking tracks that even locals might not know about.
- Local event guides: Create monthly or seasonal calendars of markets, festivals, or concerts.
- Pet-friendly living: Highlight the best dog parks, pet-friendly rentals, or even cafés that welcome furry friends.
- Commute calculators: Show real travel times to the CBD, hospitals, or schools from different suburbs.
Visual and interactive content
- Instagrammable spots: Map out the most photo-worthy places in town, perfect for attracting younger buyers.
- Mini video tours: Short, lifestyle-driven clips showing not just houses but also the street, parks, and local vibe.
- Polls & quizzes: Engage your audience with interactive content like “Which neighbourhood matches your lifestyle?”
- 360° sneak peeks: Offer immersive, interactive images of properties or local attractions to create fear of missing out.
- Home styling moodboards: Share styling ideas with visuals, like coastal-inspired palettes or modern minimal looks for staging.
Authority-building content
- Market myth busters: Tackle common real estate myths like “auctions always get higher prices” with local evidence.
- Agent predictions: Share your own forecasts on where the market is heading. Bold but realistic predictions get attention and conversations.
- Behind-the-data posts: Explain what certain industry data really mean. For example, instead of just quoting median prices, explain how it affects buyers.
- Partnership spotlights: Introduce your audience to trusted mortgage brokers, builders, or designers you work with. Ask for reciprocation to increase your reach.
- Opinion pieces: Write thoughtful takes on issues like zoning changes, infrastructure projects, or housing affordability in your area.
Building a real estate content engine
Relying only on listings is like trying to sell a house with one room open. Buyers and sellers want the full picture. By mixing in these 25 content types, you can build stronger relationships, boost your SEO, and position yourself as the go-to agent in your community.
Every type of content serves a different audience pain point, from education to lifestyle inspiration to market authority. The easiest way to get started is to turn this list into a 12-month content calendar.
If you are looking for even more inspiration, you can also download 100 real estate content ideas to keep your marketing pipeline full all year round.
