Generating engaging and useful content isn’t always about writing another blog article. Blog posts are great, but there are faster and more impactful ways to communicate value. The human brain processes visual information more quickly, making visual content a must-have in your strategy.
Luckily, creating compelling content doesn’t have to be difficult. With the right ideas, tools, and strategy, you can produce content that not only attracts potential buyers and sellers but also generates revenue.
The 4 content pillars for real estate
If you want your content to actually work (not just fill up your feed), focus on these four key pillars. They’ll help you attract the right people, keep them engaged, and get more leads.
1. Educational
The real estate journey can be overwhelming. Educational content makes you the trusted expert, providing value upfront and building long-term trust. When you simplify tricky topics, like financing, home inspections, or market trends, you become the go-to for reliable info. This not only attracts potential clients but also nurtures them through their decision-making.
2. Engagement
Social media algorithms love content that sparks conversations. Engagement-driven content boosts visibility, keeps your audience involved, and makes your brand more relatable. People are more likely to share posts that invite participation, helping you reach more potential clients organically. By creating interactive content like polls, quizzes, and discussions, you stay top of mind when they need an agent.
3. Branding and authority
Real estate is all about trust. When people are making one of the biggest financial decisions of their lives, they want a credible expert. Consistently demonstrating your knowledge, success stories, and market insights builds authority. Strong branding, both visually and in tone, also creates a professional, memorable presence, ensuring that when someone needs a real estate agent, they think of you first.
4. Promotional
People don’t like being bombarded with sales pitches, but they do appreciate helpful guidance. The best promotional content balances value with a gentle nudge. Instead of aggressive sales tactics, it offers solutions, whether it’s a free consultation, an exclusive market report, or an insightful blog post. Done right, promotional content blends seamlessly into your strategy, converting leads without feeling pushy.
By incorporating all four pillars, your content marketing stays well-rounded, engaging, and effective at attracting prospects and winning customers.
Top 5 content types for real estate
There are heaps of simple ways to create content that adds value without gluing yourself to a screen for hours.
Infographics
Infographics are a great way to share useful info in a visual way, using colours, icons, and just enough text to get the message across. They catch the eye way quicker than a blog post and are three times more likely to be shared.
A few easy infographic ideas for real estate:
- A quick snapshot of current property market trends
- A simple home staging guide for sellers
- A checklist for renters or first-home buyers
- A list of home improvements that boost value
Every time it’s shared, your brand gets a little spotlight. Tools like Canva make it super easy to create professional-looking infographics, even if you’re not a designer.
Checklists
Ticking things off a list feels good. Checklists help your audience stay organised and feel like they’ve got things under control, whether they’re making big property moves or just keeping up with the day-to-day.
Here are some checklist ideas to get you started:
- Getting a home ready for sale or rent
- What to ask at an open home
- Weekly maintenance list for landlords
- Things to do before launching a property to market
Make it easy to use, turn it into a downloadable PDF or use a tool like Checkli to create a digital version people can save or print. And don’t forget to slap your brand on it. Every time they tick a box, they’ll remember where it came from.
Templates
Everyone loves a good shortcut, especially one that saves time and cuts the stress. Templates give your audience a head start and make tricky tasks feel way more manageable.
Try creating templates like:
- An editable budget planner for home buyers
- A property wish list
- A rent increase letter for landlords
- A moving day schedule
You can use Google Docs, editable PDFs, or drag-and-drop templates on Canva. Remember to add your logo and contact info.
eBooks
eBooks are a brilliant way to go deeper into a topic and show you know your stuff. They’re also great for building credibility and showing you’re the expert.
Some popular real estate eBook ideas include:
- A guide for first-time homebuyers
- Downsizing tips for retirees
- A step-by-step guide to selling
- A local area guide for buyers looking to move
To make it really shine, include real life stories, expert tips, and visuals like infographics. You can pull it all together using Canva or Adobe InDesign if you have the skills.
Mini videos
Short videos are massive right now, but knowing where to start can be tricky.
Try out these video ideas:
- Quick “3 tips in 30 seconds” for buyers or sellers
- Myth-busting facts about the market
- Open home intros
- Shout-outs to local businesses or suburb spotlights
Pair your scripts with simple filming tips (natural light is your friend, and try to keep that camera steady). And for quick edits, tools like CapCut or InShot do the job nicely.
How to get your content out there
Creating great content is only half the job; you’ve got to get it in front of the right people. Here’s how to do it.
Blog & website
Your website should be the home base for all your content. To make sure it gets found:
- Use relevant keywords, like “Sydney property market update” instead of just “market update”.
- Add alt text to images so search engines can read them.
- Link to other useful resources, like checklists and eBooks.
Having a resource hub with all your infographics, guides, and downloads in one spot makes life easier for visitors and keeps them coming back.
Social media
Different platforms need different strategies:
- Instagram – Use carousel posts for infographics, reels for quick insights, and stories for polls or Q&As.
- Facebook – Post market updates, infographics, and eBook links. Tag local businesses for extra reach.
- LinkedIn – Share industry insights and reports to position yourself as an expert.
Add clear calls to action (CTAs) like “Save this checklist for later” or “Tag a mate who’s moving soon” to encourage people to interact and share.
Email marketing
Email is one of the most powerful ways to get your content in front of the right people. Use it to send:
- Monthly market updates with useful guides
- Personalised content (a homebuyer’s guide for buyers, a pricing strategy for sellers)
- Automated follow-ups when someone downloads an eBook
With Rex CRM, you can easily segment your database, send targeted content based on where a contact is in their property journey, and automate follow-ups.
Paid advertising
Want faster results? Paid ads can help. Some options:
- Facebook lead ads – Promote eBooks or checklists in exchange for contact details.
- Retargeting ads – Show content to people who visited your site but didn’t take action.
- Google display ads – Use eye-catching infographics to grab attention.
Even a small budget can get your content in front of the right audience. That said, if you don’t have hours to set them up manually, tools like Rex Reach can make it easy to run targeted ads across Facebook, Instagram, and Google with just a few clicks. You can promote your eBooks, checklists, or market updates to the right audience and generate quality leads without needing to be a digital marketing pro. Want to see it in action? Book a demo today.
Messenger & SMS
Direct messaging is great for quick, high-impact content. Try these options:
- Facebook Messenger – Send property tips or checklist links after someone engages with an ad.
- SMS – Perfect for time-sensitive nudges, like: “New market update: Click to see this month’s insights”.
- CRM automation – Set up message flows based on user behaviour.
It’s a fast, personal way to stay connected.
YouTube & video platforms
Video has a long shelf life and high engagement. Try:
- Short explainer videos, market updates, or property tours
- Repurposing webinars or live Q&As into bite-sized clips
- Optimising titles and descriptions with keywords for SEO
Video marketing helps put a face to your brand, building trust with your audience.
Podcasting
Podcasts are great for deeper engagement, especially for market commentary or expert interviews. You could:
- Run a short weekly or monthly podcast on local property trends
- Feature local experts to showcase your involvement with the community
- Promote it through your website, social media, and emails
It’s an easy way for people to consume content on the go.
Partnership channels
Teaming up with other businesses or influencers can boost your reach.
- Co-create guides or webinars with mortgage brokers, stylists, or relocation services.
- Share each other’s content across different platforms to tap into new audiences.
It’s a win-win that helps build credibility and exposure.
Community forums & groups
Local online communities are often overlooked gems.
- Share your blogs or checklists in relevant Facebook Groups or forums (where allowed).
- Offer helpful insights without being overly promotional.
Engaging in these spaces positions you as the go-to expert in your area and boosts your presence in the long run.
Most buyers and sellers don’t want a sales pitch; they want guidance. When creating content, put yourself in their shoes and ask: What information would I want if I were in their position?
By focusing on high-value content that educates, engages, and fosters trust, you’ll not only build a stronger brand but also generate more leads and conversions.
And when you’re ready to turn interest into action, Rex CRM helps you nurture every lead with personalised follow-ups, automations, and insights—all in one place. Book a demo today to learn how it all works.
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