What makes compelling real estate content? In a list of questions most frequently asked by real estate agents about their marketing strategy, this question would easily be in the top five. While there are more tools than ever available for digital marketing, the real challenge is capturing and maintaining the attention of a site visitor. With a majority of site visitors quickly skimming over new web content and apps before turning their attention to something else, compelling content is crucial for a successful site. Check out these tips for crafting compelling real estate content with the power to convert browsing prospects into enthusiastic customers.

Stay true to your brand

Before you begin typing away on your keyboard or filming a new video, consider how your message will remain an authentic representation of your brand. What main point(s) will your readers to take away from your content? If you have to, write your message on a sticky note and put it on your computer monitor to help remind yourself of what is true to your brand and mission. With so many options for creativity, it can be easy to become sidetracked in crafting content for your website, social media, or app. For this reason, it is best to simplify your message to one topic for each piece of content that you create. Including too much in each piece could run the risk of overwhelming, confusing, or even frustrating your audience. Consider the following messages commonly used by real estate agents as a basis for compelling content.

-You are a local real estate expert in X county

-Why a new property listing is the perfect single-family home for your potential buyer 

-Why potential buyers and sellers should choose you as their agent instead of the competition

-How following you on social media will benefit potential buyers and sellers


Once you have identified the key message that you want to promote, you can craft your content around it with a clear direction in mind.

Create relatable and eye-catching headlines

One of the best ways to increase your online traffic is to craft relatable and eye-catching headlines for each piece of content that you upload. The right headline on a post will help to entice interested readers enough to click on your content. If you wish to garner their interest, headlines are the right place to start. Be sure that your headline is clear with an eye-catching teaser on what your content is about.

Example of a dull headline:

Why You Should Choose John Doe as Your Agent

Example of a compelling headline:

Joe Doe: Maryland Real Estate Agent With 30 Years of Real Estate Experience is Ready to be Your Agent!

Keep it simple

When it comes to content, less is often more. Agents will make the common mistake of trying to do too much with text and video content only for it to backfire with a lack of interest. Some agents also make the mistake of trying to demonstrate their expertise in the industry by writing and speaking with technical, industry lingo. In most cases, you are better off using accessible language anyone can understand. Keep in mind that many real estate terms may seem confusing or foreign to a first-time homebuyer. With this, keep your language conversational in both your videos and text. This will allow you to better connect with your audience.

Showcase Your Experience in the Industry

Purchasing a home is a long process with several steps along the way for the homebuyer, seller, and agent. With this, be sure that you guide potential clients with your real estate clients on their home buying journey with the content you produce. Provide your prospects with examples and stories of your experiences of working in real estate, as well as insights from other people. For example, if you are writing an article about a specific stage of the home buying process, include interesting stories from your work with past clients. You may also want to think about interviewing some of your previous clients for positive testimonial pieces as well. 

Highlight how you can help

As a real estate agent, your job is to guide homebuyers in a positive direction during their home buying or selling journey. Promote yourself with a strong call-to-action at the end of each article or video by reminding the audience of how you can help them get to where they want to be. Be sure to include accurate contact information to make yourself accessible to your prospects and former clients as well.