Real Estate Content Marketing 101

Real Estate Content Marketing 101.png

If you want to better understand the what, who, and how of real estate content marketing, you’re in the right place. And —you’re not alone!

According to the Content Marketing Institute, 55% of business-to-business marketers said that it is unclear within their organization what an effective or successful content marketing program looks like. This blog will help!

WHAT is real estate content marketing?

Content can be anything from blog posts and emails to whitepapers and social media —even video, infographics and landing pages count, too. Content marketing is a strategic marketing initiative where you create and distribute valuable, relevant content to attract and engage your target audience.  


WHO is using content marketing?

In the real estate space —from residential and commercial real estate agents to emerging real estate tech companies— there are a lot of players doing real estate content marketing right. But content marketing can be utilized by anyone looking to build brand awareness and get more leads.

Content marketing has become less of a luxury and more of a need as the Internet continues to change the landscape of how we interact with our clients and potential prospects. It allows those in the real estate field to differentiate themselves, build brand awareness, generate new business, and nurture leads that aren’t ready to transact.

Here are a few real estate examples to get your inspiration flowing:

JLL Real Views Blog

Coldwell Banker Commercial

NAI Global

Duke Long



Allen Buchanan

Bill Gassett

Jonathan Schultz 

Jeremy Neuer's Neuerspace

HOW do I start content marketing?

Getting started doesn’t have to be hard —and it can be done on a limited budget. What’s important is that you create goals and a plan of attack. A great place to start is with an editorial calendar. You can learn more about how editorial calendars work (and download a free calendar template) in our recent blog: 5 Essential Elements of an Effective Editorial Calendar. Completing this all-important step will help you organize your content marketing strategy for success.  

Once you’ve mapped out your strategy, it’s time to fill your editorial calendar with actual content. You can write and create the content yourself or you can hire a Content Marketing service who can take care of the content for you.

Then, it’s time to distribute and promote your content. Where? Best practices include on your blog, via social media, through email distribution, and more. This blog offers suggestions on the 4 places you must share your content for maximum exposure.

Lastly, be sure to analyze your efforts. Use your blog’s analytics to review how much engagement (likes, comments, shares) your content is receiving, and make adjustments to your strategy as needed.


  • Create an editorial calendar and content strategy

  • Build your content

  • Distribute and promote your content

  • Review and adjust

If you’re new to content marketing, you may also enjoy our recent blog post: 7 No-Brainer Blogging Tips for New Real Estate Bloggers.

Putting it into Practice

Whether you’ve stumbled across this blog and are curious about real estate content marketing or simply need help executing your existing strategy, connect with our team of professional real estate Content Marketers to learn more about how we can help. Let us take the dirty work out of content creation!