Marketing for Estate Agents - Get ahead with clever content marketing

If you’re not already investing in clever content marketing as an estate agent, you might be falling behind your competitors.

Good content can help prospective customers find you, and, even more importantly, trust you. To take it to the next level, create content for your target customers throughout the process – from before they want your services to after they’ve taken them up. For example…


By creating content for your target audiences before they need your services (in the consideration stage) you’ll be front of mind when they need an estate agent.

Buyers and renters in the consideration stage might be looking for more information on different areas they’re considering. See Foxtons area guides for an excellent example. They contain local recommendations, price history, house sales and much more.


When it comes to the point where people are making a decision, hopefully they’ll have already come across you from your previous content.

At this stage, rather than creating content designed to sell your services, instead create content that answers the questions decision-makers are asking. For example, write a blog for sellers explaining how you manage the selling process and all the different steps they can expect. Something like: “Our process – what to expect every step of your sale”. Or perhaps share tips on preparing your home for sale.

This kind of content is reassuring in a stressful time. Answer all the niggling questions people have up front, and they’ll need less time to decide to go with you when it comes to signing on the dotted line.


Also consider creating content for your customers and clients after the point of decision. By creating valuable content that helps people throughout the time when they’re with you, they’re more likely to come back and recommend you to others.

For instance, you might write regular updates for landlords on the regulation changes they need to know about. For another good example, take a look at Coalter’s Knowledge Center, which covers this and most of the ideas discussed above.

Do you understand the benefits of clever content marketing, but just don’t have the time to spend on it? We can help.

More marketing tips for Estate Agents

David RiceCreative Director

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