Did you know that less than 10% of Americans move each year? That means over 90% of your audience isn't currently in the market to buy or sell a home. If your communications focus solely on product marketing—like listings and open houses—you're missing the opportunity to connect with the majority of your followers. To truly stand out as a real estate professional, the content you share must go beyond sales pitches.

By combining educational, image-building, and product marketing content, you can establish yourself as the trusted source for real estate knowledge, keep your audience engaged year-round, and nurture relationships that lead to repeat business and referrals. This balanced approach ensures you're speaking to everyone, not just active buyers and sellers, positioning you as the agent they'll turn to when the time is right. With the right content mix, you're not just marketing—you're building a lifelong customer base.

Educational, image-building, and product marketing content each play a critical role in a real estate agent's marketing strategy. Here are the benefits of each:

Educational Content

• Builds Trust: Sharing market insights, homebuying tips, or staging advice positions you as a knowledgeable professional and trusted advisor.
• Engages Your Audience: Valuable, informative content keeps your followers interested and encourages them to interact with your brand.
• Attracts Leads: Consumers searching for answers are more likely to connect with agents who provide helpful, easy-to-understand information.
• Strengthens Your Authority: Demonstrating expertise through educational content elevates your credibility in the eyes of potential clients.

Image-Building Content

• Establishes Your Brand: Consistent messaging about your values, professionalism, and success builds a recognizable and trusted personal brand.
• Creates Emotional Connection: Sharing personal stories, testimonials, and community involvement humanizes your brand and fosters deeper relationships.
• Builds Long-Term Recognition: A strong image helps you remain top of mind with your audience when they're ready to buy or sell.
• Differentiates You from Competitors: Unique and authentic image-building content highlights what sets you apart in a crowded market.

Product Marketing Content

• Showcases Your Listings: Highlighting properties with engaging photos, videos, and descriptions captures the interest of potential buyers.
• Drives Immediate Action: Product-focused content, such as open house announcements or price reductions, encourages followers to take the next step.
• Demonstrates Market Activity: Regularly sharing your listings and transactions shows that you're an active, successful agent in your area.
• Attracts Sellers: Showcasing your marketing skills for current listings can reassure potential sellers that you will effectively promote their property.

Experts agree that the mix should be in the range of 50% educational and informational, 30% image building, and 20% product marketing.  This mix of content provides valuable homeowner information not only when they buy and sell but all the years in between.

By strategically combining these three types of content, a real estate agent can build trust, foster relationships, and actively drive business growth, ensuring long-term success in their market.

InTouch Systems complements your marketing efforts to increase engagement by adding relevant content marketing through automated email, social media, and to your website.  Automated digital marketing boosts your brand awareness by positioning you as the "source" of real estate information with a consistent image campaign to drive repeat and referral sales.  Save time, boost sales, and take control of your career by prioritizing your clients over content creation.  Check out the videos and examples.

In the fast-paced world of real estate, the adage "out of sight, out of mind" can be a silent killer for agents' careers. While it might seem tempting to step back and let business come to you, this passive approach can lead to significant setbacks.

While prudent cost-cutting can be a vital aspect of sound business management, eliminating reasonable promotional efforts is a risky strategy that can lead to significant long-term losses. For real estate agents, maintaining visibility and engagement is not just an expense, but a crucial investment in the future of their business, as the following article explains.

 Lost Connections and Opportunities

Real estate is fundamentally a relationship-based business. When agents fade from view, they risk losing valuable connections they've worked hard to establish. Past clients, potential leads, and even fellow professionals may simply forget about an agent who isn't actively maintaining contact. This invisibility translates directly to missed opportunities ... whether it's a new listing, a referral, or a chance to expand into a new market segment.

Competitive Disadvantage

In a field as competitive as real estate, staying visible is not just beneficial ... it's essential for survival. While one agent might choose to lay low, their competitors are likely ramping up their engagement efforts. From social media presence to community involvement, active agents capture the attention and business that could have been yours. In essence, being out of sight means voluntarily ceding ground to your competition.

Relationship Decay

Business relationships, much like personal ones, require nurturing to remain strong and productive. Regular contact, whether through newsletters, personal check-ins, or market updates, keeps an agent top-of-mind. Without this ongoing nurturing, even once-strong client relationships can weaken over time, reducing the likelihood of repeat business or referrals ... both critical components of a thriving real estate practice.

Missing Market Changes

The real estate market is dynamic, with trends and conditions changing rapidly. Agents who disconnect, even temporarily, risk missing important shifts in their industry. This could include changes in buyer preferences, new regulations, or emerging technologies that could impact their business. Staying engaged ensures agents remain adaptable and informed, ready to pivot their strategies as needed.

Stunted Professional Growth

Active engagement in the industry often leads to professional growth opportunities. Networking events, continuing education, and collaborative projects all stem from being a visible and active member of the real estate community. By choosing to be "out of sight," agents may miss chances to enhance their skills, expand their knowledge, and grow their professional network.

The Compounding Effect of Visibility

Consistent visibility compounds over time, building an agent's reputation and expanding their sphere of influence. Regular engagement ... whether through social media, community events, or personalized communications ... creates multiple touchpoints that reinforce an agent's presence in clients' minds. This ongoing visibility increases the likelihood that when real estate needs arise, that agent will be the first point of contact.

Successful real estate agents understand that their business thrives on visibility, engagement, and consistent relationship-building. By staying actively connected with their network and community, agents can ensure a steady flow of opportunities, maintain a competitive edge, and build a sustainable, growing business in the ever-evolving real estate market.

The most common advice given to agents when they get their license is to make a list of everyone they know and let them know they are now in the real estate business.  A sound recommendation but all too often, after the initial announcement, there is no more effort to promote the fact that they're in real estate.

Some of the recipients will never see the announcement, and for others, they won't remember.  Good marketing recognizes that most people need to see a commercial 10 ... 12 times before they understand it and can remember it.  Don't be an agent who says, "I told my friends once that I'm now in real estate; they'll remember me."

Social media and video posts have made staying top of mind faster, less expensive, and much easier.

Posts, stories, reels, and live video delivering helpful homeowner content are effective ways to be certain that everyone thinks of you when they think of real estate without constantly asking them if they want to buy or sell.

Zig Ziglar's favorite saying was "Help enough people get what they want and you'll get what you want."  By consistently helping people be better homeowners by providing excellent information on a wide range of real estate topics, you'll build a brand in their mind they'll remember and value.

Add value to the people in your sphere of influence, your past customers, and other people in your database by communicating with them in a way that gives them the confidence and knowledge to choose you when they decide to buy or sell.

To help you with setting up your database, download our Sphere of Influence "Turning Connections into Clients" information guide and while you're there, discover what InTouch Systems can do to help make your life simpler.