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.