7 Content Marketing Tips for Estate and Letting Agents

Some small businesses (including estate and letting agents) have historically been slow to adopt a content marketing strategy as social media use and importance has grown. But as SEO has evolved significantly in recent years, it has become clear that businesses need to look at their content marketing techniques to remain competitive in the rankings and provide great reasons for customers to visit their websites.

Whether the content is created in-house or outsourced to an agency, there will be a time when creative ideas for interesting new content become scarce. Here are seven tips for creating outstanding content for estate and letting agents.

1. Create a Content Marketing Calendar

Having a calendar that documents a content strategy is a great way to ensure timely content creation, but this strategy is too often overlooked. 61% percent of marketers say that their biggest difficulty with content creation is that it takes too much time, but only 44% percent are reported to have a documented content marketing strategy.

Putting together a calendar of content scheduled for the month is a great first step that provides a set amount of time to strategise, brainstorm, create, and publish.  Also make sure you’re involving staff members who are speaking regularly to your customers and clients, so that you can build your content around the topics and information they are most interested in, so that you can focus your ideas on those that will generate the most interest.

2. Find Out What Works

Before researching other sites for inspiration, understand the characteristics of past content that you’ve put out, and how it has worked. Make sure you’re using Google Analytics and Webmaster Tools to check the most visited pages on your website and search queries to see what content has performed the best and the keywords people have used to find it.

Social statistics can also provide insight into content that has performed well. There are easy-to-use dashboards that provide information on the number of shares, and clickbacks from those shares.

Understanding these trends will help better inform what topics and strategies have worked in the past.  When you do your research you may find that only a handful of your competitors are posting blogs and news stories on their site, so use this opportunity to really demonstrate a point-of-difference and show off your agency knowledge and personality!

3. Understand and React to Social Trends and News Stories

Social media is also helpful to provide ideas for topics in real-time. Writing content around trending topics, helps provide valuable content to people actively looking for it. Twitter has had trending topics available for a while, and Facebook introduced trending topics earlier this year.

If there’s a property-related story in the news (and with an election looming housing is a ‘hot topic’ at the moment!), see if you can enhance your content by addressing different sides to a story, or supplement it with different media like videos and photos.

4. Create a Survey

Create news with a simple survey. Understanding views on a topic can provide useful material for articles. This may help with backlinks to your site and help build your reputation as a great source of information in your area.  Use it as an opportunity to connect with your current and potential customers and show that you are listening to their feedback.

Creating and conducting surveys have become much easier with products like SurveyMonkey that allow you to create surveys at an affordable price-point (and sometimes free).

5. Utilise Visual Content

While much of SEO focuses on text that search engines can digest, visual content is much more appealing. Audiences are naturally wired to be more engaged with visual content, as 90% of the information that comes to the brain is visual, and content that utilises imagery gets 94% more views than those without.

Keep visitors engaged and scrolling by adding still images or videos to written content where you can, and creating infographics is also becoming an affordable option.  You could create infographics with the research that’s already being done, or get one created to include in a blog. It will really help liven up a text-based article and highlight the main points and statistics in a more visual way.

6. Start a Video Blog

Another easy way to create consistently high-quality content is to create videos.78% of people say they watch online video every week, and 55% say they watch every day.

Starting a video blog isn’t expensive or time-consuming. Short videos are the easiest to digest, and simple to shoot with a personal webcam or simply on your mobile phone, with the TikTok being one of the best ways to reach and market to the younger audience, with quick, straight to the point content, and if you choose, you can look at reliable Twicsy alternatives to buy TikTok followers to make your profile more attractive from the ground up.

Video blogs require minimal editing, if at all, and can be posted immediately to YouTube. You might already be using property videos to bring your property listings to life, and so putting together some short video blogs where you talk about the customer services you offer could offer a nice personal touch and provide that point-of-difference.

7. Repurpose Content

If finding a topic and doing the research for it is too time-consuming, why not research and gather several articles around a certain topic. Gather content with an underlying theme, like “Property Maintenance Tips,” and put them together with an additional blog post. This creates a valuable package of materials for readers to digest.

Another way of repurposing content is to revisit an older story and provide an update, if there are new statistics or information available.

In summary, content marketing is now a main part of building SEO, and it works by engaging new and existing audiences, and encouraging sharing.  For small businesses, it can be difficult to stay on course, and ideas are tough to generate on a consistent basis, but with a little forward-planning and structure it can be an easier job.

Alex Evans

You May Also Enjoy

Rightmove logo
Breaking News

Rightmove’s Weekly Mortgage Tracker – 18/09/25

Average rates for 2-year and 5-year fixed-rate mortgages   Term Average rate Weekly change Yearly change 2-year fixed 4.54% +0.02% -0.44% 5-year fixed 4.56% +0.01% -0.05%   Lowest rates for 2-year and 5-year fixed-rate mortgages   Term Lowest rate Weekly change Yearly change 2-year fixed 3.75% +0.00% -0.24% 5-year fixed 3.89% +0.00% +0.12%   Average…
Read More
Planning disputes on new build land
Estate Agent Talk

Slowdown in planning applications and decisions

Property lawyer says “The government have had a year to make improvements to house building and have not made any progress.” Housing Secretary Steve Reed has announced a “building acceleration package” to speed up house building in England after new figures revealed a slowdown in planning applications and decisions. David Smith, property litigation partner at…
Read More
bank of england interest rate
Breaking News

Bank of England’s holds interest rates at 4%

With the Bank of England’s decision to hold interest rates at 4%, here are some thoughts from the Industry.   Matt Smith, Rightmove’s mortgage expert: “A Base Rate hold today had looked fairly nailed on, especially after yesterday’s news that inflation remains stuck at 3.8%. The later-than-usual Budget is very much on the horizon, and…
Read More
Breaking News

Breaking Property News 18/09/25

Daily bite-sized proptech and property news in partnership with Proptech-X.   Exodus of Landlords – means lower supply and increased rents’ MPs have taken the Renters’ Rights Bill a major step closer to Royal Assent, confirming the scrapping of Section 21 “no-fault” evictions and the end of fixed-term tenancies, which will now convert into open-ended…
Read More
Breaking News

Energy Rules Without Power: Tenants and Landlords Both Question EPC Impact

New research from LRG reveals that both landlords and tenants are struggling to engage with the Energy Performance Certificate (EPC) system, raising serious questions about whether it can deliver on its intended goals ahead of the government’s 2030 targets. While landlords overwhelmingly support the principle of improving energy efficiency, confidence in the system designed to…
Read More
New Builds 2020
Breaking News

New Build Home Enquiries Double in Summer 2025 

From June to August 2025, Compare My Move’s conveyancing data shows a 120% increase in new build home purchase enquiries compared to the same period in 2024.  This surge reflects not only more people looking to buy homes overall but also a higher share of buyers choosing new builds. On average, 12% of purchase enquiries in…
Read More