Content Curation: How it wins instructions.

We have no time. We have no patience.

There is an unfathomable amount of content online and we are subjected to thousands of catchy headlines each day. This huge amount of option leaves many people clueless on what to actually take notice of – more choice leads to less decisions.

In 2000 psychologists ran an experiment: 24 variations of jam on one display, 6 variations on another. When it came to making a purchase decision, people who were shown the larger display were one-tenth as likely to buy. One-tenth.

OK, so that’s jam. But it has been proven in various contexts that an overload of information not only decreases the chance of us bothering, it is also shown to increase anxiety, dissatisfaction and – if we ever actually make a decision – regret.

The more complicated the world becomes, the more people want life made simpler. People no longer want to hunt multiple places for what they want, they want one place to get the best the world can offer. And it is this shift in behaviour that has resulted in curated content being considered by many as the wave of the future.

Content curation is all about sorting through the vast amounts of content online and presenting a selection in an organised, meaningful way; finding, aggregating and sharing the best existing content with your followers online.

How can you use content curation as an agent?

– Focus on making your social profiles the go-to place to place for industry news nationally and locally. Find quality articles as they are posted and share often. Focus on giving people a reason to come back, and a reason to refer you as the agent ‘in the know’.

– Create blogs listing the websites that provide the best industry articles, or a list of the best articles on a particular topic. Think: ‘15 must-read articles to read before buying’, ‘Top 10 tips from industry experts on selling your home’, etcetera. Be active, be curious, and discover what sellers and buyers find interesting.

– This ‘paradox of choice’ should also inform your overall marketing – choice can no longer be used to justify any strategy – make everything simple and provide a smaller amount of good quality options in all you offer.

Curation is not only making our own lives easier as consumers, but by becoming a curator yourself you are able to build a huge amount of authority online. If you consistently share good content, you give people a reason to remember you and return. You take care of your audiences’ limited time, add value to their lives, and nurture relationships. By consistently sharing top quality content, you also build the trust that primes them to engage with your own company’s material if and when you share it. Win-win-win.

As a successful estate agent you have limited time. Content curation also means you don’t have to spend hours creating tonnes of fresh, new, original material yourself. Win-win-win-win.

The shift towards curation is the impetus behind one of my own company’s products. Our Newsroom is designed to make property professionals’ lives simpler and more productive when it comes to finding content online. By adding the address of your favourite industry websites, The Newsroom will create one feed curating the best material from these sources – everything in one place, on demand. Not only can you peruse at your leisure, you can share articles to social media without ever leaving the feed, which helps you build your own curator reputation.

Content curation is big in marketing and for good reason. Make your life and that of your customers (and future customers) simpler, and start building authority as the go-to source locally and nationally.

I run a digital intelligence company called Propertyflock, and we build automated tools to help estate agents win instructions through social media. To get your own curated Newsroom for free, and to start seeing real business results from social media, visit our website or call us on 0131 510 2117.

You May Also Enjoy

Breaking News


Daily bite-sized proptech and property news in partnership with Proptech-X. continues to strengthen its leadership team With my non-journalist hat on, and to ensure complete transparency, I also hold a position as a non-executive director at – AS Following the recent acquisition of BriefYourMarket, proptech supplier, has announced that Damon Bullimore…
Read More
Overseas Property

How to reside in Spain through an investment

Golden Visa residence in Spain is a residence visa for investors. It was created by Law 14/2013 on support for entrepreneurs and their internationalisation, and its purpose is to attract non-EU foreign investors to Spain. This visa offers legal residence in Spain for a period of 6 months to 2 years depending on the type…
Read More
burglar uk
Home and Living

What do Burglars look for in a House?

We are all aware, unfortunately so, that today we need to be very careful on what we leave on show that could tempt a burglar / thief. Home security has certainly improved over the years including methods of combating crime and deterring those tempted to break in and enter. Especially with the invention of the…
Read More
Breaking News


A roundup of the week’s top property and proptech news stories in partnership with Proptech-X   What next for Rightmove as CEO quits? PRESS RELEASE: 5 Million Private Renters Live in Unhealthy Homes Reveals Recent Research by Yuno What does The Queen’s Speech mean for property? What are the real Proptech trends? What next for Rightmove…
Read More
Kerb appeal
Home and Living

Top Tips to increase Kerb Appeal

How many times have you driven past a row of houses and admired an individual property? Something usually catchers your eye be it architecture, colours, plants, flowers, iron work and more. We can all obviously stand out with bright colours and loud design work, though this can be sometimes an eye sore instead and can…
Read More
Estate Agent TalkHome and Living

15 External Factors which can affect your House Value

If we take a look at what lays outside of your property and your boundary to include your kerb appeal, there are many external factors which can either positively or negatively effect the value of your property / the property you are looking to buy / rent. Supply & Demand: If the market is busy…
Read More