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Thought Leadership
November 7, 2023

The most effective marketing strategy for residential brokers I have ever seen…

Today’s post is by Michael Beckerman. He is a 25-year veteran of the public relations industry and author of the Second Time Around blog. Michael was previously the founder and CEO of Beckerman Public Relations and Chairman of Antenna Group, two of the largest independent agencies in the country. He is now CEO of The News Funnel and is responsible for the site’s overall vision and day-to-day operations.

As someone who has been involved in the real estate marketing, public relations and media sectors for almost thirty years, I have seen a lot of trends come and go. I am old enough to remember the power of direct mail (it still works by the way), newspaper ads, advertorials, banner ads, SEO/SEM and on and on. Most of the things that work well in marketing typically last for a cycle and then lose their impact for a variety of reasons.

However, one strategy that I am personally more excited about than anything I have seen in a very, very long time is the power of Content Marketing. In my opinion, no other sector benefits from Content Marketing as a sales and marketing strategy quite like the residential sector.

Here is another post I did that explains Content Marketing: What is Content Marketing and why am I so obsessed with it?

These blogs are great examples real estate firms using Content Marketing to position themselves as thought leaders in the industry:


Coldwell Banker


Keller Williams


Century 21

Better Homes and Gardens

As seen in the examples above, it is important to educate your customer base on market trends, be a trusted source for industry news and use thought leadership for brand positioning. These are incredibly effective ways to differentiate yourself and your company and connect with your target audience.

And if you’re a residential broker, the power of Content Marketing can absolutely put to use to build your own business.

Therefore, if I were a residential real estate broker, or any type of residential professional, this is what I would do to tap into the power of Content Marketing to drive my business and generate new leads.

#1. Build a website.

Something simple and non-traditional. Rather than a self-serving website, I would create a content portal full of resources and information. It would be educational, inspiring and provide website visitors with actual insights into my local market. I would also put local news on my website, providing information on the communities I serve. Maybe even information on local events, happenings etc…people love that stuff. Think hyper-local!!! Think being “the source!” Squarespace and WordPress are great (and very inexpensive) website builder tools for something like this.

#2. Create a blog.

A cornerstone of Content Marketing is the use of a blog. I would absolutely create one if I was a broker that would contain posts about my local market and all things real estate…trends, tips, news etc. My goal would be to position myself as an industry thought leader…someone trustworthy and well-rounded. Not only would my blog help establish credibility with potential leads, it would expand my reach greatly and build my personal brand.

#3. Build an email list.

Through an email signup form on my new website (and connections I have made as a broker), I would create a master database of leads, prospects and contacts. Then, I would send them a weekly newsletter containing links to my blogs, local market news, and other information that my subscribers may find valuable. You can use a tool like Privy to create an email signup form for your website for free.

#4. Be a beast on social media.

I would share all of the content I curate and create on my networks (Facebook, LinkedIn, Twitter) on a regular basis and connect with other industry thought leaders. I would start conversations with people within my network. I would interview people who have influence or who are making contributions to my local community. My social networks would be an extension of my personal brand and another outlet to help build my online presence.

#5. Be the one who tries all of the newest tech tools and educate my network on them.

There are so many advances in social media…and they are happening so fast. Be the one who adopts them first in your local market. There are many very efficient tools to help with your Content Marketing strategy…and many are free! Think Periscope. Think VR. Think drones. You get the message. Be the earliest adopter.

If you did these five things on a regular, consistent basis you would be not only building a great brand for yourself, but generating great leads to close! And the best news is that all of this can be done relatively inexpensively.

Let’s chat!

Spending 30 years in the content industry has taught me the good, the bad, the ugly and the great. If you want to chat about your own Content Marketing efforts, reach out to me at

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