The Playbook

Before someone visits your website, they may encounter your Google Business Profile. It gives them a quick way to see who you are, read reviews, and decide whether to contact you.

A neighborhood page should help someone understand a place and take a useful next step.

Real estate marketing comes with plenty of terminology. Two terms you may hear together are SEO and AEO.

Useful real estate content starts with a question worth answering.

A buyer’s first question might once have been a few words typed into Google: “homes in Austin.” Today, that question can become a conversation: “What should I know before buying a condo in downtown Austin, and how do the monthly costs compare with a single-family home?”

Between listing appointments, showings, follow-ups, and marketing, a real estate agent’s day fills up quickly. Writing next week’s newsletter or creating another social post can easily fall to the bottom of the list.

Your real estate ad is getting attention. People are clicking, your advertising budget is being spent, and the campaign dashboard shows activity.

A new listing gives you more to share than a property announcement. It can also provide material for a video tour, a feature spotlight, a helpful buyer tip, and a behind-the-scenes look at your work.

Someone lands on your website after seeing a listing, finding you through search, or hearing your name from a friend. Can they quickly tell where you work, how you can help, and what to do next?

Someone downloads your buyer’s guide. They’ve taken a small step toward learning more about buying a home—and opened an opportunity for you to be helpful. What you send next should build on that interest.