How to Create a Smart (& Time-Saving) Content Strategy


Social media takes time, money and energy to manage it effectively. When it’s done right, social media can be a great way to keep in touch with clients and attract new prospects.

Developing a content strategy helps to draws prospects in to who you are. When done consistently, the right content will help to give prospects a sense of what it feels like to work with you. The challenge with content marketing is two-fold:

1. Time.

Time is our biggest asset – so how can you create content quickly and efficiently? If you like to write, then you may choose to write a blog post on your site or on another site like Medium or LinkedIn. Or, you may choose to record video or host live video like on Facebook Live or Instagram Live. Either way, scheduling time to create, edit and publish content is key.

2. Patience.

Creating content for lead generation in real estate is not the ‘quick fix lead gen solution.’ The brokers that are getting a ton of great leads (not just leads, but great leads) are reaping their rewards because they have invested in creating consistent content and distributing it through email and social media week in and week out.

Let’s break down five things you need to know when creating your content strategy:

Start with the big picture. Ask yourself about your overarching goals and your strategy. You need a straightforward roadmap of what you’re looking to produce and whom you’re producing it for. This means you’ve got to understand your audience. Who are they? What interests them? What are they seeking? Not all people can be painted with the same brush, making it vital to create groups within your audience and strategies to reach all of them. Even if you work with niche markets, it’s certainly possible that you might have several types of frequent clients.

Ask yourself, what are the questions you get asked time and time again? What is your expertise in? Who do you love working with? When you can really start to dig into those questions, this will set the stage for creating content that supports your brand.

Understand your brand. How can you create compelling content if you don’t know what your brand is all about? Getting a handle on your brand means putting your thoughts down on paper—or pixel, depending on what works best for you. If you’re unsure of what your brand represents, start by identifying strengths as well as challenges through an analysis of yourself and your competition. How can you differentiate yourself? The answer will help you drive content that speaks to your brand.

Your brand is so much more than your colors or your logo. Your brand is what people say about you, and how they describe you. How can you leverage that opinion and then create (or curate) content based on that? For example, if you are a broker who focuses on the millennial market—you may embrace Snapchat and Instagram as two of your primary platforms to create content and to build your brand—because those are two of the most effective platforms for that demographic. Think about your brand and who you want to target?

Brainstorm. Here are several questions that will help guide your inquiry and offer a more coherent picture of what you want to achieve with your content strategy:

  • What type of content catches the mind and imagination of your customers?
  • Who are the most important people to target with content?
  • When thinking about who you want to target, what aspects of your brand do you want them to connect with?
  • What do you want to emphasize in terms of your brand?
  • What information does your clientele want?

Delivery of Content. You’re ready to begin selecting ways to deliver your content. This can include any or all of the following channels:

  • ✔   Your website
  • ✔   Other sites that you control
  • ✔   Paid channels including sponsorships, pay-per-click search ads and social media promotions
  • ✔   Social media channels (Facebook, Twitter, Instagram, Pinterest, etc.)
  • ✔   Industry influencers including bloggers and journalists
  • ✔   Video
  • ✔   Live streaming

Showtime! Go forth and create your content plan. This may entail an editorial calendar, planner or both. However you tackle the task, though, make sure that your content schedule flows well with a combination of the large and the small.

Don’t reinvent the wheel. Remember, with every content piece that you create – think about how you can repurpose that content to generate leads.

For example, you may create one blog post a month, which is 12 pieces of content that live on your blog. That one blog could get sliced and diced a number of different ways:

  • ✔   You could create a Power Point presentation with that content and upload it to – which is owned by LinkedIn. You can then collect leads on SlideShare for anyone interested in learning more.
  • ✔   You can take that SlideShare and then create a short video, upload the video to YouTube and/or Facebook directly. You can run YouTube and/or Facebook ads that drive people who watch the video to a landing page on your site.
  • ✔   You can create multiple graphics highlighting parts of that blog post—I like to call this “snackable content” which you can create using for free. Each of these graphics can be posted over the course of a few weeks on Facebook, Twitter and/or Instagram with a call to action to go back to the original post.
  • ✔   You can re-share this post on all social channels a few months after originally sharing it on social media. There is no rule that you can only share something once.

One of the most important things you can do is to have a strong call to action with each piece of content—send people to a landing page or your website. Keep creating content consistently, and then put into place a system for letting people know about your content. Build your email list and email your list using a service like Mailchimp, Constant Contact or Aweber on a regular basis.

Katie Lance's Content Grid for Generating Ideas

If you employ these methods, you will be providing valuable content for your past clients and you will be reaching more people over time. Remember, content strategy for lead gen is a marathon and not a sprint.

Download a free content grid with more than 30 ideas for posts and strategies for how to take your social media to the next level.

Katie Lance

Katie Lance is the author of #GetSocialSmart and founder and CEO of Katie Lance Consulting, a social media strategy firm. She’s been recognized by Inman News as one of the 100 most influential people in real estate and is a featured keynote speaker at many industry events. Her #GetSocialSmart Academy features on-demand social media education to help real estate professionals take their social media strategy to the next level. For more information, please go to and use the promo code WAREALTOR to save $30 off your monthly membership in to the academy.

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