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3 minute read

Content marketing can be a valuable tool for nearly every real estate agency or agent, in any market.

It’s arguably one of the cheapest and most measurable forms of marketing today when it comes to generating quality inbound leads for your business – provided you’re playing the long game and remain consistent with your approach.

At its core, content marketing is about creating and distributing valuable and relevant information for your clients and prospects that makes them smarter about your area of expertise – real estate.

It differs from advertising in the sense that you’re not talking about you, your awards or your listings. Instead, you are sharing your subject matter expertise and teaching your community something they didn’t know.

Jason Boon’s Content Marketing Approach

In a real estate market that is the focus of Australian, and indeed worldwide attention, Jason Boon‘s results in the Sydney scene make him a highly significant figure within the industry.

Jason’s Personal Agent Website:

A long-term specialist in the Potts Point and inner eastern suburbs area, Jason has achieved major sales success in his more than two decades in the industry, his professionalism and long-honed acumen meaning he has attained over $1.6 billion in residential sales over his career.

Jason’s website ( features an original weekly article showcasing local stories, suburb profiles, development activity and local history. Each Friday morning, Jason’s article is distributed to his email subscribers, Facebook and Linkedin followers, as well as a targeted Facebook Ad to local homeowners.


Jason’s weekly article has attracted:

  • Over 18,900 email subscribers (from zero)
  • Average email open rates consistently above 50% and click-through rates of more than 20% each week
  • More than 10,000 unique website visitors each month

Recently, Jason’s article titled “Why Woolloomooloo Real Estate Should Be On Your Radar” sparked the curiosity of one local homeowner who had been consuming Jason’s articles for over 30 weeks.

Offering readers an in-depth and unbiased view of the suburb of Woolloomooloo, the article covered everything from rental yields to lifestyle and recent sales.

Just hours after Jason’s weekly email was sent to subscribers, he received a message from one of his loyal readers…

In less than two weeks, Jason and his team received an off-market offer and the property was sold for $2,765,000.

How to make this strategy work for you

  • Don’t make your content about you
  • Remain consistent – with both your frequency and message
  • Don’t expect to generate leads tomorrow

Is a weekly article too much? Not at all. Provided your content doesn’t suck, people will start to look forward to getting it every week. Just check out some of these messages that Jason receives every week (plus a message Jason sends me personally each time he lands a new listing).


Take for example Jason’s 18,000+ email subscribers and the open/click-through rates his weekly article receives. That’s more than 18,000 local homeowners that Jason and his team are (essentially) in front of every Friday morning at 7:30 am.

But if your content is all about you, your listings, your results or articles that someone else has written, then a weekly cycle is going to turn more people away than it will attract.

Does content marketing replace traditional advertising or prospecting?

Absolutely not. You’re a salesperson at the end of the day.

But here’s the thing… people don’t buy or sell real estate every day. An unfortunate amount of advertising in real estate assumes that people do. A consistent content marketing plan can position you very differently in the hearts and minds of the majority of people in your local market so that when they are ready to sell, they’re going to give you a shot.

A content marketing approach needs to be in ‘addition to’ the sales and prospecting activities that work for you, not ‘instead of’ – especially in quieter market conditions.

Content marketing is not always the obvious choice for real estate agents and, in some ways, it goes against the grain of how marketing has been taught in real estate for a long time.

The case study above is a great example of how content marketing can give you a distinct long-term advantage over your competitors.

Get in touch with the team at Stepps today to learn how we help Australia’s leading agents and agencies implement an effective digital marketing plan centred around a content marketing approach.

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