You’ve done the hard work. Your social media posts, ads, and listings have attracted attention. Your leads are interested. But now comes the critical part: turning that interest into action.
In marketing, this is called bottom-of-funnel (BOFU) content. It’s the type of content that convinces your potential buyers to take the next step—whether that’s scheduling a viewing, requesting more info, or making an offer.
The challenge? Many agents struggle to create BOFU content that actually converts. They know their listings are attractive, but their posts, videos, or pages don’t push leads to act.
Here’s the good news: there are five types of BOFU content that consistently work for real estate agents. Each type can be adapted for posts, videos, or listings—whatever fits your audience best.
1️⃣ Show How You Solve Real Problems
The best way to grab a buyer’s attention at the BOFU stage is to show them how your property or service solves a problem they care about. People aren’t just buying a home—they’re buying a solution: space for a growing family, a short commute, or a safe neighborhood.
Content ideas:
- Posts: “3-bedroom homes in Westlands perfect for growing families—close to schools, parks, and shopping.”
- Videos: Short walkthroughs showing how a compact apartment layout works for a remote-working couple.
Tips:
- Speak directly to your ideal buyers.
- Highlight property features that solve real challenges.
- Use storytelling to make your content relatable.
2️⃣ Walkthroughs and Property Tours
Sometimes, a photo isn’t enough. Buyers want to see themselves living in the space. Video walkthroughs bring properties to life, helping leads feel confident about taking the next step.
Content ideas:
- Instagram Reels/TikTok: 60–90 second tour highlighting key rooms and features.
- YouTube: Longer walkthroughs showing layout, design, and neighborhood amenities.
Tips:
- Use high-quality visuals and steady camera work.
- Keep videos concise—focus on the benefits of each space.
- End with a clear call-to-action like “Book a showing today.”
3️⃣ Client Stories & Testimonials
Nothing builds trust faster than seeing other buyers have a great experience with you. Client stories and testimonials show leads that you deliver results.
Content ideas:
- LinkedIn or Facebook posts featuring a story of a first-time buyer finding their dream home.
- Short video testimonials from satisfied clients.
Tips:
- Include measurable outcomes like “Closed in 30 days” or “Saved 10% off asking price.”
- Feature diverse clients to appeal to different buyer personas.
- Use real quotes and images for authenticity.
4️⃣ Detailed Property Pages or Listings
Your property pages can do more than showcase a home—they can convert leads directly. A detailed listing gives buyers everything they need to make a decision.
Content ideas:
- Web pages with high-quality photos, floor plans, and neighborhood info.
- Carousel posts with each slide highlighting a key feature.
Tips:
- Make pages easy to navigate on mobile and desktop.
- Include a clear “Schedule a Viewing” button or contact form.
- Highlight benefits, not just features.
5️⃣ Comparison Content
Buyers often look at multiple options before deciding. Comparison content positions you as a trusted advisor, helping leads see why your listing is the best choice.
Content ideas:
- Posts comparing two similar apartments, emphasizing location, amenities, and price.
- Short videos visually comparing listings side-by-side.
Tips:
- Be honest and objective—don’t exaggerate.
- Focus on what matters most to your audience, like schools, commute, or lifestyle.
- Use charts, slides, or visuals to make comparisons clear.
✅ Final Thoughts
Bottom-of-funnel content is where leads become clients. It’s your opportunity to turn interest into action by showing value, building trust, and making decision-making easy.
Mix posts, videos, and listings to reach leads where they are—and always include a clear call-to-action. Nail your BOFU content, and you’ll close more deals and create clients who trust you for the long term.
Want to save time and start converting more leads right away? I’ve put together a ready-to-use content calendar for these five BOFU content types—complete with post and video ideas for a whole month.
📩 DM me today and I’ll share it with you so you can start turning your leads into clients immediately!
