What Content Should You Send to Your Real Estate Database?

By Jacqueline Smith

Jacqueline Smith started in real estate in 2015 and sold 52 homes her first year in the business as a solo agent. After considering growing her own team, and exploring different team models, she decided to partner with Place in 2017. The partnership allowed her to fast track her growth, and provide better systems and models to her agent partners. Her and her team in Vancouver Washington now close over $165M in annual sales volume, while keeping the quality of the agent and client experience at the forefront.

If no one is responding to or engaging with your emails, it may not be that your database is dead. It may just be that your content isn’t that helpful. Maybe you’re sending too many generic updates or listings that people aren’t engaging with.

Here’s the thing: a few small shifts in what you’re sending can completely change how your database responds to you.

Start with market insights, but make them easy to understand. Many agents just send statistics, but people need help understanding what those statistics actually mean. And more importantly, they want to know your opinion.

Instead of just sending a spring market update, tell them what it means for them. Something like, “There are a few more homes coming to market and price growth has slowed, which is giving buyers more negotiating power. It’s still a great market for sellers, but you may not have the same position you did in years past.”

When you simplify the market and explain what it means for real people, you position yourself as a trusted adviser, and people get more value out of your content.

Send helpful tips that appeal to people who aren’t looking to buy or sell. I love things like the year’s paint colors, design trends for 2026, and how to increase your home’s value through home improvement projects. Those are the things that people who aren’t looking to do business will actually engage with and appreciate. Not everything you send has to be about transactions. The best content serves people where they are.

Share your success stories, and tell the real story. Not just the generic “it’s pending” or “sold” post, but the real story behind how you helped someone win in a multiple-offer situation or work through the complexity of buying and selling at the same time. People love stories, and stories sell. Don’t be afraid to share your wins and the work that went into them.

Highlight your community and the local things you love. People love to be in the know, and I really like to have fun with this one. Share your favorite farmers’ markets, your favorite brunch spots, and new developments you find out about. All of that is super helpful to people moving in from out of the area and to residents who just don’t know about the fun stuff happening around them.

When you share what’s happening in your local community, you move beyond being just a real estate agent to becoming a resource for people. And that’s when referrals and repeat business take off.

I hope these tips were helpful. If you want help with your content or just feedback on what you’re currently sending, I’m always happy to share some ideas. Reach out anytime.

Watch my video for the full breakdown. Call or text me at 360-800-1334, email Jacquelinesmith@place.com, or visit jacquelinesmithleadership.com.