A 30-Day Content Plan for Commercial Real Estate Brokers
A realistic monthly content system CRE brokers can use to build authority, support prospecting, and create reusable marketing assets.
CRE brokers do not need to become full-time creators. They need a repeatable way to turn work they already do—research, calls, tours, underwriting, and deal execution—into useful content that stays visible between assignments.
Begin with one useful idea, not thirty separate posts
The most sustainable content system starts with a substantial monthly idea and repurposes it. Choose a question clients are already asking, a change in the local market, a transaction lesson, or a property-type issue your team can explain better than a generalist.
Create one anchor article of roughly 700 to 1,200 useful words. From that article, produce an email, several short posts, one chart or map, and a talking point for prospecting. This keeps the message consistent and reduces blank-page work.
Week 1: Listen, outline, and gather proof
Collect the questions that appeared in recent calls, tours, pitches, and negotiations. Choose one with a clear audience and business connection. Outline the answer before opening a design tool.
- Day 1: List ten questions clients asked in the last quarter.
- Day 2: Choose one question and define the reader.
- Day 3: Gather data, examples, maps, or images you are permitted to use.
- Day 4: Draft the argument in five bullet points.
- Day 5: Write the first draft without polishing each sentence.
Week 2: Publish the anchor article
Edit for specificity. Replace broad claims with examples, explain local context, and remove any detail that is confidential or not supportable. Publish the article on the brokerage website under a permanent URL, with a descriptive title and a clear author.
- Day 6: Technical and factual review.
- Day 7: Rewrite the headline and introduction.
- Day 8: Add a chart, map, photo, or checklist.
- Day 9: Add internal links to relevant services, team pages, or listings.
- Day 10: Publish and test the page on mobile.
Week 3: Distribute without copying and pasting the whole article
Each channel should give the audience a reason to engage. An email can summarize the practical conclusion. A LinkedIn post can lead with a surprising observation. A short video can answer one part of the larger question. Point interested readers back to the full resource.
- Day 11: Send a concise email to the relevant segment of your database.
- Days 12–15: Publish three short posts, each focused on one takeaway.
- Day 16: Share a chart, map, or annotated image with a short explanation.
- Day 17: Record a 60–90 second answer to the most practical question.
Week 4: Use the content in business development
Content becomes valuable when it supports real conversations. Send the article to prospects who face the issue, add it to relevant pitch materials, and use the response to choose next month’s topic.
- Days 18–22: Share it personally with five to ten relevant contacts.
- Day 23: Add the article to one pitch or follow-up sequence.
- Days 24–26: Review search impressions, visits, engagement, and inquiries.
- Days 27–28: Note which angle created the best conversations.
- Days 29–30: Choose next month’s question and reuse the workflow.
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