REALTORS - Steal our inbound marketing content funnel

2025-05-31  • 21 min

REALTORS - Steal our inbound content marketing funnel

Your Brand with Steve Olson

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Over the last couple years, I’ve realized something simple and frustrating: most people are doing content marketing completely backwards.

They’re stuck trying to “build their brand” with random reels, flashy ads, blog posts no one reads, or email blasts that don’t land. The strategy is duct-taped together. The content isn’t connected to anything. And there’s no system turning those views into actual conversations.

That’s what I wanted to fix.

So today, I want to show you how I structure content that doesn't just get seen it creates inbound traffic, builds trust, and leads to conversion. This is the exact method I use to build funnels inside my own real estate ecosystem, and honestly, it works for nearly any professional service business.

Start With One Long Video

It all starts with long form video. Not shorts. Not stories. One strong piece of content that actually delivers value.

For me, that’s YouTube. There’s one reason why I center all of this around YouTube: search. YouTube is a search engine. That means your content keeps working long after you hit publish. If you title and structure it right, people will find it months later.

Let’s say you're a real estate agent in San Diego. Your channel should live and breathe one thing how to sell your home in San Diego. That’s it. One theme. One promise. One voice.

Build Once. Repurpose Relentlessly.

That YouTube video becomes the foundation.

From there, I turn it into a blog post. A real one. Not some AI-slop with a bunch of cliches. I write it like a long form sales letter. I want the blog to do the same thing the video does: move someone from “never heard of you” to “I trust you.”

Here’s what that blog post usually includes:

• A headline with a clear promise

• An embedded version of the video

• A clean, non-AI-sounding summary of the video

• A strong call to action at the bottom

And yes, we post this on our site. WordPress, HubSpot, doesn’t matter. Just get it live. The structure is more important than the platform.

Then We Run Ads to the Blog Not a Lead Form

Most people get this wrong. They run cold traffic straight into a form or webinar or calendar link. And they wonder why no one converts.

I take that same long form blog and run short-form video ads to it. These are twenty to thirty second clips not pitches, just previews. Think of them like trailers. Their only job is to drive traffic to the blog.

That’s phase one. I don’t even care if someone opts in at that point. I’m just building warm traffic.

Phase Two: Retarget and Convert

Everyone who hits that blog page gets pixeled. And then I run a second ad to that warm audience. This one’s different. It’s got a clear hook. It says exactly who it's for and what the next step is.

I use this second ad to filter. To say, “If you’re thinking of doing XYZ in the next 90 days, you need to see this.” Then I validate. I explain why I’m qualified to help. And I offer a clear call to action. That might be a call, a challenge, a guide, whatever makes sense in your funnel.

Now we’re only showing this conversion ad to people who’ve already interacted with us. They’ve seen the value. They know the tone. They’re warmer.

And Yes — Blogs Still Work

There’s a lot of people out there saying blogs are dead. They’re wrong. Blogs work when you treat them like sales assets not just SEO bait.

This blog might rank. It might not. That’s not the point. The point is that someone who reads this post can walk away with clarity. And when they see my name again, they already know what I stand for.

That is what builds a brand.

Why This Matters

When someone finally books a call with me or joins our challenge, I already know how it’s going to go.

Either they’ve seen enough of my content to know it’s not a fit or they’ve seen enough to know it is.

That’s the real reason this works. By the time we get on the phone, the trust is already built. The call is easier. The decision is clearer. And the sale, if there is one, feels effortless.

It’s not magic. It’s a system. And it’s one you can absolutely build, if you commit to the work.

If you want to see exactly how we set this up live, join the challenge. It’s only a hundred bucks and I promise you’ll walk away with a playbook you can actually use.