Real Estate Content: How to Nurture Leads Like a Pro

Most agents are focused on getting more leads. "Winning market share".

But you probably know by now that generating leads is not that hard. Generating customers from your lead pool? That's a different story.

In one of his recent Real Geeks mastermind sessions, our top agent Greg Harrelson – head of Harrelson Group – shared his thoughts on market share.

"The best way to increase market share, is to increase mindshare."

In other words: if your leads think of you first, you’ll win their business—even if they’re not ready today. But getting to that level of top-of-mind awareness takes more than a drip campaign or an automated “Just Listed” alert. 

It takes consistent, creative value.

So how do you actually do that? How do you become the agent who’s remembered?

Let’s break down Greg’s full framework for nurturing leads and earning mindshare in a noisy, competitive market.

Remember, if you want personalized coaching from Greg himself on all things real estate – from SEO to contract negotiations – join his private community for Real Geeks users at RGMastery.com.

First Thing's First: What Actually Is Mindshare?

Mindshare is the space you occupy in your lead’s brain. It’s how often they think of you, how strongly they trust you, and whether or not you feel like “their agent”—before they’re even ready to buy or sell.

You can’t fake your way into someone’s mind. You have to earn your place. And the way you do that is by delivering value—consistently.

“We send something of value. They consume the value. And as they consume it, we’re occupying space in their mind”, says Greg.

Logic would dictate that the more touch points you have in your workflows then, the better. But that's not really the equation here.

It's not that the more pieces of content you send, the more mindshare you occupy.

It's that the more quality pieces of content you send, the more mindshare you occupy. In other words...

 MINDSHARE =  Amount of content  x  Quality of content 

This means that if you send 10 pieces of low quality content in three months, your mindshare score will be 10.

But if you send 4 pieces of high quality content over those same three months, your mindshare score could be 40.

From Drip to Relationship: Rethinking Nurture Campaigns

Let’s be honest, most agents send one property alert, maybe a monthly newsletter, and call it “nurturing.” But that’s not nurturing — not even close.

Real nurturing builds familiarity, trust, and perceived expertise over time. And the best way to do that is to deliver value that surprises, educates, or helps them save time or money (ideally both!).

Real Geeks makes this easier with automated workflows—but automation only works if you feed it quality content.

So let’s talk about the content.

10+ Ways to Deliver Value to Buyer Leads

Here’s the good news: Greg laid out for us a laundry list of practical, creative, and high-value touch points you can start sending immediately.

1. Best Price Homes List

Everyone sends new listings. Very few send the best deals.

Create a list based on price per square foot in your market, and explain how buyers can find better value using that metric—not just advertised price.

2. Aged Inventory List

Properties on the market 90+ days are often more negotiable.

Send a list of these homes along with context: “These sellers may be more motivated to strike a deal.”

3. Neighborhood-Specific CMAs

If someone’s viewing the same property or neighborhood repeatedly, create a quick CMA and email it to them.

This shows initiative—and helps them feel seen.

4. School & Market Reports

Go beyond the property. Share reports about schools, neighborhood trends, and sales stats.

Many buyers care about the area just as much as the house.

5. Short Educational Videos

Break down what they need to know—without them needing to Google it:

— What to expect at closing

— How inspections really work

— Common fees in your state

— The appraisal process

Record these as 5-minute videos they can watch on their own time.

6. New Construction Incentives

Track incentives in your area—discounted rates, closing cost credits, or upgrades—and send buyers a summary sheet.

They’ll never get this much transparency from a builder’s rep.

7. Off-Market Opportunities

You know the game: withdrawn listings, FSBOs, and expireds aren’t on the MLS.

Send teaser images or neighborhood info (without full addresses), and let buyers know you can unlock access to hidden inventory.

8. Preferred Vendors List

Why make them research their own team?

Send a polished vendor list with your go-to contacts: inspectors, contractors, attorneys, lenders, painters, etc.

It’s simple, but sticky—people keep this stuff.

9. Open House Calendars

Create a branded, curated list of local open houses and send it every week or month.

Make it easy for buyers to shop—even if they aren’t ready to schedule showings with you yet.

10. Local Events Digest (Occasionally)

A community calendar is fun—but don’t overdo it.

As Greg notes, people tune out if you send fluff every week. Use this occasionally, as part of a broader nurture mix.

Why This Works: Consumption Leads to Conversion

The more value you deliver, the more your leads consume. The more they consume, the more they trust you. And the more they trust you, the more likely they are to choose you when they’re ready.

“You’re getting in their minds through the form of consumption. But consumption has to come from delivering something worth consuming”,  says Greg.

This is what separates top agents from everyone else. They don’t rely on luck. They manufacture familiarity—one touchpoint at a time.

Systematize Real Estate Content with Workflows

If this list feels like a lot… that’s because it is. Most agents fall short not because they don’t care, but because they lack the systems to do it consistently.

That’s where Real Geeks workflows come in.

You can take these value ideas, build them into automated email and text sequences, and assign them the moment a new lead comes in. Once it's set up, your nurturing runs on autopilot — no need to remember every step.

Here's what it looks like in action:

1. New lead comes in

2. Custom workflow kicks off

3. Lead receives value for weeks or months

4. You stay top of mind without lifting a finger

Pro Tips for Implementation

Start small. Pick 3–4 value pieces and build one nurture sequence around them.

Use video whenever possible. It builds trust faster and breaks through inbox fatigue.

Personalize the first few emails. Use merge fields like neighborhood or property type.

Track who opens, clicks, and replies. These are your hottest leads. Follow up directly.

Audit your workflows quarterly. Rotate new content in so they don’t go stale.

Mindshare = Market Share

If there’s one takeaway from Greg’s message, it’s this:

“You don’t win your market by being louder—you win by being remembered.”

The agents who win are the ones their leads trust the most. And trust is built long before the contract is signed.

So use the tools. Build the workflows. Send the content.

Be the agent who delivers real value, long before they ask for it.

Because when the moment comes (and it will) they won’t just be looking for an agent. They’ll be looking for you.