Whenever I create content (whether for our business or for our clients), I have one rule:
Every post has to be something that makes someone say, “I’m glad I saw this.”
Not “Cool, but I’ll forget about it in 3 seconds.”
Not “That was kind of funny, I guess.” I want it to stick.
And the fastest way to make your content stick is to be relentlessly useful.
What “Useful” Actually Means
I call it the Utility Rule.
Every time you post, ask yourself: “What problem does this solve for my audience today?”
If you’re a Realtor, your audience isn’t just buyers and sellers. It’s everyone in your community.
That means your content can:
- Help parents find the best playgrounds in the area
- Remind people about free events this weekend
- Show a neighborhood shortcut to avoid traffic
- Share how to appeal property taxes
- Point out where to find the best tacos in town
Every time you do this, you’re giving people a reason to pay attention. And attention is the real currency in marketing.
Why This Strategy Actually Works
This costs exactly $0.
No Facebook ads. No fancy funnels. Just a consistent habit of giving people something they can use.
And when you do it over and over, something magical happens:
You stop being “just another [business owner]” in their feed. You become the person who’s always got something worth knowing.
I Promise You Have Something Useful to Share
People always tell me they have nothing to post. But that’s not true.
You just need to shift your perspective from “What should I promote?” to “What would help someone today?”
Answer a common question. Share a timely tip. Tell them where to get the best burger in town. Explain something confusing in your industry. Point out something free happening this weekend.
You know things your audience doesn’t know. That’s your content goldmine.
The Compound Effect of Being Useful
When I started consistently creating useful content about local communities, something shifted.
People started saving my posts. Sharing them with friends. Sending them to family members who were moving to the area.
I wasn’t going viral. I was becoming valuable.
And valuable is way more powerful than viral. Because valuable means people come back. They remember you. They recommend you.
The more people rely on you for non-transactional value, the more they’ll trust you when it’s time for the transactional stuff.
Real Examples of the Utility Rule in Action
Instead of: “Spring is a great time to buy!”
Try: “Property taxes are due next week. Here’s where to pay online and avoid the line at city hall.”
Instead of: Generic motivational quote
Try: “The farmer’s market has free parking in the church lot on the corner. Most people don’t know that and waste 20 minutes circling.”
Instead of: Another listing post
Try: “This intersection is under construction for the next month. Here are two alternate routes that’ll save you 15 minutes.”
Instead of: “Support local businesses!”
Try: “Pete’s Hardware will sharpen your lawnmower blades for free if you mention you saw this post. They’re open until 6pm.”
How to Never Run Out of Useful Content Ideas
Pay attention to questions people ask you repeatedly. If three people have asked you the same thing this month, hundreds more are wondering the same thing.
Notice the problems you solve in your daily life. Found a great parking spot? Discovered a shortcut? Learned something helpful? That’s content.
Think about what you wish someone had told you when you were new to your area or industry. Share that.
Keep a running list on your phone. Every time you think “Oh, people should know about this,” write it down. That’s your content calendar.
FAQ About Creating Useful Content
What if my industry is “boring”?
There’s no such thing as a boring industry. Every industry solves real problems for real people. Focus on those solutions.
How often should I post useful content vs. promotional content?
Aim for 80% useful, 20% promotional. The useful content builds the trust that makes the promotional content work.
What if someone else has already shared this information?
Share it anyway. Not everyone sees every post, and they might need to hear it from you specifically to trust it.
How do I know if my content is actually useful?
Look at saves and shares, not just likes. If people are saving or sharing it, it’s passing the utility test.
Your Challenge This Week
Before you hit “Post” on your next piece of content, ask yourself:
“Will this make someone say, ‘I’m glad I saw this’?”
If the answer is yes, post it.
If the answer is no, rework it until it is.
The payoff isn’t just leads. It’s becoming the person your community already feels like they know and trust.
And that’s worth more than any ad campaign could ever buy.