Building a content library that generates leads

You (yes, you 🫵🏻 ) are sitting on a goldmine of content opportunities.

(Even if you don’t think so!)

Creating valuable content isn’t about churning out suburb reports or the occasional market update—though, let’s be honest, those are better than nothing.

But if you want to stand out, your content should systematically answer every question, concern, and goal your ideal clients have before they even ask.

We’ve done this type of thing before by using Marcus Sheridan’s They Ask You Answer framework.

Today, we’re taking a slightly different route and looking at Bain & Company’s Elements of Value—which, in simple terms, is a way to make sure your content speaks to what people actually care about, from practical needs to big-picture aspirations.

So, if you want to create content that builds trust, authority, and a steady stream of leads, read on.

Understanding the Value Framework

Bain’s research breaks value down into four levels, like a pyramid:

1. Functional – Does this solve a basic problem?

2. Emotional – Does this make me feel good?

3. Life-Changing – Does this help me achieve something bigger?

4. Social Impact – Does this contribute to something beyond myself?

Now, you might be thinking, "That's great for big corporations, but how does this help me create better real estate content?"

Well, as always, I’m glad you asked…

The prompts:

Here's how to use AI to create valuable content:

Step 1: Set Up Your Framework (prime)

I'd like to use Bain and Company's Elements of Value Pyramid (from Harvard Business Review) to develop property content. Are you familiar with this framework?

Step 2: Create Targeted Questions

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