Rochester, Minnesota’s four-time “Best Real Estate Agent” winner, says education-first content attracts more qualified buyers who close faster and follow guidance better than clients acquired through traditional marketing.
While most real estate agents use social media to promote new listings, showcase sales, or highlight awards, Alex Mayer, a real estate agent of Rochester Area Homes by Alex, takes a different approach: he devotes his marketing to teaching people how real estate actually works.
The results are measurable. Mayer, who has won Rochester’s “Best Real Estate Agent” award four years in a row, says his education-focused approach has noticeably improved the quality of his clients. He notes that better-informed viewers naturally become better clients, adding that educational content tends to attract people who are already engaged and prepared.
Clients who find him through his videos typically understand the process, follow guidance, and close more reliably than those who come through traditional marketing. Mayer says this makes them easier to sign, more likely to have a smooth experience, and far less time-consuming. “It saves me a lot of time,” he says.
Identifying the Real Estate Knowledge Gap
Mayer’s strategy stems from his view that most buyers and sellers lack fundamental knowledge about real estate transactions. First-time buyers, he says, are often unsure how mortgages work, what makes up a monthly payment, or which financing options they can use. Many also worry about down payments and don’t realize how taxes, insurance, and mortgage insurance shape affordability. Basic concepts like the difference between listing agents and buyer’s agents are often unfamiliar as well.
Sellers face similar gaps. Many are first-timers who don’t understand the steps involved in selling a home and are anxious about coordinating closings, receiving their proceeds, or avoiding common errors like overpricing.
Rather than address these issues only during consultations, Mayer uses them as a foundation for his content. He says he aims to attract clients who actively want clear, accessible explanations. “People want the information presented in a way that makes sense,” he says.
How Educational Content Generates Leads
Mayer says the biggest advantage of education-first marketing is its ability to generate leads passively. Unlike traditional prospecting, which requires constant effort, his videos attract potential clients at all hours.
His content keeps working even when he isn’t. Someone might watch a video while he’s asleep or at the gym, he says, which means leads come in without active outreach.
This approach also gives viewers time to build trust over weeks or months before contacting him. Mayer notes that when people watch several helpful videos, they’re far more comfortable reaching out. “It makes the first step easier for them,” he says.
He recalls a recent listing appointment where a seller said they had followed his Facebook content for years and chose to hire him because of it, a pattern that has become common in his business.
Why Education Attracts Better Clients
Mayer believes that educational content acts as a filter, drawing in clients who are already invested in understanding the process. “If I’m answering the questions that those clients have, that’s who is going to reach out to me, because they feel like I’m speaking to them,” he says.
This self-selection has clear benefits. Educated clients are more likely to follow recommendations because they understand the reasoning behind them. They’re more likely to close because they know what to expect from the process. And they have a more positive experience because they’re prepared for each step.
Time savings are especially significant. While producing educational content requires an upfront investment, Mayer says it pays off by reducing the time spent explaining basic concepts in person. Clients make fewer mistakes, and he spends less time troubleshooting issues that could have been avoided.
Maintaining Consistency and Control
Mayer acknowledges that producing content consistently can be difficult. He once had about two hundred YouTube videos, but lost the entire channel when a brokerage change caused his email—and the account tied to it—to be deleted. The experience, he says, underscored the importance of controlling your own platforms.
Even so, educational content remains the foundation of his marketing. Mayer credits social media with helping him reach his current level of visibility, including four consecutive “Best Real Estate Agent” awards and a local following of 40,000 to 60,000 people. “It’s been a major driver of my success,” he says.
The Broader Impact: Long-Term Relationships Over Transactions
Whether other agents will adopt an education-first approach depends on their willingness to invest in long-term relationship building rather than short-term transaction generation. Mayer argues the trade-off is worthwhile: better clients, higher close rates, and more efficient business operations in exchange for regular content creation.
In a market where buyers and sellers are overwhelmed by options and information, Mayer’s experience suggests that agents who focus on education can attract clients who are better informed, more decisive, and more likely to complete a successful transaction. The approach may require more effort upfront, but for Mayer, the payoff is clear: a client base that values expertise and is ready to act.
