How to Create Content that Attracts Your Ideal Clients

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In a profession overrun by “Just Sold” banners and boilerplate Instagram captions, Amit Bhuta is building something different. Something deeper.

A Compass agent based in Miami and longtime Curaytor client, Amit has built a $50M-per-year business powered almost entirely by content. But not just content for the sake of content—he creates hyper-targeted, story-driven work that attracts his ideal clients before they ever reach out.

If you’re looking for a smarter, more human way to build your real estate business in 2025, this conversation is a masterclass.

[00:10:00] Start With the Buyer, Not the Marketing

Before Amit writes a blog, records a video, or posts a single Reel, he starts with the buyer. And not just a general idea—he builds a persona based on real research.

“If I’m going on a listing appointment, I’ll look up the last 20–30 sales in the area and figure out who bought,” he explained. “Doctors, firefighters, people from California, people who love wine... I handwrite it all.”

Then he shapes the message around them. A listing video might subtly feature military-themed Christmas ornaments because the sellers—and the likely buyers—are patriotic. It’s storytelling as strategy.

[.cc-rich-callout]Key Insight: The more specific your ideal buyer, the more effective your marketing becomes.[.cc-rich-callout]

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[00:09:40] What Amit Means by "Nontraditional Marketing"

Most agents say the same thing: professional photos, social media, maybe a drone shot. It’s marketing by template. Amit does it differently.

“Every other industry targets their marketing to a specific audience,” he said. “Real estate doesn’t. We say, ‘Look at this home!’ and hope it resonates with someone.”

Instead of casting a wide net, Amit uses what he calls the scalpel approach. Every listing gets custom content, designed to attract a very specific kind of buyer. Sometimes that means fewer views—but better ones.

[.cc-rich-callout]Key Insight: Marketing tailored to a niche buyer creates deeper trust and faster decisions.[.cc-rich-callout]

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[00:26:34] Macro Reach, Micro Intent

Amit’s content lives in two worlds: the macro and the micro.

The macro is his AllInMiami.com site—a non-branded lifestyle hub that doesn’t scream “real estate,” but ranks for dozens of neighborhoods and local terms.

“We created a Miami Neighborhood Guide with 60+ areas and 20 blogs each—date spots, vegan restaurants, daycares, you name it,” Amit explained. [Timestamp: 26:34]

The micro is what he calls “hand-to-hand combat.” A handwritten note. A one-on-one message. A personal DM with the right content at the right moment. It’s this combination that builds both scale and trust.

[.cc-rich-callout]Key Insight: Big content gets attention, but personal touches earn conversions.[.cc-rich-callout]

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[00:15:02] Your Website Shouldn’t Scream “Real Estate Agent”

Amit’s site is called All In Miami. Not AmitBhuta.com. Not BhutaRealtyGroup. That’s intentional.

“If I post something on Nextdoor, they don’t think it’s a real estate ad. It’s a guide. And it gets shared,” he said. [Timestamp: 15:02]

It’s all about removing the friction. Making it feel less like a pitch—and more like a helpful resource. His site attracts people before they’re even sure they need a Realtor. And by the time they are, he’s already earned their trust.

[.cc-rich-callout]Key Insight: Remove the sales pitch and people will stick around longer.[.cc-rich-callout]

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[01:01:31] Get in the Content

One of the biggest mistakes agents make? Hiding behind the camera.

“When we started showing our faces in videos, everything changed,” Amit said. “People want to work with someone they feel like they already know.”

That’s true for him—and for his team. Jade, a teammate who wears yoga pants in every video, does it on purpose. “Those are the clients she wants. And she gets them,” Amit shared.

You don’t need to be polished. You just need to be present.

[.cc-rich-callout]Key Insight: People don’t hire logos—they hire humans they trust.[.cc-rich-callout]

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[00:18:59] 90% of His Content Has Nothing to Do with Real Estate

Amit doesn’t talk about real estate most of the time. He talks about mental health. Collectibles. Sports. Food. And it’s all intentional.

“People work with you because they like you,” he said. “And the more things you have in common, the smoother the deal goes.”

This kind of content builds affinity. It makes people root for you. And when the time comes to buy or sell, they’re not hiring a stranger—they’re hiring someone they already trust.

[.cc-rich-callout]Key Insight: Shared interests build stronger relationships than shared zip codes.[.cc-rich-callout]

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[00:42:01] Smart, Scalable Systems for Content Creation

Amit doesn’t just create—he repurposes. Here’s what he does with a single video:

1. Uploads it to ChatGPT to generate a blog post.
2. Sends it to Google’s NotebookLM to generate a podcast-style script.
3. Publishes the blog, the podcast, and the video.
4. Pulls snippets for social and email.

“We’ve done over 200 of those podcasts now. It’s easy. It’s fun. And it builds our library fast.”

He also “primes” videos with paid views before promoting them to high-intent audiences, making them look more popular—which, in turn, makes people more likely to watch.

[.cc-rich-callout]Key Insight: One great piece of content can fuel your entire marketing calendar.[.cc-rich-callout]

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[00:13:01] Case Studies Over Testimonials

When a client story resonates, Amit turns it into content. Not just a testimonial, but a story.

“We had a listing that expired with another agent. The seller had military ornaments on their Christmas tree,” he said. “We left them in the video—and sold it in nine days to another military family.”

That’s what buyers connect with. Real moments. Real people. Not just stats.

[.cc-rich-callout]Key Insight: Show, don’t tell—specific stories convert better than generic praise.[.cc-rich-callout]

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[00:23:16] Getting Vulnerable: Why It Matters

Amit doesn’t shy away from the hard stuff. He’s shared openly about mental health struggles, including losing friends to suicide.

“When you’ve been through that, you realize—this is just a job. It’s not worth holding on to resentment or fear,” he said.

That honesty is a big reason his content connects. It’s not just polished—it’s personal.

[.cc-rich-callout]Key Insight: Vulnerability creates the kind of trust marketing alone can’t buy.[.cc-rich-callout]

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Practical Tips You Can Steal Today

• Ask better questions on listing appointments. Amit challenges sellers to guess who’s buying in their neighborhood—then shows them the data. It builds credibility instantly.
• Make content that attracts, not just informs. Use local guides, not sales pitches. Be the agent who teaches, not just promotes.
• Let your team build their own brands. Everyone on Amit’s team has their own YouTube channel—and they appear in content regularly. It creates trust and gives the client options.

[01:04:20] Final Takeaway: Find What You Actually Enjoy

“I used to think success was about awards. Now I just want to do work I like,” Amit said. “If I’m excited to write a blog after this call—that’s how I know I’m doing it right.”

In 2025, agents who win will be the ones who show up with empathy, creativity, and consistency. And that’s something every agent can start doing—right now.

[.cc-rich-form-headline]Ready to Build a Brand That Attracts like Amit's[.cc-rich-form-headline]