For many real estate consumers, buying or selling a home feels like a blur—something that happens all at once. But every great real estate agent knows that a sale is the end of a long journey. The challenge, of course, is keeping prospects on the right path over weeks, months, even years. So what’s the secret? For Melanie Piche, it’s content, and lots of it.

When she started in real estate eight years ago, Melanie wasn’t interested in cold-calling or door-knocking. Instead, she decided that the best way to build her business was by creating a wealth of great blog and social media posts that inspired confidence and attracted the right leads. Today, Melanie runs one of the top real estate teams in Toronto.

In this interview, Melanie explains how effective content nurtures prospects in the long term, and how retargeting ads can help you sell to consumers who don’t even know they’re looking to buy.