Most real estate lead magnets get ignored.
But these three types of local guides helped me grow my email list, stay top of mind in my community, and build a recognizable, trusted brand.
Not “buyer guides” or “seller checklists.” Because let’s be honest, no one is trading their email for those unless they’re already knee-deep in the process. They’re boring.
But a roundup of the best brunch spots in town?
Or a winter “bucket list” packed with local holiday events?
That is the type of information people actually want. And that’s the key. If you want to grow your email list (and create content that feels natural, not salesy), you need to start thinking like a local lifestyle brand.
Here’s how I use local guides to build my brand, grow my following, and stay top of mind even when people aren’t actively buying or selling.
Why You Need to Grow Your Email List Off Instagram
In July of last year, my Instagram disappeared overnight. A couple of years of energy, effort, hard work…gone. Simply because Instagram flagged me as a bot.
A week later, my account was reinstated with an “oops, sorry about that” (yes, I’m still heated about it). But it was such a wake-up call; a reminder that I don’t own Instagram, and everything could disappear in a second.
So I got to work. I went on an immediate mission to start pulling people off Instagram and onto an email list that I actually owned. But people aren’t going to just hand over their email address just because you ask.
You have to give them something they actually want. That’s where local guides come in. I’m talking about value-packed, hyperlocal content that helps your audience experience your city, whether they’re new in town or long-time locals.
It’s the strategy that’s helped me grow a list of over 2,000 local subscribers in under a year.
Here’s the blueprint.
The 3 Types of Guides That Work
I’ve created a bunch of these over the last year, but these are the three styles that consistently bring the most engagement and sign-ups.
1. The Ultimate [Your City] Guide
Here’s how I’ve gotten the most mileage out of it: I created a “welcome reel” explaining what my Instagram page is all about, and pinned it as the first post on my Instagram page. The cover says “New here? Watch this.”
I posted this reel about a year ago, and still get about one new download a day on the guide. (More on how the download process works below.)
2. Niche Guides
These are super specific, which makes them insanely valuable. They are super simple, 4-page guides with tailored information.
Instead of “best restaurants,” you’re giving them “best brunch spots in Spokane,” complete with personal notes, go-to orders, and coffee shop pairings.
It’s basically the kind of list I’d text a friend, just packaged up with a pretty design and a CTA at the end.
Other ideas:
- Best patios in (your city)
- Best Happy Hour Spots in (your city)
- Local Gift Guide (boutiques, makers, seasonal markets)
- Weekend Day Trips Within 2 Hours of (your city)
- Kid-friendly spots (restaurants, parks, playgrounds)
- Best date night ideas (restaurants, activities, entertainment)
Pro tip: take your Ultimate Guide and just break it down into niche guides from that content. You already did the hard work! Repackage the content into smaller, more specific versions that your audience will love. No need to reinvent the wheel!
3. Seasonal Guides
My Holiday Guide includes everything from Christmas light displays in Spokane to holiday markets, tree lightings, and festive day trips. You can bet I reshare it multiple times during December (in Reels and stories) and every time, it gets fresh traffic (and fresh emails!)
Think of these as your seasonal lead magnets. They’re super shareable and easy to refresh year after year.
How to Create the Guides
I use Coffee & Contracts as a starting point and tweak it to match my tone, branding, and content. From there, I add photos, personal recs, and details that make it feel like me. You can check out my complete
Keep it clear, fun, and personal. These don’t need to be design masterpieces. They just need to be useful.
How to Promote Them on Instagram
Here’s the flow I use every time I release a new guide:
- Reel or carousel teaser: Ex: If I create a business highlight about a brunch restaurant in town…you bet the call to action is going to be “comment the word BRUNCH to get the list of my favorite brunch spots/coffee shops/bakeries in Spokane and what to order at each!”
- ManyChat automation: Set it up to DM the follower when they comment the keyword, with a link to the download landing page.
- Flodesk: That’s where they land after they follow the link I sent in ManyChat. It will automatically send them the guide once they input their email address, and they will be added to my weekly newsletter list.
These Guides Build a Brand, Not Just a Business
When you create content that people actually want (not dependent on whether or not they’re moving), you build trust and connection. You become the go-to resource for all things local.
And then, when the time does come to buy, sell, or refer someone, who do you think they’re going to be calling?
