If
you
don’t
have
a
real
estate
marketing
plan,
you’re
likely
missing
opportunities
to
grow
your
business.
It’s
important
to
be
intentional
in
your
real
estate
marketing
strategies
to
give
you
the
best
chance
to
connect
with
your
ideal
clients.
Your
marketing
strategies
should
align
with
your
niche,
personal
brand
and
skills.

Whether
you’re
a
brand-new
agent
or
seasoned
vet
ready
to
level
up
your
career,
a
strong
marketing
plan
will
help
you
generate
leads,
build
brand
recognition
and
close
more
deals
consistently.
This
guide
walks
you
through
a
simple,
actionable
plan—plus
includes
a
free
template
to
help
you
stay
organized
and
put
your
new
strategy
into
motion.

Download
your
free
plan
below
and
read
along
to
get
your
marketing
plan
started:

Why
every
agent
needs
a
strong
marketing
plan

You
don’t
need
to
be
a
marketing
expert
to
become
a
successful
agent
–
but
you
do
need
a
strategic
marketing
plan.
It’s
important
to
know
who
you’re
targeting
and
why,
what
message
you’re
sending
and
how
to
show
up
consistently
in
your
market.

Whether
you’re
building
a
real
estate
marketing
plan
from
scratch
or
polishing
up
an
outdated
one,
it’s
important
not
to
implement
too
many
new
strategies
at
once.
Let’s
face
it
–
real
estate
agents
are
not
typically
the
most
patient
people
–
but
give
your
plan
time
to
work.
If
something’s
not
quite
right,
try
tweaking
one
thing
at
a
time
and
be
consistent
when
applying
it
to
your
marketing
plan.

9
steps
to
build
your
real
estate
marketing
plan

Now
that
you
have
a
good
understanding
of
why
a
marketing
plan
matters,
it’s
time
to
actually
create
it.
These
nine
steps
will
help
you
design
a
real
estate
marketing
strategy
that
aligns
with
your
goals,
plays
to
your
strengths
and
defines
your
brand.

1.
Set
clear
goals
for
your
business

Every
strong
marketing
plan
starts
with
clear
goals—but
finding
time
to
plan
doesn’t
happen
by
accident.
Block
off
a
few
hours
to
focus
without
distractions.
Even
better?
Step
out
of
your
normal
routine.
A
quiet
space,
like
a
coffee
shop
or
rented
office
for
a
day,
can
help
you
think
more
clearly.

Use
that
time
to
identify
one
to
three
specific
goals
your
marketing
should
support—like
getting
more
listings,
growing
your
database
or
increasing
referrals.
Keep
them
measurable
and
realistic.
These
goals
will
shape
every
decision
in
your
marketing
plan
moving
forward.

For
example:

• Generate
  20
  new
  buyer
  leads
  per
  month
  by
  sending
  marketing
  postcards.
• Conduct
  door
  knocking
  in
  five
  neighborhoods
  in
  May
  to
  generate
  seller
  leads.
• Post
  first-time
  homebuyer
  content
  on
  social
  media
  three
  times
  per
  week.

2.
Pinpoint
the
target
audience
for
your
market

You
can’t
market
to
everyone
–
and
please,
don’t
try.
Effective
marketing
plans
are
built
around
the
specific
type
of
client
you’re
attempting
to
attract.
Do
you
aspire
to
work
with
luxury
properties
or
have
a
love
for
the
new
construction
highrises
that
have
been
popping
up
in
your
city?
Maybe
you
dream
of
helping
first-time
homebuyers
and
military
families
find
their
first
home.
Once
you
narrow
down
who
you
want
to
work
with,
ask
yourself
these
questions:

• What
  do
  they
  care
  about
  the
  most?
• What
  are
  their
  most
  likely
  motivations
  to
  move?
• What
  marketing
  tactics
  are
  most
  likely
  to
  reach
  this
  niche
  audience?
• Where
  do
  they
  spend
  the
  most
  time
  online?
• What
  problems
  are
  they
  trying
  to
  solve?

Understanding
their
needs
and
anticipating
why
they
need
to
make
a
move
will
help
you
shape
your
messaging
and
create
content
on
the
right
on
and
offline
platforms.

Related
article

3.
Equip
yourself
with
the
right
tools

No
matter
which
marketing
strategies
you
choose
to
include
in
your
real
estate
marketing
plan,
there
are
three
crucial
tools
that
you’ll
need.
Your
tools
will
evolve
as
your
business
evolves,
but
these
three
tools
will
get
you
started
off
on
the
right
foot.

Tool
1:
A
scalable
CRM
(Customer
Relationship
Management)

Some
brokerages
may
provide
you
with
a
CRM,
but
if
you
prefer,
you
can
purchase
your
own.
A
good
CRM
should
be
easy
to
navigate
and
provide
you
with
all
the
functional
support
that
you
need.
When
choosing
a
CRM,
look
for
features
like
automatic
lead
capture
and
marketing
automation.
For
example,
drip
campaigns
are
useful
in
helping
you
stay
connected
with
your
clients
without
having
to
manually
follow
up
with
leads
–
saving
you
valuable
time.

CRM’s
should
be
used
primarily
as
a
way
to
track
your
database
and
communicate
with
them.
If
you’re
in
the
market
for
a
new
CRM,
check
out
Market
Leader.
Their
easy-to-use
platform
is
designed
specifically
with
real
estate
agents
in
mind
with
tools
to
help
you
connect
with
your
leads.
From
automated
marketing
to
lead
generation,
Market
Leader
CRM
offers
a
sleek,
all-in-one
solution
to
help
you
stay
organized
and
nurture
important
relationships.

Related
articles

Tool
2:
Professional
website

Your
website
is
your
digital
home.
It
should
reflect
your
brand
while
providing
users
with
something
of
value.
You
don’t
want
to
slap
a
logo
and
a
contact
form
on
a
website
to
get
leads.
Nobody
is
going
to
fill
out
a
form
and
get
nothing
in
return.

Instead,
create
a
call
to
action
by
featuring
your
listings
or
offering
a
free
market
analysis.
Your
website
should
be
able
to
capture
lead
information
that
can
be
automatically
transferred
into
your
CRM.

If
you’re
ready
to
let
your
website
work
for
you,
check
out
AgentFire.
AgentFire
offers
brand-focused
designs
for
any
budget.
To
start,
their
Ignite
Package
allows
you
to
choose
from
templated
designs,
but
also
lets
you
add
your
own
personal
touch.
If
you
need
something
a
bit
more
customized,
AgentFire
offers
semi-custom
and
fully
customized
services
to
meet
your
needs.

Related
articles

Tool
3:
Social
media
tools

Remember
when
we
discussed
pinpointing
your
target
audience?
Now
is
the
time
to
think
about
who
you’re
trying
to
reach.
Which
social
media
platforms
are
likely
to
reach
your
target
audience?
If
you’re
trying
to
reach
boomers
in
the
market
for
a
retirement
home,
TikTok
probably
isn’t
the
best
place
to
put
your
marketing
dollars.

Be
strategic
in
deciding
how
you
want
to
market
your
brand
and
where.
I
suggest
picking
one
or
two
platforms
where
you’re
likely
to
find
your
ideal
clients.
Be
sure
to
create
content
that
provides
value
and
post
it
consistently.

If
you’re
short
on
time,
or
design
skills,
take
a
look
at
Coffee
&
Contracts.
Their
team
of
marketing
professionals
have
done
the
heavy
lifting
for
you.
They
curated
a
suite
of
social
media
marketing
for
almost
every
social
media
platform.
They
even
provide
you
with
a
schedule
to
follow
to
get
the
most
out
of
your
social
media
marketing.
With
Coffee
&
Contracts,
all
you
need
to
do
is
choose
your
design,
add
your
info
and
post
away!

Related
article

4.
Balance
your
brand
with
your
marketing
strategies

Your
brand
is
the
first
impression
people
get
every
time
they
interact
with
you
–
online
and
in-person.
It’s
important
that
your
brand
reflects
your
unique
personality
and
conveys
the
experience
clients
can
expect
when
they
work
with
you.
As
you
map
out
your
marketing
strategy,
be
sure
to
choose
methods
that
play
to
your
strengths
and
feel
natural
to
you.
If
you
enjoy
networking
more
than
cold
calling,
create
your
marketing
plan
around
networking
events.
If
you
love
writing,
start
a
blog.

One
common
mistake
agents
make
is
finding
a
strategy
that
works
well
for
someone
else
and
deciding
to
give
it
a
try.
After
a
few
months,
they’re
discouraged
and
frustrated.
They
ask
themselves,
“Why
did
this
work
for
them
but
not
for
me?”
I’ll
tell
you
–
it’s
because
that
particular
strategy
doesn’t
align
with
who
you
are
nor
will
it
play
to
your
strengths.
When
your
marketing
plays
to
your
strengths
and
aligns
with
your
own
skillset
–
it’ll
feel
easier,
more
authentic
and
you’ll
get
better
results.

5.
Nail
down
a
core
message
that
resonates
with
your
ideal
clients

In
this
step,
you’ll
want
to
consider
what
differentiates
you
from
other
agents
in
your
area.
Identifying
your
unique
value
proposition
(UVP)
is
a
common
marketing
practice
you
should
apply
to
your
personal
brand
to
fuel
the
growth
of
your
business.
Your
UVP
is
a
clear
statement
of
what
sets
you
apart
from
other
agents
and
the
reason
why
your
ideal
clients
should
choose
you.
It
should
focus
on
the
value
that
you
can
offer,
who
you
plan
to
serve
and
how
you
are
uniquely
qualified
to
solve
their
housing
needs
better
than
anyone
else.

Discover
yours
by
asking
yourself:

• What
  pain
  points
  do
  my
  target
  clients
  typically
  face?
• How
  am
  I
  uniquely
  equipped
  to
  solve
  them?
• What
  benefits
  and
  services
  do
  I
  offer
  that
  other
  agents
  don’t?

Think
of
this
step
as
a
messaging
exercise
to
develop
your
elevator
pitch.
If
every
agent
helps
people
buy
and
sell
homes,
what
makes
your
approach
stand
out?
What
would
you
say
if
we
met
at
a
real
estate
conference?

Saying
“I
work
with
buyers
and
sellers
in
the
Boston
area”
won’t
cut
it.
But
if
you
said,

“I
help
retired
seniors
who
are
ready
to
downsize.
I
manage
the
entire
process
so
they
can
move
closer
to
family
and
spend
more
time
with
their
grandkids.
I
specialize
in
Newton
and
the
greater
Boston
area.”

Now
that’s
memorable,
meaningful
and
shows
your
UVP.

6.
Choose
the
marketing
channels
that
fit
your
business

Now
that
you
know
who
you’re
talking
to
and
what
you
want
to
say,
it’s
time
to
decide
where
you’ll
say
it.
Your
real
estate
marketing
plan
should
be
intentional
and
strategic.
The
key
is
to
choose
the
right
platforms
where
your
ideal
clients
spend
their
time
and
a
place
where
you
can
show
up
for
them
consistently.
If
it’s
not
aligned
with
your
niche,
don’t
waste
your
time,
energy
and
money
on
it.

Here
are
some
things
to
consider
about
your
niche.

• 
  Social
  media
  channels:
  Research
  where
  certain
  demographics
  spend
  their
  time
  online
  (there
  are
  tons
  of
  studies!).
  The
  client
  who
  is
  on
  TikTok
  all
  day
  is
  likely
  not
  the
  same
  client
  who’s
  on
  Facebook
  or
  LinkedIn.
• 
  Where
  they
  spend
  their
  time:
  Golf
  courses,
  local
  parents’
  groups,
  church
  etc.
• 
  Hobbies
  and
  interests:
  Hiking
  groups,
  gardening,
  book
  clubs
  etc.
• 
  Life
  stage:
  Are
  they
  young
  families
  with
  school-age
  children
  who
  are
  part
  of
  the
  local
  parents’
  group?
  Are
  they
  active
  seniors
  who
  spend
  time
  at
  the
  senior
  center?

You
don’t
need
to
use
every
marketing
channel
available
to
reach
your
ideal
clients.
Start
with
two
or
three
that
you’re
comfortable
using
and
will
connect
you
to
your
target
audience.
Focus
on
being
consistent
and
providing
value
before
adding
additional
channels.

Here
are
some
marketing
channels
to
consider:

• 
  Social
  media:
  Instagram,
  Facebook,
  YouTube
  and
  TikTok
• 
  Email
  marketing:
  Newsletters,
  market
  updates
  and
  listing
  alerts
• 
  Direct
  mail:
  Postcards,
  farming
  campaigns
  and
  newsletters
• 
  Local
  events
  and
  networking:
  Community
  sponsorships
  and
  meetups
• 
  Blogging:
  Great
  if
  you
  love
  writing
  and
  connecting
  with
  an
  audience
• 
  Paid
  advertising:
  Meta
  ads,
  Google
  pay-per-click
  (PPC),
  Zillow
  Premier
  Agent
  or
  other
  paid
  lead
  platforms

Related
article

7.
Create
a
realistic
marketing
budget

Marketing
doesn’t
need
to
be
expensive
to
be
effective,
but
you
will
need
a
budget.
Costs
can
start
to
rack
up
quickly,
so
it’s
important
to
spend
with
intention
and
track
your
return
on
investment
(ROI).
Start
by
asking
yourself
how
much
you
can
afford
to
invest
each
month.
Don’t
forget
to
evaluate
what’s
already
working
and
stick
with
it.

Your
budget
should
include
things
like:

• CRM
  or
  email
  platform
  subscriptions
• Paid
  ads
  (Google,
  Facebook,
  Instagram)
• Direct
  mail
  or
  farming
  materials
• Photography
  or
  video
  editing
• Social
  media
  schedulers
  or
  graphic
  design
  tools
• Networking
  events

Whatever
methods
you
choose,
be
sure
to
factor
in
the
time
and
energy
you
will
put
into
your
marketing
efforts.
These
valuable
resources
should
be
tracked
and
measured
to
help
you
get
the
results
you
desire.
Many
agents
don’t
think
about
the
importance
of
energy
management.
In
my
experience,
managing
energy
is
critical
to
avoiding
burnout,
staying
healthy
(physically
and
mentally)
and
enjoying
your
day-to-day
life.

8.
Plan
your
content
ahead
of
time

Staying
consistent
is
what
will
set
you
apart
from
other
agents.
I
suggest
creating
a
content
calendar
to
help
you
plan
exactly
what
content
you
want
to
publish
and
when.
You
don’t
need
to
plan
too
far
out
into
the
future,
but
I
do
suggest
planning
out
your
next
90
days.
Sit
down
once
a
quarter
with
a
cup
of
coffee
and
get
your
creative
juices
flowing.

Choose
a
few
content
themes
and
decide
how
often
you’ll
deliver
them
to
your
target
audience.
Here
are
a
few
ideas
to
get
you
started.

Planning
your
content
ahead
of
time
will
not
only
save
you
time
in
the
long
run,
but
it
will
make
marketing
feel
a
lot
less
stressful.

9.
Track
your
results
and
make
smart
adjustments

Now
that
you
have
set
your
real
estate
marketing
plan
into
motion,
it’s
time
to
track
your
results.
Take
time
each
month
to
evaluate
what’s
working
–
and
what’s
not.
Even
the
best
marketing
plan
will
need
a
few
tweaks
along
the
way.
The
real
estate
market
constantly
evolves,
and
so
should
your
marketing
plan
and
your
message.

You
don’t
need
to
completely
overhaul
your
marketing
plan
every
time
something
doesn’t
work
quite
right.
Be
sure
to
only
make
one
small
change
at
a
time
so
that
you’re
able
to
test
how
that
change
impacts
your
results.
Your
real
estate
marketing
plan
is
a
long
term
strategy.
Be
consistent
and
you’ll
learn
exactly
where
to
focus
your
time
and
energy.

Real
estate
marketing
plan:
FAQs

Real
estate
marketing
plan:
The
full
picture

A
great
marketing
plan
doesn’t
just
bring
in
clients
–
it
supports
the
life
you’re
working
toward.
When
your
strategy
reflects
your
strengths,
personality
and
niche,
it
becomes
something
that
is
actually
sustainable.
Sure,
there
will
be
tough
days
(hello,
irate
expired
listings),
but
staying
connected
to
your
why
–
your
deeper
motivation
–
will
keep
you
motivated.
Whether
it’s
more
freedom,
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