For real estate agents ยท Marketing planning
A marketing plan for an agent's year.
Agents tend to market reactively: a post when a listing comes in, silence when it does not. A plan sets the rhythm so the pipeline does not dry up after a busy spring.
Or text (508) 546-9942
Slide it
You vs. Jane Doe Realty.
Left is your website today. Right is the one Jane Doe Realty has. Drag the line, then hit the button.
Crickets on the left. That is the problem.
Welcome To Our Web Site
Visitors: 000417
Copyright 2014 · call 508-555-0123 · best viewed in a browser
Illustration. Joe is made up. Your competitor is not.
The real estate brokerage version
Why it matters.
The busy months make you forget the slow ones. During spring you are showing homes every evening and posting nothing. By late fall the pipeline is thin and you are scrambling. A plan written in winter sets what happens every week regardless of how busy you get: sphere contact, one piece of listing or market content, and follow-up with past clients.
Niche matters too. An agent known for first-time buyers, downsizing sellers or small multifamily investors is easier to refer than one who does everything everywhere. I help you decide what to be known for, then build the plan around reaching those people.
What I would build
For a real estate brokerage.
Who you serve best, where, and why a seller or buyer should pick you over the agent their cousin knows. Short enough to say at a party and print on a postcard.
What a seller gets when they list with you: photography, video, staging advice, pricing approach and communication. Defined tightly enough to become the backbone of your listing presentation.
Sphere contact, past client follow-up and referral partners first, then your Google profile and one social channel. Portals, ads and everything else only once the core works.
A weekly routine you can keep during spring, what you measure, like conversations with your sphere and listing appointments, and the date you will review the plan honestly.
The mistake I see
Buying leads instead of building a sphere
Purchased leads are tempting when the pipeline is thin, but they are shared, cold and slow to convert. Agents who lean on them often neglect the people who already trust them. A plan should put the sphere first and treat bought leads, if at all, as a test with a clear stopping point.
What you get
Marketing planning.
Before anybody designs anything, I figure out what you are selling, to whom, and what has to happen every week.
- A written position: what you sell, to whom, and why you over the alternative
- The offer, defined tightly enough to put a price on
- Which channels get effort and which get ignored
- A weekly rhythm somebody can actually keep
- What gets measured, and the threshold that triggers a decision
How it goes
For a real estate brokerage, step by step.
→ Keep scrolling. It moves sideways.
One long conversation
Your numbers, your best customers, the jobs you wish you had more of.
Narrow it
Most plans fail from doing six things badly. I pick two.
Write it down
One page. If it needs ten, it will not survive a busy month.
Set the review
A date to look at it honestly and change it.
Step five is you.
The free Receipt shows what your real estate brokerage should fix first. About half a minute, no card.
Print my Receipt →
Questions
What real estate agents ask.
How do I plan around the seasonal market?
Work backward from spring. Sellers make decisions in winter, so that is when your sphere contact, seller content and listing presentation need to be ready. Summer and fall lean toward buyers and past client follow-up. Winter is for building systems and having early conversations with likely sellers.
Should I pick a niche or stay general?
You can serve everyone while being known for something. A niche makes referrals easier, because people remember the agent who does downsizing, condos or first-time buyers. Choose one where you already have experience and want more. The plan narrows your marketing, not who you are allowed to help.
Is a marketing plan worth it if I am on a team?
Yes, but it should line up with the team's plan. If the team lead handles lead generation, yours might focus on your sphere and your listing presentation. If you generate your own business, it should be fuller. Either way, write it down and agree on it with your team lead.
Everything else
Other services for real estate agents.
Same service
Marketing planning for other businesses.
Where I work
Southeastern Massachusetts and Rhode Island.
Start here
See what your customers see.
The Receipt looks your real estate brokerage up the way a customer would and itemizes what is costing you calls. It is free. Or skip it and book fifteen minutes with me.
Or text (508) 546-9942