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Build Your Real Estate Marketing Plan In 9 Steps (+ Template)
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:
Download Your Free Real Estate Marketing Plan TemplateWhy 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Whether you’re building a real estate marketing plan from scratch or polishing up an outdated one, it’s important not to implement too many new strategies at once.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
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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.
Mobile-friendly dashboard (Source: Market Leader)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.
Visit Market LeaderRelated articles
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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.
Mobile-friendly branded websites (Source: AgentFire)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.
Visit AgentFireRelated articles
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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.
Instagram Reels templates for real estate marketing (Source: Coffee & Contracts)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!
Visit Coffee & ContractsRelated article
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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
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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.
- Just listed/sold
- Market updates
- Client testimonials
- Home tips and advice
- Local events
- Seasonal content
- Virtual tours
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
What are the 4 P’s of marketing in real estate?
The 4 P’s of marketing apply to all industries, not just real estate.
- Product: The service you offer as an agent
- Price: Competitively pricing a home you have listed or the value of your services
- Place: Where and how the home is marketed (MLS, online platforms, open houses)
- Promotion: Includes all your marketing efforts—flyers, social media, email campaigns, and more
By balancing all four elements, you’ll attract the right attention that will convert interest into offers.
What is the best marketing strategy for real estate agents?
There is no one-size-fits-all real estate marketing strategy. The best real estate marketing plan aligns with your brand, skills, and personality. To be successful, you’ll need to have a clear brand, a strong online presence, and consistent communication with your target audience.
What is a SWOT analysis for real estate marketing?
A SWOT analysis refers to the framework that helps you evaluate your marketing plan. It focuses on four core areas – strengths, weaknesses, opportunities, and threats. A SWOT analysis will help you refine your strategy and focus on what is making the biggest impact.
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, flexibility or financial security, keep that vision front and center. A simple vision board or daily reminder of your goals can help turn those tough days into meaningful progress.
If you need a little help getting organized, don’t forget to download the free real estate marketing plan template to keep your goals and content in one place.
About Ashley Harwood
Ashley Harwood began her real estate career in 2013 and built a six-figure business as a solo agent before launching Move Over Extroverts in 2018. She developed training materials, classes, and coaching programs for her fellow introverts. Beginning in 2020, Ashley served as Director of Agent Growth for three Keller Williams offices in the Boston metro area. She’s now the Lead Listing agent for the Fleet Homes team in Massachusetts and a regular contributor to Vetted by HousingWire. She created The Quiet Success curriculum and has taught thousands of real estate agents nationwide. She has also been a guest speaker at top industry events and has been named a leading real estate coach by prominent industry publications.
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