Remember when you had a boss? He or she was the one stuck with the strategic parts of the business –  like revisiting and tweaking the business plan and creating an annual marketing plan.

In case you haven’t noticed, you no longer have a boss. So, the strategic stuff is waiting on you.

Wait – I’ll need a business plan AND a marketing plan?


And, like your business plan, your real estate marketing plan is akin to a road map to effective business promotion. With it, you’ll have a strategy to market your real estate business to attract new real estate leads and retain past real estate clients.

So, what are you waiting for? Let’s get cracking on the essentials of your 2019 marketing plan.

1. Set a budget

Hopefully, you created a marketing budget as part of your 2019 real estate business plan. If not, do this first. Unless you spend all of your commission checks on personal “stuff,” you’ll need a clear understanding of how much money you’ll reinvest in your business.

The rest of the plan will depend on how much money you have to spend.

2. Who will you target?

All marketers determine their target audience before deciding on a plan and you will too, right? And, no, your target audience isn’t “all real estate consumers.”

Use last year’s client base to help you define who is most likely to be in your audience in 2019. Christina Garbedian, CEO of the social media marketing firm Social with Tina, suggests asking yourself the following questions:

  • Are they local or from out of town?
  • What is the average age of your clients?
  • Are they primarily first-time buyers/sellers or repeat?
  • How did you originally connect with them (cold calling, door-knocking, etc.)

Any other questions that will help you define your target audience will help you create a more efficient marketing plan. If you need more help with this, Las Vegas agent Lori Ballen has a brilliant walkthrough on her website.

3. Fine-tune your UVP

Also known as “your message,” what is your unique value proposition? What do you offer that may be more intriguing or of more value than other area agents? Why should they select you?

“If you don’t have a unique [value] proposition, you’re just another real estate agent,” according to Tom Ferry, who explains why you need a UVP and walks you through the process of coming up with one in this video.

Kevin Ward, agent and author of “The Book of Yes,” believes that agents should focus on the “value” instead of the “unique” aspect in “Unique Value Proposition.”

“They’re not caring whether you’re different or not. What they’re caring about is are you going to deliver us a better result. So, don’t focus on being different, focus on what your clients really want, which is the value, which is the result,” he says in Your UVP – Stop Trying to Be Different.

If you do have a UVP, but it’s vague, fine-tune it so that it’s ready for next year’s real estate marketing materials.

4. Choose the form

What forms content are your marketing messages (and your budget) best suited to?

These include (but are not limited to):

  • Newsletters
  • Blog posts
  • Video
  • Newspapers (either ads in the local paper or your own, real-estate branded paper)
  • Ebooks
  • Published books
  • Door hangers
  • Postcards
  • Letters
  • Case studies
  • Brochures

 5. Choose the channels

There are so many ways to get your marketing message out so once you’ve narrowed down the forms, it’s time to choose which marketing channels you’ll use to distribute these messages.

The most popular for real estate agents are typically the least expensive (hey, we’re thrifty!). Of course, social media is popular, so decide where your target audience hangs out.

For instance, Facebook and LinkedIn are ideal if you’re looking at demographics. These are the two platforms whose users best fit the age of the average homebuyer and seller.

Then, there is:

  • Your website
  • Email
  • Snail mail
  • Door-knocking (yes, it can be used as a content distribution channel)
  • In-person
  • Television
  • Radio
  • Webinars
  • Podcasts
  • Telephone
  • Pay-per-click
  • Billboards

6. Create your marketing calendar

Your marketing calendar should tell you which activities you will perform every month. Not only does this keep you consistently on your marketing track, but on budget as well.

Use the worksheets in our Marketing Plan to help create your calendar.


7. Don’t let your marketing plan rule your life

Although it’s a critical aspect of your real estate business, the activities called for in your marketing plan can take over your life.

If you haven’t yet done so, make 2019 the year you adopt marketing automation. It will not only release you from the tedium and time-sucking aspects of scheduling and tracking your marketing, it can take over the creation and even sending of your marketing materials.

Most important of all is that automation keeps your communications consistent. Nothing falls through the cracks.

Million Dollar Pipeline Program coach, Sheldon Rapoza dives into the importance of documenting a marketing plan to ensure growth in the coming year. 


Download your free 2019 marketing plan to get access to:

  • Worksheets for setting marketing goals, strategies, and tactics
  • Digital marketing toolkit and cheat sheet
  • Audit of your current marketing channels
  • Event marketing ideas for every season
  • And more!

 Get the Guide