Real Estate Content and Marketing Plan to Generate More Closings
Get the exact marketing strategy you should be doing right now to increase your business as an agent in today's market - without overwhelm and wasted time!
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Marketing for real estate can be a whirlwind—new trends, ever-shifting algorithms, and endless advice can leave you overwhelmed. But marketing shouldn’t feel like an impossible list of to-dos. In fact, it can be a smooth part of your daily work and something that brings energy and focus to your business.
In this training, I’m sharing a practical approach to real estate marketing that gets real results without sucking up all your time. Whether you’re new to the game or a seasoned pro, this guide will help you nail down a consistent marketing plan that feels doable and actually works. So grab a notepad (or open your notes app) and let’s dive in!
Real Estate Content and Marketing Plan Training Summary
The Real Reason Why Most Real Estate Marketing Fails
Here’s the truth: real estate marketing can fail for a lot of reasons, but three big ones often stand out.
Overwhelm
Marketing involves so many moving pieces. From prospecting to client calls and transactions, adding full-time marketing can feel overwhelming. It’s no wonder why many agents never really get started, or don’t stay consistent.Inconsistency
Let’s be real—there’s always a flurry of activity when we start something new. But without a routine or plan, marketing becomes the thing we do only when we have extra time. A strategy is essential, not optional.Lack of Strategy
Randomly posting or sending emails isn’t enough. Even if these efforts get you some traction, an unstructured approach limits your full potential.
But the solution isn’t as complicated as you might think. The goal is to create a system that fits seamlessly into your life and business, helping you reach your specific goals.
Five Core Elements of Real Estate Marketing Success
Before jumping into specific actions, let’s talk about the framework for success. Here are five elements that will make any real estate marketing plan more effective.
Time-Friendly
Your strategy needs to fit your schedule. Start small with time-friendly activities that fit seamlessly into your routine.Multipurpose Content
This goes beyond repurposing. It’s about creating one piece of content that hits multiple goals, like a neighborhood market update that can be shared on your blog, email, and social channels.Targeted
To see results, your marketing needs to reach specific audiences who are most likely to engage and respond.Extra Special Moments
Not everything has to be flashy, but an occasional extra special touch—a beautifully designed holiday card, a thoughtful message—makes a difference.Branded to You
Infuse your personality into every piece of marketing. This builds recognition and helps clients remember you.
Crafting Your Monthly Content Plan
Now that we know the ingredients for a successful plan, it’s time to create a monthly content plan. Start with these four essentials.
1. Monthly Email Newsletter
An email newsletter is an invaluable tool. Even though it might sound old-school, email still works. In fact, the average open rate for emails in the real estate industry is around 37%! And unlike social media, you know your contacts are actually seeing your message. Here’s how to structure an effective newsletter:
Community & Lifestyle Updates: Share upcoming events, seasonal tips, and local news.
Home Inspiration: Include HGTV-style tips for home improvement or seasonal décor. This keeps your audience engaged even if they’re not in the market.
Real Estate Market Insights: Provide valuable info about the local market or home-buying and selling advice.
Pro Tip: “When you combine these three elements, you’re nurturing current leads while providing your sphere with relevant, interesting content that keeps them engaged.”
2. Social Media: Consistency is Key
Posting on social media keeps you top-of-mind and gives potential clients a reason to engage with you. Instead of overwhelming yourself, use a simple, repeatable content calendar that covers essential topics.
Monthly Content Types:
Local Real Estate Insights: Showcase your knowledge with market updates and property tours.
Lifestyle and Community Content: Show people what makes your area special.
At-Home Tips: Share useful tips that make you a go-to source for home-related advice.
Listings and Lead Gen: Highlight available listings and provide clear calls to action.
Personal Branding: Don’t forget to let people know the real you.
These categories cover every angle of real estate marketing—providing valuable, shareable content that makes you the local expert.
3. Sphere Engagement
Maintaining connections with your sphere is crucial, so set aside time each month for direct engagement. A few ways to do this:
Creative Postcards: These can be seasonally themed or highlight a personal touch.
Pop-Bys: Simple, themed gifts can make a big impact, like “Thanks a latte!” gift cards for fall.
Direct Messages or Calls: Keep it conversational. For example, “Hey, did you hear about the new coffee shop on Main Street? Thought you might like it!”
Remember, a strong relationship with your sphere increases referrals, repeat business, and ultimately, your reputation.
4. Prospect for Listings
Prospecting doesn’t have to be cold or pushy. Use targeted marketing for neighborhoods or homeowners you’d love to work with. Tools like direct mail, online ads, or even geo-farming can be powerful.
Geographic Farming: Choose an area with good turnover and tailor your message to them.
Targeted Letters: Share success stories in the neighborhood or offer a unique value, like a personalized market report.
By setting aside time for intentional listing prospecting, you’re more likely to get in front of motivated sellers.
+A Quarterly Marketing Boost: Stand Out with Extra-Special Campaigns
On top of your monthly efforts, a quarterly boost lets you go above and beyond. For example:
Holiday Themed Event: Host a fall pumpkin pie pickup, a family photo day, or a community event to get face-to-face time with your clients.
Seasonal Sales Funnel: Try a specific marketing campaign, like a winter home-buying guide or spring home maintenance tips.
Think of these quarterly efforts as a way to add a special touch to your regular activities.
Pulling it All Together
We’ve covered a lot, so here’s a simple checklist to help you organize your monthly and quarterly marketing.
Email Newsletter: Publish once a month with community updates, home tips, and market info.
Social Media Calendar: Schedule a balance of lifestyle, personal, and professional posts.
Engage Your Sphere: Reach out with personal messages or thoughtful gestures.
Prospect for Listings: Target specific neighborhoods and homeowners with relevant offers.
Quarterly Boost: Plan a standout event or campaign to strengthen connections.
Pro Tip: “It’s all about building a system that fits your life. Choose activities that feel doable and keep at them!”
Ready to Create a Marketing System That Works?
With the right mix of consistency, targeting, and authenticity, your marketing can be a seamless part of your business. And remember, the goal isn’t to be overwhelmed, but to create a system that grows with you. Take these steps, make them your own, and watch as you build a reputation and network that brings results. Marketing doesn’t have to be a mystery—it just needs to work for you!
And you don’t have to go it alone! Inside The Marketing Suite, real estate agents get access to a monthly, interactive marketing plan that walks them through exactly what they should be doing each month to see results + all the materials and resources they need to accomplish it all!
Curious what’s in the membership and if it could work for you?
