Your Real Estate
Marketing Plan in 6 Steps

By Mark Lemmons  I  June 30, 2022

Are you looking for a marketing plan for your real estate business? I know how overwhelming it can be. You signed up to be a real estate agent, but now you have to figure out how to do your own marketing. This can be especially daunting in a digital world where platforms and tools are changing daily.

Your real estate marketing does not have to be a mystery. I’ve taken everything I’ve learned from others and what has worked for me, and boiled it down into 6 practical steps. But here’s a fair warning: I can almost guarantee that you are going to want to skip over the first 2 steps. Don’t do it. Getting the first two steps nailed down will make everything else much easier.

Let’s dive in!

1. Identify Your Audience and The Problems They Face

The first thing you want to do is identify your audience and the problems they are facing in regards to real estate. Take some time to write down everything you know about your audience… their demographics, their wants and needs, their pain points, their fears, etc.

As you think about your target audience, the most important thing to understand is the real estate problem that you can help solve. That’s what you’re going to base your content around, and that’s what people are looking for – solutions to their problems.

For example, many homebuyers face the problem of…

  • Not finding a home they love
  • Competing against other buyers
  • Afraid of overpaying
  • Feeling overwhelmed by buying and selling at the same time

You get the idea. Brainstorm all the problems your potential clients face and then pick the main one that stands out. That’s going to guide your marketing efforts.

2. Define the Solution You Offer

The next thing you want to do is get really clear about the solution you offer. Once you’ve defined your audience’s main challenge, you can start crafting messaging to position your services as the solution. Marketers call this a Unique Value Proposition (UVP) or a Unique Selling Proposition (USP). It’s a 1-2 sentence description that includes:

  • Who your offer is for
  • The problem you solve
  • How you solve it
  • What makes you different from your competitors

This can take a bit of time to nail down, and it’s probably something you will continue to tweak over the years. If you’re struggling for words, look up some examples online or reach out to a freelance marketing professional. Many freelancers provide hourly rates for consulting services.

3. Choose Your Mediums

Next, you want to choose the mediums you are going to use. In today’s digital world, the options are endless. You could start a YouTube channel, Instagram, Facebook, Twitter, TikTok… you get the picture.

Before you get overwhelmed, let me assure you that I am not suggesting that you use every platform available. Choose a medium that will best reach your audience. In my experience, Instagram, YouTube, and email have been most effective. I recommend getting started with just one platform as you begin. In marketing efforts, it’s very easy to burn out. Master one platform, and then add another. Social media might seem like the most obvious choice since most people are familiar with it, but it’s worth investigating email marketing and LinkedIn.

Whatever platform you choose, stick with just one at the beginning. When you’re ready, you can actually repurpose that content for a bunch of other platforms!

4. Create a Calendar

Creating a calendar is a must. If you’re like me, you have a thousand things going on, and unless something is on my calendar, I am not going to get to it. You can find a ton of content calendar examples on the web. Do some research and then create a custom calendar that works for you.

In general, you are going to need to decide:

  • Frequency – how often will you publish content?
  • Type – what type of content will you be sharing (videos, Instagram posts, Instagram reels, emails, etc)
  • Content – what subject matter are you going to be talking about?

You’ll want to create a rhythm that works for you and map it out on a calendar. Next, fill in your subject matter. If you need help with content ideas, click here for a 30-minute brainstorming session. This was originally created for email content, but can be used for any platform.

5. Create Content

When it’s time to actually create content, you’ve already done a lot of the legwork by defining your Unique Value Proposition and mapping out your calendar. But, the actual creation of content can be time consuming and overwhelming. This is why I recommend sticking to one platform at the beginning. It will take some work to learn a platform and put out content, but my encouragement is to start before you feel ready. The only way to learn is to do things imperfectly. You will get better.

As you grow your business, you may consider hiring someone to help you. But, in the meantime, here are some tips to help you create content efficiently:

  • Create content in advance. Pick a consistent time during the week to create your content.
  • For social media: Use tools like Canva that have premade templates to choose from.
  • For social media: Stick to a consistent aesthetic. Pick 5-7 brand colors and 2-3 fonts and stick with them.
  • Look at what other successful agents are doing, and get inspiration from them. You don’t want to copy them outright, but you never have to start with a blank slate.
  • Use an emailing platform that allows you to track metrics.

6. Measure Results
Finally, you want to measure the results of your marketing. Pay attention to which content gets response and engagement. Based on the results you get, you can adjust your marketing strategy. Marketing metrics can be tricky, because the reality is that impact takes time and there are so many factors that affect success. Pay attention to trends in your stats and give your marketing time to actually get some results before you change course.

If you implement these 6 steps, you can start putting out valuable content and grow awareness of your business. If you need any help scaling your real estate business, reach out to me! I’d love to be a resource for you.

Click here to learn my secrets to landing bigger clients!

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