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marketing plan.

Each agent runs their own drip from their own CRM, in their own voice, sometimes without the brokerage name at all. Past clients hear from five people and remember none of them. One plan sends for the whole firm.

Get a free websiteResidential brokerages

Without Marketing

of the typical Realtor’s business in 2025 came from repeat clients. Another 22% came from past-client referrals
28%
NAR, 2026 Member Profile
of firms with four or more offices provide or encourage marketing automation. One-office firms: 11%
40%
NAR, 2025 Profile of Real Estate Firms
of firms with four or more offices provide or encourage a CRM for their agents
45%
NAR, 2025 Profile of Real Estate Firms

Agent-by-agent drips

Every agent writes their own newsletter, or none. The brokerage pays for the CRM seats and has no idea what its past clients hear.

Unbranded team ads

A team runs a Facebook campaign with its own logo and no brokerage name. In Florida that breaks a written rule, and many states have their own.

Silent recruiting pipeline

You met a strong agent at a closing last spring. Nobody followed up, so the brokerage down the road made the offer instead.

One firm letter

A home sells months after the first email. A sample brokerage writes to every office’s past clients under one name, and the first reply asks what her home would sell for.

Example of a sample residential brokerage, Tollaven Realty. Before: the last mail Nadia F., past client had from them is 16 months old. After 312 of 3420 names are cut, the campaign “Spring letter, all three offices” goes to 3108, and the email “What sold on your street this spring” lands in that inbox. It opens on one line written for them, and they reply. 16 weeks later 58 have replied and the ledger stands at +$500. Company dollar after the agents’ splits, before costs.

Before Sixteen months since the last email, and it came from Rafe M., who has left.

  1. Before: Sixteen months since the last email, and it came from Rafe M., who has left.
  2. Landed: The spring letter goes to every office’s past clients under one name.
  3. Opened: Three sales near her, each with its price, its days and its agent.
  4. Replied: She may sell this summer, and asks what hers would go for.
  5. Back: Under zero for ten weeks, then a referral closes. The listing is still out.
  1. The email
    TR

    Tollaven Realtycelia@tollavenrealty.example

    to Nadia F., past clientMar 3

    What sold on your street this spring

    Tollaven RealtyBrookmere, spring

    What sold on your street this spring

    Hi Nadia, you bought on Calder Street with Rafe M.. Two homes on your street sold this spring.

    Nine homes sold in Brookmere since January. Three of them are near you, with the price and the days each took on one page. Reply if you’d like to know what yours would sell for, and the agent who covers your street will write back.

    Sold near you, Brookmere

    • Brick row houses with striped awnings and front porches above a stone garden wall6 Calder Street$452,000, 11 days, sold by Bea L.
    • Red brick townhouses behind a planted front garden with a bench and coneflowers31 Ferris Row$515,000, 18 days, sold by Mia S.
    • A pale green townhouse with a bay window and a red door, behind a front garden and an iron fence27 Pemberton Lane$489,000, under contract in 9 days
    Ask what yours would sell for

    Celia D., Tollaven Realty

    UnsubscribeTollaven Realty, 210 Market St, Larkfield
  2. Sample campaign, Spring letter, all three offices
    LedgerSent Mar 3

    +$500

    Company dollar after the agents’ splits, before costs

    Above zero, Week 10
    Sent
    3,108
    Replied
    58
    Closings
    2
    Left out
    312

    Eleven asked to stop. They are off the list.

    1. MarEmail for all three offices, a quarter−$1,800
    2. MaySouthgate referral closed+$4,100
    3. JunEmail for all three offices, a quarter−$1,800
    4. JunCalder Street listing under contractPending
    What came back
    Replies58
    • NF

      Nadia F., past clientWeek 1

      We may sell this summer. What would ours go for?

      Valuation with Bea L.Pending

    • RM

      Rosa M., past clientWeek 3

      Our neighbor wants to sell. Can I pass on your name?

      Referral, Southgate office$4,100

    • Ta

      Theo and Kim A.Week 4

      Staying put, but thanks for the numbers.

      Marked as staying

    • MS

      Marta S., past clientWeek 6

      Good to know. Maybe next year.

      Follow up in January

    54 more replies

  3. The list
    Spring letter, all three offices, 8 of 3,420 names
    WhoLast heard from themWhat came backWorth
    Nadia F., past clientBought on Calder Street with Rafe M., 201916 months agoWe may sell this summer. What would ours go for?Valuation with Bea L.$4,200Pending
    Gil T.Listing with the Larkfield office nowThis weekLeft out: in a deal now
    Rosa M., past clientSold through the Southgate office, 20214 years agoOur neighbor wants to sell. Can I pass on your name?Referral, Southgate office$4,100
    Theo and Kim A.Bought in Wren Hollow, 20223 years agoStaying put, but thanks for the numbers.Marked as staying
    Ward P.Open house sign-in, 20205 years agoLeft out: opted out
    Lucy H., sphereMet Tomas R. at a school fair, 20232 years agoNo reply
    Marta S., past clientBought through the Brookmere office, 20187 years agoGood to know. Maybe next year.Follow up in January
    Jon E.Buyer, 20178 years agoLeft out: bad address

    8 of 3,420 names shown

What you get

  • A past-client drip in the brokerage’s name, with each client still hearing from their own agent
  • An area market email each month, written from your own closed sales
  • A recruiting sequence for agents you want to hire: your model, your training, a coffee invite
  • Ad campaigns on Google and Meta under the housing rules, with the brokerage name where your state requires it
  • Sends, opens and replies written back to Follow Up Boss or Lofty, by agent and by office

The cycle

Marketing works Growth for the firm: past clients hear from the brokerage between deals, and agents you want to hire hear from you before they decide.

  1. Lead

    Everything that gets you a lead.

    More people find you and reach out.

  2. Prospect

    Turn interest into a sale.

    More of them say yes, and you never chase.

  3. Client

    Keep the job moving.

    Jobs run on time, with less of you managing them.

  4. Kept or closed

    What happens after the job.

    Finished work brings in the next job.

  5. Growth

    Feed it back into the machine.

    Every finished job helps bring the next lead.

    • Marketing

Then it starts again.

CRM: Customers, conversations, bookings, jobs and employee tasks in one place, across all five.

Marketing for real estate

What we build

The website

A brokerage site with search by neighborhood and a page for every agent on the team.

SEO

Neighborhood and agent pages that come up when buyers search homes for sale near me.

AEO

Answer pages on schools, taxes and neighborhoods that AI tools can quote for your brokerage.

Lead generation

A home value page and new listing alerts that turn browsers into named leads.

Social posts

Just listed and just sold posts for every agent, on Instagram and Facebook.

AI agents

An AI agent answers site and portal leads at night and hands each one to the right agent.

Missed calls

A missed call gets a text back in minutes and a showing on the calendar.

Booking

Showings and listing appointments land on the agent’s calendar, with ShowingTime left in place.

The dashboard

Every buyer and seller lead, from every agent, on one dashboard with its stage.

Reviews and referrals

After closing, clients get a text asking for a review of their agent and a referral.

Email campaigns

Market updates and new listings go to your sphere and past clients every month.

PostHog analytics

PostHog shows which listings and neighborhoods people read before they ask.

Session replay

Session replay shows where a buyer gave up on the search or the form.

Monthly numbers

Each month you see leads by agent, showings booked and deals that closed.

Every lead lands on one dashboard, and Follow Up Boss stays.

What we build

The plan

Less Work

The brokerage sends one plan instead of hoping every agent sends their own.

Less Time

Agents approve their part in minutes instead of writing a newsletter.

More Sales

More past clients come back to the firm, whichever agent they first used.

Free website

Plans from $1,500 a month.

Get a free website

On your site

  • Free website, built for the brokerage, on a domain that stays the firm’s
  • Office pages, team pages and a page for each agent, all under the brokerage name and logo
  • A roster that adds and drops agents from one list, so a new hire has a page on day one
  • A careers page with your model, training and culture, and a confidential form for agents thinking of joining
  • Every inquiry sent to the right office or team in Follow Up Boss or Lofty, tagged with the page it came from
  • IDX search from your MLS feed on the brokerage domain, under your broker approval

You always keep your name, logo, photos, copy and domain. We keep the code and the system behind the site.

Automated

$1,500 a month

No lead lost.

Not in this plan

Every lead answered and booked, and we keep it running.

Your website

  • Hosted and kept up by us. Your domain stays in your name
  • Unlimited pages and changes. Send it and it goes live

Answer and book

  • An AI reply in minutes, day or night, aiming for under 5
  • It asks what you would ask, then books the estimate, showing or measure
  • Anything it can’t handle goes straight to you
  • Follow-ups that stop when they book or go cold

Get found

  • Text posts on the platforms you pick, no limits. Image and video are separate

Measure

  • A monthly report: every request, what it became, the money attached

Managed

$4,000 a month

Every stage handled.

Starts hereEmail and customer campaigns, no cap from our side

Everything in Automated, and we run every stage for you.

Get started, Managed

Every stage

  • Every stage built and run by us, from lead to growth

Get found

  • Content for Google and AI answers, as much as it moves your numbers
  • Unlimited landing pages and lead magnets, with an alert on every form
  • Email campaigns to your lead list, no cap from our side
  • Campaigns on the social platforms your customers use, on your accounts

Measure

  • A dashboard for every lead, job and customer
  • A private site with a stat assistant that keeps watch on your customers

No AI brain or agents of your own.

The partnership

$7,500 a month

We run the whole cycle.

IncludedEmail and customer campaigns, no cap from our side

Everything in Automated, plus us working it and building on it.

Get started, The partnership

Get found

  • Content for Google and AI answers, as much as it moves your numbers
  • Unlimited landing pages and lead magnets, with an alert on every form
  • Email campaigns to your lead list, no cap from our side
  • Campaigns on the social platforms your customers use, on your accounts

Your AI brain

  • One AI brain on your phone: leads, jobs and customers in one place. Ask it anything
  • Connected to your forms, email, calendar and records, so it does the work
  • Hosting and tech run by us: domain, updates, monitoring. Accounts stay yours
  • Skills for your trade: lead questions, follow-up, booking, review requests

Run the work

  • Custom AI helpers for replies and booking, with a person where needed
  • Internal tools built for how you really run
  • Two builds in progress at any time, in the order you pick

Measure

  • One shared live board: every lead and job, where it came from, what it’s worth

Ad budgets and paid software stay on your accounts. Designed image and video posts start once you’re comfortable with AI drafts.

Read first

Your questions

What goes in a real estate brokerage marketing plan?

Who you are marketing to (sellers, buyers, past clients and agents you want to recruit), the channels for each, the budget, and who on staff owns each piece. Ours turns that into sends and campaigns that run every month.

Do real estate team ads have to show the brokerage name?

In many states, yes. Florida requires the brokerage’s licensed name in every ad and bars a team name printed larger than it. Rules differ by state, so check your commission’s rules before a campaign runs.

Free website

Sample calendar

Saturday

  • Listing appt, Calder Street
Get a free website