Real estate
marketing plan.

Pick where you work and what you sell: an area, a price band, a kind of home. “Everyone in the county” is not a real estate marketing plan. A farm of 200 to 500 homes is one you can reach every month.

Choose by place and property, never by who the people are. Fair housing rules apply to your targeting as well as your words.

NAR’s 2025 Profile says sellers put marketing the home, competitive pricing and selling on time first. Write one line that speaks to those, in plain words, with proof you can show: homes you sold there, days on market, how you price.

Your email list, for past clients and sphere, once a month with what sold nearby. Your website, as the page every sign, card and ad points to. Open houses, which bring you people at no ad cost. One paid channel, tested for a quarter.

LocaliQ’s medians for a residential agent on Google search are a $3.19 click, a 1.29% conversion rate and a $157.59 lead. Cheap clicks and a weak landing page add up to an expensive lead, so fix the page before you raise the budget.

Give every month one job. January, last year’s market numbers to your list. Spring, seller guides and open houses. Summer, just sold notes around each closing. Fall, a home value check for everyone who owns. December, a plain thank you.

Put the owner’s name beside each job. A calendar with nobody on it is a wish.

Write a yearly figure for each channel, and track one number for each: leads, then closings. Check it each quarter and move money away from whatever brought no closings.

All figures are sample figures. Alex Sample works Anytown’s Sample Hills, about 300 homes. Message: “I sell Sample Hills. Here’s what your street is worth this month.”

Budget is $9,600 for the year. The test of paid leads in spring is capped at $1,800, and the rest stays with the channels the agent owns.

It is unlawful to publish any statement about selling or renting a home that shows a preference, limitation or discrimination based on race, color, religion, sex, disability, familial status or national origin. State and local law can add more classes.

Describe the home and the land. Never describe who should live there or who lives nearby.

42 USC 3604, Fair Housing Act · NAR Code of Ethics, 2026

Check every number against the National Do Not Call Registry before you dial, using a copy no more than 31 days old. Check your state list too.

A sales call to a registered number is allowed only with the person’s permission or an existing relationship: a sale or transaction in the last 18 months, or their own inquiry in the last 3 months.

Call between 8 a.m. and 9 p.m. in their time zone. Give your name, your company and a number or address where you can be reached.

When someone says stop calling, add them to your own do not call list within 10 business days and keep them there for 5 years.

FTC, Complying with the Telemarketing Sales Rule · 47 CFR 64.1200, the FCC telemarketing rule · NAR, Telemarketing and Cold-Calling

Marketing calls or texts to a mobile number from an autodialer, or with a prerecorded voice, need prior express written consent: a signed agreement that names the number and says signing is not a condition of buying.

The FCC’s calling rules cover text messages to mobile numbers too. Give an easy way out, such as replying STOP, and honor it within 10 business days.

A person can sue under the TCPA for $500 for each violation, and a court can triple that. The FTC’s civil penalty runs to $53,088 for each violation of its rule.

47 USC 227, the TCPA · 47 CFR 64.1200, the FCC telemarketing rule · FTC, Complying with the Telemarketing Sales Rule