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Succeeding in the real estate industry requires having a fool-proof marketing plan. A comprehensive real estate plan can give your real estate business an edge over your competitors, as you already know what there is to do and how to go about it.

However, while marketing plans sound great, coming up with one that works isn't as easy as it seems. It requires intense preparation and expertise to create one that is effective.

This blog post explores different aspects of an effective real estate marketing plan. 

One of the most difficult tasks real estate agents face is marketing. But at ArdorSEO, we've got you covered! Our team will create an effective digital marketing strategy that's sure to set your company apart from your competitors.

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What Is a Real Estate Marketing Plan?

A real estate marketing plan refers to a written guide that outlines your business goals and the steps you intend to take to achieve them. Your comprehensive plan should include your budget, identify your target market, outline how you'll cater to their needs, and the goals you’d like to achieve as part of the plan.

An excellent plan will specify the budget, tools, and medium you plan to use to reach potential clients. In addition to those requirements, the goal should also include the methods by which you're planning to satisfy the needs of those clients when you win them.

In most cases, your plan should specify your long and short-term goals for the business and how you plan to achieve them. It should also include a way to measure the success of your real estate marketing campaigns using predefined performance indicators.

Steps to Writing a Good Real Estate Marketing Plan

A real estate marketing plan shouldn't be done in haste. Since it directly impacts the potential success of your brand, you may want to put extra resources, time, and money into creating a plan that works.

Even with that, there are still essential procedures to follow if you want to develop a successful marketing plan. Here are the steps to follow for an effective marketing plan:

1. Identify Your Target Audience

The initial step in making a real estate plan is to identify the type of people your business wants to target. This step will help you prepare a strategy to reach them.

When defining your target audience use demographics like age, location, income, interests, and search criteria. These metrics help define vital client needs and the best ways to gain their trust to meet those needs.

2. Set Your Goals

There are two types of goals for a typical real estate company. The long-term goals outline your brand's long-term vision, and the short-term goals cover more specific areas like what you plan to offer to potential clients.

To sell your offer to your clients, you must try creating marketing material that sums up your goal and includes the major taglines, value prepositions, and selling points.

Goal setting is a crucial part of a marketing plan for real estate agents. Consider setting measurable and attainable goals with realistic time frames. In other words, be realistic while setting your goals.

Setting achievable business goals will complement your marketing efforts and set your business up for success.

3. Analyze Your Competition

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Planning in the real estate industry isn't all about growing your real estate business, it also involves devising strategies to beat the competition.

As a real estate agent, consider making a thorough review of your competitors and their strategies. Doing this will help you understand their strengths and flaws: two metrics that can help refine your business features.

Additionally, reviewing your competition will help avoid costly errors.  You can check the success of your competitors in a specific area to help you decide if going for that in your business is worthwhile. Analyzing your competitors may also expose you to the latest trends in real estate, keeping you up to date.

4. Identify Your Unique Selling Point

Uniqueness is vital for your real estate business. While outlining your real estate marketing plan, define what makes you unique, the feature(s) that distinguish you from your competition, and what you can add to your business to put you above the competition.

Your unique selling point may be anything, no matter how small or insignificant it looks. Note that this uniqueness doesn't have to be directly connected to your real estate business. 

Once you have something that sets you apart from your competition, you can capitalize on it to help you gain a competitive advantage over your closest competitors.

5. Organize Your Budget

Organizing your budget is a crucial part of creating a successful marketing plan.  A detailed budget will give you control over your expenses. That level of control is only possible if you can take your time to identify your potential sources of funding, identify when and where to spend it, and make room for amendments whenever necessary.

Your marketing plan should also include the potential pricing information for your business to prevent impulsive charging for your services, bringing more customers to your business in the long run.

Analyzing your competition’s pricing strategy to influence yours is good, but know that a lower price doesn't always win. It could attract potential buyers, but they may walk away if you don't match your attractive pricing with a quality product.

6. Decide on Your Marketing Strategy

While you'd love that to happen, your customers won't simply come to you. You must reach out to them, inform them about your real estate brand and the products and services that you offer.

There are many ways to get information about your business to your targeted audience, and deciding on the best way is one of the main challenges you'll have to face. The first step is to determine the type of media you want to use. Is it social media, television, radio, Google business pages, or other digital media forms?

The type of media you intend to use depends on your customers’ locations. With the successes of the Internet, you can bet that your customers are lurking somewhere on the Internet.

The next agenda on your marketing plan should be your distribution plan. How exactly do you want customers to reach you? Is it by direct mail, content marketing, social media, or through your brand website?

To make real headway in the real estate industry, consider creating a real estate website. Potential clients can get information about your brand on your website and browse through listings without having to call a physical helpline every time.

Consider optimizing your website for mobile phones to reach more audiences because it is the most widely used device to browse the internet today. You may also consider hiring a digital marketing agency with real estate domain expertise like ours to accelerate your success.

7. Set Milestones

Marketing plan milestones are targets that determine a company's progress in achieving its goals. Unlike predominantly long-term goals, milestones are kind of short-term goals which ensure that a real estate agent or investor is on the right path. 

Meeting these milestones will give a sense of accomplishment and motivate you and your team. Including milestones in your real estate marketing plan will help your brand's growth.

8. Formulate a Timeline

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Having a concise timeline in your real estate marketing is extremely important as timelines help achieve long-term goals. This timeline will provide a time frame to implement an existing plan successfully.

Milestones and timelines work hand in hand. When you create a timeline, you can tailor your strategy to meet the set milestones. That’ll help to track your investment progress.

The timeline serves as a stopwatch for most marketing activities. Achieving your goals within the time frame may make the difference between an average and an excellent real estate agency.

9. Track Your Marketing Efforts

Almost everything you've been doing so far will be pointless if you don't track your progress. As such, it's imperative to track your marketing strategy performance and success rate over time. Sadly, most real estate agents underestimate this step in their real estate marketing plan. 

Make time to review your investment, sales, leads, website traffic, and marketing channels to define effectiveness. This evaluation will help you identify what strategies are working and those below expectations. This process helps motivate you to put more effort into the plans that work while shelving those that don't.

10. Review Your Marketing Plan

If you are crafting a marketing plan for the first time, you may not get it right and that's normal. That's why it's necessary to keep reviewing your marketing plan at specific intervals to determine if it's working for your business.

After identifying the plans that work well, you can take them onto the next stage of your project.  Constantly tweaking your marketing plan is your surest bet to ensuring an effective plan that works for your real estate business.


When formulating a real estate marketing strategy, it's best to set realistic timelines. While you may not have all the time in the world, it's better late than never. Missing deadlines repeatedly creates an unhealthy work environment, negatively impacting organizational success in the long run.

Have you been struggling with your marketing plan? Are you unsure how to get more leads and sales for your business without sacrificing the bottom line? If so, then it’s time that you start considering a real estate marketing strategy. 

We know that many agents are hesitant at first when they think about investing in Real Estate SEO or digital marketing services because of their high costs. But let us assure you, our team is dedicated to helping clients increase profits through cutting-edge strategies that can help you scale your business. Our experts will work one on one with you to create an individualized plan based on what best fits your needs and budget. Contact us today!

In today's world, digital experts are affordable and employ teams of experienced professional IT and content professionals. Our team is a vibrant mix of talented real estate professionals and writers who live, breathe, and create an all-things-real estate. If you find yourself too busy or overwhelmed by the things you must do to soar to the highest visibility to both buyers and sellers in your area, don't be shy - discover real estate SEO experts.

About the author 

Kris Reid

Kris Reid, the Coolest Guy in SEO, is the CEO of Ardor SEO. His expertise lies in helping real estate professionals get more leads and customers to predictably grow their business. Get to know Kris and learn more about our team here.

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