Capstone: Complete a Real Estate Marketing Plan

Help me define my real estate market position.

About me:
- Market: [city/area]
- Experience level: [years, transaction count]
- Specialties or strengths: [what you're best at]
- Target clients: [who you want to serve]
- Personal differentiator: [what makes you different
  from 100 other agents in your market]

Create my positioning statement:
1. WHO I serve (specific client type, not "everyone")
2. WHAT I do for them (specific value, not "help buy
   and sell homes")
3. WHY I'm different (specific, provable differentiator)
4. HOW they experience working with me
   (the feeling or outcome)

Distill this into:
- A one-sentence positioning statement
- A 30-second elevator pitch
- Three proof points that support my positioning

Create a 90-day marketing calendar for my real estate business.

My positioning: [paste from Step 1]
My target audience: [who]
My current resources: [budget, time per week for marketing]
My current channels: [social media accounts, email list size,
farming area, website, etc.]

Design the calendar:

WEEKLY RECURRING:
- [Day]: [specific activity]
- [Day]: [specific activity]
- [Day]: [specific activity]

MONTHLY:
- Week 1: [monthly activity]
- Week 2: [monthly activity]
- Week 3: [monthly activity]
- Week 4: [monthly activity]

QUARTERLY:
- [Major initiative: new farming campaign, video series,
  community event, etc.]

Time budget per week:
- Content creation: [hours]
- Client communication: [hours]
- Farming/prospecting: [hours]
- Review and optimization: [hours]

Total: should be [realistic number] hours per week.

Create a library of 5 listing description templates
for common property types in my market:

1. [Property type 1, e.g., single-family starter home]
2. [Property type 2, e.g., updated colonial]
3. [Property type 3, e.g., luxury property]
4. [Property type 4, e.g., condo/townhome]
5. [Property type 5, e.g., investment property]

Each template should:
- Have the structure (hook, body, close) with
  fill-in-the-blank sections
- Include 3 opening line variations
- Note what details to customize for each property
- Include fair housing compliance reminders

Create 12 social media posts I can use over the next month:

My brand: [positioning]
My market: [area]
My audience: [target clients]

3 Market Expert posts:
[Based on current market conditions in my area]

3 Neighborhood Guide posts:
[For specific neighborhoods I serve]

3 Helpful Advisor posts:
[Seasonal tips, homebuyer/seller education]

3 Personal Brand posts:
[Behind the scenes, client stories, my perspective]

Each post: hook + body + call to action.
Platform-ready for [Instagram/Facebook/LinkedIn].

Create an email template library for my business:

1. New lead response (buyer)
2. New lead response (seller)
3. After-showing follow-up
4. Pre-listing appointment follow-up
5. Weekly seller update
6. Monthly market update newsletter
7. Past client check-in
8. Referral request (tasteful, not pushy)
9. Holiday/seasonal greeting
10. Price reduction conversation

Each template: fill-in sections for personalization,
clear structure, appropriate tone.

Design my lead nurture system:

**Quick check:** Before moving on, can you recall the key concept we just covered? Try to explain it in your own words before continuing.


LEAD SOURCES:
[Where my leads come from: website, open houses,
referrals, farming, social media]

LEAD CATEGORIES:
- Hot: Ready to transact in 0-30 days
- Warm: Ready in 1-6 months
- Cold: Interested but 6+ months out
- Past client: Already transacted with me

For each category:
1. How quickly should I respond? (minutes/hours/days)
2. What's the first communication?
3. What's the ongoing contact frequency?
4. What content do they receive?
5. What triggers a category upgrade?
   (warm to hot, cold to warm)
6. When do I stop nurturing?
   (never for past clients, criteria for others)

Make this realistic for one agent managing it with
AI assistance.

Define the key metrics for my marketing plan:

LEAD GENERATION:
- [Metric 1]: [target per month]
- [Metric 2]: [target per month]

NURTURE:
- [Metric 1]: [target]
- [Metric 2]: [target]

CONVERSION:
- [Metric 1]: [target]
- [Metric 2]: [target]

TRANSACTION:
- [Metric 1]: [target per quarter]
- [Metric 2]: [target per year]

For each metric:
- How do I track it? (CRM, spreadsheet, etc.)
- What's a realistic starting benchmark?
- When do I review? (weekly, monthly, quarterly)
- What would trigger me to adjust my plan?

Design my ideal weekly routine that incorporates
this marketing plan:

My current commitments:
[Showings, appointments, transaction work, etc.]

Available marketing time: [hours per week]

Create a weekly schedule:

MONDAY:
[Morning task, afternoon task]

TUESDAY:
[Morning task, afternoon task]

...through FRIDAY

WEEKEND:
[What gets done, what doesn't]

Rules:
- Marketing happens first thing, before reactive work
- Batch similar tasks (all content creation at once,
  all emails at once)
- AI handles the first draft; I customize
- No more than [X] hours per day on marketing
- Leave buffer for transaction emergencies

MY REAL ESTATE MARKETING PLAN

POSITIONING:
[One sentence: who I serve + what I do + why I'm different]

TARGET: [Specific client profile]
MARKET: [Specific geographic area]

CHANNELS (top 3):
1. [Channel + posting frequency]
2. [Channel + sending frequency]
3. [Channel + activity frequency]

CONTENT PILLARS:
1. Market Expert
2. Local Guide
3. Helpful Advisor
4. Personal Brand

WEEKLY ROUTINE:
[Mon-Fri overview of marketing activities]

90-DAY GOALS:
1. [Specific, measurable goal]
2. [Specific, measurable goal]
3. [Specific, measurable goal]

ANNUAL TARGET:
[Transaction goal] transactions
[Revenue goal] GCI
[Growth metric] from [current] to [target]

REVIEW SCHEDULE:
- Weekly: content performance
- Monthly: lead generation + conversion
- Quarterly: full plan review and adjustment