Best Practices When Creating A Real Estate Marketing Plan (2025 Update)

“Planning is bringing the future into the present so that you can do something about it now.” ~ Alan Lakein

On our Real Estate Marketing blog, we spend plenty of time talking about online marketing—SEO, SEM, SERPs, and keywords. These tools remain critical for creating a solid online presence.

But here’s the thing: even in 2025, a lot of agents—whether seasoned veterans or just starting out—still want to hold onto tried-and-true, traditional ways of generating business and finding those elusive leads.

We’ve shared multiple posts on the subject of offline marketing and tried and true marketing methods like farming your neighborhood. However, what we may have been remiss in talking about is how you go about creating a real estate marketing plan.

In today’s real estate market, there is a high level of thought and action that goes into online marketing. But that is simply an extension of what your overall real estate marketing plan entails.

Why You Need a Real Estate Marketing Plan

Let’s be real—real estate is hard.

As a nearly 20-year veteran of this industry, holding roles from brokerage owner to managing hundreds of agents, I’ve seen firsthand how “flying by the seat of your pants” can become the norm. But that approach often leads to chaos.

The reality is, as a real estate agent, you’re the CEO of your own company—and most of us didn’t go to business school for this. That’s where a marketing plan becomes your lifesaver. It ensures you have a roadmap for every day, every dollar, and every effort you put into your business.

Your daily job, beyond working with clients, is to:

• Increase your exposure.
• Grow your business.
• Boost your income.
• Improve your quality of life.

The good news? A real estate marketing plan doesn’t need to be complicated. It just needs to make sense for you, your business, and the tools you have available.

Planning Smart: Setting a Budget and Sticking to It

Here’s the number one reason most agents fail at marketing: they don’t set a budget—or worse, they don’t stick to it.

Now, before you panic, let me remind you that marketing can still be low-cost or even free if you’re smart about it. You don’t need to break the bank to get results. The trick is to plan ahead and know where your money is going.

Low to No Cost Marketing Ideas for 2025

1. Door Knocking: Yep, still a winner. Face-to-face connections are timeless, and the competition is minimal because many agents don’t bother with this anymore.
2. Social Media: Platforms like Instagram Reels and TikTok are perfect for showcasing properties and offering quick real estate tips.
3. AI Content Creation: Use free or affordable tools like ChatGPT to help brainstorm ideas or write property descriptions and newsletters.
4. Brokerage-Provided Tools: Many brokerages offer free or discounted marketing materials. Don’t overlook them!
5. Open Houses: These remain a staple for connecting with buyers and sellers alike.

Where AI Fits Into Your Budget

AI is a game-changer for keeping costs low while maximizing efficiency:

• Use AI tools to draft email campaigns, social media captions, and even blog posts.
• Automate routine tasks like sending follow-up messages or scheduling appointments.
• Analyze your audience to see what’s working and where you can improve.

By combining traditional, offline strategies with these new tools, you can stretch your budget further and focus on what matters—building relationships and closing deals.

Broadcasting Your Message: Getting the Word Out

Some of the most effective real estate marketing is still built on staying top of mind. Referrals, word of mouth, and recommendations remain king in this business. Whether it’s someone asking their coworkers or chatting at church, the first question is often, “Who do you know that can help us buy or sell a house?”

Your job is to make sure your name is the one that pops into their mind. The key? Consistency.

Cost-Effective Broadcasting Ideas:

1. Email Marketing:
   • Stay in touch with your sphere through a monthly or bi-weekly newsletter. Use AI tools to help you craft engaging emails that address their pain points or highlight market trends.
   • Don’t forget to personalize! People are more likely to respond to emails that feel tailored to them.
2. Social Media Content:
   • Showcase your expertise with short-form videos on platforms like TikTok, Instagram Reels, or YouTube Shorts.
   • Use AI tools to suggest trending hashtags or to analyze which posts perform best.
3. Community Engagement:
   • Attend events at local schools, churches, or community centers. Offer a quick real estate Q&A session or sponsor a small event to get your name out there.
4. Collaborate with Influencers:
   • In 2025, even micro-influencers in your area (think food bloggers or community leaders) can help amplify your message. Partner with them to showcase neighborhood highlights or local listings.

The Power of AI in Broadcasting

AI can make your outreach smarter and more efficient:

• Automate follow-up emails after open houses or client meetings.
• Use AI-powered analytics to determine the best times to post on social media.
• Leverage tools like Jasper or Canva AI to create stunning visuals for your campaigns.

Be S.M.A.R.T. About Your Marketing Plan

You caught me…I stole this from Floyd Wickman! It’s as true now as ever…

You’ve heard this before, but the S.M.A.R.T. framework remains a timeless tool for building a solid marketing strategy. Here’s how to make it work for you in 2025:

Specific

Define exactly what you want to achieve. Are you trying to dominate a neighborhood, attract first-time buyers, or double your listings? Write it down. Tools like AI-driven audience analysis can help you refine your goals by giving you deeper insights into your ideal client.

Manageable

Don’t bite off more than you can chew. It’s tempting to do everything—social media, email, door knocking, direct mail—but spreading yourself too thin leads to burnout. Instead:

• Focus on 2–3 key strategies that align with your strengths.
• Use task management tools like Trello or Monday.com to organize your efforts.

Action-Oriented

Every part of your marketing should drive a result. Make your calls-to-action (CTAs) clear and direct:

• “Schedule a free consultation.”
• “Join our next virtual open house.”
• “Get your free home valuation today!”

AI can help here too by crafting CTAs that resonate with your audience.

Realistic

Set goals that match your market conditions. For example:

• If inventory is low, focus on building relationships with buyers.
• If turnover in your farm area is slow, use this time to strengthen your brand instead of pushing for immediate results.

Track Your Numbers

This is where most agents struggle. Before you invest in any marketing effort, make sure you can measure its success. Track these key metrics in 2025:

• Engagement on your social media posts.
• Open rates for your email campaigns.
• Lead conversions from your website or virtual tours.
  AI tools like Google Analytics 4 or your CRM’s built-in tracking features make this easier than ever.

Track Your Numbers and Stay the Course

One of the biggest mistakes agents make is abandoning their marketing efforts too soon. Success often requires patience and persistence. But how do you know if your efforts are paying off? You track your numbers.

What to Track in 2025

1. Social Media Engagement:
   • Measure likes, shares, and comments to understand what content resonates with your audience.
   • AI tools like Sprout Social or Buffer can provide insights into the best times to post and which types of content perform best.
2. Website Traffic and Conversions:
   • Use Google Analytics 4 to monitor how visitors interact with your site. Are they signing up for your newsletters or contacting you for consultations?
3. Email Open Rates and Click-Throughs:
   • Track the success of your email campaigns to see if your messaging is landing.
4. Cost Per Lead and ROI:
   • Compare your marketing expenses to the number of leads and deals generated to ensure you’re getting value for your investment.

By regularly checking in on these metrics, you can make informed decisions about where to focus your energy and resources.

Keep Your Marketing Plan Flexible

In real estate, the only constant is change. Whether it’s market conditions, technology, or your personal goals, your marketing plan should evolve with you.

Adapting in 2025

• Refresh Your Messaging:
  If your emails or ads are no longer performing, update the imagery, tweak the copy, or adjust the tone to better align with your audience’s current needs. AI can help you test variations quickly to see what works.
• Experiment with New Tools:
  • Not sure if your audience is active on TikTok or prefers Instagram? Test both for a month and track engagement.
  • Leverage AI-driven analytics to spot trends and identify new opportunities in your market.
• Reassess Your Budget:
  • If certain strategies are outperforming others, reallocate funds to maximize impact. For example, if virtual tours are bringing in leads but direct mail isn’t, shift resources accordingly.

Consistency Is Key

While flexibility is important, don’t abandon a strategy too quickly. Many efforts, like farming a neighborhood or sending out mailers, require months to see results. Stay committed to your core plan while making minor adjustments along the way.

Conclusion: The Winning Mindset

Effective real estate marketing is simple, but that doesn’t mean it’s easy. Success comes from having a plan, sticking to it, and being willing to adapt when needed.

In 2025, blending tried-and-true strategies with modern tools like AI can save time, stretch your budget, and help you stand out from the crowd. Remember, the agents who are willing to do the hard work—and embrace the tools available—are the ones who win.

Now it’s your turn to put in the work and create a real estate marketing plan that’s ready to take your business to the next level. Let’s make 2025 your best year yet!

If you’re willing to do the things others are not…YOU WIN!!!!