Do Realtors Really Need a Marketing Plan?

Yes. But Maybe Not the One You’ve Been Taught to Build.

A friend of mine recently sat on a panel for the American Marketing Association in NYC. The topic was marketing planning and how agencies and consultants build marketing plans for their clients.

When we were catching up after months of not chatting, I was not only intrigued but proud of her being chosen to be on such a big stage!

What she shared sounded very familiar to what we were used to. Annual plans. Detailed frameworks. Decks, spreadsheets, forecasts, projections. All smart. All well-intentioned.

But as she shared, I realized all of this rigmarole is not always realistic for the typical Realtor.

So I wanted to gather my thoughts and share how I actually think about marketing plans and how I think agents can build them in a way that works in real life. This perspective has been shaped by years of 100-page deck creation (crazy-right?!), decades of hands-on direct client work with multiple industries and verticals, and watching closely what actually gets executed and performs well, when people are busy selling homes and serving clients.

Let’s start with the most important truth.

There Is No One Right Way to Plan Your Marketing

There isn’t a single correct marketing plan.

Not for big companies. Not for agencies. And definitely not for realtors.

Marketing experts, authors, and consultants all have their favorite methods. Many of them will confidently tell you their way is the way. Entire books and degrees have been built around that idea.

But here’s what experience teaches you quickly.

The best marketing plan is the one you actually use.

Not the one that lives in a folder. Not the one that made you feel productive for a weekend. But the one you can realistically keep up with while running your business.

I like to compare marketing plans to fitness routines. We all know the best workout is the one you actually do. Marketing works the same way.

One-page docs. Slide decks. Whiteboards. Spreadsheets. All of them can work. The format isn’t the magic.

Execution is.

Your Marketing Plan Has to Match How You Actually Work

Marketing plans only work when they fit your business and your personality. Some entrepreneurs love structure and long-range planning. Others move faster with shorter cycles and constant adjustments.

I’ve seen traditional, massive, and complex corporate plans work. I’ve seen one-page plans outperform those massive decks. I’ve seen quarterly course correcting approaches unlock incredible growth. None of these approaches guarantees success on its own because marketing isn’t driven by planning alone.

Which brings us to a reframe most realtors need to hear.

Marketing Is Not the Plan

Marketing is messaging + frequency. The plan is just the container. Marketing is what you say and how often you say it.

You can have the cleanest plan in the world, but if your message doesn’t resonate with your audience or they don’t see it often enough, it’s a nothing burger…scroll on by.

So before we talk about formats, calendars, or budgets, we have to talk about where marketing actually starts.

Marketing Starts With Your Audience

Whenever I get stuck on a strategy, I stop and remind myself of one thing. Remember the audience. That inside voice is tapping me on the shoulder every time…literally like I’m a rookie.

Realtors are especially good at getting lost in the weeds. Metrics. Buzzwords. Tools. Tactics. Content calendars. You want proof that something will work quickly, so we overanalyze…and quit. There is no magic potion in Marketing. It’s all testing to see what works with your audience.

We convince ourselves that if we just model it correctly, certainty will show up. But marketing doesn’t work like that.

The answers aren’t in your beautifully organized and color-coded spreadsheet. They’re in the people.

What does your audience care about right now?
What problem are they trying to solve?
What are they afraid of getting wrong?
What happens if they don’t choose you?

We have a lot of names for this. Target audience. Persona. Avatar(cringe). ICP (Ideal Customer Profile). Call it whatever you want. What matters is that you actually know it. This is why we spend a decent amount of time in Brand in a Day™ building that profile and writing their story. I need you to laser focus on telling that story directly to THEM. Not the whole world.

If you don’t understand your audience, no marketing plan will save you. Once you do, you can ask the most important marketing question there is.

Who cares?

Does your audience care about this message? This post? This blog? This website? If not, what needs to change?

That simple question filters out a lot of noise. In marketing terms, people call this WIIFM, or what’s in it for me. Same idea, different outfit.

And that…leads directly into positioning.

Positioning Is the Backbone of Your Marketing

Positioning is one of the most overlooked pieces of marketing, especially in real estate. Let me explain why.

Positioning is your declaration of who you help, what you’re known for, and why someone should choose you.

It might sound like:

• I help families navigate big life transitions with clarity and care.

• I specialize in pricing and strategy that protects sellers’ equity.

• I’m the agent investors trust when timing and numbers matter.

Your positioning is your reputation before someone ever meets you. If people can’t clearly explain what you’re known for, your marketing will always feel scattered. You’ll lock in that positioning language with a mix of building that ICP and the natural brand language of your Brand Archetype in Brand in a Day™.

Messaging Comes From Positioning

If positioning is the declaration, messaging is how you reinforce it. Messaging shows up everywhere. Your bio. Your headlines. Your listing presentations. Your emails. Your social posts. Even how you talk in person (elevator pitch).

The goal is always the same. To remind people who you are and how you help.

Your messaging might adjust slightly by channel, but the core promise stays consistent. Over time, repetition builds recognition. Recognition builds trust. Ever heard the phrase “Rome wasn’t built in a Day?!” Positioning is a force multiplier, and once you get it right, there’s no stopping you…unless you forget the next point.

Frequency Is Where Most Realtors Struggle

After decades of working with businesses of all sizes, this is the most common pitfall. Because marketing is messaging + frequency. If Nike only put up one billboard and told us to “Just Do It” once…they wouldn’t be the giant they are with the brand recognition and gravity that they do.

Frequency is how often your audience encounters you. Social media. Email. Video. Events. Ads. Referrals.

More touchpoints usually win. But frequency costs something.

Sometimes it costs money.
Sometimes it costs time.
Sometimes it costs energy.

You pay either way. What I’ve seen in the real estate world is that many aren’t willing to “just do it” very often with the right positioning, or with the right frequency, or in front of the right audience.

That’s why your marketing plan has to reflect your actual capacity. If you can’t sustain it, it won’t last.

So How Much Should You Spend?

This is the question I get all the time.

How much do I need to spend to get results? There’s no guaranteed formula. Anyone promising certainty without context is overselling.

Marketing is part art, part science, and whollotta risk.

A good starting point is this. Most businesses spend between five and ten percent of their annual revenue on marketing. From there, you decide how much you invest in money versus effort. More conservative businesses spend a measly less than one percent. Both might get it done; the trick is knowing what works best for your budget. I’m a HUGE fan of organic, but I know some Realtors spend thousands a month on social and get a happy return; but they’ve obviously dialed in what works for them. Consistently.

Testing matters. Trying things matters. Learning what works for you matters.

Sometimes the return isn’t immediate. That doesn’t mean the channel is bad. It usually means something needs to be adjusted.

Don’t Forget the Funnel

Your messaging should match where someone is in their decision matrix.

Top of funnel means they’ve never heard of you.
Middle of funnel means they’re aware and learning.
Bottom of funnel means they’re ready to act.

Not every post should ask for the sale. Not every message should educate. A healthy mix keeps people moving. I like to use a five-level funnel, three is too rigid and doesn’t account for a lot of things, but I wanted to keep it simple for this blog.

Campaigns and Evergreen Content Both Matter

Think of your marketing in two buckets. Campaigns are your big pushes. Launches. Announcements. Promotions. They’re exciting and time-bound.

Evergreen content is the long game. Your website pages (not just the everyone else has it too KW content). Your blogs(please tell me you’re writing them…they’re important to get scooped up in the ‘ask’ vs search). Testimonial videos with captions on your social media and a YouTube Channel that lives and gets watched over and over. The content that works while you sleep.

Most businesses lean too hard in one direction. You need both.

A solid rule of thumb is seventy percent evergreen and thirty percent campaigns. The evergreen compounds. The campaigns keep things fresh.

A Good Marketing Plan Creates a Better Experience

Some of the best marketing doesn’t feel like marketing at all. It feels like the business understands what the client needs right when and where they need it. It anticipates. Thoughtful planning helps you anticipate needs, remove friction, and create moments people remember.

That matters in real estate. More than people realize.

The Plan Versus the Work

You don’t need a perfect plan. You need a usable one.

• Plan the structure.

• Clarify your audience.

• Define your positioning.

• Lock in your messaging.

• Pick a few channels(but make sure it’s the ones where your audience lives!)

• Review and course correct quarterly.

Then let the market guide you.

Marketing doesn’t live on a spreadsheet. It lives in conversations, experiences, and consistency.

And when it’s done well, it doesn’t just generate leads. It builds a brand people trust, and that’s what we’re here to do.

Where to GO From Here

If you’re ready to stop guessing and start building your brand with full intention on crushing your 2026, there are two ways to go deeper.

Brand in a Day™ is a one-day workshop designed to help realtors clarify their audience, positioning, messaging, and marketing plan fast. If you’re a GO Network Realtor looking for a fully guided, done-for-you brand journey, our Creative Studio offers custom brand packages built exclusively for GO Network agents.

If this is your first time here, stick around. Explore the other blogs and learn how strong real estate brands are built. When you’re ready to take the next step, the right path will be waiting.

-Collette Stone, Chief of Marketing GO Network, Visionary Brand Strategist