Real Estate Marketing Plan Course

Lesson 1 • Regulatory and Ethical Marketing Standards

Covers fair advertising requirements, disclosure obligations, and professional ethics codes. Ensures compliant, trustworthy marketing practice from day one.

Lesson 2 • The Real Estate Marketing Landscape

Defines real estate marketing's scope, stakeholders, and economic drivers. Establishes the context for every strategy introduced later in the course.

Lesson 3 • Core Marketing Concepts Applied to Real Estate

Translates classic marketing theory—positioning, value proposition, and the marketing mix—into property-specific applications.

Lesson 1 • Primary and Secondary Market Research

Distinguishes research types and outlines methods for collecting property market data. Provides the analytical foundation for audience and competitive analysis.

Lesson 2 • Defining and Segmenting Target Audiences

Applies demographic, psychographic, and behavioral segmentation to real estate buyers and sellers. Enables precise message targeting and media selection.

Lesson 3 • Interpreting Market Trends for Campaign Timing

Connects seasonal cycles, inventory shifts, and economic indicators to campaign scheduling. Ensures marketing efforts align with market momentum.

Lesson 4 • Building Detailed Buyer and Seller Personas

Guides creation of research-based personas that represent key audience segments. Personas become the reference point for all subsequent messaging decisions.

Lesson 1 • Personal and Brokerage Brand Strategy

Defines brand strategy as the deliberate choice of identity, promise, and personality. Aligns brand direction with audience insights from Chapter 2.

Lesson 2 • Brand Voice and Messaging Framework

Develops a consistent verbal identity including tone, vocabulary, and key messages. Ensures every piece of content reinforces the brand promise.

Lesson 3 • Visual Identity and Design Principles

Covers logo, color palette, typography, and imagery standards for real estate brands. Establishes visual consistency across all marketing touchpoints.

Lesson 1 • Professional Photography and Videography

Details best practices for capturing listing photos, video walkthroughs, and aerial footage. Visual content quality directly determines online engagement rates.

Lesson 2 • Multi-Channel Listing Distribution

Maps the ecosystem of listing portals, social platforms, and email channels for maximum reach. Coordinates simultaneous distribution for launch-day impact.

Lesson 3 • Compelling Listing Copy and Descriptions

Teaches persuasive writing techniques for MLS descriptions, brochures, and online listings. Strong copy converts browsers into showing requests.

Lesson 4 • Pre-Listing Preparation and Staging

Covers property preparation, staging principles, and curb appeal improvements that enhance marketability. Sets the physical foundation for compelling visual content.

Lesson 1 • Real Estate Website Optimization

Covers site architecture, IDX integration, and conversion-focused design for agent and brokerage websites. A high-performing website anchors all digital traffic.

Lesson 2 • Email Marketing and Drip Campaigns

Designs segmented email sequences that nurture leads from first contact to transaction. Email remains the highest-ROI digital channel in real estate.

Lesson 3 • Social Media Marketing Strategy

Develops platform-specific content strategies for major social networks used in real estate. Social media builds brand awareness and nurtures long-term relationships.

Lesson 4 • Search Engine Optimization for Real Estate

Applies keyword research, on-page SEO, and local search tactics to increase organic visibility. Organic traffic reduces long-term paid acquisition costs.

Lesson 1 • Measuring Content Marketing Performance

Tracks traffic, engagement, lead attribution, and authority metrics for all content types. Performance data guides ongoing content investment decisions.

Lesson 2 • Content Strategy and Editorial Planning

Defines content goals, topic pillars, and publishing cadence aligned with audience needs. A documented strategy prevents inconsistent, reactive content creation.

Lesson 3 • Video Content Production for Real Estate

Covers scripting, filming, and editing short-form and long-form video for multiple platforms. Video content generates the highest engagement rates across digital channels.

Lesson 4 • Podcasting and Audio Content

Introduces podcast production as a channel for reaching commuter and professional audiences. Audio content builds intimate brand relationships over time.

Lesson 1 • Lead Scoring and Qualification

Applies scoring models to prioritize leads by readiness, budget, and engagement level. Scoring focuses agent time on the highest-probability opportunities.

Lesson 2 • Nurture Sequences and Follow-Up Systems

Creates structured follow-up cadences that maintain contact until leads are ready to transact. Consistent nurture converts long-cycle prospects into clients.

Lesson 3 • Pipeline Reporting and Conversion Metrics

Tracks lead-to-close conversion rates, pipeline velocity, and source attribution. Data-driven reporting identifies which channels and tactics deliver the best ROI.

Lesson 4 • Lead Generation Channel Mix

Evaluates inbound and outbound lead sources by cost, quality, and scalability. A diversified channel mix reduces dependence on any single source.

Lesson 1 • Goal Setting and KPI Framework

Applies SMART goal methodology to marketing objectives and links each goal to measurable KPIs. Clear KPIs enable objective performance evaluation.

Lesson 2 • Marketing Plan Structure and Components

Outlines the standard sections of a professional real estate marketing plan. A clear structure ensures the plan is executable and stakeholder-ready.

Lesson 3 • Budget Allocation and Resource Planning

Guides allocation of marketing budgets across channels based on ROI data and strategic priorities. Proper budgeting prevents overspending on low-return activities.

Lesson 4 • Campaign Calendar and Project Management

Builds a 12-month campaign calendar with milestones, owners, and deadlines. Project management discipline ensures on-time, on-budget execution.