A weekly real estate marketing plan for a selling agent.

What a selling agent's plan is for.

An agency marketing plan is about the brand and the office budget. A selling agent's plan is smaller and more personal. It answers one question: what will I do this week so the owners in my patch know my name before they need an agent?

The plan below has three parts: the patch you farm, a weekly rhythm of activities, and a tracker for the things you control. It doesn't promise results, because nobody controls those. Use it to assign each task to a day and record what you completed.

The days and frequencies below are starting points, not benchmarks. Change them to fit your patch, your office budget and the hours you actually have.

Step 1: fill in the top of the page.

Write these down before you do anything else. If you can't fill one in, that's the first job.

1. Your patch. The streets or suburbs you're working. Be specific enough that a new colleague could walk it.
2. Your contacts. Where they live: your CRM, with addresses, mobiles and a note on how you know them.
3. Your activity targets. Calls, drops and follow-ups per week. Set targets for what you do, not for listings won.
4. Your review time. One slot each week when you look at the tracker and adjust.

Step 2: set the weekly rhythm.

Give each activity a day. An activity without a day gets pushed to the end of the week, then to next week.

What each line of the plan does.

Appraisal follow-ups

People who had an appraisal and didn't list are the warmest names you have. They've already spent an hour with you. Follow up on a schedule, not when you remember. The CMA guide covers what to bring back to them.

Farm calls

Calling one street at a time keeps the work small and lets you say something local. Each call needs a reason, such as a sale on the street or a change in the market. Check the Do Not Call Register before you dial. The free playbook sets out the contact rules in plain English.

Just Listed and Just Sold cards

Cards tell the neighbours you're active on their street. They work best when they go out soon after the board goes up, and when the same agent's name keeps turning up.

Letterbox drops

Consistency beats size. A drop to the same streets on a rhythm builds familiarity. Keep a log of dates and streets so you can see gaps.

Timely calls

This is the line that depends on the calendar rather than the day of the week. When another agency lists near people you know, the neighbours are about to see a board, an open home and a price guide. A short call from you that day is more useful than a card a week later. Cards and calls do different jobs, and the plan has room for both.

Step 3: track what you control.

Track activity, not outcomes. Listings are the result of many things, some of them out of your hands. Calls made and follow-ups done are in your hands, so those go on the sheet.

At your weekly review, ask two things. Did the week match the plan? If not, what got in the way? If the week matched and nothing came of it, change the script or the street, not the effort.

The two tables are the template. Copy them into a document or spreadsheet.

An example week (fictional).

Illustration. The agent, streets and names are made up to show how the plan reads.

Jess farms four streets in a suburb. Monday she rings two people she appraised in July. Tuesday she works the first half of Wattle Street. On Wednesday a listing of her own goes live, so she books Just Listed cards for the streets around it. Thursday the next block gets a letterbox drop. On Friday she fills in the tracker, sees she skipped the second half of Wattle Street, and moves it to next week.

Midweek, a home three doors from a past vendor comes on the market with another agency. She rings the vendor that afternoon:

Jess records that call under timely calls in her weekly plan.

Where First Knock fits.

First Knock handles the timely-calls line. When another agency lists in your patch, we check your CRM for every contact within 100 metres and email the call list to the agent who owns that area, usually within 10 minutes. We check your patch every 10 minutes. Do-not-contact and excluded contacts are removed before it's sent. It isn't something an office can build in-house.

It doesn't replace letterbox drops or Just Listed cards, and it isn't a CRM. It doesn't predict who will sell or text anyone for you. The agent still decides who to call and what to say. First Knock runs on LockedOn today, and other CRMs aren't supported yet. It's offered to one agency per suburb.

Common questions.

What should a real estate agent's marketing plan include?

The patch you farm, the few activities you will repeat every week, a day for each, and a short list of numbers you control, such as calls made and appraisals booked. Keep it short so you actually use it.

How often should an agent do letterbox drops?

Pick a rhythm you can keep up, then keep to it. A steady fortnightly or monthly drop to the same streets does more than a big drop once a year. Match the rhythm to your patch size and budget.

Is a real estate agency marketing plan different from an agent's plan?

Yes. An agency plan covers branding, advertising for listings and the office budget. An agent's plan is personal: which streets you farm, who you call, and what you do each week to get in front of owners before they choose someone else.

Does First Knock replace letterbox drops or Just Listed cards?

No. Keep doing what works. First Knock adds a timely call list for the contacts you already have near a new listing in your patch. It runs on LockedOn today.