Real estate marketing plan template
A complete 12 month marketing plan template for residential, commercial, coliving, and BTR operators.
The real estate marketing plan is a free downloadable 12 month template for residential, commercial, coliving, and build to rent operators. It covers positioning in a single sentence, four audience segments with their channel mix, five channels with role and cadence, a 12 month content calendar, a six-line budget split, and the six KPIs leadership should be looking at every month. Designed to be filled in once and reviewed quarterly.
Inside this template
- Positioning sentence
- Audience segments
- 5 channel plan
- 12 month calendar
- 6 KPIs leadership cares about
Built for operators who need it to be right the first time.
Most real estate marketing plans live in a Google Doc, mix positioning with tactics, and get rewritten every time a new campaign launches. The plan template fixes that by separating six sections that operate on different cadences — positioning rarely changes, channel mix shifts quarterly, the content calendar moves monthly, the budget moves annually. Each section has its own review cycle.
The plan covers positioning, four audience segments (local buyers, out-of-town movers, investors, corporate clients), five channels (SEO + AEO, paid, email, social, events + partnerships), a 12 month content calendar with hero assets, a sample budget split, and the six KPIs that leadership actually asks about. Fill it in once with the team, then review the channel plan quarterly and the budget annually.
We use this plan as the baseline on every digital marketing engagement that starts with a strategy phase.
Everything in this template.
- 01A one sentence positioning template with three competitor stress tests
- 02Four audience segments — local buyers, out of town movers, investors, corporate clients — with channel mix and headline message
- 03Five channel plan — SEO and AEO, paid, email, social, events — with role, owner, and cadence
- 0412 month content calendar with hero asset, distribution plan, and seasonal themes
- 05Six KPIs leadership cares about, with target ranges and reporting cadence
Who this template is for.
Residential and commercial real estate operators, coliving and BTR brands, PropTech founders building marketing from scratch, brokerage owners standardising marketing across pods, and marketing leads inheriting a plan that has not been refreshed in a year.
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Need help applying this template to your business?
From strategy and advisory to marketing, technology, and operations, our team works with real estate and PropTech operators across 14+ countries. Book a free 30 minute strategy call and we will walk through where this template fits in your roadmap.