A 90-Day Marketing Plan for a Real Estate Agent (Week by Week)

A good 90-day marketing plan for a real estate agent fixes the foundation first, then builds local visibility, then tightens follow-up. Start with your website and disclosures, then your Google Business Profile. Neighborhood content comes in the middle and measurement at the end. You won't finish everything in 90 days, but you will have a system that keeps working.

This plan is part of our Real Estate and Property Management Marketing Guide. It assumes you are an individual agent or a small team with a website, a CRM and a few hours a week. New agents can use it too, alongside our first-year marketing plan for new agents.

Rules on advertising and disclosures vary by state. Check anything you publish with your broker of record.

Before you start: set your baseline

Write down where you are today. You can't measure progress without it.

• Leads last month, by source (website, portals, referrals, sphere, social)
• Calls and form fills from your website
• Number of Google reviews and your average rating
• Appointments set and agreements signed

Keep this in a simple spreadsheet. You'll update it at day 30, 60 and 90.

Weeks 1-2: Fix the foundation

Website and disclosures

Check that your site meets your state's advertising rules. For example, California's 10 CCR § 2773 requires the license number and responsible broker's name on websites the licensee controls. If you are a REALTOR®, NAR Standard of Practice 12-5 requires your firm name in a "reasonable and readily apparent manner."

Then fix the basics:

1. Make your phone number tap-to-call on mobile.
2. Shorten your main contact form to four fields or fewer.
3. Add a clear "what happens next" message after each form.
4. Update your bio, photo and record. Remove anything you can't back up.

Buyer process pages

Buyer agent conversations changed in 2024. NAR's consumer guide to written buyer agreements says the requirement took effect on 17 August 2024. It says buyers are asked to sign before touring a home with an agent.

Add a short "How working with me works" page. Explain the steps in plain English, and have your broker approve it.

Tracking

• Verify your site in Google Search Console. Google's getting started guide says to verify, submit a sitemap and check indexing.
• Set up form and call tracking in analytics.
• Tag portal and referral leads in your CRM so sources stay clean.

Weeks 3-4: Google Business Profile and reviews

Clean up the profile

Google's guidelines for representing your business say your name "should reflect your business's real-world name." Adding extra keywords to it can lead to suspension. Google lists real estate agents as an example of individual practitioners.

Work through this list:

• Name matches how you are known and licensed.
• Primary category fits your work.
• Service areas are set by city or postal code. Google's service area page allows up to 20 and rules out a radius.
• Hours, phone and website link are correct.
• Ten or more recent, real photos.

Our guide to Google Business Profile for real estate agents covers agent versus brokerage profiles.

Ask for reviews

Make a list of past clients from the last two years. Send a short, personal request with your review link. Ask everyone the same way, and don't offer anything in exchange.

Reply to every review, briefly. Never share deal details in a reply.

Weeks 5-8: Local content

Pick three to five areas

Choose the neighborhoods or towns where you want more business and can speak from experience. Depth beats breadth here.

Build one strong page per area

Each page should answer what a buyer or seller actually asks:

• Housing types and typical lot sizes
• HOA facts, if any, with fees sourced from the HOA
• Commute routes and nearby services
• Recent market data with source and month
• Your own experience in that area, stated honestly

Describe the place, not who should live there. The Fair Housing rule at 24 CFR § 100.75 covers words and photos that suggest housing is or isn't available to a protected group. Our guide to neighborhood and community pages shows how to add depth without copying the same page five times.

Repurpose each page

• Turn the key facts into one short video or social post.
• Add the page to your email newsletter.
• Link to it from your Business Profile posts.

If you run ads

Keep them small until tracking works. Google's housing ads policy bars targeting by gender, age, parental status, marital status or ZIP code in the US and Canada. See our guide to housing ad rules on Google and Meta before you launch.

Weeks 9-10: Follow-up

New leads mean little if follow-up is slow. Spend these two weeks inside your CRM.

1. Set an alert so new web leads reach your phone right away.
2. Write three short reply templates: buyer inquiry, seller valuation request, general question.
3. Build a simple follow-up sequence for leads who don't reply.
4. Tag every lead by source and stage.
5. Review the last 30 leads. How long did each first reply take?

Our article on real estate CRMs and lead follow-up compares common tools.

Weeks 11-13: Measure and decide

Update your baseline spreadsheet and compare.

Then decide what to do next quarter:

• If website leads rose, add two more neighborhood pages.
• If calls came from Maps, keep posting and asking for reviews.
• If leads rose but appointments didn't, the problem is follow-up, not marketing.

Our guide to real estate marketing KPIs explains which numbers to track long term.

What to skip in your first 90 days

• Buying a large batch of portal leads before your follow-up is fast.
• Publishing dozens of near-identical city pages.
• Redesigning your logo or brand colors.
• Chasing every new social platform at once.

Next step

For a team to run the website, local SEO and content parts of this plan, see our real estate website design and SEO services. To talk through your market and goals, schedule a discovery call.

Frequently asked questions