Real Estate Marketing Plan: 90-Day Template

Real Estate Marketing Plan: A 90-Day Template for Developers, With a Real Example

A real estate marketing plan sets out who you are selling to, what you will offer them, how you will reach and follow up with them, and how you will measure the result.

For real estate developer marketing, the most useful version is not a long document. It is a build order: what to set up first, what to launch next, and when to raise the budget.

This guide gives you that real estate marketing plan as a 90-day calendar, a one-page template, a checklist and a worked example. It is based on the build order in How to Build a City, our teardown of Nuanu, a Bali developer selling off-plan units from $115K, and on the launches we run for developers.

Key takeaways

Build the follow-up before the first ad. Leads nobody answers are budget thrown away.
Run the plan in three 30-day blocks, and don't move on until each block's gate is passed.
Copy what works for a developer your size, and skip what only works at the scale of a city.
Raise the budget on deposits, not on leads.

What Goes Into a Real Estate Development Marketing Plan

Real estate development marketing has a problem resale marketing doesn't: the buyer may be paying for a building that doesn't exist yet. So a real estate development marketing plan starts with the buyer's four doubts and gives each one an answer, a channel and an owner:

Buyer's question	What answers it	Where it goes in the plan
Is the place real?	Footage of the area, the build site, partner venues	Cold ads, landing page proof
Is the price real?	A true entry price in the headline	Every cold ad, page hero
Is the price real?	A true entry price in the headline	Every cold ad, page hero
Will it pay me back?	Down payment, instalments, rental income with a method	Catalog, cash-flow ads, the call
Are these people serious?	A named founder, a structured process, a refundable deposit	Warm ads, investor evening

Around those answers, the plan covers five more things: the offer (usually a catalog with prices and payment plans), the capture (a two-field page), the follow-up (a setter and a closer), the commitment step, and the tracking that connects every deposit back to an ad.

Your 90-Day Real Estate Marketing Calendar

The order matters more than any single tactic. The rule we wrote at the top of our build plan:

"Build the back end before the first ad. Most developers do it the other way round, and pay for leads nobody answers."

Here is that build order as a real estate marketing calendar. Each block ends with a gate: a test you must pass before you move on.

Days 1 to 30: build

Write the catalog: prices, units left, payment plans and rental assumptions with a method.
Build a two-field page per anchor price, plus a thank-you page that says where the catalog arrives.
Set up WhatsApp Business routing, a CRM, and a setter with a five-minute reply rule and three questions.
Install the pixel and a server-side lead event, with "call held" and "deposit" as conversions.
Book one founder shoot day: 12 cuts, printed catalog in hand.

Gate: a test lead reaches the CRM and a person replies in under five minutes.

Days 31 to 60: launch

Put 12 to 20 cold ads live and judge them on day 7.
Kill the bottom half and re-cut the winners with a new face or anchor price.
Add a two-question router: live or invest, cash or plan.
Take the first booked calls and announce the first investor evening.
Retarget page visitors with the founder's invitation.

This is where new construction marketing usually goes wrong: the ads go live and then nobody refreshes them. Treat ads as disposable and the offer as permanent.

Gate: cost per call held is known and falling week on week.

Days 61 to 90: close and scale

Run the investor evening: a call first, then a deposit refunded after the event and credited if the buyer goes ahead.
Photograph the room. It becomes next month's best ad.
Localise the winning ads for a second market, one page per language.
Collect owner and buyer stories from the first deposits.
Report cost per deposit, not cost per lead.

Gate: first deposits held. Then raise the budget.

If you are asking how to sell out a property development rather than just launch it, the third block is where that starts: every full room, every owner story and every new market makes the next 90 days cheaper than the last.

A Real Estate Marketing Plan Example: What to Borrow, Keep or Skip

The best real estate marketing plan example is one that shows what to leave out. Nuanu can afford moves that most real estate developer marketing budgets can't, so in the teardown we sorted 13 of its moves by whether a developer with 10 to 200 units should copy them:

"Thirteen moves. Borrow nine, keep doing two, skip two until you're the size of a city."

Verdict	Move	Your version
Borrow	The price is the headline	Your true entry price in the first line of every cold ad
Borrow	Two-field form	Name and WhatsApp; ask the rest in the chat
Borrow	The catalog in someone's hand	Print ten copies and film your founder, or a hand flipping it
Borrow	Say where it arrives	End every ad with "we'll send it to your WhatsApp"
Borrow	A setter in one minute, a closer on the call	One person answers and books, another runs the call
Borrow	A call, then a refundable seat	An investor evening with a deposit of 1 to 3% of your entry price
Borrow	The founder on the last step only	Cold ads sell the price; the founder invites the warm ones
Borrow	Launch in bursts	12 to 20 ads per offer, judged on day 7
Borrow	One script, many faces	Shoot once, caption for each market, one page per language
Keep	WhatsApp as the first channel	Make it the delivery channel too, inside five minutes
Keep	The site visit	Still the close, but only for buyers who've had a call
Keep	Build a ticketed destination	Borrow a busy place instead
Keep	Eleven ad networks at once	Start with Meta and Google; add others once the funnel converts

The ideas behind each borrowed move are explained in our list of real estate marketing ideas.

Real Estate Marketing Plan Template

Copy this real estate marketing plan template into a doc and fill in one line per row before you spend anything on ads:

Section	What to write
Primary market	One buyer group and its language (for example, investors in Jakarta)
Entry price	One number: the cheapest unit you can actually sell
Free offer	Catalog with prices, units left, payment plans and a rental method
Capture	Two-field page per anchor price; where the catalog arrives
Follow-up	Setter name, reply rule (five minutes), three questions, call length
Commitment step	Investor evening, private viewing or reservation, and the deposit amount
Commitment step	Investor evening, private viewing or reservation, and the deposit amount
Proof	Area data, partner venue, build site, past owners, founder
Budget and targets	Ad budget, cost per lead, booking, show, deposit and close rates
Tracking	Conversions sent back to the ad platforms: lead, call held, deposit, signed
Calendar	Days 1 to 30 build, 31 to 60 launch, 61 to 90 close and scale

For the budget row, work backwards: sales come from budget divided by cost per lead, multiplied by your booking, show, deposit and close rates. Start from the number of units you need to sell and solve for the budget.

Checklist Before Each 30-Day Block

Run this checklist before you move from one 30-day block to the next:

The catalog lists prices, units left, payment plans and the method behind any return figure.
Every cold ad shows the true entry price in the first line.
Each anchor price has its own landing page.
The form asks for name and WhatsApp only.
The catalog is sent in the first message.
A person replies within five minutes, every day of the week.
Booked calls get a confirmation, a reminder and a same-day rebook.
Call held, deposit and signed are tracked as conversions.
The commitment step is offered to everyone who has had a call.
Cost per deposit is reported every week.

To check a plan that is already running, use our sales funnel audit, and for the capture side in detail, our guide to real estate lead generation.

FAQ

What does a real estate marketing plan example look like?

A short build order: who the buyer is, the entry price, the free offer, a two-field page, a setter and a closer, a commitment step such as an investor evening, the tracking, and a 90-day calendar with a gate at the end of each month.

Is there a real estate marketing plan template I can copy?

Yes. Use one row each for primary market, entry price, free offer, capture, follow-up, commitment step, proof, budget and targets, tracking, and calendar, as in the template above.

How should a developer plan a 90-day marketing calendar?

Days 1 to 30 to build the catalog, pages, CRM, follow-up and tracking; days 31 to 60 to launch 12 to 20 ads per offer and book the first calls; days 61 to 90 to run an investor evening, collect deposits and localise the winning ads.

What goes into a real estate development marketing plan?

An answer to each of the buyer's four questions (is the place real, is the price real, will it pay back, are these people serious), plus the offer, capture, follow-up, commitment step, tracking and a calendar.

How should a real estate developer plan its marketing?

Build the real estate marketing plan around the back end, not the ads: catalog, page, CRM, follow-up and tracking first, then launch in bursts, then close at an investor evening. Copy what fits your size and skip what only works at the scale of a city.

Get the Full 30/60/90 Real Estate Marketing Plan

The calendar and the borrow, keep or skip list above come from How to Build a City, our 43-sheet teardown of Nuanu. The full playbook shows the plan working inside a real funnel: