12-Month Marketing Plan · Amare Merz

The north-star metric

My buyer, homeowner & agent conversations each week.

I track helpful conversations alongside my activity. Conversations. I can control my follow-up and preparation. I review outcomes without treating activity as a promise of closings.

The engine — your week

Theme Days + the Daily 23. This is the whole system.

Day	Lead with (Power 2 Hours · 8–10 AM)	Hub page
Mon	Agent partnerships — outreach + co-marketing playsRESPA §8	Outreach · Co-Marketing
Tue	Transactions in process — protect every active file	—
Wed	Buyers & homeowners — I answer VA, USDA, and home equity questions	Emails · Social
Thu	Database — reconnect past clients & sphere	Database
Fri	Power 60 — a focused outbound push to finish strong	All

10database

5agent

5lead follow-up

3referral ask

= 23 daily contacts · the one number that predicts everything else. (Foundation tier: ramp at 15/day for 60 days.)

The business-model chain

Every closing makes the next two easier.

Attract

Content + reachI explain VA, USDA, home equity, and preparation across Central and Northern Virginia.

Connect

ConversationsDMs, calls, agent coffees — the Daily 23.

Convert

Pre-approvalsPlain-language guidance turns "maybe" into "let's go."

Happy familiesClean files, on-time closings, cared-for buyers.

Multiply

Referrals & reviewsEvery family + agent sends the next two.

Closings feed referrals → referrals feed the database → the database feeds Thursday → the flywheel spins faster every quarter.

3 big bets for the year

Where the focus goes — everything else is support.

Make my four pillars clear

I make VA, USDA, home equity, and get-ready coaching the focus of my work from Richmond to Northern Virginia. I explain the earned VA benefit, USDA beyond metro cores, and HELOC responsibilities, including that the home secures the line.

Build the referral flywheel

I use Thursday to reconnect with people I know, welcome home equity questions, and help buyers prepare. I listen before suggesting a next step.

Land 5–10 real agent partners

I build relationships with agents across Central and Northern Virginia who want clear VA and USDA education for buyers. I use Monday to listen, follow up, and plan useful conversations.

The referral engine, by the numbers

Activity targets you control — not promises.

contacts / day

your Daily 23

theme days / week

Power 2 Hours each

~90

touches / week

consistency compounds

months

same system, every week

Win the inputs and the outputs take care of themselves. Consistency > intensity.

Quarter by quarter

Build the base, then compound it.

Q1 — Launch & rhythmAmare

Send your launch page to 10 people; post the reintroduce video
Start the First 30 Days content; film 2 bursts/week
Build your "100 people" list; start Thursday Database
Land your first 2 agent partners

Q2 — Scale content & partnersAmare + Coaching

Run the 90-day calendar; hold the posting rhythm
I run my first co-marketing play: a VA and USDA questions open houseRESPA §8
Grow to 5 agent partners; send the guides as value-drops
First database reactivation wave complete

Q3 — Authority & eventsAmare

I host a VA benefit and USDA basics seminar (review the cost-split)
I add a get-ready class on documents, credit questions, and next steps
Lean hard into referrals from Q1–Q2 closings
Double down on whatever content is converting

Q4 — Optimize & planAmare + DeShawn

Review the numbers; cut what's not working
Recruit reviews + referrals from the year's families
Deepen the top 3 agent relationships
Set next year's production goal & refresh the plan

The idea bank

20 ideas, tagged when to run them. Don't do all at once.

Idea	When
Reintroduce video + launch page to 10 people	Now
Daily Thursday database reconnects	Now
First 30 Days content sprint	Now
Monday agent outreach (5/day)	Now
Share the free guides as value-drops	Now
I co-host a VA and USDA questions open houseRESPA §8	Q2
90-day content calendar (Weeks 3–12)	Q2
I explain VA, USDA, and home equity at an agent lunch-and-learn	Q2
AI-personalized buyer guides for agentsRESPA §8	Q2
I film USDA Reels on eligible properties and household income rules	Q2
I host an earned VA benefit seminar	Q3
I teach a get-ready document workshop	Q3
I host a HELOC Q&A: the home secures the line	Q3
Client-appreciation co-host event	Q3
Collect & post client reviews (with permission)	Q3
I explain USDA location checks outside metro cores	Q3
I plan recurring VA, USDA, and get-ready workshops	Later
Paid social ads	Later
Realtor CE class sponsorship	Later
Podcast / YouTube long-form	Later

One post, start to finish

This is the bar — every post is this ready.

Pillar · Get-ready coaching

"You don't have to know everything before we talk."

I welcome questions before you are ready to apply. Whether you want to understand the VA benefit you earned or explore USDA outside the metro cores, I can help you organize what to ask and what to gather. CAPTION: Planning a purchase from Richmond to Northern Virginia? I can help you make a manageable document checklist and understand VA or USDA requirements. I start with your questions and your timing. Send me a message when you are ready to talk. NMLS# 207743 #VALoans #USDALoans #VirginiaMortgage #CMSMortgage

What's already handled for you

Set up before hand-off — nothing for you to chase.

Your market is set. I focus on buyers and homeowners from Richmond to Northern Virginia and verify licensing before publishing service claims. CMS

Your contact & apply link are live. Phone, email, and your application link are on every page — clients can reach you the moment you share a link. CMS

Your follow-up is built. Every borrower email and database sequence is written and loaded for you; CMS owns the GoHighLevel plumbing. CMS ops

Your tier is calibrated. Your scorecard targets and the Daily 23 are already tuned to your tier — start there, and we adjust as your real numbers come in. CMS

The one thing that's yours: protect 8–10 AM as phone time. Processing owns the files; you own the relationships. That's the whole job — everything above is done. You

If you do one thing this month

Start the rhythm — today.

Send your launch page to 10 people who know you, film your reintroduce video, and put your two Power 2 Hours blocks on the calendar. The plan only works if the week does.