12-Month Marketing Plan · Joanna Xu

The north-star metric

Real buyer & agent conversations started each week.

I will focus on conversations. I cannot control when someone buys. I can make time to answer questions about renting to owning, FHA and conventional options, credit, and documents.

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 — follow up leads, answer DMs, nurture	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 share plain-spoken first-home guidance for Virginia Beach, Norfolk, and Chesapeake.

Connect

ConversationsI make room for buyer questions and agent conversations in my Daily 23.

Convert

Pre-approvalsI help buyers gather documents and understand what a pre-approval review involves.

Happy familiesI keep buyers informed about the steps and documents still needed.

Multiply

Referrals & reviewsI invite feedback and introductions when it feels right for the buyer.

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.

Help renters prepare for a first home

I will make first-home preparation my focus in Hampton Roads. I explain what buying would take, compare FHA and conventional paths, and help buyers prepare their credit questions and documents.

Build the referral flywheel

I will stay in touch with past clients and people I know. My Thursday Database time gives me a regular place to answer questions and offer help.

Land 5–10 real agent partners

I will build relationships with agents who guide first-time buyers in Virginia Beach, Norfolk, and Chesapeake. I will use Monday outreach to learn what their buyers need.

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 & rhythmJoanna

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 & partnersJoanna + Coaching

Run the 90-day calendar; hold the posting rhythm
I will run my first co-marketing play: an open house with an agent who guides first-time buyersRESPA §8
Grow to 5 agent partners; send the guides as value-drops
First database reactivation wave complete

Q3 — Authority & eventsJoanna

I will host a renting-to-own seminar (review the cost-split)
I will add an FHA and conventional basics class for agents’ first-time buyers
Lean hard into referrals from Q1–Q2 closings
Double down on whatever content is converting

Q4 — Optimize & planJoanna + 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 will co-host an open house with a first-time buyer agentRESPA §8	Q2
90-day content calendar (Weeks 3–12)	Q2
I will offer an agent team lunch-and-learn on first-home preparation	Q2
AI-personalized buyer guides for agentsRESPA §8	Q2
I will film an "FHA and conventional, explained" Reels series	Q2
I will host a renting-to-own seminar	Q3
I will teach a credit and document preparation class	Q3
I will host a lease-renewal and first-home planning night	Q3
Client-appreciation co-host event	Q3
Collect & post client reviews (with permission)	Q3
I will share Virginia Beach, Norfolk, and Chesapeake home-search questions	Q3
Recurring homebuyer workshop series	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 · From Renting to Owning

"Renting in Virginia Beach? Here's how to find out what buying would take."

I can help you start with your questions, even if you are not ready to look at homes. We can talk about your lease, savings, and credit, then make a list of documents to gather. I will explain low-down-payment FHA and conventional paths in plain terms and what each option needs us to review. CAPTION: Renting in Virginia Beach, Norfolk, or Chesapeake and wondering about a first home? I can help you find out what buying would take and choose a next step that fits your timing. Bring your questions. NMLS# 1541192 #FirstTimeHomebuyer #RentingToOwning #HamptonRoadsMortgage #HomebuyerPreparation #CMSMortgage

What's already handled for you

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

Your market is set. Pages lead with Hampton Roads and your licensed-state list is wired into your launch page — nothing for you to configure. 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.