Kristen Genovese · The 12-Month Plan

Your first year, mapped

One engine, three bets, and a move for every month.

This is how the whole hub adds up to a business. The marketing assets feed one engine — your Theme Days and the Daily 23 — and that engine turns Hampton Roads conversations into closings, and closings into referrals. Here's the year.

Tier: GROWTHHampton Roads, VAEngine-first
The engine behind the plan

Marketing feeds the system — the system makes the money

Every page in this hub exists to feed one engine: your 5 Theme Days and the Daily 23 (10 database · 5 agent · 5 lead-followup · 3 referral, inside Power 2 Hours). At your GROWTH tier, a full run rate is 30–40 units/year; with a realistic ramp, Year 1 lands around 21–28 units — a range, not a promise, and only if the 23 happens most days. Pretty pages don't close loans. Consistent conversations do. This plan protects the conversations.

01

The business model in one line

1
PipelineContent + sphere create conversations
2
Realtor relationshipsMonday outreach earns agent partners
3
Referral flywheelHappy clients + agents send more
4
ClosingsUnits — and the next cycle's referrals

The flywheel is the whole point: a great closing isn't the end — it's the start of the next two. Your job is to keep feeding the front (conversations) and protecting the back (an experience worth referring).

02

The numbers that drive it

23live contacts a day
115conversations a week
2agent coffees booked / week
12past-client calls / week (Thu)
60Power 60 VIPs (your A-list)
100database to build & mine
21–28Year-1 units (ramped range)
30–40units at full run rate

Unit figures are ramped ranges based on the GROWTH operating model — not guarantees. They assume the Daily 23 actually happens most weekdays.

03

Your 3 big bets this year

1
Own the VA / military lane in Hampton RoadsYour clearest edge meets the country's biggest military market. Be the VA loan expert agents and buyers think of first — through the VA class, VA content, and the VA guide.
2
Mine the database you've been building since 2012Your next loans are already in your phone. Build the "first 100," run Thursday Past Client every week, and turn relationships into reactivations and referrals.
3
Build a small bench of agent partnersYou don't need 50 agents — you need 5–8 great ones. Work the Monday motion: value first, coffee second, closings third. Quality partners compound.
04

Quarter by quarter

Q1 · Months 1–3 — Foundation & reactivationRamp ~25%
  • Launch the hub; set both social bios; pin the launch page
  • Build your "first 100" and start Thursday Past Client calls
  • Begin Monday agent outreach — 5 new DMs/week
  • Film the first 30 days of content; load the email sequences into GoHighLevel
KristenCMS Marketing (assets)Processing (file flow)
Q2 · Months 4–6 — Consistency & classesRamp ~60%
  • Daily 23 becomes a habit, 4+ days/week; 2 agent coffees/week
  • Run your first lunch & learn and your first VA / military buyer classVA program
  • Calendar weeks 3–12 of content keep rolling
  • First past-client equity reviews + referral asks (earned moments only)
KristenPartner agentsCorrina Coaching (accountability)
Q3 · Months 7–9 — The flywheel turnsSteady run rate
  • Agent partners producing; run an Open House Science FairRESPA §8
  • Content compounding into inbound conversations
  • Database reactivation kit in full swing; referrals showing up
  • Tighten what's working; drop what isn't (read the scorecard)
KristenPartner agentsCMS Marketing
Q4 · Months 10–12 — Optimize & plan year 2Review
  • Double down on the 2–3 plays that drove the most closings
  • Client appreciation event for past clients + partners
  • Review the year against the scorecard; decide whether to push toward BREAKTHROUGH
  • Refresh content pillars and the agent bench for year 2
KristenCorrina CoachingDeShawn (ops review)
Your north-star metric
Hit the Daily 23, four-plus days a week.

Everything in this plan is downstream of live conversations. If you protect Power 2 Hours and hit the 23 most days, the closings take care of themselves. Watch this number before any other.

05

The idea bank

Play / ideaWhyWhen
Build the "first 100" & work ThursdayWarmest pipeline you haveNow
Monday agent DMs (5/week)Builds the partner benchNow
First 30 days of contentEstablishes presenceNow
Load email sequences in GHLAutomates follow-upNow
Brokerage lunch & learnsMeets agents at scaleQ2
VA / military buyer classVA programOwns your nicheQ2
First-time buyer classRESPA §8Top-of-funnel + agent co-hostQ2
Past-client equity reviewsReactivation + referralsQ2
Co-hosted "Ask a Lender & Agent" liveRESPA §8Cross-audience reachQ2
Open House Science FairRESPA §8Buyers + deepens an agentQ3
Monthly market-update reelSteady top-of-mindQ3
First-time buyer happy hourSphere + agent eventQ3
Community / base event presenceLocal goodwillQ3
Client appreciation eventLoyalty + referralsQ3
YouTube / long-form videoEvergreen, higher liftQ3
A 4th & 5th content pillarOnly once the first 4 are habitQ3
Paid social adsEarn organically first; spend laterSkip (for now)
Billboards / mailers at scaleExpensive, hard to attributeSkip
Buying internet leadsYour sphere converts far betterSkip
Chasing every social platformMaster IG + one more firstSkip
06

What "one post" looks like

Sample · from your content engine
"The VA home loan is a benefit you earned. 4 things every buyer should know."
The VA home loan is one of the strongest benefits you earned through service — and a lot of buyers don't fully use it. Four things to know: ① for eligible borrowers, it can mean no down payment. ② No monthly mortgage insurance (unlike many low-down options). ③ It can be used more than once. ④ It starts with a Certificate of Eligibility — and I'll help you get yours. Wondering whether you can use it here in Hampton Roads? Let's check together. Message me "VA." ⚖ Eligibility & terms vary · not a commitment to lend. #vahomeloan #veterans #militaryhomebuyer #hamptonroads #norfolk #757

This is one of 40 posts already written for you in the Social + Calendar pages — each with a film-this script and on-screen text.

07

What's already handled for you

Your market is set.You lead with Hampton Roads, VA. Your licensed-state list is wired into your launch page — nothing for you to set up.
Your contact info & apply link are live.Phone, email, and your application link are already on every page. Clients can reach you the moment you share a link.
Your follow-up is built.Every borrower email and database sequence is written and loaded for you. CMS owns the GoHighLevel plumbing — you just have the conversations.
Your tier is calibrated.You're set at GROWTH. Your scorecard targets and the Daily 23 are already tuned to it — start there and we adjust as your numbers come in.
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.
08

If you do one thing in month 1

Start here

The month-1 move, ranked

Protect Power 2 Hours and build your first 100. Block 8–10 AM, list 100 people, and start calling the warmest. Nothing else on this page matters without the conversations this creates.

Start the Monday agent motion. 5 DMs every Monday from your "approach first" list. Five a week becomes a partner bench by summer.

Film the first three posts. Intro, the VA benefit, and the 20%-down myth. Trust, edge, easy share — in that order.

Then just repeat. The plan isn't 100 new things — it's the same handful of things, most days, for a year.