12-Month Marketing Plan · Kristin O'Neil

The north-star metric

Real buyer & agent conversations started each week.

Not likes. Not followers. Conversations. Closings are a lagging result you can't control directly — conversations are the leading input you can. Win the weekly conversation count and the closings follow.

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 rotate first-time buying, VA, get-ready coaching, and Richmond local evenly.

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.

Help first-time buyers and VA borrowers

I make room for first-home questions and the VA benefit veterans and service members earned. I focus on Richmond, Henrico, and Chesterfield, with clear preparation steps and local context.

Build the referral flywheel

I use Thursday to reconnect with people I know, answer first-home and VA questions, and offer get-ready coaching at their pace.

Land 5–10 real agent partners

I build relationships with agents serving Richmond, Henrico, and Chesterfield. I discuss first-time buying and VA education, with clear communication and no exchange of value for referrals.

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 & rhythmKristin

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

Q2 — Scale content & partnersKristin + Coaching

I run the 90-day calendar; keep one of every four posts focused on VA
I plan my first co-marketing play (Richmond first-time buyer open house)RESPA §8
Grow to 5 agent partners; send the guides as value-drops
First database reactivation wave complete

Q3 — Authority & eventsKristin

I host a Richmond first-time buyer seminar (review the cost-split)
I add a VA benefit Q&A for veterans and service members
Lean hard into referrals from Q1–Q2 closings
I refine useful topics while keeping all four pillars in rotation

Q4 — Optimize & planKristin + 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
I run a First 30 Days sprint with seven VA posts among 28 hooks	Now
Monday agent outreach (5/day)	Now
Share the free guides as value-drops	Now
Co-host a first-time buyer open houseRESPA §8	Q2
90-day content calendar (Weeks 3–12)	Q2
I explain VA questions at an agent team lunch-and-learn	Q2
AI-personalized buyer guides for agentsRESPA §8	Q2
I record a VA benefit education Reels series	Q2
First-time buying in Richmond seminar	Q3
I host a VA document-preparation class	Q3
I host a get-ready coaching night	Q3
Client-appreciation co-host event	Q3
Collect & post client reviews (with permission)	Q3
I discuss Richmond, Henrico, and Chesterfield home-search questions	Q3
I plan a recurring VA questions workshop	Later
Paid social ads	Later
Realtor CE class sponsorship	Later
I record a longer VA benefit Q&A	Later

One post, start to finish

This is the bar — every post is this ready.

Pillar · VA: the benefit earned through service

"I can help you understand the VA benefit you earned."

If you are a veteran or service member thinking about a home in Richmond, Henrico, or Chesterfield, I welcome your VA questions. I can explain the benefit, help you prepare a document list, and talk through what a lender still needs to review. CAPTION: I can help you understand the VA benefit you earned. Bring your questions, even if you have not set a buying date. I will help you find a useful next step. Educational content; not endorsed by or affiliated with any government agency; not a commitment to lend. NMLS# 266528 #VALoans #RichmondMortgage #VeteranHomeBuyer #CMSMortgage

What's already handled for you

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

Your market is set. I focus on Richmond, Henrico, and Chesterfield. I verify current licensing before publication. 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.