12-Month Marketing Plan · Kunal Khanna

The north-star metric

My homeowner refinance & agent conversations each week.

I track useful discussions, including decisions to wait. Conversations. I can control thoughtful outreach and follow-up. I review the outcomes without assuming every conversation should lead to a new loan.

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	Homeowners — I follow up on refinance questions, answer DMs, and discuss readiness	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 refinance decisions for Northern Virginia homeowners in everyday words.

Connect

ConversationsDMs, calls, agent coffees — the Daily 23.

Convert

Refinance reviewsI compare the current loan and the proposed change against the homeowner's goal.

Happy familiesI help homeowners prepare documents and understand each step toward closing.

Multiply

Referrals & reviewsI invite feedback and welcome introductions when someone finds the review useful.

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.

Focus on homeowner refinance decisions

I stay focused on existing homeowners in Arlington, Alexandria, and Fairfax. I explain when a refinance may help, when keeping the current loan makes sense, and how self-employed homeowners can prepare.

Build the referral flywheel

Turn past clients and your sphere into a self-feeding engine. The Thursday Database habit is the highest-ROI work you'll do all year.

Land 5–10 real agent partners

I build relationships with agents who want clear refinance education for the homeowners they know. I use Monday outreach to discuss useful questions and follow-up.

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 & rhythmKunal

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 & partnersKunal + Coaching

Run the 90-day calendar; hold the posting rhythm
I run my first co-marketing play: a homeowner refinance Q&ARESPA §8
Grow to 5 agent partners; send the guides as value-drops
First database reactivation wave complete

Q3 — Authority & eventsKunal

I host a homeowner refinance seminar (review the cost-split)
I add a refinance-readiness class for homeowners, including self-employed income documents
Lean hard into referrals from Q1–Q2 closings
Double down on whatever content is converting

Q4 — Optimize & planKunal + 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 homeowner refinance Q&ARESPA §8	Q2
90-day content calendar (Weeks 3–12)	Q2
I lead an agent lunch-and-learn on homeowner refinance questions	Q2
I prepare homeowner refinance questions for agents to shareRESPA §8	Q2
I explain cash-out: the home secures the larger loan	Q2
I host a "Should I refinance or wait?" seminar	Q3
I teach refinance readiness: documents, credit, appraisal, timeline	Q3
I host a Northern Virginia homeowner question night	Q3
Client-appreciation co-host event	Q3
Collect & post client reviews (with permission)	Q3
I discuss local condos, associations, and plans to stay	Q3
I run a recurring self-employed homeowner workshop	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 · Should I refinance?

"Keeping your current loan is an option too."

I start with what you want a refinance to change. Then I look at your current mortgage, the full cost of a new loan, and how long you expect to keep it. If the change does not serve your goal, waiting can be the right answer. CAPTION: Own a home in Arlington, Alexandria, or Fairfax and wondering whether to refinance? I can help you compare the tradeoffs. Send me your questions, and we will start with your goal. Refinancing may increase total finance charges over the life of the loan. NMLS# 253695 #NorthernVirginiaHomeowners #RefinanceReadiness #HomeEquity #CMSMortgage

What's already handled for you

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

Your market is set. Pages lead with Northern Virginia 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.