12-Month Marketing Plan · Kunal Khanna

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 + reachHelpful, plain-spoken, daily — you become the trusted Northern Virginia name.

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.

Own the first-time & conventional niche

Be the first-time and conventional buyer loan officer in Northern Virginia — the name professionals, condo and townhome buyers, and move-up families reach for. Pick one lane and dominate it instead of competing on everything.

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

A handful of right-fit agents who feed steady purchase deals beats 50 cold ones. The Monday/Agent engine, run weekly.

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
Run your first co-marketing play (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 & eventsKunal

Host a first-time buyer seminar (review the cost-split)
Add a "path to homeownership" class for agents' buyers
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
Co-host a first-time buyer open houseRESPA §8	Q2
90-day content calendar (Weeks 3–12)	Q2
Agent team lunch-and-learn (your niches)	Q2
AI-personalized buyer guides for agentsRESPA §8	Q2
FHA & low-down-payment Reels series	Q2
First-time buyer seminar	Q3
"Path to homeownership" class	Q3
Community first-time homeownership night	Q3
Client-appreciation co-host event	Q3
Collect & post client reviews (with permission)	Q3
Neighborhood market-update content	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 · First-Time, First Steps

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

The number one thing I hear? "I don't even know what to ask." Good news — that's literally my job. You don't need a perfect credit score, a giant down payment, or all the answers before you reach out. You just need to be curious. CAPTION: If you've been putting off the conversation because you "don't know enough" — this is your sign. You don't have to know everything before we talk. That's what I'm here for. Send me a message and we'll start with the easy questions first. NMLS# 253695 #FirstTimeHomeBuyer #NorthernVirginiaMortgage #FHALoans #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.