End-of-Year Marketing Checklist for Realtors

Goal setting, data review, and prepping for the new year

As the year winds down, most agents finally have a little breathing room—and that’s exactly when it’s time to look ahead. The slower pace isn’t just for rest; it’s the perfect opportunity to reflect, reset, and build momentum for the year ahead.

Review Your Marketing Data

Start with what’s already working. You can’t improve what you don’t measure, so take an honest look at your numbers. Review your social media analytics to see which posts or Reels earned the most engagement and which topics performed best. Check your email marketing metrics to identify which newsletters had the highest open or click-through rates. Look at your website traffic and note which pages are getting the most attention. Then, track your lead sources to understand how new clients are actually finding you—Instagram, referrals, open houses, or search engines.

Create a simple spreadsheet to track your top-performing platforms and content types. This helps you double down on what connects and stop wasting time on what doesn’t.

Audit Your Online Presence

Your marketing materials should evolve as your business does, so review your bios, photos, and branding across every platform. Update your website copy, social media profiles, and Google Business page to reflect any new services or accomplishments. Make sure your links work and that your visuals—fonts, colors, and tone—are consistent.

A cohesive online presence builds trust faster than any ad campaign.

Organize Your Client Database

Don’t let another year start with a messy spreadsheet or outdated CRM. Export your contacts, clean up duplicates, and tag people by type—past clients, leads, vendors, or referral partners. Fill in missing details like email addresses, birthdays, and mailing information so you can plan better follow-up and personal touches.

This may not be the most exciting task, but it’s one of the most valuable ways to strengthen relationships and keep your business organized.

Set New Goals

Skip the vague “sell more houses” resolution and get specific about what success looks like for you. How many transactions do you want next year? What income target are you working toward? Which marketing activities consistently bring you business?

Try setting three clear goals: one focused on growth, one on improving systems, and one on nurturing relationships. The more measurable and realistic your goals are, the easier it’ll be to stay motivated and track your progress.

Plan Your Marketing Calendar

Map out your content for the first quarter now, while things are quiet. Choose monthly themes or campaigns—January could focus on fresh starts, February on community love, March on market education. Schedule recurring content like “Market Mondays,” “Local Business Spotlights,” or “Tip Tuesdays.”

Add important dates such as holidays, client events, and listing launches to your calendar. And start a content folder to collect photos, B-roll, and testimonials you can use throughout the year. Future you will be very glad you did.

Refresh Your Systems

If marketing always feels chaotic, it’s probably because you’re reinventing the wheel every month. Take time to create structure behind the scenes. Organize your Canva templates, set up folders for social media assets, and use a scheduler like Planoly or Meta Business Suite to automate posts.

Review your brand photography, update your templates, and schedule reminders for monthly tasks like adding new testimonials or posting market stats. Consistency becomes easy when your systems are ready to support you.

Celebrate and Reflect

Finally, take a moment to acknowledge how far you’ve come. Think back to where you were a year ago—what you’ve learned, who you’ve helped, and how your business has grown. Reflection builds confidence and helps you set new goals with purpose.

Pour a cup of coffee, light a candle, and allow yourself to feel proud before moving on to the next big thing.