The 90-Day Content Calendar for Real Estate Agents: Stop Winging It, Start Converting
Let me describe a pattern I see with almost every agent I work with.
Monday morning. You know you should post something. You open Instagram, stare at the blank caption box for 12 minutes, post a photo of a house with "Just listed! DM me for details!" and call it content marketing.
By Wednesday, you have forgotten to post anything else. By Friday, you feel guilty about it. By the following Monday, the cycle starts over.
This is not a discipline problem. It is a systems problem. And it is costing you leads every single week.
Why "Post When You Feel Inspired" Does Not Work
Inspiration is not a strategy. The agents who are growing their audience, generating DMs, and converting followers into clients are not more creative than you. They are more consistent — and they are consistent because they have a system.
The difference between an agent who posts sporadically and an agent who shows up every day across multiple platforms comes down to one thing: a content calendar that tells them exactly what to post, where to post it, and when.
Not a vague plan. Not a Pinterest board of content ideas. A week-by-week, platform-by-platform system that takes the thinking out of it.
The Problem With Most Content Calendars
Here is why the generic social media calendars you have downloaded before did not stick: they were not built for real estate. They tell you to post on "National Coffee Day" and "Motivational Monday" — content that gets zero engagement and generates zero leads.
A real estate content calendar needs to do three things. First, it needs to balance value and conversion so your audience does not feel sold to on every post. Second, it needs to account for the fact that you are posting across 5-8 platforms with different formats and audiences. Third, it needs to be executable in under 3 hours a week, because you have houses to sell.
The 4-Pillar Framework
The system I built for my clients is based on four content pillars, and the ratio between them is what makes it work.
Authority content makes up about 30% of what you post. This is the content that positions you as the expert — market updates, neighborhood guides, process explainers, myth-busting. It is the content that makes someone think "this agent actually knows what they are talking about."
Social proof accounts for roughly 25%. These are your client wins, testimonials, just-sold stories, and case studies. Not the boring "Another happy client!" posts — the real stories with real details that make people trust you.
Connection content is another 25%. This is what makes you human. Behind-the-scenes moments, personal stories, day-in-the-life content, community involvement. People hire people they feel like they know, and this pillar builds that relationship.
Conversion content rounds it out at 20%. These are your CTAs, lead magnets, open house promos, and direct asks. The reason this is only 20% is because the other three pillars do the heavy lifting — by the time someone sees your conversion post, they already trust you.
Most agents post 80% conversion content and wonder why nobody engages. Flip the ratio. Lead with value. The conversions follow.
What a Real Week Looks Like
Here is a simplified version of what Week 1 looks like in the full calendar:
Monday is an authority day — you film a 60-second TikTok or Reel covering something like "3 things nobody tells you about buying in Raleigh right now." Tuesday is a LinkedIn text post with a market update and your take on one surprising stat. Wednesday is a connection piece — a day-in-the-life video that shows what being an agent actually looks like. Thursday is a neighborhood spotlight on Facebook and Google Business Profile. Friday is a social proof story about a recent client win. Saturday is an Instagram Story poll to drive engagement. Sunday is your weekly email newsletter.
That is seven touchpoints across five platforms, and the entire week can be batched in about two hours on Monday morning. Film 3-4 videos, write the captions, schedule everything, and you are done until the following Monday.
The Part Most Agents Miss: Repurposing
One piece of content should become at least five. A single 10-minute YouTube video can be clipped into 3 TikToks, summarized into a LinkedIn post, transcribed into a blog article, condensed into a newsletter section, and posted as a GBP update. That is 8 pieces of content from one filming session.
The agents who look like they are everywhere are not working 10x harder than you. They are repurposing 10x smarter.
The 2.5-Hour Weekly Workflow
The full calendar includes a weekly execution workflow that breaks down exactly how to get everything done without burning out. Sunday is 30 minutes of planning. Monday is 60 minutes of batch filming. Tuesday and Wednesday are 15 minutes each for writing and scheduling. Thursday is 15 minutes for reviewing last week's analytics. Friday through Sunday, everything is already scheduled and running.
Total time: under 2.5 hours per week. That is less time than most agents spend scrolling through other people's content trying to figure out what to post.
Get the Full 90-Day Calendar
The complete Content Marketing Calendar Builder is available inside the Agent Marketing Hub. It includes the full 4-pillar framework with exact ratios, platform-specific posting cadences for 8 platforms, a week-by-week Month 1 calendar you can follow day by day, 60+ content ideas organized by pillar so you never run out of topics, a repurposing matrix that turns one piece of content into eight, quarterly planning session instructions, and tracking metrics so you know what is actually working.
It is available for Growth Plan members and it is the kind of system you set up once and run for the rest of your career.
Access the Full Content Calendar Builder →
Emily Wyatt is the founder of Real Estate Concierge Services Company LLC, a boutique marketing operation for real estate agents and brokerages across Raleigh and Lake Norman. She builds the visibility layer that compounds.
