November Marketing Plan

JGRES · Agent Marketing

November Marketing Plan for Real Estate Agents: Work November, Set Up December

A week-by-week plan for newsletters and every social platform. Everything you do in November builds a list of people you will contact in December.

By Joaquin Gutierrez, Licensed Florida Real Estate Broker (BK0625118) · Founder, JGRES · 30+ years in South Florida real estate · Updated November 2, 2026

4%Property tax discount for paying in November
Jan 1Own and live in the home to qualify for 2027 homestead
3Newsletters: Nov 10, Nov 24, Dec 1
6CRM tags that become your December lists

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The short answer

A November marketing plan for South Florida real estate agents uses November to start conversations and December to convert them. Send three newsletters (Nov 10, Nov 24, Dec 1), post on each platform in its own format, and tag every reply in your CRM so each December list gets a specific offer.

November is a setup month. Seasonal residents are back, property tax bills just arrived, Latin American families are planning December trips to South Florida, and buyers who want a homestead exemption for 2027 have a firm date: they must own and live in the home on January 1. The agents who start conversations now have a full pipeline when January opens.

The rule for this plan is simple: every post, email, and message in November has one job — get a reply, a save, a click, or a tag in your CRM (BoldTrail/kvCore or whatever you use). In December you contact those people with a specific offer.

Key facts at a glance

  • Florida property tax bills go out in November. The early-payment discount is 4% in November, 3% in December, 2% in January, and 1% in February.
  • To qualify for a Florida homestead exemption for 2027, a buyer must own and live in the home as a permanent residence on January 1, 2027.
  • Atlantic hurricane season ends November 30 — a natural moment to talk insurance and roof age with owners.
  • Housing ads on Facebook and Instagram must run under Meta's Special Ad Category for Housing.
  • Every ad and post that promotes your services must show your brokerage name.

"When do I have to buy a home to get homestead for 2027?"

You need to own the home and live in it as your permanent residence on January 1, 2027. Then you file the application with your county property appraiser, usually by March 1. If a buyer closes in January instead of December, they wait a full year for the exemption.

Key dates: November 2026 to December

DateEventHow to use it
Nov 1–30Property tax bills mailed; 4% early-payment discount in NovemberEducational content for homeowners. Strong reason to contact past clients.
Nov 3Election DayNo political opinions. Post facts only: rates, inventory, days on market.
Nov 11Veterans DayThank-you post. Short VA loan education (confirm details with a lender).
Nov 15–22Miami Book Fair, downtown Miami (Street Fair Nov 20–22)Downtown / Brickell neighborhood content. Programming is in English, Spanish, and Haitian Creole.
Nov 19Give Miami DayFeature one local charity you support. Community, not sales.
Nov 26ThanksgivingGratitude message to your full database. Newsletter #2.
Nov 27–28Black Friday / Small Business SaturdayBuilder incentives in new construction (verified only). Feature local businesses near your listings.
Nov 30End of hurricane season; last day for the 4% discount; Cyber Monday"Last day" reminder to homeowners. Insurance and roof conversations.
Nov 30–Dec 6Miami Art Week; Art Basel Miami Beach public days Dec 4–6Luxury, Miami Beach, and international buyer content. Visitors are in town.
Dec 1Giving TuesdayNewsletter #3: your December plan launches.
Dec 4 (evening)Hanukkah beginsInclusive holiday greetings.
Dec 7Día de las Velitas (Colombia)Cultural greeting for your Colombian sphere.
Dec 16–24Novena de Aguinaldos; Nochebuena Dec 24Latin American holiday greetings. Families visiting from abroad.

Week-by-week plan

Week 1 — Nov 2 to Nov 8: Set up and restart

  • Create your December tags in your CRM now (the list is in the December section below).
  • Post a property tax bill explainer: when the bill arrives, the 4% discount for paying in November, and how to read the exemptions on the bill.
  • Post a "welcome back" message for seasonal residents in your farm area.
  • After the election, post market facts only. No opinions about candidates or results.
  • Book your Thanksgiving-week client touch (pie pick-up, coffee, or a simple call list).

Week 2 — Nov 9 to Nov 15: Educate

  • Send Newsletter #1 (Nov 10): property tax discount + homestead check.
  • Veterans Day post on Nov 11.
  • Start a "Year-End Checklist" series: one tip per post for buyers, sellers, and owners.
  • Record 4–6 short videos now that you will publish in December.

Week 3 — Nov 16 to Nov 22: Community

  • Miami Book Fair and downtown content: walk the area, film the neighborhood, talk about condo living downtown.
  • Give Miami Day post on Nov 19.
  • Invite past clients to your Thanksgiving-week touch.
  • Ask every client who closed in 2026 for a Google review.

Week 4 — Nov 23 to Nov 29: Gratitude

  • Send Newsletter #2 (Nov 24): Thanksgiving message + short market snapshot.
  • Thanksgiving greeting on every platform. Keep it personal. No listing in this post.
  • Black Friday: share new construction incentives only after you confirm them in writing with the builder's sales team.
  • Small Business Saturday: feature 2–3 local businesses near your listings or farm area.

Bridge — Nov 30 to Dec 6: Launch December

  • Nov 30: "Last day for the 4% discount" reminder. Hurricane season ends — talk insurance and roof age with owners.
  • Dec 1: Send Newsletter #3 — your December plan with three offers.
  • Art Week: luxury and international content. Many visitors are in town and searching.
  • Start December campaigns to every tag you built in November.

Newsletters: three sends, one call to action each

Each send has one main message and one call to action. Send English and Spanish versions to the correct language segments, or send one bilingual email with English first.

Newsletter #1 — Send Nov 10

Subject: Your property tax bill is here: save 4% this month Preview: Plus a quick check to make sure your exemptions are correct.Hi [First Name],Property tax bills for 2026 are in mailboxes now. If you pay in November, you receive a 4% discount. The discount is 3% in December, 2% in January, and 1% in February.Before you pay, look at the exemptions section of your bill. If you live in the home and you do not see a homestead exemption, call me. You may be paying more than you need to.Reply "TAX" and I will send you a one-page guide to reading your bill.[Your Name] | [Your Brokerage] [Phone / WhatsApp]

Newsletter #2 — Send Nov 24

Subject: Thank you — and what the market looks like before 2027 Preview: Three numbers from our area this month.Hi [First Name],This week I want to say thank you. My business exists because of people like you who trust me and refer friends and family.Here are three numbers from [City/Area] this month: • Median sale price: [$ from MLS] • Average days on market: [# from MLS] • Active homes for sale: [# from MLS]If you want to know what your home is worth today, reply "VALUE" and I will prepare a free report before the end of the year.Happy Thanksgiving to you and your family.[Your Name] | [Your Brokerage]

Newsletter #3 — Send Dec 1

Subject: 30 days left in 2026: three things to do now Preview: Buying, selling, or just planning — here is your December list.Hi [First Name],December is short. Here are three things I can help you with before January:1. Buying a home to live in? To qualify for a homestead exemption for 2027, you must own and live in the home on January 1. Ask your lender about timing today. 2. Selling in 2027? Many sellers list in January. Prepare in December and list before the rush. I will walk your home with you and make a prep list. 3. Family visiting from abroad for the holidays? If they are thinking about buying in South Florida, I can schedule tours while they are here.Reply with 1, 2, or 3 and I will contact you this week.[Your Name] | [Your Brokerage]

Social media: a separate plan for each platform

Each platform has a different audience. Use the same idea everywhere, but change the format and the call to action.

PlatformPrimary audienceNovember frequencyDecember setup
InstagramBuyers 25–45, local lifestyle3 Reels, 1 carousel/week, daily Stories"2027 Ready" Highlight + comment keyword
Facebook35–65, past clients, sphere4–5 posts/week, 1 LiveBoost one video to build a viewer audience
TikTok20–35, renters, first-time buyers4–5 short videos/week"12 Days of Home Buying Tips" series
YouTubeRelocating and international buyers1 long video + 3 Shorts/week"2027 Market Outlook" published Dec 1
LinkedInInvestors, referral partners2–3 posts/weekDM every CPA, attorney, and lender
WhatsAppSphere, Latin American clients2–3 Status updates/daySplit broadcast lists by client type
Google Business Profile"Realtor near me" searchers1 post/week + photosEvery 2026 client asked for a review
NextdoorHomeowners in your farmHelpful neighborhood postsFree home value report offer

Instagram

Audience Buyers 25–45, local lifestyle followers, your sphere

  • Frequency: 3 Reels per week, 1 carousel per week, Stories daily.
  • November content: property tax tip Reel, "Year-End Checklist" carousel, neighborhood Reels (Book Fair weekend, Art Week), Thanksgiving Story.
  • Engagement: Story polls ("Buy in 2026 or wait for 2027?"), question box ("Ask me about your tax bill").
  • December setup: create a Highlight called "2027 Ready." Use a comment keyword ("CHECKLIST") and reply by DM. Tag every person who replies in your CRM.
Your property tax bill just arrived. Pay in November and save 4%. Before you pay, check one thing: do you see a homestead exemption? If you live in the home and it is not there, send me a DM with the word TAX. 🏡 [Your Name] | [Your Brokerage]

Facebook

Audience Ages 35–65, past clients, sphere, community groups, families with relatives abroad

  • Frequency: 4–5 posts per week, 1 Facebook Live in November.
  • November content: longer personal posts, market snapshot, client appreciation event (create a Facebook Event), Live session: "Read your property tax bill with me."
  • Ads: any housing ad must run under Meta's Special Ad Category for Housing. Targeting by age, gender, and ZIP code is limited.
  • December setup: boost one video in November to build a group of video viewers. Check what Meta allows under the Housing category before using it in December ads.
This Thanksgiving I want to thank every family who trusted me this year. Buying or selling a home is a big decision, and you let me be part of it. If you ever need anything — a question about your home, a referral, or just a coffee — I am here. Happy Thanksgiving. 🦃

TikTok

Audience Ages 20–35, first-time buyers, renters, new arrivals to South Florida

  • Frequency: 4–5 short videos per week (15–45 seconds).
  • November content: "Rent vs. buy in [City] in 30 seconds," "FHA in plain words," "3 mistakes first-time buyers make in December," myth busting. Make a Spanish version of your best videos.
  • December setup: record a "12 Days of Home Buying Tips" series in November. Publish one per day starting December 1. Pin a video with your contact link.
Hook (first 2 seconds): "Your lease ends in March? Watch this before you renew." Body: Show 3 numbers — rent today, estimated payment on a home in the same area, and what you need for a down payment (confirm with a lender). CTA: "Comment RENT and I will send you the numbers for your area."

YouTube

Audience Researchers, relocating buyers, out-of-state and international buyers (Latin America)

  • Frequency: 1 long video (8–15 minutes) per week + 3 Shorts made from it.
  • November content: neighborhood tours (Weston, Doral, Brickell, Coral Springs), "How international buyers purchase a home in Florida," "What to know about condo reserves before you buy."
  • December setup: record a "2027 South Florida Market Outlook" video in late November and publish Dec 1. International families search YouTube before their December trips.
  • Every video: your WhatsApp link in the first line of the description.

LinkedIn

Audience Professionals, relocating employees, investors, referral partners (lenders, CPAs, attorneys)

  • Frequency: 2–3 posts per week.
  • November content: local market data, investor notes (rental demand, DSCR loan basics), thank-you post tagging your partners.
  • December setup: send a short direct message to every CPA, attorney, and lender you know: "Many of your clients make real estate decisions in January. I would like to be a resource for them." Publish a year-in-review post the week of Dec 14.
Year-end question I am hearing from investors: "Should I buy before December 31 or wait?" The answer depends on your tax situation — that is a conversation for your CPA. What I can give you is the local rental data: [average rent], [vacancy/days to lease], [rent trend]. Message me if you want the full numbers for [Area].

WhatsApp (Status + Broadcast Lists)

Audience Your sphere, Latin American clients, family members abroad

  • Status: 2–3 updates per day — a home, a tip, a neighborhood photo, a personal moment.
  • Broadcast lists: broadcasts only reach people who saved your number. Do not add people who did not agree to receive messages.
  • November: one Thanksgiving message to everyone, one property tax message to homeowners.
  • December setup: split your contacts into lists: Buyers, Sellers, Investors, Family/Friends Abroad. In December each list gets a different message.
Hi [Name], I hope you are well. Is any of your family coming to Florida in December? If someone is thinking about buying, I can plan property tours while they are here. Just tell me the dates. 🙂

Google Business Profile

Audience People searching "realtor near me" and your name

  • Frequency: 1 post per week + new photos.
  • November: ask every 2026 client for a review. Update your holiday hours. Post your Year-End Checklist.
  • December setup: goal — every client from 2026 has been asked for a review before December 31.

Nextdoor

Audience Homeowners in your farm area

  • Use a Nextdoor Business Page for promotional content. Keep neighborhood posts helpful, not sales.
  • November: neighborhood market update, Small Business Saturday shout-outs, a Thanksgiving food drive if you organize one.
  • December setup: offer a free "what is my home worth" report to the neighborhood. Every request becomes a December listing conversation.

December targeting: build these lists in November

Create these tags in your CRM during Week 1. Every reply, DM, comment keyword, and event RSVP in November goes into one of them.

TagWhoDecember message
DEC-HomesteadBuyers who want to live in the homeOwn and live in the home on January 1 to qualify for 2027.
DEC-JanListersOwners thinking about selling in 2027Prepare in December, list before the January rush.
DEC-VisitorsFamilies and friends visiting from abroadProperty tours during their trip (Dec 15–Jan 6).
DEC-LeaseQ1Renters with leases ending January–MarchRent vs. buy numbers; pre-approval before the lease decision.
DEC-InvestorsInvestors, DSCR buyers, foreign buyersRental data and inventory; refer tax questions to their CPA.
DEC-PastClientsEveryone you have closed withHoliday greeting, home value review, review request.

Compliance check before you post

  • Every ad and post that promotes your services must show your brokerage name.
  • Do not advertise another broker's listing without the listing broker's permission. Use your IDX site for other listings.
  • Fair housing: do not describe a property or neighborhood as good for a religion, nationality, family type, or any protected group. Holiday greetings are fine; targeting is not.
  • Housing ads on Meta must use the Special Ad Category for Housing.
  • Email must include an unsubscribe option. Text and WhatsApp messages go only to people who agreed to receive them.
  • Do not publish builder incentives, rates, or loan terms unless you confirmed them in writing.
  • Do not give tax advice. Refer tax questions to a CPA.
Confirm directly with your broker or office administrator before acting.

Frequently asked questions

What should a real estate agent post in November?

Post content that gets a reply: property tax bill tips, the homestead January 1 date, neighborhood videos, a Thanksgiving thank-you, and local market numbers from your MLS. Every post should end with one clear action — a DM keyword, a reply, or a comment.

When should agents send their November newsletters?

Send three emails: November 10 (property tax discount and homestead check), November 24 (Thanksgiving thank-you plus three market numbers), and December 1 (your December plan with three offers). Each email has one call to action.

How does the Florida property tax early-payment discount work?

Bills are mailed in November. Paying in November earns a 4% discount, December 3%, January 2%, and February 1%. It is a simple, helpful reason to contact every homeowner in your database.

Why does January 1 matter for Florida buyers?

To qualify for a homestead exemption for a given year, the buyer must own the home and live in it as a permanent residence on January 1 of that year. A buyer who closes on December 30 can qualify for 2027; one who closes on January 2 waits until 2028.

Can I target my Facebook housing ads by age or ZIP code?

Only in limited ways. Housing ads on Meta must run under the Special Ad Category for Housing, which restricts targeting by age, gender, and ZIP code. Review Meta's current rules before you build a December ad audience.

How do I turn November engagement into December business?

Create six CRM tags in Week 1 (Homestead, January Listers, Visitors, Q1 Lease, Investors, Past Clients). Tag every person who replies, comments, or RSVPs. On December 1, start a specific message for each list.

Keep going

Want help running this plan?

JGRES works with new and growing agents on exactly this: a database, a prospecting rhythm, and a calendar that keeps business coming in all year. Send a message and tell us where you are today.

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JGRES · Joaquin Gutierrez Real Estate School · Fort Lauderdale & Weston, Florida