Content Calendar Mastery: Building and Maintaining a 90-Day Calendar That Actually Works

Meta Description: Master the 90-day content calendar system. Step-by-step guide to planning, batching, scheduling, and optimizing content that builds your real estate brand.

Target Keywords: content calendar, content planning, social media scheduling, content strategy, batching content, 90-day planning, content marketing strategy

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You have good intentions. Every Monday morning you think, "This week I'm going to create great content. Videos, posts, graphics—I'm doing it."

By Wednesday, you're back to dealing with clients, paperwork, and transactions. By Friday, you've created nothing and you're stressed about the weekend.

Monday you promise again.

This cycle continues for months. You post sporadically. Some weeks you're all over social media. Some weeks: nothing. Your audience never knows when to expect you. Your content feels random and desperate.

Meanwhile, the agents who dominate your market? They're not more creative than you. They're not more talented. They just have a content calendar and they work it.

A 90-day content calendar is the difference between:

• Chaotic: "What should I post today?" (stress, inconsistency, low reach)
• Strategic: "I planned this 60 days ago. I'm executing it." (confidence, consistency, growing reach)

I'm going to teach you how to build and execute a 90-day content calendar that takes about 20 hours of work in month one, then requires only 5 hours per week to maintain.

Why 90 Days? (Not 30, Not 365)

A 30-day calendar is too short. You barely have consistency before you're planning again.

A 365-day calendar is too long. The market changes. You can't forecast 8 months out. You'll get bored.

90 days is perfect because:

• It's 13 weeks—enough time for consistent rhythm
• It's one quarter—aligned with business planning
• It's short enough to stay flexible
• It breaks into three 30-day batching sessions (manageable chunks)
• You can do quarterly reviews and adjustments

The Content Calendar Framework

A great content calendar has three layers:

Layer 1: Content Types (What am I posting?)
Educational, entertainment, behind-the-scenes, promotional, social proof

Layer 2: Themes (What's the topic today?)
"5 Home Inspection Red Flags," "A Day in My Life," "Client Win: Sarah & Mike," "Book Your Free Consultation"

Layer 3: Formats (How am I presenting it?)
Short-form video (TikTok/Reels), long-form video (YouTube), carousel post, static image, testimonial, story, live

The best calendars balance all three layers throughout the week.

Layer 1: Content Type Distribution

You need a healthy mix. Here's the 60/40 rule:

60% Valuable Content (they want to watch/read this)

• Educational: "How to..." guides, tips, market insights, debunking myths
• Entertainment: Behind-the-scenes, humor, lifestyle, personality
• Social Proof: Client wins, transformations, testimonials, results

40% Promotional Content (you want them to act)

• Offers: "Book your consultation," "Download the guide," "Join the challenge"
• Calls-to-action: "Comment if you...", "DM me...", "Share this..."
• Direct asks: "Let's talk," "Click the link," "Reply below"

If your feed is 80% promotional, nobody follows you. If your feed is 100% valuable, you never get leads.

Weekly Example:

• Monday: Educational (40% valuable, 0% promotional)
• Tuesday: Behind-the-Scenes (100% valuable, 0% promotional)
• Wednesday: Social Proof—Client Win (100% valuable, 0% promotional)
• Thursday: Educational (40% valuable, 0% promotional)
• Friday: Promotional—Offer (20% valuable, 80% promotional)
• Saturday: Lifestyle (100% valuable, 0% promotional)
• Sunday: Promotional—CTA (20% valuable, 80% promotional)

That's roughly 60% valuable, 40% promotional throughout the week.

Layer 2: Themed Content Buckets

Organize your 90 days into themed content buckets so you're not scrambling for ideas.

Example buckets for a buyer-focused agent:

Bucket 1: Home Buying Education (20% of posts)

• "3 Red Flags Most Buyers Miss"
• "How Much House Can You Afford"
• "What to Do After Your Offer Is Rejected"
• "The Right Timeline for Your First Home"
• "Mortgage Pre-Approval Explained"

Bucket 2: Market Updates (15% of posts)

• "What Rising Interest Rates Mean for Buyers"
• "October Market Report for [Your City]"
• "Why Homes Are Sitting Longer"
• "Real Talk: Is Now a Good Time to Buy?"

Bucket 3: Behind-the-Scenes (20% of posts)

• "A Day in My Life as an Agent"
• "How I Review Properties"
• "Lunch with My Team"
• "Last Showing Before Closing"
• "My Morning Routine"

Bucket 4: Client Wins & Testimonials (20% of posts)

• "Sarah and Mike Won Against 7 Other Offers"
• "First-Time Buyers Closed in 30 Days"
• "Client Testimonial: Why They Loved Working with Us"
• "Neighborhood Spotlight: Client Feature"

Bucket 5: Offers & Promotions (15% of posts)

• "Book Your Free Buyer Consultation"
• "Download: The Ultimate Home Buying Checklist"
• "Join Our New Buyer Masterclass"
• "DM for Your Free Pre-Approval Guide"

Bucket 6: Lifestyle & Personality (10% of posts)

• "My Favorite Coffee Spot in [Your City]"
• "Best Neighborhoods for Young Families"
• "Team Celebration: We Hit 50 Closed This Year"
• "Weekend with My Family"

Now when you plan your calendar, you're not thinking "what do I post?" You're thinking "which bucket today?" That's way easier.

The 5-Week Planning and Execution Framework

Week 1: Planning Phase (10-12 hours)

Day 1-2: Define Your Goals and Themes (3-4 hours)

Answer these questions:

1. What do you want to achieve in 90 days?

   • Build awareness of a specific service? ("I help first-time buyers")
   • Establish local authority? ("Best agent in [neighborhood]")
   • Generate leads for a specific audience? ("Investors buying cash-flowing properties")

2. Who's your ideal follower?

   • First-time homebuyers? Sellers thinking about moving? Investors? Luxury clients?
   • Different audiences = different content

3. What are your content pillars?

   • The 5-6 main topics you'll talk about repeatedly
   • Examples: home buying tips, market insights, client transformations, neighborhood features

4. What's your posting frequency?

   • 3x per week: Sustainable for busy agents
   • 5x per week: Better growth, more effort
   • Daily: Maximum growth, requires batching system

Recommendation: Start with 3x per week (roughly 40 posts per 90 days).

Day 3: Create Your Content Bucket Framework (2-3 hours)

List out 30-40 specific content ideas across your 5-6 buckets.

Example for a Toronto agent focused on first-time buyers:

Bucket 1: Home Buying Education

1. "3 Red Flags During Home Inspection"
2. "How to Get Pre-Approved in 48 Hours"
3. "Waiving Conditions: When It's Smart and When It's Risky"
4. "Your First Offer: Step-by-Step"
5. "Closing Costs Explained"
6. "Best Neighborhoods for Young Families in Toronto"
7. "First-Time Buyer Tax Credits You're Missing"
8. "How to Make Your Offer Stand Out"

Bucket 2: Market Updates

1. "September Market Update: What Changed"
2. "Why Interest Rates Matter to Buyers"
3. "Is It Still a Buyer's Market?"
4. "Best Time to Buy in Toronto (Honest Answer)"

Bucket 3: Behind-the-Scenes

1. "Showing 5 Homes in 2 Hours"
2. "What Inspections Actually Look For"
3. "Negotiating with the Seller's Agent"
4. "How I Prep for Listing Presentations"

...and so on.

When you have 30-40 ideas, planning your calendar becomes connect-the-dots.

Day 4-5: Create Seasonal Hooks (2-3 hours)

Real estate isn't random. It follows seasons and events. Map your year:

Q4 (Sept-Nov):

• Back-to-school move seasons
• Fall market update
• Holiday entertaining homes
• End-of-year tax implications
• Winter home prep

Q1 (Dec-Feb):

• New Year's resolutions (buying/selling)
• Tax season prep
• Winter home issues
• Spring market preview
• After-holiday market shift

Q2 (Mar-May):

• Spring market heating up
• School year transitions
• Summer entertaining prep
• Peak selling season starts

Q3 (Jun-Aug):

• Peak summer season
• Investment properties and vacation homes
• Back-to-school transitions beginning

Create 5-10 content ideas around each seasonal moment. This ensures your calendar is timely and relevant.

Week 2-3: Mapping Phase (8-10 hours)

Step 1: Create Your Calendar (2-3 hours)

Use a simple Google Sheet with columns:

• Date
• Day of Week
• Content Bucket
• Content Theme
• Format (video/image/carousel)
• Status (planned/created/scheduled/published)

Fill in dates for 90 days. Assign content to each day based on your buckets.

Simple spreadsheet format:

Date | Day | Bucket | Theme | Format | Status
Nov 19 | Tue | Education | Red Flags | Video | Scheduled
Nov 20 | Wed | Behind-the-Scenes | Office Tour | Reel | Planned
Nov 21 | Thu | Promotion | Book Consultation | Image | Planned
...

Tip: Use color coding for different buckets (blue = education, green = behind-the-scenes, etc.). Makes it visual and easy to scan.

Step 2: Balance Your Week (2-3 hours)

Don't stack all videos on Monday and all graphics on Friday. Spread content types throughout the week so you're mixing formats.

Good weekly rhythm:

• Monday: Short-form video (Reel/TikTok)
• Tuesday: Image post (carousel or single image)
• Wednesday: Testimonial or behind-the-scenes video
• Thursday: Educational carousel
• Friday: CTA/promotional
• Saturday: Lifestyle post
• Sunday: Testimonial or client story

When people see variety from you, they stay engaged.

Step 3: Add Your Hooks (2 hours)

Now go through and highlight where seasonal content fits:

• Holiday-related posts
• Market-timing related posts
• Event-based posts
• Anniversary posts (client wins from 1 year ago, etc.)

This makes your calendar feel planned and professional, not random.

Week 3-4: Content Creation (Batching Phase) (15-20 hours)

This is where most agents go wrong. They try to create content daily. Result: they create nothing consistently.

The batching principle: Dedicate full days to creating content in batches, not daily creation.

Batch Shooting Day (4-6 hours):

Record 10-15 short-form videos in one session. Wear the same outfit so it looks like one shoot.

The setup:

• Find location (your office, a neighborhood, a coffee shop)
• Lighting is right
• Phone tripod set up
• Lapel mic working
• One outfit (repeat it for multiple videos)

You film:

• Video 1: Intro + 10 tips from Bucket 1
• Video 2: Behind-the-scenes talking point
• Video 3: Client testimonial style
• Video 4: Market update
  ...15 videos in 4-6 hours

Alone, each video might take 1 hour to film and get right. Batched, you knock out 10 in 4 hours because you're in the zone and setup is already done.

You've just created 2 months of video content in one day.

Batch Graphic Design Day (4-5 hours):

Use Canva templates to create 30+ graphics for carousel posts, educational slides, etc.

The setup:

• Open Canva
• Create a template with your branding (fonts, colors, logo)
• Create graphics for all your planned posts

You create:

• 5 carousel templates (5 posts × 3-5 slides = 20 graphics)
• 10 single-image posts with quotes and tips
• 15 promotional graphics

You're done with graphics for the quarter in one afternoon.

Batch Writing Day (3-4 hours):

Write captions, scripts, and copy for everything.

You're writing:

• Short-form video scripts (1-2 paragraphs each)
• Email newsletter content (2-3 emails)
• Blog post (1-2 long-form pieces)
• LinkedIn content (10-15 posts)

Having copy written in advance means scheduling takes 5 minutes per post instead of 15 minutes.

Batching Timeline:

• Week 3, Monday: Batch Shooting Day (15 videos)
• Week 3, Wednesday: Batch Graphics Day (30+ images)
• Week 3, Friday: Batch Writing Day (all captions and copy)
• Week 4: Second batch (more videos and graphics)

You've just created 90 days of content in roughly 20 hours over 2 weeks.

Week 4-5: Scheduling Phase (3-4 hours)

Now you upload everything to your scheduling software and let it post automatically.

Recommended tools:

• Buffer (free tier: up to 10 posts, paid: $5-35/month)
• Later (paid: $15-99/month, great for Instagram)
• Hootsuite (paid: $35-739/month, best for multi-platform)
• Native scheduling (each platform has built-in scheduler)

The scheduling process:

1. Log into your scheduling tool
2. Upload each piece of content (video, image, etc.)
3. Write your caption (copy you already created)
4. Set the posting date/time (from your calendar)
5. Add hashtags (location tags, topic tags, relevant hashtags)
6. Schedule it

One piece of content = 3-5 minutes to upload and schedule.

90 pieces × 3-5 minutes = 4.5-7.5 hours total.

But here's the magic: it happens over 2 weeks, not 90 days.

You batch-create 90 days of content in 20 hours.
You schedule it in 5-7 hours over a few days.
Then: it posts automatically every day for 90 days while you're closing deals.

Week 6-90: Execution Phase (Ongoing)

Your content is scheduled. It's posting automatically. But you're not done—you're executing.

What you do daily (15-30 minutes):

• Check notifications and comments on your posts
• Reply to comments within 4 hours (engagement is crucial)
• Answer DMs from interested prospects
• Note which posts are getting strong engagement

What you do weekly (60-90 minutes):

• Review last week's performance
• Note top 3 performing posts (what worked?)
• Note bottom 3 performing posts (what didn't?)
• Document insights for next quarter

What you don't do:

• Scramble for daily post ideas
• Panic that you have nothing to post
• Show up inconsistently
• Post at random times

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Sample 2-Week Content Calendar (Real Example)

Here's exactly what a working calendar looks like:

Week 1:

• Mon: Video — "3 Home Inspection Red Flags You'll Miss"
• Tue: Carousel — "5 Neighborhoods for First-Time Buyers"
• Wed: Testimonial video — "How Sarah Got Pre-Approved in 48 Hours"
• Thu: Static image + tip — "Closing Costs Breakdown"
• Fri: Promotional CTA — "Book Your Free Consultation"

Week 2:

• Mon: Reel — "A Day in My Life as a Real Estate Agent"
• Tue: Carousel — "What to Do When Your Offer Gets Rejected"
• Wed: Before/After video — "Home Inspection Tour"
• Thu: Carousel — "September Market Update for Toronto"
• Fri: Testimonial — "Client Win: Won Against 7 Offers"

Notice:

• Mix of formats (videos, carousels, testimonials, CTAs)
• Mix of buckets (education, behind-the-scenes, social proof, promotion)
• Posting times consistent (Mon-Fri, same time)
• Themes are planned, not random

Optimization: Making Content Perform Better

After 30 days, look at your metrics. Which posts got the most engagement? Saves? Comments? Shares?

High-performing content patterns:

1. Specific tips beat generic advice

   • "How to Get Pre-Approved" (generic)
   • "3-Step Pre-Approval Process: Get Your Approval in 48 Hours" (specific)

2. Data-driven content performs

   • Video thumbnail showing a stat (price, time-on-market, etc.)
   • "Toronto homes are selling 2x faster than last year"

3. Transformation content gets shares

   • Before/after (home staging, investment property)
   • Client win videos (struggling → solved)

4. Personality content gets follows

   • Behind-the-scenes of your life
   • Your story, your humor, your values
   • People follow people, not brands

5. Controversial/debate content gets engagement

   • "Should you waive conditions?" (different opinion)
   • "Is now a good time to buy?" (honest take)

After 30 days, look at your top 10 posts. What do they have in common?

• Same format? More videos? Reels vs. carousel?
• Same topic? More education? More behind-the-scenes?
• Same length/style? Shorter? More visual?

Then adjust your next 30 days to do more of what works.

Common Calendar Mistakes to Avoid

Mistake #1: Too Ambitious at Launch

You plan 10 posts per week and burn out by week 3.

Solution: Start with 3x per week. Master that. Scale to 5x if you want.

Mistake #2: Inconsistent Topics

Monday you post about buyer tips. Tuesday about neighborhood features. Wednesday about market trends. Thursday about open house tips. No theme, feels random.

Solution: Bucket your content and stick to the pattern (education on Mon/Thurs, behind-the-scenes on Tues, promos on Fri, etc.).

Mistake #3: Not Batching

You try to create content daily. You never have time. Posts get skipped. Calendar falls apart.

Solution: Batch. Dedicate full days to creation, not daily creation.

Mistake #4: All Promotion, No Value

70% of your posts are CTAs and offers. People unfollow.

Solution: 60% valuable content, 40% promotional.

Mistake #5: Not Engaging with Comments

You post but don't reply to comments. People feel ignored. Reach drops.

Solution: Reply to every comment within 4 hours. Engagement is fuel for algorithms.

Mistake #6: No Seasonality

You ignore market seasons, holidays, and events. Content feels off-timing.

Solution: Map seasonal moments. Create content around them (tax season, school transitions, holiday entertaining, market shifts).

Your 90-Day Content Calendar Checklist

Week 1:

• Define goals, audience, and content pillars
• Create content bucket framework (30-40 ideas)
• Map seasonal hooks

Week 2-3:

• Build 90-day calendar spreadsheet
• Balance content types across week
• Add seasonal hooks to dates

Week 3-4:

• Batch shoot videos (10-15 videos)
• Batch create graphics (30+ images)
• Batch write captions and copy

Week 4-5:

• Upload and schedule all content
• Double-check dates, times, hashtags
• Plan first engagement strategy

Day 1-90:

• Check comments daily (15 min)
• Engage with posts (5-10 min)
• Weekly analysis (30 min)

Day 85-90:

• Review top 10 posts (what worked?)
• Review bottom 10 posts (what didn't?)
• Plan next 90-day calendar with learnings

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About Amazing Photo Video

Your content calendar is only powerful if the content itself is professional. Here's what we see:

Agents who do this well:

• Use professional property photos in their carousel posts
• Have short agent branding videos
• Feature professional client testimonial videos
• Post polished behind-the-scenes content (not just selfies)

These agents get 2-3x more engagement than agents posting phone screenshots and blurry photos.

Professional content assets (photography, videography, graphics) aren't a nice-to-have. They're the foundation of an effective content calendar.

If you'd like to talk about creating professional content assets for your 90-day calendar, we'd love to help. Learn more about our services or book a consultation.

Related Resources:

• How to Create Engaging Real Estate Social Media Content
• Professional Property Photography for Social Media
• Behind-the-Scenes Video Content That Builds Authority

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Keywords: content calendar, content planning, social media scheduling, content strategy, content batching, 90-day planning, content marketing, real estate content, social media strategy, posting schedule, content ideas, engagement strategy, seasonal content

Entities: Content Calendar, Content Batching, Social Media Scheduling, Content Buckets, Seasonal Content, Buffer, Later, Hootsuite, Canva, Video Shooting, Engagement, Captions, Hashtags, Post Optimization, Analytics, Content Performance