CRE Content Calendar Templates
Copy-ready frameworks for your 90-day content plan, weekly post schedule, and the five post types every CRE broker should have in rotation.
Key takeaways
- A 90-day content calendar removes the "what do I post today?" problem permanently — themes cycle automatically. The Content Calendar Guide explains the three-bucket framework behind this template.
- The five post types (deal story, market intel, educational, opinion, behind-the-scenes) build authority from every angle of your business. The Hooks & Headlines Guide covers the exact hook formulas for each post type.
- Batching content once a week on Monday takes 45 minutes and eliminates daily decision fatigue.
- Deal story posts perform best within 48 hours of an LOI or close — template ready means you never miss the window.
90-Day Content Calendar — Copy into a spreadsheet or Notion
90-DAY CRE CONTENT CALENDAR Copy this grid into a spreadsheet or Notion. Fill in [Your Market] and [Asset Class] once — then follow the rotation. Week | Theme | Post 1 Type | Post 2 Type | Notes -----|-------------------|-----------------|--------------------|----------------------------------------- 1 | Deal Story | LinkedIn: Deal Story Post | — | Use a recent close, LOI, or term sheet 2 | Market Intel | LinkedIn: Market Data Post | Email: Newsletter | Tie to a real number you've observed 3 | Educational | LinkedIn: How-It-Works Post | — | Explain one CRE concept your clients ask about 4 | Opinion | LinkedIn: Take/POV Post | — | One thing you believe that most brokers won't say 5 | Behind-the-Scenes | LinkedIn: BTS Post | — | Site visit, lease-up walk, team moment 6 | Deal Story | LinkedIn: Deal Story Post | Email: Newsletter | New deal or revisit a landmark transaction 7 | Market Intel | LinkedIn: Market Data Post | — | Vacancy rate, rent trend, or absorption data 8 | Educational | LinkedIn: How-It-Works Post | — | Walk through your underwriting or due diligence process 9 | Opinion | LinkedIn: Take/POV Post | Email: Newsletter | Your read on where [Asset Class] is heading in [Your Market] 10 | Behind-the-Scenes | LinkedIn: BTS Post | — | A deal that almost fell through (and what you learned) 11 | Deal Story | LinkedIn: Deal Story Post | — | Highlight a buyer or tenant win 12 | Market Intel | LinkedIn: Market Data Post | Email: Newsletter | Q-end wrap: 3 data points that defined the quarter TIPS: - Aim for 2 LinkedIn posts per week. One newsletter per month (Weeks 2, 6, 9, 12). - Write Posts 1 and 2 in the same Monday batch session. - Every post should stand alone — no context required from previous posts.
Weekly planning template — Fill in each Monday
WEEKLY CONTENT PLANNING — Week of [Date] Fill this in every Monday morning. Takes 10 minutes. Feeds your entire week. This week's active listings: [List deal name, asset class, and one headline metric for each — e.g., "Riverside Industrial, 48,000 SF, $8.25 NNN"] This week's market observation: [One thing you noticed in the market this week — a vacancy shift, a repriced comp, a tenant doing something unusual] Best question I was asked this week: [A question from a client, prospect, or colleague that made you think — this becomes your educational post] Behind-the-scenes moment worth sharing: [A site visit, a negotiation moment, a team win, or a process detail — one sentence is enough to spark a post] Posts to write this week: [ ] Post 1 — [Type: Deal Story / Market Intel / Educational / Opinion / BTS] — [One-line topic] [ ] Post 2 — [Type: Deal Story / Market Intel / Educational / Opinion / BTS] — [One-line topic] [ ] Newsletter — [Yes / No — due this week?] Batch session scheduled for: [Day] at [Time] — [Duration: 30 / 45 / 60 min]
Deal story post — use within 48 hours of a signed LOI, close, or market event
[Specific number or outcome that surprises — e.g., "We just closed a 62,000 SF industrial lease in 19 days."] [1–2 sentences of context: asset class, submarket, and what made this deal worth noting — e.g., "The building had been on the market for 14 months. Two previous tenants fell through in due diligence."] Here's what happened: [3–4 sentences describing the deal story: how it came together, what the challenge was, how it resolved — be specific, avoid generic broker-speak] The takeaway: [1–2 sentences: the insight this deal gave you about the market, the asset class, or the negotiation process — something a fellow investor or tenant rep would actually want to know] [Question to spark engagement — e.g., "Are you seeing the same dynamic in [Submarket]? Drop a comment." OR "If you're tracking [Asset Class] in [Market], DM me — I've got comps."] [Your Name] | [Brokerage] | [Asset Class Specialty]
Market intel post — use monthly, tied to a real data point you've observed
[The surprising stat — lead with the number, not the category — e.g., "[Market] [Asset Class] vacancy dropped to [X]% last quarter. That's the lowest since [Year]."] Most people aren't paying attention to this yet. [2–3 sentences: what's driving the trend — supply constraints, demand shift, capital rotation, lease expirations — be specific to your submarket] What it means: [2–3 sentences: the implication for investors, tenants, or landlords — connect the data to a real decision someone might be making right now] What to do with it: [1–2 sentences: a concrete action — review your rent rolls, underwrite with a tighter cap rate, move on that [Asset Class] acquisition before competition heats up] [Soft CTA — e.g., "Happy to share the full data set. DM me or reply below."] [Your Name] | [Brokerage] | [Market] [Asset Class]
Listing announcement — use on launch day, NOT the day you list on CoStar
[Investment thesis as the hook — NOT "New Listing" — e.g., "This is the last [Asset Class] building under [Price] in [Submarket] with [Key Feature]."] [1–2 sentences: why this asset, why now — the market context that makes it compelling] What we're offering: • [Highlight 1 — lead metric: price, cap rate, NOI, SF, or occupancy] • [Highlight 2 — tenant or lease quality, lease term, or below-market rents] • [Highlight 3 — location advantage, value-add angle, or 1031 exchange fit] [OM / Property Page link] Interested in a walk-through or have a buyer for this? DM me or reach out directly. [Your Name] | [Brokerage] | [Phone or Email]
Monthly broker newsletter — send to your full list on the 1st or 15th of each month
Subject: [Market] CRE: [Month] Update + [One Compelling Data Point or Event] Hi [First Name], MARKET PULSE [Data point 1 — e.g., "[Asset Class] vacancy in [Submarket] is now [X]%, down [Y] bps from last quarter."] [Data point 2 — e.g., "Average asking rents in [Market] rose to $[X] [NNN/MG] in [Month]."] [Data point 3 — e.g., "Cap rate compression continues — we're seeing [Asset Class] trade at sub-[X]% in [Submarket]."] ACTIVE LISTINGS [Deal Name] — [SF or Units], [City/Submarket], [Price or Cap Rate] — [Link to OM or property page] [Deal Name] — [SF or Units], [City/Submarket], [Price or Cap Rate] — [Link to OM or property page] RECENT CLOSE [1–2 sentences on a deal you closed this month — asset, submarket, and what made it notable. This is social proof, not a brag.] ONE THING I LEARNED THIS MONTH [2–3 sentences — a negotiation insight, a market observation, or a due diligence lesson. Personal, specific, useful.] WHAT I'M WATCHING [1–2 sentences on the trend or deal you're tracking heading into next month — give them a reason to open next month's issue.] [Your Name] [Brokerage] | [Market Specialty] [Phone] | [Email] [Unsubscribe link]
Frequently asked questions
How many posts per week is realistic for a working broker?
Two LinkedIn posts per week is the right target for most brokers. More than that and quality suffers; fewer and the algorithm stops distributing your content. One newsletter per month rounds out the cadence. The weekly planning template keeps you to that rhythm without daily effort.
Do I need to follow the 90-day theme rotation exactly?
No — treat it as a default, not a rule. If you close two deals in one week, post two deal stories back to back. The rotation exists to prevent you from defaulting to the same post type every week out of habit. When real events happen, those always take priority over the calendar.
What if I don't have a deal story to post this month?
Use a comp you tracked, a deal you heard about (with attribution), or a transaction from earlier in your career that illustrates a current market point. "A deal story" doesn't have to be yours — it has to be specific and useful.
Should I post the same content on LinkedIn and in my email newsletter?
Not verbatim. LinkedIn posts should be punchy and conversation-starting. Your newsletter can go deeper — more data, more context, more nuance. The market intel post on LinkedIn becomes the "Market Pulse" section in the newsletter, expanded. Repurposing is smart; copying and pasting is lazy.
How do I build up an audience if I'm starting from zero?
Start with your existing network — past clients, referral partners, lenders, attorneys. Connect intentionally after every meeting. Consistency matters more than virality: brokers who post twice a week for 90 days straight reliably outgrow brokers who post five times in a burst and disappear.