A structured real estate business plan includes knowing how many clients you want to reach each week, month, or year. This means you should know when to buy content and when to update your real estate content based on your desired demographic. While some of your content should be evergreen to show clients that you are a reliable and reputable business, you should also consider recent national and regional real estate trends and incorporate this information into your blogs, newsletters, and social media content. Your established and potential clients need to know that you're aware of any changes that are taking place in the market and that you're equipped to handle these changes to deliver quality service.