October 18, 2026 · 7 min read
Which Marketing Plan Fits: A Broker's Guide to the Six Plans
Six plans, one way to choose. Five questions about headcount, price band, approvals, the dashboard, and luxury sort almost every brokerage into the right tier. The comparison page does the rest.
The right marketing plan comes down to five questions: how many faces the brand has, what price band the listings sit in, who says yes before a post goes out, whether agents need to see your name on the dashboard, and whether the work is luxury. Answer those and one of Urban Marketing Edge's six plans fits.
We built the plan comparison page because the plans page alone made brokers do the math in their heads. Six plans, six prices, and a busy broker skimming for the one that matches. The comparison page lines them up side by side. This post is the reasoning to bring to it.
One thing before the walkthrough. Every plan runs on the same system: monthly content themes, a post approval step, a dashboard, and plain-language reporting. The tiers change scale and scope, not the way the work gets done, so a wrong choice is a step up or down, not a restart.
The five questions that pick the plan
Run these in order. Most brokerages land by question three.
How many faces does the brand have? One face is Agent Starter or Luxury Agent Studio. Several faces under one brand is Broker Growth. Many faces who each need their own presence is Team Marketing Department.
What price band do the listings sit in? Above the luxury line in your market, creative changes from templates to custom, and the three luxury plans apply.
Who approves? If one broker says yes to everything, the standard dashboard is enough. If team leads approve for their own agents, you need the task tracking and white label on Team Marketing Department and above.
Do agents need to see your name? A white-labeled dashboard shows agents your marketing department, not ours. It is standard on Team Marketing Department and the two luxury suites.
Is there a leadership layer? If the owner wants an annual roadmap and a standing strategy meeting, that is Private Luxury Story Studio. If not, stop one tier lower.
The six plans in one pass
Agent Starter, $1,150 a month
One agent, one brand. A template set in your brand, monthly content themes, the dashboard, and finished pieces for the work you would rather not build. The bridge from doing it yourself to having it done.
Broker Growth, $2,250 a month
An office or team under one brand. The office feed, the monthly newsletter, the listing launch system, website blogs, the standard dashboard, and two marketing-manager tasks a month for requests outside the cadence: a launch kit, an event campaign, a print piece. The Agent Edge add-on, priced per agent, adds per-agent content for the agents who opt in.
Team Marketing Department, $3,850 a month
An office that wants a marketing department without hiring one. The price covers one brand plus five agents, with additional agents from $150 each per month. The dashboard is white-labeled for every agent, four marketing-manager tasks a month, six print designs a month, and task tracking so leadership can see what was requested, what was approved, and what is scheduled.
Luxury Agent Studio, $2,850 a month
One luxury agent. Custom creative instead of templates, spotlight campaigns for each listing, property emails to a small list, the standard dashboard, and CMO-style strategy calls. For the agent whose next listing is decided by the last launch.
Luxury Boutique Story Suite, $5,500 a month
A boutique luxury brokerage. The white-labeled dashboard, two marketing-manager tasks a month, campaign-style social, and the story framework applied across every listing so the brokerage reads as one voice.
Private Luxury Story Studio, $8,550 a month
For a brokerage or team that wants leadership-level partnership. The price covers one brand plus five agents, with additional agents from $250 each per month. The white-labeled dashboard, four marketing-manager tasks a month, an annual roadmap, a standing leadership strategy meeting, and a monthly case study: a long-form page published on your site telling the story of one successful transaction. It is marketing, not a report.
What every plan includes
The comparison page has a row for what stays the same, and it is the longest one.
Monthly content themes, planned in the weekly meeting.
A post approval system, so nothing goes out unseen.
The dashboard: requests, listing submissions, approvals, and what is scheduled, in one place.
Plain-language monthly reporting.
Email-based support.
Templates, brand files, and every finished piece are yours, and they stay yours if you leave.
Terms: month to month, billed in advance, no setup fees.
For a broker choosing between two adjacent plans, this row is the reassurance. The floor is the same everywhere.
Reading the comparison page
Scan down one column to read a plan, or across one row to compare a feature. The rows that decide most choices:
Dashboard. Standard on Agent Starter, Broker Growth, and Luxury Agent Studio. White-labeled on Team Marketing Department and the two luxury suites.
Marketing-manager tasks. Two a month on Broker Growth and Luxury Boutique. Four a month on Team Marketing Department and Private Luxury. Defined requests outside the cadence.
Print designs. Six a month on Team Marketing Department.
Per-agent content. The Agent Edge on Broker Growth, priced per agent, for the agents who opt in.
Leadership layer. The annual roadmap, the leadership strategy meeting, and the monthly case study on Private Luxury Story Studio.
Read the dashboard row first. It answers the white-label question brokers most often ask after choosing.
Three brokers, three answers
A single agent in Marietta closing twenty transactions a year, posting from her phone. One face, mid-market, she approves, no white label, not luxury. Agent Starter. When she adds a partner and a buyer's agent, Broker Growth.
A twelve-agent boutique in Alpharetta where the broker approves everything and the agents want the office to look organized. Several faces, mid-market, one approver. Broker Growth, with The Agent Edge for the agents who want their own content on the brokerage brand. If team leads later want to approve for their own people, Team Marketing Department.
A luxury brokerage in Buckhead with eighteen agents, an owner who wants a roadmap, and listings that need a story, not a template. Many faces, luxury, leadership layer. Private Luxury Story Studio, with the monthly case study doing recruiting work as well as marketing. With eighteen agents, that is $8,550 plus thirteen additional seats from $250 each, so from $11,800 a month.
By the numbers: what the plan is competing with
Industry lead cost roundups for 2026 put Zillow Premier Agent at roughly $139 to $223 per lead on average and $150 to $400 or more in competitive metros, converting at roughly 1 to 3%. A plan that builds an owned audience is priced against that.
Referral and repeat clients convert at 4 to 6 times the rate of internet leads, and NAR's 2025 Profile of Home Buyers and Sellers found 43% of buyers found their agent through a referral. The newsletter and the feed in every plan exist to keep that audience warm.
EZ Recruits estimates replacing a mid-tier agent at $40,000 to $80,000. The white-labeled dashboard on Team Marketing Department is a retention feature priced well below one departure.
How Urban Marketing Edge handles this
We would rather a broker choose the right plan than the biggest one, which is why the comparison page exists and why the strategy call starts with the five questions above. Once a plan is chosen, month one is the same on every tier: the weekly meeting sets the first content themes, the dashboard goes live for listing submissions and approvals, and the post approval system is set up around whoever says yes in your office. Broker Growth and above add 10 to 15 website blogs a month and the office newsletter. Team Marketing Department adds task tracking and the white label. The luxury studios add CMO-style strategy calls, and Private Luxury adds the annual roadmap and the monthly case study page. Every plan is month to month, billed in advance, no setup fees, and moving between tiers is a conversation, not a contract. The full lineup is on the plans page.
Questions brokers ask
Which marketing plan fits a ten-agent real estate team?
Usually Broker Growth. It covers the office feed, the newsletter, listing launches, website blogs, and two marketing-manager tasks a month, with The Agent Edge for agents who opt in. Move to Team Marketing Department when team leads need to approve for their own agents or the dashboard needs your name on it.
What is the difference between Broker Growth and Team Marketing Department?
Scale and ownership. Team Marketing Department white-labels the dashboard for every agent, doubles marketing-manager tasks to four a month, adds six print designs a month, and adds task tracking so leadership can see requests, approvals, and the schedule. Broker Growth keeps the standard dashboard and two tasks.
What is The Agent Edge?
An add-on for Broker Growth, priced per agent, that provides per-agent content for the agents who opt in to having their own presence on the brokerage brand. Ask on the call for current scope.
Do the luxury plans include everything the standard plans do?
Yes. The same themes, approvals, dashboard, and reporting, plus custom creative instead of templates, campaign-style listing marketing, property emails, and CMO-style strategy calls. Private Luxury Story Studio adds the annual roadmap, a leadership strategy meeting, and the monthly case study page.
Is there a contract?
No. Every plan is month to month, billed in advance, with no setup fees. Templates, brand files, and finished work are yours to keep if you leave.
Can we start on one plan and move up later?
Yes. Because every tier runs the same system, moving up adds scope without restarting the calendar or the dashboard.
Book a 30-minute strategy call
If you have read the comparison page and are still between two plans, that is what the call is for. Bring the five answers. We look at what you produce now, who approves it, and where requests go today. Then we map the simplest plan for your content, themes, and monthly cadence, and we say plainly if a smaller tier would do. No pitch deck, no pressure. Book a 30-minute strategy call, or see the case studies for what each tier looks like running in a real brokerage.
