If you have been in the business a while, then it's easy to go to a listing presentation and give a very long description of your marketing plan, complete with lists of activities and page after page of sample direct mail materials, brochures, magazine ads, etc. It's good to have this detail as backup but it's too much for the client to grasp and isn't effective at answering what you will do and when you will do it.
I believe that simple is better. I now use a timeline chart to illustrate my marketing plan with the other material reserved for backup as needed. That chart contains a time-phased list of the activities that will be completed in the initial period (I use the first 4 weeks). My chart begins with "Listing Approved" because none of the rest follows without that! And it ends with a 30-day review with the client and update of materials. At the review, if you have followed through as promised then not only is the client pleased but it is a great opportunity to fine tune any details based on initial feedback & results (pricing, availability for showings, etc). If you haven't followed through, well...then you're going to struggle at the review unless you're good at dancing.
Here is the chart that I have found to be effective. I have removed the intermediate steps since it's my own proprietary plan but you should get the idea. This may not work for everybody but I have found it to be an effective approach for me.
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