# Flight plan — Real estate

The flight plan with three columns a property campaign needs: which listing or development the week is selling, which stage of the sale it sits in, and which inspections or events fall inside it.

Everything else is the general flight plan, unchanged. One row per week of one line of spend, a phase on every row, a share of the flight on each, and a decision point at the end of every phase.

## How to use it

1. Copy this file, or the CSV version if you would rather work in a sheet.
2. Write one row per week per line of spend, including the quiet weeks.
3. Give every phase a first week and a last week, and name the phase on every row inside it.
4. Leave Share of flight budget and Budget blank until the weight has been agreed against a plan you have.
5. Put a decision point on the last row of every phase, written as a question.
6. Give every dependency a due date that falls before the week that needs it.
7. Re-read the flight every Monday against what the accounts actually spent.

## The columns

**Flight** (Text). The campaign this row belongs to, by listing reference. One flight per property, because a vendor is paying for this one and will be shown these weeks.

**Phase** (Text). Where in the sale this week falls: pre-launch, launch weekend, open inspections, pre-auction, post-auction. The stage sets the weight and changes what the ad is asking a buyer to do.

**Channel** (Text). The platform this row's spend runs on, one per row, matching the media plan so the vendor report and the plan agree without anybody reconciling by hand.

**Campaign** (Text). The campaign name as it reads in the ad account, carrying the listing reference, so a week of spend can be reported back to the person who paid for it.

**Week starting** (Date (YYYY-MM-DD)). The Monday, counted backwards from the fixed date. A property flight is written in reverse, so the last week is filled in first and the start date falls where the weeks run out.

**Share of flight budget** (Percent). What proportion of the campaign this week is meant to carry. The column should show a build towards the fixed date, not an even spread across a period whose end does all the work.

**Budget (minor units)** (Integer). The week's budget for this row, in the smallest unit of its currency, as a whole number, and never more in total than the vendor marketing agreement allows.

**Currency** (ISO 4217 code). The ISO 4217 code the ad account bills in. An office running accounts across markets carries more than one, and a vendor report is always in the currency of their own agreement.

**Creative set** (Text). Which assets are in market this week: the hero photography, the floorplan cut, the inspection card with its time set as a text layer. Property assets are disposable and the schedule is part of the plan.

**Dependency** (Text). What this week needs from outside the ad account: the photography delivered, the portal listing live, the price guide agreed, the inspection times confirmed. Put the due date in the cell.

**Decision point** (Text). What is being decided at the end of this week, as a question. After an inspection the useful one separates a price problem from a reach problem, and the answer changes what next week does.

**Owner** (Text). The person who answers for this row, usually the marketing coordinator, with the listing agent owning anything that touches the guide, the method of sale or what the vendor sees.

**Notes** (Text). What the next person needs: the inspection emptied by weather, the competing auction in the same street, the guide that moved mid-campaign, the week photography arrived late.

**Listing or development** (Text). The property or project this week's spend sells, by its reference. It is what makes a week of spend reportable back to the vendor who is paying for it.

**Stage of sale** (Text). Where the campaign has got to this week: pre-launch, launch weekend, open inspections, pre-auction, post-auction. It sets the weight and what the ad is asking for.

**Inspections this week** (Text). The open inspections, private appointments or events falling inside the week, with their dates. The campaign exists to fill them, so the plan should say when they are.

## The flight plan

| Flight | Phase | Channel | Campaign | Week starting | Share of flight budget | Budget (minor units) | Currency | Creative set | Dependency | Decision point | Owner | Notes | Listing or development | Stage of sale | Inspections this week |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |   |

## Before you commit it

- Every week between the start and the fixed date has a row.
- Every row names a listing reference and a stage of sale.
- Every row lists the inspections falling inside it, with their dates.
- The weight builds towards the fixed date rather than spreading evenly across the period.
- Every dependency, including photography and copy, has a due date before the week that needs it.
- Every phase carries at least one decision point, written as a question.
- The vendor-paid portion of the flight is recorded.