Marketing planning is a key process for achieving goals and developing an effective strategy to attract target audience. It includes analyzing the situation, business forecasting, thorough market research, choosing clear goals and defining a precise marketing strategy and media plan. The advantages of a marketing plan are numerous. First, it enables the identification of the target group, which is crucial for directing marketing activities to the right people. It also helps in defining the sales position, i.e. how the company wants to position itself on the market and stand out from the competition. In this graduate paper, a marketing plan was developed for LeadsFMC, a startup agency providing lead generation services for real estate agents. The target group of companies are experienced real estate agents in the United States of America (USA) who deal with commercial real estate and have a minimum of 2 years of experience. The marketing plan includes a comprehensive analysis of the current situation, thorough market research, selection of specific goals and strategies, market segmentation and, finally, the creation of a media plan. Since LeadsFMC is just at the beginning of its business, the main goal of the marketing plan is to attract the first real estate agent. Market research will focus on real estate in the US in general, the number of real estate agencies and their geographic distribution, and specific aspects of dealing with US citizens. Based on the collected data from market research, a buyer persona of the ideal real estate agent will be created. The company will focus exclusively on online channels to promote its services. All the mentioned strategies and activities will be described in detail and organized in the media plan, which will represent a concrete guide for the implementation of marketing activities.