The HousingWire Awards Spotlight series highlights individuals who have been recognized through our Editors’ Choice Awards. Enrollment Applications for HousingWire’s Marketing Leaders Award are now open through Friday, April 21, 2023. Click here To nominate someone you know — a client, coworker, boss or friend — it could even be you!
Thank you for reading this post, don't forget to subscribe!Last week’s listing rate remained very low, and the available inventory of homes for sale fell again by nearly 1% to 410,000. Altos Research,
“The biggest challenge for us over the past year has been reassuring our agents that they still have a viable business despite the current economic challenges,” said Christina Panos, Chief Marketing Officer corcoran group, “We have been through market downturns before…and we believe that agents who continue to engage with consumers and refine their own value proposition during this difficult time and that is what makes them a good agent, They’ll pay in spades with an improvement in the climate.”
Panos was recognized as a 2022 HW Marketing Leader for his marketing initiatives during his 20 years with The Corcoran Group. Her achievements include her work on the ‘Be Home’ campaign and her efforts to jumpstart Corcoran’s digital presence and expand its social media profiles.
We reached out to Panos to learn more about how she and her team are adjusting their strategies based on the current housing market and what projects she’s looking forward to in 2023.
HousingWire: How have current mortgage rate and inventory challenges affected the direction of Corcoran’s marketing strategies?
Christina Panos: We work closely with agents to ensure that their marketing strategies are agile. In this type of market, whether they are focusing on the exclusivity of their properties or on the value of buying a home for long-term investment purposes, our team partners with them in ways that they can creatively offer to buyers and sellers. And be able to draw honestly.
HW: What has been the biggest challenge for your marketing team over the past year and how did you manage to manage this challenge?
CP: The biggest challenge for us over the past year has been to assure our agents that they still have a viable business despite the current economic challenges. We have faced market downturns before – from 2008 to the peak of the COVID-19 pandemic. We believe agents who continue to engage with consumers during this difficult time and refine their own value proposition and what makes them a good agent will pay off in spades as the climate improves.
HW: Can you share any projects you’re working on now and what you’re most looking forward to for your marketing team in 2023?
CP: 2023 is the Corcoran Group’s 50thth Anniversary, a milestone we are very proud of. We are working on various plans to celebrate five decades of our unique brand. We’re also hosting BeCorcoran, our exclusive company-wide gathering, in Nashville in a few weeks. Attendees will hear from a panel led by senior Corcoran Group executives, outside experts and top agents from across the network, covering everything from business agility to marketing mastery. And finally, I’m really looking forward to launching the next evolution of our ‘Be Home’ brand campaign in late 2023.
HW: How do you stay connected with the consumer to make sure your message and brand strategy is resonating?
CP: We focus on consumer research, we’re very well read and ultimately, the close relationships with our agents help ensure that we know what they’re hearing from their buyers, sellers and tenants on the ground. have been
