A year in the making, The Studio, a full-service in-house marketing agency serving real estate giant NRT LLC, makes its official debut offering real estate agents a full-suite of services in their personal branding and listing marketing. The Studio is the consolidation of numerous marketing agencies, brought together through the rapid growth of NRT following several mergers and acquisitions. It is managed by marketing professionals who specialize in product development, creative design, strategic branding and communications.
Located in regional support centers and branch offices nationwide, The Studio is currently serving Coldwell Banker branded operations of NRT, the nation’s largest real estate brokerage. The Studio also supports the regional and national corporate, recruiting marketing and promotional campaigns for NRT’s Coldwell Banker branded operations.
“The Studio is unique in that they are developing custom, boutique level services with agents to help them be nimble and productive in a dynamic real estate environment. The Studio is rich in technology, creativity, talent and strategic influence, so they are using their power and scale to galvanize a culture of awesomeness based on innovation and product passion. The Studio is creating a value package that builds a competitive advantage for our agents that no other company can offer.”
M. Ryan Gorman, president and CEO, NRT LLC.
Steve Murray, president of REAL Trends, said the wide range of marketing, technology and digital services offered by The Studio will be vital for a high-performance brokerage company in today’s environment.
“The new in-house ad agency formed to support NRT’s Coldwell Banker operations is a unique new service opportunity for all of NRT,” says Murray.
“It appears to be a strong statement that NRT leadership sees the need to have a stronger and more flexible marketing services offering for the agents and teams of the company.”
The Studio is solely focused on real estate, and is touted by NRT as the largest and most comprehensive real estate marketing agency in the industry. Comprised of more than 400 marketing and product development professionals, The Studio partners with real estate agents to offer customized listing and personal agent support that include creative services, professional photography, videography, copywriting, website development, social media, print and television advertising opportunities, and much more.
Mike Fischer, senior vice president of marketing for The Studio, formerly served as chief operating officer and chief marketing officer for Coldwell Banker Real Estate LLC, was appointed to lead The Studio in October 2018. Under his direction, The Studio is focused on the development and implementation of a suite of custom and automated marketing platforms for agents that build on The Studio’s innovative boutique concierge service model using modern technology and custom creative design married with personalized, white glove service.
The Studio is also home to a team of product owners, user experience researchers, visual designers and product developers, who in collaboration with the technology team of NRT’s parent company, Realogy, are helping to build the company’s marketing technology infrastructure, complete with open source architecture to ensure compatibility and ease of integration with third party partners. Building products with agents and not just for agents, the team is working in an agile environment with a heavy focus on listening to users and bringing products they want to market quickly, then growing and evolving the products based on agent input.
The Studio announced its innovative listing marketing platform, Listing Concierge, in December. The program’s listings experienced a 2% to 7% higher sale price than those that weren’t, according to NRT. To date, more than 10,000 Listing Concierge packages have been ordered companywide. The team additionally launched Desk nationwide, a unified platform that unites the key products and tools that affiliated agents need to run their business effectively in one cohesive, integrated solution. Both products were developed and are continuing to evolve with continuous agent feedback.
Additional products are currently being developed with agents focus on custom agent design and branding, social media, and advertising.