In today’s competitive New York real estate market, having effective brand marketing strategies can make the difference between thriving and merely surviving. I recently had the opportunity to sit down with David Marine, Chief Marketing Officer of Anywhere Brands, which includes Coldwell Banker, Century 21, ERA Real Estate, and Better Homes and Gardens Real Estate. With over 22 years of experience in real estate marketing, Marine shared invaluable insights that New York agents can apply to their own businesses.
The Power of Brand Association in Real Estate
When it comes to real estate, your brand matters significantly. As Marine explains, “If branding didn’t matter, then there would be a Kmart real estate, and you wouldn’t mind having a Kmart sign in your front yard.”
This analogy resonates particularly well in New York’s image-conscious market. When you put a recognized brand’s yard sign in front of a property, it immediately communicates something about the listing and about you as an agent. Marine emphasizes that “when you put a Coldwell Banker yard sign in your front yard, that means something—consumers recognize it, they know it’s a reputable name.”
For New York agents, this association can be powerful. Marine notes that “branding is actually wired into our DNA as humans—there’s something about being affiliated or associated with something that’s larger than yourself” that gives both agents and clients confidence in the transaction.
Digital Marketing Evolution in Real Estate
Marine’s career has paralleled the digital evolution of real estate marketing. He started at Coldwell Banker in 2002 as an “electronic product manager” when digital tools were just emerging in the industry. His first assignment? Converting a three-ring binder listing presentation into PowerPoint format—revolutionary at the time.
“That was an impact change technologically for our industry,” Marine reflects. Just a few years later, in 2007-2008, he recognized the potential of a new platform called Facebook before most in the industry. “I walked into my boss’s office and said, ‘I’m on this thing called Facebook. I’m seeing there’s other brands on there, maybe it’s something that we should check out.'” This initiative led to the creation of the first Facebook page in all of real estate for a major brand.
Today’s New York agents can learn from this forward-thinking approach by staying ahead of emerging platforms and technologies. The key is being willing to experiment with new marketing channels before they become mainstream.
Measuring ROI in Your Real Estate Marketing Efforts
One of Marine’s strongest pieces of advice is about measuring the effectiveness of your marketing. “Whatever you’re doing, you need to know whether it is producing results or not,” he states. “I’m a big sports guy… and I always use this as an example: it doesn’t matter what sport you play, they always keep score because you want to know if you’re winning or not.”
This philosophy should guide New York agents’ approach to marketing investments. Marine advises that “whatever you’re investing your time and money in from a marketing standpoint, you want to be able to track whether that is performing at your expectation.”
He suggests tracking specific metrics like:
- Traffic to your website
- Lead generation
- Conversion rates
- Return on media spend investment
“I love it when I walk into a meeting and someone says, ‘But how do we know that it’s working?’ and I say, ‘Oh, I have just the answer for you. Here’s what I have, and here’s how I can measure it,'” Marine explains. This data-driven approach is particularly important in New York’s high-stakes market, where marketing dollars need to show clear returns.
Leveraging National Brand Resources for Local Success
Marine shared a compelling example of how Coldwell Banker’s national marketing campaigns can benefit local agents. Their “Move Meter Matchup” campaign during Thursday Night Football on Amazon Prime saw impressive results. The campaign compared cities where teams were playing and drove viewers to a tool on the Coldwell Banker website.
“When these ads ran, there was a 15% increase in the usage of Move Meter during the course from August to December,” Marine reports. More impressively, “Amazon Prime did a study with Google that said, ‘What’s the most effective advertisers on Thursday Night Football?’ and we’re going to measure it based on the search activity that is happening within 10 minutes of an ad run.” Coldwell Banker ranked second among all advertisers, outperforming major brands like Meta, Google, Apple, and Kia.
New York agents affiliated with national brands should actively leverage these types of campaigns in their local marketing. These initiatives create brand awareness that agents can capitalize on when meeting potential clients.
Building Your Personal Brand Within a Larger Brand
For New York agents who are part of a larger brand, Marine offers a formula for developing a distinctive personal brand while benefiting from brand association. He suggests focusing on the “convince that because” framework:
- Convince who? (Be as specific as possible about your target audience)
- That what? (What specific action do you want them to take?)
- Because… (What’s your unique proof point or differentiator?)
For example: “Convince luxury home buyers in Madison, New Jersey that David Marine is the luxury agent of choice that you want to list your million-dollar-plus home with because no one has sold more million-dollar homes than David Marine in Madison over the past 18 months.”
Marine emphasizes that “a lot of times we’re just like, ‘I want to be the number one person for everyone,’ versus really honing in” on a specific value proposition. In New York’s diverse market, this targeted approach is particularly effective for standing out in specific neighborhoods or market segments.
Cross-Marketing Strategies for Different Market Segments
As CMO overseeing multiple brands, Marine has learned valuable lessons about marketing to different segments. “I spent the better part of the first three or four months in the role researching and talking to agents within each of these brands, outside of the brands, consumers, getting an understanding of what is the perception of each of these companies,” he explains.
This research-first approach is something New York agents should emulate when targeting different neighborhoods or price points. Marine discovered that “there is truly a different culture in each brand that is unique to personality almost.”
For agents working in New York’s varied market—from luxury high-rises to historic brownstones to suburban single-family homes—adapting your marketing approach to each segment is crucial. Marine advises creating “unique messaging that each brand should have that speaks specifically to who they are but also creates differentiation.”
Modern Storytelling in Real Estate Marketing
Marine is passionate about the power of storytelling in marketing. “If you can formulate your story and use that in your marketing, it’s the most powerful, timeless way to connect with people and to persuade them to want to work with you,” he says.
In one pioneering example from 2009, Marine’s team at Coldwell Banker created a virtual open house in “Second Life,” an early virtual world platform. They recreated a real-life property for sale in Seattle within the virtual environment—an innovative approach that generated enormous PR buzz.
“The PR response to it was unlike anything I’ve ever seen,” Marine recalls. “It exploded for months.” While Second Life eventually disappeared, this forward-thinking approach demonstrated Coldwell Banker’s commitment to innovation. Today, virtual reality walkthroughs have become standard practice, showing how Marine’s early vision has been validated.
New York agents can apply this storytelling approach by finding innovative ways to present properties and by sharing their unique perspective on the market through content marketing, social media, and video.
Finding Your Marketing Lane in New York Real Estate
Marine emphasizes the importance of recognizing different expectations in various market segments. “There’s a very different delivery and expectation of, say, a global luxury brand or property, you know, something that’s going to sell for 2, 3, 4, 5 million or above, than there is for the typical starter home,” he explains.
This is particularly relevant in New York, where the market spans from starter apartments to ultra-luxury penthouses. Marine stresses that “at its core, the deals are the same—you’re dealing with a client who has something that’s very precious to them, and they want to get the best deal for it in the smoothest way possible. However, it’s the details along the way that really make the difference.”
For agents focusing on luxury properties, Marine highlights the value of specialized programs like Coldwell Banker’s Global Luxury program, which provides both tools and, more importantly, connections to a network of similar agents. “The greatest thing to me is the value of that network…a lot of times those types of deals are coming from referrals,” he notes.
Avoiding the “#1” Marketing Mistake
One of Marine’s pet peeves in real estate marketing is the overuse of “#1” claims. “Everybody is number one in something,” he observes. This approach has become so common that consumers simply tune it out, similar to exaggerated movie reviews.
Instead of making generic “number one” claims, New York agents should focus on specific, meaningful differentiators. Marine suggests moving beyond these clichés to develop more compelling messages that actually resonate with potential clients.
“When you get past that, that’s what’s really going to make the difference—a more compelling message,” he advises. This means focusing on what your achievement actually means for the client, not just stating that you’re the best.
The Value of Legacy Brands in Real Estate
In an industry where new brokerages and business models frequently emerge, Marine sees lasting value in established brands. “You see the legacy of brands… and they’re all very iconic, and yet you sometimes see agents who, these new brands come out, and all of a sudden they get this… honeymoon period where they’re all buzzing,” he notes.
However, he points out that many of these trendy new companies disappear after a few years, while established brands have proven their ability to adapt and thrive through changing markets and technologies. “The thing with brands is not just survival but thriving,” Marine emphasizes. “Can you one, survive the test of time, but then continue to show that you can thrive over the course of it as well?”
For New York agents considering their brokerage affiliation, this perspective offers a valuable counterpoint to the allure of newer, trendier options. The staying power of legacy brands like Coldwell Banker (established in 1906) and Century 21 (from the 1970s) demonstrates their ability to evolve while maintaining consumer trust.
Conclusion: Building Your Brand for Long-Term Success
David Marine’s insights provide a roadmap for New York real estate agents looking to elevate their marketing strategies. By leveraging brand association, embracing digital innovation, measuring results, targeting specific market segments, and telling compelling stories, agents can create a marketing approach that drives sustainable success.
The most important takeaway is the need for strategic, measured marketing that speaks directly to your target audience with a clear value proposition. As Marine summarizes with his “convince that because” framework, effective marketing requires clarity about who you’re trying to reach, what you want them to do, and why they should choose you specifically.
In New York’s competitive market, this focused approach—combined with the power of established brand association—can help agents stand out and build a thriving business for years to come.
This article was inspired by an interview with David Marine, Chief Marketing Officer of Anywhere Brands, on the “Work Hard, Play Hard, and Give Back” real estate podcast hosted by Mike Litzner, broker-owner of Coldwell Banker American Homes.
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