The Future of Real Estate Marketing: Why Personal Connection Wins

Lucía Torres · 2026-10-07

At the 38th Annual RISMedia 2026 CEO & Leadership Exchange, held in Georgetown, Washington, D.C., more than 400 of real estate's most influential leaders gathered to explore the industry's future. Among them was Laura Corrigan, Senior Vice President of Marketing and Communications at The Agency, who shared her insights on a panel called "Future Focused: The Biggest Shifts Ahead and How to Prepare for Them." ### The Power of Personal Service in a Tech-Driven World Corrigan, who has over a decade of experience in marketing and communications—including nine years at The Agency—oversees global marketing, communications, and public relations strategy. She leads brand positioning and contributes to franchise growth and content expansion. During the panel, moderated by Bill Scavone of Weichert Real Estate Affiliates, Corrigan was joined by industry leaders from RE/MAX Revolution, Kentwood Real Estate, and Ocusell. She discussed how The Agency's approach to personalized service and genuine relationships positions its agents for evolving consumer expectations. "The future of real estate calls for both global reach and deeply personal service," Corrigan noted. "That combination is central to The Agency. Technology can help our agents be more responsive and better prepared, while their judgment and understanding of each client make the experience exceptional." ### Agentic AI: A Major Theme Agentic AI emerged as a major theme across the conference, with sessions exploring digital assistants that support client nurturing and productivity. Speakers emphasized that technology should extend an agent's capabilities while preserving the relationships at the heart of real estate. "As AI-generated content fills our feeds, visibility alone isn't enough," said Corrigan. "People want to know who they can trust. At The Agency, our brand is a promise, and our agents fulfill it through their expertise, service and the relationships they build every day." ### Connectivity and Trust: The Agency's Approach Overall, themes of connectivity and trust reinforced The Agency's approach, which combines the reach and resources of a global brokerage with boutique service. By equipping agents with technology, distinctive marketing, and an international network, The Agency helps them spend more time delivering the local expertise and thoughtful advice that earn lasting client confidence. For real estate professionals, the key takeaway is clear: as technology evolves, the human touch remains irreplaceable. Personal connections and trust are the foundation of successful client relationships, and they will continue to drive success in the future. Kudos to Laura for representing The Agency with such thoughtful insight and industry expertise.