The Future of Real Estate Marketing: Why Personal Touch Still Wins

Lucía Torres · 2026-10-07

The real estate industry is changing fast. But at the RISMedia 2026 CEO & Leadership Exchange, one message stood out: technology is powerful, but it's the personal relationships that truly drive success. Laura Corrigan, Senior Vice President of Marketing and Communications at The Agency, took the stage to share her insights. The annual conference, held in Georgetown, Washington, D.C., brought together more than 400 of the industry's most influential leaders to explore what's next. ### The Agency's Approach: Global Reach, Personal Service 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. During the panel "Future Focused: The Biggest Shifts Ahead and How to Prepare for Them," moderated by Bill Scavone of Weichert Real Estate Affiliates, Corrigan discussed how The Agency's personalized service and genuine relationships position 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 hot topic across the conference. Sessions explored 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 Winning Combination 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. Here are key takeaways from the conference: - **Personal service is non-negotiable.** Even as AI tools become more prevalent, clients crave human connection and trust. - **Technology should enhance, not replace.** Digital assistants can handle routine tasks, freeing agents to focus on relationships. - **Global reach requires local expertise.** The most successful agents blend international resources with deep local knowledge. - **Trust is the ultimate currency.** In a world of AI-generated content, authenticity and credibility set agents apart. Kudos to Laura for representing The Agency with such thoughtful insight and industry expertise. Her perspective reminds us that while the tools may change, the core of real estate remains deeply human.