Why Personal Marketing Wins in Real Estate's AI Era

Lucía Torres · 2026-10-07

The future of real estate isn't about who has the flashiest tech or the biggest ad budget. It's about something far simpler and more powerful: trust. That was the takeaway from Laura Corrigan, Senior Vice President of Marketing and Communications at The Agency, who took the stage at the 38th Annual RISMedia 2026 CEO & Leadership Exchange in Georgetown, Washington, D.C. The conference brought together more than 400 of the industry's most influential leaders to tackle one big question: how do we prepare for what's next? ### The Panel That Got Everyone Talking Corrigan joined the panel "Future Focused: The Biggest Shifts Ahead and How to Prepare for Them," moderated by Bill Scavone of Weichert Real Estate Affiliates. She was in good company, alongside Dean deTonnancourt of RE/MAX Revolution, Gretchen Rosenberg of Kentwood Real Estate, and John Heithaus of Ocusell. Her message was clear: personalized service and genuine relationships aren't just nice-to-haves. They're the foundation that positions agents for evolving consumer expectations. "The future of real estate calls for both global reach and deeply personal service," Corrigan said. "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." That's the sweet spot, isn't it? Tech handles the busywork. Humans handle the trust. ### Agentic AI Was Everywhere If there was one buzzword echoing through the halls, it was "agentic AI." Sessions explored digital assistants that support client nurturing and productivity. But here's the thing: speakers kept emphasizing that technology should extend an agent's capabilities, not replace the relationships at the heart of real estate. Corrigan put it perfectly: "As AI-generated content fills our feeds, visibility alone isn't enough. 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." Think about that for a second. Anyone can generate a listing description or a social post with AI. But can AI sit across from a nervous first-time buyer and calm their fears? Can it negotiate a tricky deal with empathy and grit? Not yet. And that's exactly where human agents shine. ### The Agency's Winning Formula So what does this mean for real estate professionals? It's a reminder that the tools we use should free us up to do more of what matters: building trust, offering local expertise, and delivering thoughtful advice. The Agency's approach combines the reach and resources of a global brokerage with boutique-level service. By equipping agents with technology, distinctive marketing, and an international network, they help agents spend less time on admin and more time on what actually earns client confidence. It's a balance that more brokerages are trying to strike. But The Agency has been walking this walk for a while. ### What This Means for Your Business If you're in real estate, here's the takeaway: - **Double down on relationships.** AI can't replicate a handshake or a heartfelt check-in. - **Use tech as a tool, not a crutch.** Let it handle reminders, follow-ups, and data crunching so you can focus on people. - **Be visibly human.** In a sea of AI-generated content, authenticity stands out more than ever. - **Think global, act local.** The best agents combine broad market knowledge with deep community roots. Corrigan's insights are a breath of fresh air in an industry that sometimes gets lost in the hype. At the end of the day, real estate is still a people business. And the agents who remember that will be the ones who thrive, no matter what technology comes next. Kudos to Laura for representing The Agency with such thoughtful insight and industry expertise.