Why Personal Marketing Wins in the AI Era: Lessons from a Top Brokerage Leader

Lucía Torres · 2026-10-07

The real estate industry is changing fast. AI tools are writing listing descriptions, chatbots are answering buyer questions, and social feeds are flooded with polished, automated content. In the middle of all that, one question keeps coming up: what actually makes people trust an agent? Laura Corrigan, Senior Vice President of Marketing and Communications at The Agency, tackled that question head-on at the 38th Annual RISMedia CEO & Leadership Exchange. The event brought together more than 400 of real estate's most influential leaders in Georgetown, Washington, D.C., to talk about what's next. ### The Panel That Asked the Hard Questions 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 shared the stage with Dean deTonnancourt of RE/MAX Revolution, Gretchen Rosenberg of Kentwood Real Estate, and John Heithaus of Ocusell. Her message was simple but powerful: technology should make agents more responsive, not replace the human connection that closes deals. "The future of real estate calls for both global reach and deeply personal service," she 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 not just a nice sentiment. It's a strategy. And it's one that more brokerages are starting to take seriously. ### Agentic AI Was Everywhere. Here's What That Means. A major theme across the conference was agentic AI—digital assistants that nurture leads, schedule showings, and handle routine tasks. Sounds futuristic, right? But it's already happening. The key takeaway from the sessions? Technology should extend what agents can do, not erase the relationships that make real estate work. Corrigan put it bluntly: "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. When everyone has access to the same AI tools, the differentiator isn't the tool. It's the person using it. ### The Agency's Playbook: Global Reach, Boutique Feel The Agency's approach combines the resources of a global brokerage with the kind of service you'd expect from a local boutique. That's not easy to pull off, but it's what today's buyers and sellers are looking for. Here's what that looks like in practice: - **Technology that supports, not replaces:** Agents get tools to stay responsive and prepared, but their judgment and client understanding drive the experience. - **Marketing that stands out:** Distinctive branding and content help agents cut through the noise. - **An international network:** Global reach means more exposure for listings and more opportunities for clients. The result? Agents spend less time on busywork and more time doing what actually matters: giving local expertise and thoughtful advice that earns lasting trust. ### Why This Matters for You If you're a real estate professional, the message is clear. AI isn't going away. But the agents who thrive will be the ones who use it to free up time for the human stuff—the conversations, the negotiations, the moments where trust is built. As Corrigan's panel made clear, the future of marketing isn't about being everywhere. It's about being someone people believe in. And that's something no algorithm can fake. --- *Lucía Torres is a brand storyteller covering real estate marketing and leadership.*