Why Personal Marketing Wins as AI Floods Real Estate Feeds

Lucía Torres · 2026-10-07

The future of real estate marketing isn't about who has the flashiest tech or the biggest ad budget. It's about something much simpler — and much harder to fake. Trust. That was the message Laura Corrigan, Senior Vice President of Marketing and Communications at The Agency, brought to the 38th Annual RISMedia 2026 CEO & Leadership Exchange in Georgetown, Washington, D.C. The conference pulled together more than 400 of the industry's most influential leaders to dig into what's changing and how to get ready for it. Corrigan didn't just show up to listen. She took the stage on 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 joined by Dean deTonnancourt of RE/MAX Revolution, Gretchen Rosenberg of Kentwood Real Estate, and John Heithaus of Ocusell. ### The Tension Between Tech and Human Connection Here's the thing about real estate right now. Everyone's talking about AI. And for good reason. Agentic AI — digital assistants that help with client nurturing and productivity — was a major theme across the conference. These tools can help agents be more responsive, more organized, and better prepared for every conversation. But there's a catch. "As AI-generated content fills our feeds, visibility alone isn't enough," Corrigan said. "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." That's the part a lot of people miss. Technology should extend what an agent can do — not replace the human judgment that makes a transaction feel personal. When a buyer is nervous about a $500,000 purchase or a seller is worried about timing, they don't want a chatbot. They want someone who gets it. ### What The Agency Gets Right Corrigan oversees global marketing, communications, and public relations strategy for The Agency. She's been with the brokerage for nine years and has more than a decade of experience in the field. She leads brand positioning, contributes to franchise growth, and helps expand the company's platforms and content. So when she talks about what works, it's worth paying attention. "The future of real estate calls for both global reach and deeply personal service," she 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." That's the sweet spot, isn't it? Global resources with a boutique feel. The reach of a big brokerage with the care of a local expert. The Agency equips its agents with technology, distinctive marketing, and an international network — so they can spend more time doing what actually matters: delivering local expertise and thoughtful advice. ### The Bottom Line for Agents and Brokers If you're in real estate, here's what you can take away from this conversation: - **Personalization isn't a buzzword.** It's the difference between a client who remembers you and one who moves on. - **AI should support, not substitute.** Use it to free up time for relationships, not to automate them away. - **Trust is the real currency.** In a world of generated content, being real stands out more than ever. - **Global reach matters — but local service wins.** Clients want to know you understand their neighborhood, their market, their life. The conference made one thing clear: the future belongs to those who can blend technology with genuine human connection. It's not either-or. It's both. And that's exactly the approach The Agency is betting on. Kudos to Laura Corrigan for representing that vision with such thoughtful insight and industry expertise.