Why Personal Marketing Wins in an AI World, According to This Real Estate Leader

Lucía Torres · 2026-10-07

### The Future of Real Estate Marketing Is Personal Laura Corrigan, Senior Vice President of Marketing and Communications at The Agency, recently 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 real estate's most influential leaders to tackle one big question: how do you prepare for the shifts that are already reshaping the industry? Corrigan's answer? Get personal. Really personal. ### A Decade of Experience, One Clear Message With over ten years in the business—nine of them at The Agency—Corrigan knows a thing or two about building a brand that resonates. She oversees global marketing, communications, and PR strategy for the brokerage, and she's been instrumental in its franchise growth. But her message at the conference wasn't about fancy tools or the latest tech fad. It was about people. 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 sat alongside Dean deTonnancourt of RE/MAX Revolution, Gretchen Rosenberg of Kentwood Real Estate, and John Heithaus of Ocusell. Together, they dug into how consumer expectations are evolving—and what agents need to do to keep up. ### The AI Elephant in the Room Agentic AI was a hot topic throughout the conference. Sessions explored how digital assistants can support client nurturing and boost productivity. But here's the catch: technology should extend an agent's capabilities, not replace the human connection at the heart of real estate. "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 a powerful reminder. In a world where anyone can generate a slick listing description in seconds, trust becomes the ultimate currency. ### Global Reach, Boutique Feel So what's The Agency's secret sauce? It's a blend of global resources and local expertise. By equipping agents with cutting-edge technology, distinctive marketing, and an international network, The Agency frees them up to do what they do best: deliver thoughtful advice and build lasting client confidence. "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." It's a simple formula, really: use tech to handle the busywork, so you have more time for the human stuff. ### What This Means for You If you're a real estate professional, here are a few takeaways from Corrigan's talk: - **Personalization beats automation.** Clients don't want to feel like they're talking to a robot. They want to feel heard and understood. - **Trust is your differentiator.** In a sea of AI-generated content, your reputation and relationships are what set you apart. - **Technology is a tool, not a replacement.** Use it to enhance your service, not to distance yourself from clients. - **Global reach matters.** Even if you're working locally, being part of a network with international reach can give you an edge. ### The Bottom Line As the real estate industry continues to evolve, one thing is clear: the future belongs to those who can blend high-tech with high-touch. Laura Corrigan and The Agency are showing how it's done—by keeping relationships at the center while leveraging technology to serve clients better. Kudos to Corrigan for representing The Agency with such thoughtful insight. Her message is a timely reminder that no matter how advanced our tools become, real estate is still a people business.