Marketing Manual
NEW AGENT ONBOARDING: MARKETING SERVICES
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Marketing at Douglas Elliman
Getting Started: Agent Marketing
Marketing Resources & Tools
Marketing Paid Advertising
More from Douglas Elliman
Marketing Yourself & Your Listings
Marketing at Douglas Elliman
Marketing Services Overview
Reinventing Real Estate
At Douglas Elliman we aim to reinvent real estate by making the industry simpler, faster, smarter and more trustworthy. Our goal is to connect buyers and sellers strategically, and with speed.
— Marketing is one of our greatest tools in accomplishing this goal.
The Brand at its Best
We invest a large amount resources in strengthening and increasing brand at an international, regional level.
amount of strengthening our brand brand awareness national, and
National & Regional Campaigns
Dedicated Public Relations Team
Robust Social Media Platforms
Global Knight Frank Partnership Brand Magazines (Elliman Magazine, etc.)
Pre-Made & Custom Agent Collateral Market Reports
Knight Frank Wealth Report
Your Art Department
Deanna Nalbandian
Art Director Western Region
Terry Herring
Graphic Designer
Herring Designer
Harlee Dickerson
Graphic Designer
How We Support
We work directly with promote the work they and help support the their business.
Custom Collateral Requests
For projects that require something that breaks the mold or cannot utilize our in-house marketing and design team can assist with creating custom
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How to Submit a Request
Email comarketing@elliman.com, and we will connect with you within one business day to further discuss your project.
Agent Responsibilities
Agent to provide specifics of collateral being and objectives, important specifications, copy development begins requirements
How To Start: To schedule one-on-one meetings, custom collateral requests,
utilize a template, custom collateral.
Responsibilities
specifics on the type being requested, goals important deadlines, copy & images. Project begins once all project are received.
Turnaround Time
Turnaround times can range from 3-14 business days depending on the scope and scale of custom requests. Upon project review and discussion, a more definitive timeline will be supplied.
requests, and more, please contact comarketing@elliman.com.
Innovative Tools
We are constantly innovating our tools and tactics to reflect the needs of an industry
Rechat, also referred to as StudioPro, is a CRM suite with pre-populated templates to help you build relationships, drive sales, and manage the day-to-day effortlessly. StudioPro houses email campaigns, social media campaigns, and more.
Xpressdocs is a print platform where you can create printed collateral such as show sheets, postcards, brochures and more. You can print in bulk and mail to targeted lists directly from the tool.
LEARN
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industry impacted by an ever-changing market.
AdPro is a paid advertising tool that uses proprietary AI models to target the right buyers on Facebook and Instagram. Reach high-intent audiences for your listings and share real-time analytics with clientele.
EllimanProductions
Eliman Productions is a mobile app that allows you to use your phone to produce professional-quality videos for your listings. Submit your content and receive a branded video in 24 hours.
StudioPro templates to create digital materials
Xpressdocs templates to create print materials
media management and execution for personal feeds
Scheduling property media orders such as photography, virtual tours, floor plans, etc.
Scheduling trainings & becoming proficient on all Elliman Marketing Platforms
Getting Started: Agent Marketing
Resources and agent guidelines to begin your marketing strategies
Business Cards
During your onboarding, your designated Administrative Support Team Member will be in touch to assist you. Douglas Elliman pays for your first business card order – Quantity 250. Any future business card orders may be handled by the agent directly.
Must Include:
Office Address
Agent Name
Agent Title: Broker Associate
Office Phone Number
Mobile Phone Number
The Elliman.com Website
Unless pre-approved by CO Marketing
Lead and Managing Broker Ed Foran, Business cards cannot include:
Personal Email
Personal Website
Property Signage
During your onboarding, your designated Administrative Support Team Member will be in touch to assist you on your first order of property signage. Must Include:
Agent/Team Name
Office Number
Mobile Number
Agent/Team Logo (if desired, and if compliant with DERE standards)
Cannot Include:
Personal Emails
Personal Websites
Elliman.com Agent Page
This is your personal webpage within Elliman.com that also connects to your email signature. On it, you can showcase your:
Headshot & Contact Information
Biography
Press Mentions
Testimonials
Social Media Links
Listings & Sales
Marketing Resources & Tools
Overview of our marketing tools. training curriculums, and additional resources that you can leverage.
MyDouglas/ Douglas
Access Marketing Tools & Materials:
Listing Presentations
Brand Guidelines
Knight Frank Information
Advertising Information
Agent Apps
- StudioPro - AdPro - Elliman Productions
Listing Presentation
Comprehensive document to pitch to clients and win listings. Includes:
DE Competitive Advantage
Listing Syndication
Public Relations
Advertising Reach
Online Presence
StudioPro
Studio Pro is a dynamic self-service
CRM & Marketing platform developed specifically for our agents.
Create compelling pieces of digital collateral, send directly to your contact lists, network with fellow brokers, and so much more.
Email Templates
Property Emails
eNewsletters
New Agent Announcements
Seasonal Blasts
Social Media Graphics
Print Templates (Flyers, Brochures)
Property Video Slideshows
Xpressdocs
Seamlessly create, print, and mail marketing materials from pre-designed templates. For example:
Direct Mail
Brochures
Stationery
Seasonal Materials
Easy-to-Use Mailing Lists
Customizable Branded Templates
Xpressdocs Approval Process:
The corporate compliance team reviews and approves all custom marketing materials uploaded to an agent’s XD account before printing.
If creative or copy falls out of guidelines, it will be sent back for revisions before it is approved for print.
AdPro
AdPro is a paid advertising tool that allows you to reach high intent audiences for your listings within key social media platforms and share real-time analytics with your valued clientele. Create Facebook and Instagram ads powered by AI in under 60 seconds.
All creative is pre-built and dynamically connects to the MLS.
Target audiences based on user interests, location, etc. Packages have been fine-tuned with targeting and optimal duration to maximize listing promotion.
Elliman Productions
Produce high-quality property videos directly from your mobile phones that you can instantly export.
Horizontal and vertical shooting modes with instant AI photo and video editing for efficient and cost-effective marketing content.
Features graphic assistance, auto-correction and step-by-step tutorials to help you capture high-quality media files.
Create agent-branded content with the AI Scriptwriter and Teleprompter to easily create engaging content with a flawless delivery.
ListingCopy.ai
Real estate-specific tool that generates personalized listing copy with the use of AI.
This easy-to-use tool automates the copywriting process for a variety of use cases: Listing Descriptions, Social Media Posts, Client Emails, and more.
Elliman agents receive the Starter Plan (15 Credits per Month) FREE for 1-year.
Simply input the property details into designated form fields and ListingCopy. ai crafts your content using data-backed marketing insights and compelling storytelling techniques. Refine copy with several preferences such as copywriting styles, tone, audience type, and length.
Training
We take pride in being ahead of the curve and keeping ourselves in the forefront of knowledge. Elliman’s Live & Virtual Sessions are designed to deliver timely topics that will enrich your skills, knowledge and help you grow your business.
— If you need additional information or one-on-one support, please reach out to Lauryn Muraida.
Guidelines
To ensure DOS compliance and that Douglas Elliman identity is effectively and consistently applied in all forms of visual and verbal communication while creating a memorable experience. Including: Brand Guidelines
Disclaimers
Marketing Paid Advertising
Paid advertising opportunities to extend marketing reach.
Paid Advertising
For those ready to take their marketing to the next level or need broader reach to move a listing, our marketing team can help you develop and execute a paid marketing with opportunities such as:
3rd Party Regional and National Publications
Elliman Editorial Properties:
Elliman Magazine, Equestrian
Google Display Advertising
Paid Social Media
Regional Marketing Lead for additional information and support.
More From Douglas Elliman
Additional resources you can leverage to maintain on-going connection with your clients, and stay ahead of the competition.
Exclusive Publications
From beautifully illustrated stories to of-the-moment real estate updates, and of the key issues affecting how you live, work, invest and give back, Douglas
Douglas Elliman’s exclusive seasonal publication features articles on how to navigate the market, trends, home design, and much more. 80,000 copies are sent to consumer households and over 26,000 copies are distributed to select luxury retailers and venues.
Designed for the equestrian enthusiast, Elliman Equestrian Magazine highlights Elliman’s extensive portfolio of unrivaled equine properties. Copies are distributed to Elliman offices and presented at national equestrian festivals and events.
Douglas Elliman’s blog, is the go-to source for and lifestyle news, market from top agents, and tastemakers and industry
and insights and data that help shed light on some Elliman produces a variety of exclusive publications.
blog, Elliman Insider, for luxury real estate market insights and inspiration from industry experts.
Each year, Douglas Elliman and Knight Frank releases The Wealth Report, the ultimate guide to prime property markets, global wealth distribution, commercial property investment opportunities, philanthropy, and luxury spending trends.
The leading resource for insights on the luxury real estate market. Produced in conjunction with Miller Samuel, our Market Reports provide you with comprehensive and objective data.
Elliman Essentials
Douglas Elliman branded promotional items for clients, yourself or your teams. For example:
Branded Water Bottles
Hats Polos
Accessories
Household Items
Marketing Yourself & Your Listings
Winning strategies for real estate success
Start a prospecting campaign in neighborhoods you plan to target Send a monthly e-Newsletter
Start Marketing
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Post consistently on social media Join networking & organizations. Leverage & LinkedIn
Marketing Yourself
6 consistently media networking groups organizations. Facebook LinkedIn connections
Check-in and reach out to clients directly
Host client events
10 Ways To Market
PRE-LAUNCH
Engage PR team for notable story
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Email/text/call SOI + relevant agent network
TIP: Email Subject Line Creativity
Leverage our partnership
Knight Frank
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Post on social media: Images, Videos, Reels GIFs, Instagram Live
TIP: Don’t Underestimate the Power of LinkedIn
Host a Broker’s Open + Open House
Market Your Listings
Attend office meetings to promote your listing
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Launch a campaign in AdPro
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Mail “Just Listed” collateral and door knock
Consider digital, print, and other social media advertising opportunities
Be consistent, creative, and engage marketing for support!
1. Set up your email signature and DE Profile Page.
2. Refresh your bio & headshot.
3. Order business cards.
4. Order property signage.
5. Create/update your personal social media accounts.
6. Sign up for and attend trainings at mylearning.elliman.com.
7. Organize your contact lists and upload your contacts to Outlook
8. Send an announcement (email, direct mail and social media) to your stating that you have joined Douglas Elliman.
9. Attend open houses and networking events.
10. Network with fellow agents.
and StudioPro. your personal and professional network
Checklist: Days 30-60
1. Think about what makes you different from other agents. Why should
2. Personalize your Listing Presentation so that it’s ready to go at a
3. Post regularly to social media – company news, local market, events as both a real estate and local expert.
4. Identify target neighborhoods. Create a mailing list of specific buildings/homes piece/email introducing yourself. Send a new piece each quarter
5. Consistently follow up with prospects. We recommend spending
6. Continue to regularly attend networking events and collect business and accountants can refer buyers and sellers to you.
7. Begin to strategize a quarterly e-newsletter and or quarterly print market data, and lifestyle content.
should clients hire you? moment’s notice.
events you are attending, lifestyle content, etc. Establish yourself buildings/homes in your neighborhood and send a direct mail quarter (at least) to stay top-of-mind.
30 minutes to 1 hour each day on checking-in with potential clients.
business cards. Bankers, mortgage brokers, lawyers, interior designers
print mail piece showcasing any listings (active/in-contract/just sold),
Checklist: Days 60-90+
1. Book lifestyle photography sessions quarterly to keep fresh content.
2. Stay top of mind for referrals by sending “Pop-by” gifts to 5+ clients
3. Create your own bespoke marketing plan inclusive of prospecting
4. Execute on rich marketing pieces such as quarterly newsletters.
5. Send monthly direct mail pieces to target neighborhoods and/or
6. Consider adding more video content to your repertoire, create a philosophy on real-estate to include in any of your digital channels.
7. Assuming you have listings to move and ad budget, consider reaching paid media plan for print advertising pieces .
8. Assuming you have listings to move and ad budget, create targeted proprietary, AI-driven, self-service advertising tool, AdPro.
9. Attend ongoing training sessions via mylearning.elliman.com.
content. clients per month.
prospecting strategies and entering new channels. and/or SOI.
lifestyle/brand film that showcase you as an agent and your channels.
reaching out to your dedicated marketing team and consider targeted digital media ads on Instagram and Facebook via our