The Studio, Realogy’s in-house marketing agency, announced Thursday that it will now be available for all Coldwell Banker NRT agents.
The announcement means The Studio’s services will now be available to roughly 45,000 real estate professionals across the U.S. Those agents will consequently get access to everything from professional photography to copywriting to advertising services in print, television and social media.
The Studio existed prior to Thursday’s announcement, but was not widely available to everyone at NRT.
In a statement Thursday, Michael Fischer, a senior vice president at The Studio, said he looks forward “to introducing more agent-focused products and services to help our agents live exceptional lives.”
Michael Fischer
“We offer high-touch, personal service that helps agents win more listings, operate their business more efficiently and increase their income,” Michael Fischer also said. “Our professionals encompass a wide-breadth of expertise with a national scope that can’t be found elsewhere.”
The Studio describes itself as “the largest and most comprehensive real estate marketing agency in the industry.” It employs more than 400 people, and maintains a presence in Realogy’s regional branch offices and support centers.
Though the company may not be a household name for everyone, it has in the recent past been behind high-profile marketing efforts. Perhaps most notably, it was responsible for Listing Concierge, a service that launched in December. The service provides agents custom marketing and support resources.
According to a statement Thursday, listings that involved the service “experienced a 2% to as much as a 7% higher sale price than those that weren’t.” Moreover, the service has also been used more than 10,000 times, the company said.
The announcement that The Studio is now available to all Coldwell Banker NRT agents comes just weeks after Realogy’s RGX conference in Las Vegas. The conference touched on an array of topics, but company executives spent a considerable amount of their time touting new and expanded marketing tools for agents.
In addition to NRT, Realogy owns an array of well-known real estate companies including Century 21, Better Homes and Gardens, Sotheby’s International Realty and others. Those holdings make Realogy the largest real estate company in the U.S., though it has lately struggled to please investors.
Both Thursday’s announcement about The Studio and the focus during RGX indicate that Realogy sees enhanced marketing abilities as one of the ways that it will maintain its position in the industry during a period of intense competition.
Officials involved in The Studio’s expansion didn’t immediately respond to Inman’s request for additional comment. However, in a statement NRT President and CEO Ryan Gorman did frame the move as a competitive advantage for his agents.
“The Studio is rich in technology, creativity, talent and strategic influence, so they are using their power and scale to galvanize a culture of awesomeness based on innovation and product passion,” he said. “The Studio is creating a value package that builds a competitive advantage for our agents that no other company can offer.”
