Homes.com reveals the strategies digital branding agents need to win in the return market
As interest rates decrease and consumer demand returns, real estate agents face a critical period of rebuilding visibility and trust before clients are ready to commit. Winning listings in a growing market requires agents to be seen with purpose, be consistent, and be where customers are looking for information about buying. Chris Mumford, VP and CMO of Retail Areas at CoStar Group explains why modern digital marketing focuses on long-term brand design throughout the buyer’s journey. Drawing on her extensive work in brand marketing and advertising Mumford shares how agents can build memorable brands, use paid media more effectively, avoid common marketing pitfalls, and use platforms like Homes.com to stay top of mind.
HousingWire: As interest rates begin to drop and consumer demand increases, what digital marketing strategies should agents prioritize now to stay on top when customers re-enter the market?
Chris Mumford: Today’s buyers are involved with real estate long before they reach it, and 100% of home buyers start their search online. That means agents need to meet buyers where they are and build trust early on.
Homes.com’s Your Listing, Your LeadTM The model is built on that idea. We give agents consistent visibility across channels – from our platform to traditional advertising and social media, including TikTok – without selling their leads or hiding information through paywalls. The focus is on transparency, education, and staying top of mind during the long decision cycle. Buyers interact with agents who feel like guides, not salespeople. By keeping the brand of the agent present at every stage of the journey, we help them build that trust naturally. The strategy is simple: be where the audience is, tell the stories that matter, and let your true nature shine through before the first conversation takes place.
HW: What separates an effective personal brand from a forgettable one? How can agents start building that brand today?
CM: The most effective personal products are characterized by purpose and consistency.
Real estate is no different. The strongest agents lead by value rather than self-promotion. Take Matterport, for example, this feature offers buyers high-quality 3D home tours, with automatic measurements and digitally decorated rooms. Member Agents can use Matterport to deliver presentations to demonstrate their ability to deliver a high-quality visual experience that increases buyer interest and differentiates them from the competition.
Consistency builds trust. If buyers see your name throughout the buyer’s journey, it already feels familiar when it’s time to take action. Homes.com is designed to increase the agent’s productivity, not to compete with them: no lead diversion, just visibility where buyers are looking. Member Agents rank higher in the results, reach hundreds of thousands of additional buyers, and on average, our Member Agents win 60% of listings. The takeaway is simple: start where buyers are searching, lead with your unique value and allowing consistent exposure to lift heavy.
HW: What role does paid advertising (such as social or PPC) play in a modern real estate marketing strategy? What is the smartest way for agents and groups to invest when the market changes?
CM: Paid advertising should empower agents, not compete with them. At Homes.com, we use digital advertising to drive real buyers to the buyer’s first place where agents are prominently featured and credited.
Instead of selling leads, we invest heavily in social marketing, search, and operations to increase traffic and engagement on Homes.com. This keeps Member Agents visible throughout the journey, not just at the point of purchase. When the market turns, the smartest move for agents is not to outbid everyone else; it is a match for a platform that is already investing at a high level, driving momentum, and growing its product over the long term. That’s what a Homes.com membership brings: built-in digital marketing capabilities that keep agents top of mind as demand returns.
HW: What are the most common digital marketing mistakes you see agents or brokerages make?
CM: Many errors involve inconsistency, inefficiency, and unclear impact. Earlier in my career, working with global brands like GEICO, UPS, and Walmart taught me that brands don’t fail because they lack innovation; they fail because they disappear, become useless in the most important moments.
Agents make the same mistake when they appear in short bursts instead of consistency. If consumers don’t see you often, they won’t remember you when it matters. Another problem is spending money without moderation. Too many agents invest in digital tactics but can’t explain what works or how it drives results. Homes.com addresses that by investing in data-driven digital marketing that brings engaged buyers to the buyer’s first point of contact, where agents are clearly positioned, measured, and kept visible throughout the journey. It may be the only media investment an agent needs.
HW: How should team leaders or brokerage owners think differently about brand and content?
CM: Leaders need to think about branding differently than each agent. Great success happens when the product feels cohesive instead of fragmented. That means shared values, consistent messaging, and a clear visual identity—rather than a collection of disconnected personal products. This is where technology becomes a force for replication.
Homes.com helps extend that kind of integrated brand throughout the buyer’s journey by using sophisticated retargeting and providing tools like List Performance reports, which allow leaders to plan content, measure performance, and continuously improve at scale across the organization.
HW: What is one simple but underrated tactic agents can use this week to attract more qualified buyers or sellers online?
CM: Focus fully on positioning yourself as a local expert online. Buyers are not just buying a home; they choose neighborhoods, schools, and lifestyle. This is where confidence is built. Homes.com is unmatched in supporting this by showing agents alongside their listings on neighborhood and school pages when buyers are already doing research. When consumers repeatedly see you connected to the areas they care about, you become the obvious choice. Small changes that lead to more meaningful conversations and stronger trust.
