Market Like a CMO

You already know how to sell real estate. This workshop teaches you how to market it. Learn proven CMO-level systems and strategies to build a brand, attract ideal clients, and elevate your listings.

This segment sets the tone for Session 1 and explains how branding drives trust and clarity in your business. You will learn why thinking like both a CEO and a CMO creates a stronger foundation for growth and how this workshop will guide you toward a more strategic approach to your brand.

This segment reframes branding as a business tool rather than a visual exercise. You will learn how branding shapes perception long before a client meets you and why strategy must come before design. The goal is to help you see branding as the engine behind client decisions.

Here we break down how strong branding influences trust, positioning, and long term loyalty. You will see why clients choose who they choose and how consistency creates recognition and referrals. This segment shows the direct link between brand strength and market success.

This segment introduces the Five Pillar framework that shapes every strong brand. You will learn how Purpose, Positioning, Perception, Promotion, and Personality work together to create clarity and confidence. This sets the stage for deeper training in later sessions.

This segment reviews the key ideas from Session 1 and reinforces how the Five Pillars guide your brand. You will leave with a clear understanding of why branding supports every part of your business and what to expect in the next session as we build on this foundation.

Welcome to Session 2 of Market Like a CMO. This lesson bridges the brand foundation from Session 1 to real-world strategy. You’ll learn how defining who you serve and how you serve them turns brand clarity into focused, revenue-driving action.

Ideal clients choose you based on both logic and emotion. This lesson explores how expertise builds confidence, trust creates connection, and together they lead to long-term, referral-driven relationships through the Like, Trust, Refer model.

This lesson focuses on defining your Ideal Client Base by looking at who you’ve loved working with most. Through a transaction audit and the concept of natural fit versus aspirational chase, you’ll identify the clients who truly align with your brand and expertise.

This lesson introduces the 90-Day Market Entry Plan and shows how to intentionally expand into new niches or markets while staying aligned with your strengths and existing brand foundation.

To truly know your market, you must segment it. This lesson introduces psychographics, demographics, and geographics, and explains why all three are required to create a clear, complete, and actionable ideal client profile.

This lesson shows how to translate your ideal client profiles into real marketing decisions. It covers channel selection, consistent visibility, psychographic-driven messaging, geographic strategy beyond farming, generational platform alignment, and the role of paid versus organic marketing.

This lesson begins the implementation work. You’ll start filling out your Client Profile Builder, defining your primary focus client so your future marketing decisions are intentional, aligned, and repeatable.

This closing lesson recaps the key takeaways from Session 2 and reinforces how knowing your market and owning your niche sets the foundation for everything that follows in the course.

This opening frames Session Three around building a cohesive brand system. You’ll revisit how visuals can strategically represent your brand pillars, resonate with your ideal clients, and streamline your marketing process. The focus is on using design intentionally to differentiate your brand and support consistent marketing decisions.

This section explores how visual elements communicate trust, authority, and value before a single word is read. You’ll learn how typography, Compass fonts, lifestyle imagery, visual density, and layout function as psychological signals that shape perception and position your brand in the market.

This section reviews Compass template themes as strategic systems rather than one-off designs. You’ll explore how each theme communicates a different brand message and how styles like Atlas, Zurich, Nook, Frame, Basel, Modern, and Serene align with different brand pillars and client expectations.

This section focuses on execution. You’ll learn how to evaluate templates through the lens of brand pillars and ideal clients, choose authenticity over aspiration, locate themes in Compass Marketing Center, customize assets upfront, and save them into a centralized brand system for efficient reuse.

The closing reinforces that branding is about intention, not perfection. You’ll reflect on where your brand feels strongest and where gaps may exist, emphasizing that defining your brand puts you in control of how the market perceives you. Next up will be a dive into Elevate Your Listing Strategy, where your brand system is applied directly to listings.

Adopt a CMO mindset for listing marketing. Learn how to treat each listing as a product launch with multiple audiences and long-term brand impact.

Define the emotional USP of a home and apply buyer profiling and design psychology to market listings intentionally to the right audience.

Learn how to execute listing marketing for both consumers and brokers, from MLS strategy and hero images to broker-focused messaging and channels.

Go beyond selling the home. Learn how to maintain seller satisfaction, manage expectations, and leverage listings to grow your business.

Build intentional listing content that highlights the USP. Learn how to invest wisely in print, video, and repurposed content for maximum ROI.

Turn listings into lead-generation tools. Learn how to attract similar sellers, dominate neighborhoods, capture buyers, and reinforce your brand pillars.

A warm introduction that reframes what social media is actually for. You will learn why showing up online matters more than perfect content and how familiarity and connection support every part of your business.

This lesson breaks down the true value of social media and the most common objections that hold agents back. You will see why posting feels hard and how to move past the fears that keep you from showing up consistently.

Before you think about content, you need a clear strategy. This lesson gives you a simple planning framework, an omnichannel approach that saves time, and the fundamentals of what good content actually looks like.

Here you will learn what works on Instagram right now and how to structure content that builds trust. You will get a practical roadmap and learn how to rework content you already have so you never start from scratch.

Visibility only matters if it leads to trust. This lesson covers smart captioning, searchability, meaningful calls to action, and the day-to-day habits that strengthen relationships with your audience.

Not every platform deserves your attention. This lesson breaks down the strengths and limitations of each major platform so you can focus your energy where it will actually make an impact.

A clear closing that ties the strategy together and offers direction for what to focus on next. You will leave with confidence, clarity, and a plan you can use right away.

Luxury isn’t about price point. It’s about how you show up. This section covers the core traits luxury agents share, from deep listening to preparedness, leadership, and intentional service that builds trust fast.

Luxury lives in the small, human moments. Learn how thoughtful follow-ups, personal gestures, and anticipating client needs create emotional impact and long-term loyalty at any price point.

Luxury clients never see your systems, but they feel them. This section breaks down the support teams, vendors, checklists, templates, and listing tiers that create calm, consistency, and confidence.

Luxury design communicates more by showing less. Learn how clean layouts, editorial visuals, white space, and clear hierarchy signal confidence, create intrigue, and elevate how you and your listings are perceived.

Luxury marketing sells how it feels to live there, not just square footage. This section explores lifestyle storytelling, evergreen assets, longer-form content, and choosing channels that elevate high-end visuals.

Luxury marketing works when the right people see it. Learn how to target high-net-worth audiences, use events and experiences strategically, and leverage each luxury listing to elevate your personal brand.

Press builds authority when there’s a real story. This final section covers earned vs paid media, pre-launch PR strategy, and why you don’t need a luxury listing to start marketing like a luxury agent.