Market Like a CMO
Stop chasing trends and start building a sustainable, scalable business. We help real estate agents apply proven marketing strategies to their businesses so they can market and delegate like a CMO.
-
-
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.
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.
-
-
-
1.1: Welcome and What This Session Will Do for Your Business
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 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.
-
1.2 Branding Is Strategy Not Aesthetic
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.
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.
-
1.3 Why Branding Matters
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.
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.
-
1.4 The Five Brand Pillars
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 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.
-
1.5 Session Recap and Closing
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.
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.
-
-
-
2.1 Know Your Market, Own Your Niche
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.
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.
-
2.2 Logic + Emotion: How Ideal Clients Choose You
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.
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.
-
2.3 Defining Your Ideal Client Base
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 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.
-
2.4 The 90-Day Market Entry Plan
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.
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.
-
2.5 Know Your Market: Psychographics, Demographics, Geographics
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.
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.
-
2.6 Strategic Channel Marketing
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 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.
-
2.7 Your Client Profile Builder
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 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.
-
2.8 Session Wrap-Up
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 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.
-
-
-
3.1 A Brand System That Resonates
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 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.
-
3.2 The Visual Psychology
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 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.
-
3.3 Compass Template Themes
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 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.
-
3.4 Putting It Into Action
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.
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.
-
3.5 Session Wrap-Up
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.
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.
-
-
-
4.1 Listing a Home Is Launching a Product
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.
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.
-
4.2 The Unique Selling Proposition & Buyer Psychology
Define the emotional USP of a home and apply buyer profiling and design psychology to market listings intentionally to the right audience.
Define the emotional USP of a home and apply buyer profiling and design psychology to market listings intentionally to the right audience.
-
4.3 Executing B2C & B2B Listing Marketing
Learn how to execute listing marketing for both consumers and brokers, from MLS strategy and hero images to broker-focused messaging and channels.
Learn how to execute listing marketing for both consumers and brokers, from MLS strategy and hero images to broker-focused messaging and channels.
-
4.4 Seller Experience & Business Leverage
Go beyond selling the home. Learn how to maintain seller satisfaction, manage expectations, and leverage listings to grow your business.
Go beyond selling the home. Learn how to maintain seller satisfaction, manage expectations, and leverage listings to grow your business.
-
4.5 Content, Collateral & Video Strategy
Build intentional listing content that highlights the USP. Learn how to invest wisely in print, video, and repurposed content for maximum ROI.
Build intentional listing content that highlights the USP. Learn how to invest wisely in print, video, and repurposed content for maximum ROI.
-
4.6 Using Listings to Drive Long-Term Growth
Turn listings into lead-generation tools. Learn how to attract similar sellers, dominate neighborhoods, capture buyers, and reinforce your brand pillars.
Turn listings into lead-generation tools. Learn how to attract similar sellers, dominate neighborhoods, capture buyers, and reinforce your brand pillars.
-
-
-
-
5.1 Welcome + The Real Purpose of Social Media
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.
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.
-
5.2 The Why Behind Social Media + The Barriers Agents Face
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.
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.
-
5.3 Plan Before You Post: Foundations of a Strategic Social Presence
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.
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.
-
5.4 Instagram Content That Performs: Formats, Roadmaps, and Repurposing
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.
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.
-
5.5 Turning Visibility into Trust: Captions, CTAs, and Everyday Social Habits
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.
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.
-
5.6 Platform Priorities: Where to Show Up and Why
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.
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.
-
5.7 Wrapping Up
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.
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.
-
-
-
6.1 What Actually Makes a Luxury Agent
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 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.
-
6.2 Luxury Is in the Details
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 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.
-
6.3 Systems Behind the Luxury Experience
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 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.
-
6.4 Luxury Branding and Design Principles
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 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.
-
6.5 Marketing Luxury Listings Through a Lifestyle Lens
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 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.
-
6.6 Targeting, Experiences, and Brand Building
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.
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.
-
6.7 PR, Press Strategy, and the Final Takeaway
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.
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.
-