2025 Property Marketing Personal Business Development Support 2025

2025 Property Marketing & Business Development Support Guide JAN U ARY 2 0 2 5

Dear Colleagues, As we welcome 2025, I want to take a moment to reflect on the incredible journey we’ve shared and the exciting opportunities ahead. This past year marked a pivotal moment for us as we proudly embraced the next chapter of our story with the Corcoran McEnearney rebrand. This evolution combines the strength of our local expertise with the global recognition and prestige of the Corcoran name, positioning us as an unparalleled leader in the real estate industry. Together, we’re charting a bold path forward while staying true to the legacy and values that define us.

Change is never without its challenges, but I’ve been amazed by the way each of you has embraced this transformation. The Corcoran McEnearney brand represents not just a new look but a renewed commitment to excellence, innovation, and client service. With this rebrand, we have access to even more robust tools, resources, and networks that empower you to deliver an extraordinary experience to your clients. It’s more than a name – it’s a promise of the best possible partnership for your business growth.

Your ability to connect with clients, market properties effectively, and build lasting relationships is at the heart of everything we do. The tools you use – from photography and video to cutting-edge digital platforms and social media – are designed to position your listings and personal brand for maximum success. The Corcoran McEnearney rebrand amplifies these efforts, giving you a powerful edge in a competitive market.

We have the marketing resources tailored to help you succeed in 2025 and beyond. Whether it’s creating captivating campaigns, refining your digital presence, or enhancing your personal brand, our marketing team is here to support you every step of the way.

This is an exciting time to be part of Corcoran McEnearney. Together, we are redefining what it means to be a leader in real estate, blending our local expertise with global reach to provide unmatched service and results. I am honored to work with such a talented group of professionals, and I can’t wait to see what we’ll accomplish in the year ahead.

Here’s to a successful, impactful, and inspiring 2025. Let’s make it our best year yet!

Warm regards,

Jeanne Choi Chief Marketing Officer Corcoran McEnearney

Growing Your Business Starts With Us FORMS & TRANSACTION MANAGEMENT

GOOGLE SUITE

Company Expense. The company provides SkySlope with a full library of regional contracts and forms. It is specifically built to help agents close out their transactions by creating and organizing documents and ensures compliance to real estate laws. SkySlope also includes a free DigiSign (e-signature) solution.

Company Expense. The company provides the enterprise level of Google Apps, which includes email, calendar, contacts, drive, online document and spreadsheet creation.

Each associate has 1 TB of free storage.

PROPERTY & MARKET ALERTS

CUSTOMIZED CMA

Company Expense. RealScout is the industry’s #1 collaborative home search tool. Every associate has access to revolutionary buyer data-driven listings tools and other features through RealScout.

Company Expense. The company provides the full Cloud CMA suite to every associate to help you build better Comparative Market Analysis reports and interactive presentations. These fully customized presentations are branded to you as the agent and to the company.

CLIENT RELATIONSHIP MANAGEMENT

CUSTOM AGENT WEBSITES

$50/month Agent Expense. We offer an exclusive custom CRM system. Automatically track email, phone calls, text messages, meetings, notes, and tasks. Powered by AI and integrates with platforms we use.

$65/month Agent Expense. We’ve taken the concept of agent websites one step further by combining the strength of company content and materials with highly customizable pages and tools. Our staff will work with you to create your individual website, including custom graphics and content.

MYMCENEARNEY.COM INTRANET

IN-OFFICE TRAINING

Company Expense. Our private internal network allows you to communicate instantly with your colleagues. Provides easy access to:

Company Expense. The company offers the best training in the industry, including Foundations, Top Producer Masterminds, Ninja, Buffini “How To” series, and so much more. Recordings of sessions and tutorials on McEnearney University are available 24/7 for your convenience.

• Vendor Directory • Office and Corporate News • Agent Directory • Calendars - Company & Office • Exclusive Properties • Neighborhood Map Tool • Statistical/Market Research

HELPDESK SUPPORT

CORCORAN MCENEARNEY BLOG

Company Expense. Helpdesk requests/questions for our internal and on-line systems are monitored by staff members seven days a week. The Digital Resources Team also hosts rotating in-person weekly office hours to provide refreshers and one-on-one instruction.

Company Expense. Hyper-local content created by the Marketing Team featuring real estate news and statistics, mortgage lending updates, home decorating and landscaping tips, and events. Posts are promoted through company channels and available to agents for use on social media and in emails through ActivePipe.

Corcoran McEnearney Marketing Support Guide

Updated January 2025

MyCorcoran Company Expense. Corcoran McEnearney leverages MyCorcoran, a comprehensive platform and central hub. MyCorcoran offers a wealth of resources, tools, and communicatiopn channels that streamline operations and enhance our client experience.

AGENT STUDIO ONLINE Your learning portal, featuring scheduled classes, recorded sessions, and more.

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CORCORAN COPILOT

Our powerhouse website, hosting some 10 million visitors each year.

CORCORAN MERCH

CORCORAN PRESENTATIONS

Order Corcoran-branded swag for yourself or as gifts.

Generate impactful, visually-rich listing presentations to wow prospective clients.

CORCORAN PERKS Leverage our network of preferred partners and vendors – and pre-negotiated discounts.

AI

CORCORAN’S SOCIAL CONTENT LIBRARY

HELP CENTER Information, articles, and step-by-step tutorials of our internal systems, marketing, and technical items.

INHABIT

SOCIAL AI ENGINE Drive traffic to a listing or launch a brand awareness campaign, saving time and overall spend.

TESTIMONIAL TREE Automate the process of collecting and sharing testimonials.

Access and share from a library of post-ready social media content, updated weekly.

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Monitor your listings’ web activity. Send activity reports to your sellers and track site effectiveness.

CORCORAN.COM

Our innovative platform leverages the power of artificial intelligence to generate content tailored for your needs.

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LISTTRAC

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MOXIWORKS PRODUCT SUITE A toolbox of product offerings including MoxiImpress to create professional marketing materials and MoxiEngage for client relationship management.

Quick-link to Corcoran’s digital lifestyle magazine, Inhabit (inhabit.corcoran.com).

Corcoran McEnearney Marketing Support Guide

Updated January 2025

Marketing & Media Tools We provide full-time marketing staff in each office to help agents strategize about and implement their marketing plans for listings and ongoing business development. The marketing staff also assists with the production of print and digital marketing materials.

Marketing Center, Corcoran’s online self-serve platform, is also available any time of day with professionally-designed brochure, direct mail, and social media templates.

PRINT MATERIALS

EMAIL MARKETING

Print materials for property and business development marketing may include: property and personal brochures, postcards and custom mailings, direct mail via first class or carrier route options, listing presentations and buyer presentations, company ads for listings (per property marketing plan), personal ads, and promotion of client appreciation events.

$45/month Agent Expense. ActivePipe is our on-line email marketing portal. Templates are available to create property related or business development emails to send to client/ sphere lists or agents from other companies. The Marketing Team creates Enewsletters, market statistics, and seasonal content, and can help with custom pieces.

SOCIAL MEDIA

ONLINE SYNDICATION

We actively market our services through a variety of social media platforms including Instagram, Facebook, LinkedIn, and YouTube. Agent services staff is available to help agents utilize company and custom content to ensure they have a strong social media presence. Corcoran’s Social Content Library is also available to all associates with additional resources.

Corcoranmce.com is designed to optimize a consumer’s experience when looking for a home and listing leads go to the listing agent.

PROPERTY & MARKET ALERTS

MARKET RESEARCH

Company Expense for First Week. We have partnered with Boost to provide branded Google, Facebook, and Instagram ads for new listings. Each campaign targets client and actual home buyers near the listing. Agents can expand listing campaigns or run personal ads at their expense.

Lead by David Howell, our market research includes data and analysis for DC, Northern Virginia, Loudoun, extended Virginia Countryside, Montgomery and Prince George’s Counties in Maryland, and Berkeley, Jefferson, and Morgan Counties in West Virginia.

Additional Targeted Ad Opportunities

The following are available to share on our websites, social media, via Email or print:

Social & Web Ads through Boost • $30/month Agent Expense Mini Sphere • $99/month Agent Expense Regular Sphere IP Targeting by Geographic Area • $750/3 months Agent Expense Corcoran McEnearney Marketing Support Guide

Listings are also presented to global audiences through corcoran.com and syndication on thousands of industry websites including realtor.com, Zillow, Trulia, homes.com, and other brokerages’ websites.

• Contract Meter: Offered weekly • Market-in-a-Minute, StatPak, & Absorption Rates: Offered monthly • MarketWatch & other industry news: 4+ times/year

Updated January 2025

Internal Social Media Program T I E R 1 | $ 1 5 0 P E R MON TH

T IER 2 | $300 PER MO NT H

• Weekly Meter

• Customized Tier 1 Graphics w/logo • 2 Custom Posts/Week • Client Testimonials • 2 MCE Blog Posts/Month • Holiday Graphics • Listing Graphics (Open House, Just Listed, etc.)

• Reel Recording & Editing* • Monthly Content Calendar (via Google calendar) • Custom Hashtag Sets • Linktree Account Set Up & Management

• Weekly Just Listed Homes • Weekly Open House Guide • StatPak (monthly) • 3 MCE Blog Posts/Month (reels & carousel posts) • Monthly DMV Area Events Guide (reel) • Listing Graphics* (Just Listed & Open Houses etc) • Holiday Graphics • Linktree Account Set Up & Management

T I E R 3 | $ 4 0 0 P E R M ON TH

T IER 4* | T BD

• 10 posts per month • Reels Recording & Editing* • 2 MCE Blog Posts/Month • Client Testimonials • Lead Magnet Design, Manychat Integration** • Listing Graphics (Open House, Just Listed, etc.)

• Monthly Content Calendar (via Google calendar)

Prior enrollment of Tier 2 or 3, or proven track record of social media commitment. Program is custom per agent needs but can include:

LI S TI N G R E E LS AD D-ON OP TIONS

A DDIT IO NA L A DD- O NS

• $50 – condos/co-ops • $100 – townhouses & single family homes

• Google Business Profile Posting – $15/month

• 3 Custom Posts/Week • Reels Recording & Editing* • Lead Magnet Design & Research, Manychat Integration** • Facebook & Instagram Ads • Monthly Content Calendar (via Google calendar)

Contact Christina Sclafani at christina.sclafani@corcoranmce.com for more information and availability. *Graphics must be sent to me by the marketing department *Short form videos only, as this program is specific for Instagram & Facebook. Content can include local businesses, communities, and neighborhoods. Content is filmed with an iPhone, but personal videos can be filmed using a camera. **Agents are responsible for the monthly $15 Manychat fee, or any fees associated with third party platforms used for lead generation. Agents are also responsible for their own ad costs. A primary and backup payment method in the Meta Business Suite is required.

Accounts must be in good standing prior to enrollment, and agents agree to following Meta’s terms and community standards. If an account is suspended/disabled, it is not guaranteed to be fixed, as that is the discretion of Meta.

Corcoran McEnearney Marketing Support Guide

Updated January 2025

Custom Newsletter Program Tier 1

Tier 2

One time fee of $40

Initial fee of $40 + $25 to send monthly

Corcoran McEnearney’s Newsletter with Custom Header Graphic

Corcoran McEnearney’s Newsletter + Custom Header Graphic + 1 Curated Section

Your custom header graphic will be added to the Corcoran McEnearney Newsletter and sent monthly on your behalf.

Along with the Corcoran McEnearney Newsletter featuring your custom header graphic, you’ll collaborate with Agent Services to add a curated section.

CUSTOM HEADER GRAPHIC

Corcoran McEnearney Marketing Support Guide

CUSTOM HEADER GRAPHIC + 1 CURATED SECTION

Updated January 2025

Custom Newsletter Program C O NT INU ED

Tier 3 Initial fee of $80 + $40 to send monthly Completely Custom Newsletter Your Agent Services support staff will help you create a custom template, including a custom header graphic, components, and layout. You’ll provide monthly content to your support staff, who will build and send the piece on your behalf with your final approval.

• Custom header graphic • Introduction paragraph written by you • Your business updates

CUSTOM HEADER GRAPHIC

• Blog posts (Inhabit, ActivePipe’s Real Estate Content Library, etc.)

• Local events and news

CLIENT EVENTS

• Social media highlights • Testimonials • Tips from the experts • Client Events

BUSINESS UPDATE

If you are interested in this program, contact your office Marketing and Agent Services Team.

Corcoran McEnearney Marketing Support Guide

Updated January 2025

Our Preferred Photographers & Videographers HDBros

Chris Zimmer

Tel. 540.840.1388 support@hdbros.com www.HDBros.com

Tel. 202.413.1969 zimmerphoto@gmail.com www.ChrisZimmer.com

TruPlace

BTW Images

Tel. 301.972.3201 info@truplace.com www.TruPlace.com

Tel. 703.340.6383 contact@btwimages.com www.BTWImages.com

HomeVisit

My Homes Media

Tel. 703.953.3866 service@homevisit.com www.HomeVisit.com

Tel. 240.486.00758 info@myhomesmedia.com www.MyHomesMedia.com

Integrity Imaging Solutions

Blue Skye Media

Tel. 540.358.1788 info@integrityimagingllc.com www.IntegrityImagingLLC.com

Tel. 571.379.2581 info@blueskyemedia.com www.BlueSkyeMedia

CPV Media Tel. 571.317.2198 hello@carmichaelphotovideo.com www.CarmichaelPhotoVideo.com

Corcoran McEnearney Marketing Support Guide

Updated January 2025

HomeVisit

HomeVisit.com | 703.953.3866 | service@homevisit.com

Photography

Starting at $119

Social Add-Ons

Video

Starting at $299

Video Add-Ons

3D Reel Listing Teaser

Starting at $50

$60

Social Media Video

Starting at $99

Aerial Imaging

Starting at $249

Video Walk-Through

Starting at $99

3D Modeling

Starting at $205

360 Video Walk-Through

Starting at $99

2D Floor Plans

Starting at $169

Photo Add-Ons Virtual Twilight

Starting at $23

Virtual Staging

Starting at $50

Wolford Media

703.981.5524 | wolfordmediagroup@gmail.com

Video Walk-Through Tours

Starting at $200

Aerial Videography

$50/hour

with Aerial Footage

Starting at $250

Aerial Photography

$50/hour

Starting at $175

Graphic Design

Rates vary

Fusion Photography

Additional $50 with

Picture Slideshow Videos

photography sessions

HDBros

HDBros.com | 540.840.1388 | support@hdbros.com

Listing Photography

Listing Videography

Standard Pack

Starting at $525

One Take Walk-Through

$250

Video Pack

Starting at $425

Cinematic Videos

$350

3D Pack

Starting at $350

Standard Floor Plans

$100

Floor Plan Pack

Starting at $350

Single Service

Starting at $250

Drone Pack

Starting at $350

My Homes Media MyHomesMedia.com | 240.486.00758 | info@myhomesmedia.comhdbros.com Still Photography

Starting at $225

Single Property Website

360 Virtual Tours

Starting at $200

Voice-overs

Floor Plans

Included in 360 Virtual Tour

$50 Add-On

TruPlace

Neighborhood Videos

$150/hour $100/hour editing

TruPlace.com | 301.972.3201 | info@truplace.com

Interactive Floor Plan

Starting at $329

Social Media Package

TruFusion 3D Virtual Tour

Starting at $329

Virtual Staging

Interactive Floor Plan Tour + 360 Tour

Starting at $424

Walk-Through Video

Matterport 3D Virtual Tour

Starting at $269

Vertical Walk-Through Video

HDR Photography

Starting at $199

Aerial Drone Video

Aerial Drone Stills

Starting at $225

Corcoran McEnearney Marketing Support Guide

$50 $125/hour

Starting at $69 Starting at $279 $219 Starting at $499

Updated January 2025

Marketing Plan for 90-Day Listings For Listing Commissions at 2% and greater

The following items are paid for by the company.

Post Sign: $60 coverage for installed and removed OR Other sign depending on neighborhood regulations Digital Listing Ad: Automatically generated and paid for by Corcoran McEnearney within 48 hours of going active in BRIGHT. This ad runs for 1 week, averages over 7,000 views (Facebook, Google Ads, other) and may be extended additional weeks at agent cost. You can also add your client/seller’s email address to the portal so that your client will also be targeted, which reminds them of the marketing you are doing for their home.

You and your client can also get a daily report of how the ad is doing, should you want this.

Social Media Graphics are available in the Marketing Center on MyCorcoran, or your marketing coordinator can provide additional custom listing graphics.

A Social Media slideshow GIF is available upon request from your Marketing Coordinator.

ActivePipe Just Listed Emails can be prepared by you or staff to send out to agents and your SOI. If you do not have a personal account, it may be sent by the office on your behalf for an additional $5 provided you have an SOI list available to use. Staff hourly rates apply.

Weekly announcement in our Just Listed e-mail to all Associates company-wide.

Brochures - 25 two-sided letter (Minimum print order) Postcards - 50 large, direct mail Just Listed or Just Sold for a listing. Just Sold for your buyers.

Luxury Real Estate - as appropriate for $1million+ listings syndication to LuxuryRealEstate.com Ads in local publications: As space is available, the first two requested ads will be supported by the company. Dates will be announced in advance for signup.

For listings above $1million, discuss additional shared marketing support with your Managing Broker.

For any listings taken at less than 2% listing commission, the same support above will be given, but at the expense of the listing agent.

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BROCHURES for the Property and information on costs.

2025 Printing costs are provided here for your information: Brochures & Flyers

Cost

Letter Insert/Flyer/Brochure – 1-sided (8.5 x 11)

90¢

Letter Brochure – 2‐sided (8.5 x 11)

$1.25

Ledger Brochure

$1.75

Square (5 x 5)

45¢

Large Postcard (8.5 x 5.5)

50¢

For "upper bracket" homes, specialized brochures may be warranted. An EXACT cost must be obtained from your Marketing Coordinator and approved by your Managing Broker PRIOR to ordering.

Plastic stands for the QR code flyer are an agent expense. Check with your Office Manager for stock.

COLOR PRINTING for any materials: Listing presentations, buyer presentations, handouts, and any color printing done on the Office Kyocera machine will be billed to agents at the actual cost of 50¢ per page, full color. (NOTE: double-sided ledger paper is considered 4 full pages.) Outside sources will be higher. Color printing through the Marketing Coordinator and the networked color printers in each office will be billed the same.

MARKETING POSTCARDS – Costs may be updated as necessary if postage rates increase in 2025.

Marketing Post Cards Just Listed, Just Sold, Open House, Personal Marketing

With 1st Class Postage

Print Only No Postage or Mailing ($10 minimum)

Small – 4 x 6

90¢

45¢

Large – 5.5 x 8.5

$1.05

50¢

Jumbo – 6 x 11

$1.10

55¢

NOTE: Our printing company requires a minimum of 50 postcards for any order that is to be mailed by them.

LARGE QUANTITY POSTCARD MAILINGS: for large quantity mailings of 1,000 or more, please discuss with your Marketing Coordinator for better pricing.

LABELS: You may purchase boxes or sheets of mailing labels from your Marketing Coordinator if needed for mailings.

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Miscellaneous Notes on Listing Support Listing/Sales postcards (including SOLD cards for buyer transactions) – 50 large postcards will be paid by the company for listings (JL or JS) OR sales with a commission of at least 2%. Cards must be mailed within 60 days of listing or settlement. JL cards should include Open House invitation if possible.

All ad requests are handled by your Marketing Coordinator. Space is filled on a first‐come, first‐served basis.

Extra space will not be taken outside our annual commitments.

MyCorcoran Templates are available for all brochures. These can be printed on your own printer, the office Kyocera, or ordered from our printer. Custom Corcoran Template designs are available upon request. For pricing see your Marketing Coordinator.

Additions, changes, and substitutions to any marketing plan must have Managing Broker’s approval in advance.

For a List Price higher than $1M, discuss marketing plans with your Managing Broker to determine any company co-payments. Plans must be in writing.

Re-listed Property: Marketing support will be limited and must be discussed with and approved by your Managing Broker.

Properties Listed for Rent OR Sale: Marketing support requires discussion with your Managing Broker and an agreement that the Owner or Agent will reimburse company marketing expenses if the property is rented and not sold.

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MarketWatch/Business Development Mailings for 2025 Personal Business Development Support is available to all Associates provided the Associate completes a written Annual Business Plan that is reviewed and approved by the Managing Broker.

MAILING LISTS: Marketing Coordinators or Agent Services will help you set up your mailing list file and show you how to maintain it. These mailing lists belong to you and will never be used by the firm in any way.

MARKETWATCH/BUSINESS DEVELOPMENT MARKETING FOR 2025 will be part of a total marketing campaign that makes good business sense and requires your attention. Based on the guidelines below, Corcoran McEnearney will pay 100% of the cost to produce and mail MarketWatch/Business Development postcards to an Associate’s personal sphere list 4 times in 2025, provided that: ●​ This is part of a WRITTEN business plan, based on an established and regularly updated sphere list. ●​ The MAIN focus of the personalized back of the postcard should be that you are very involved and successful in real estate. ●​ For every $1 million in settled volume in 2024, Corcoran McEnearney will pay the cost to produce and mail 15 MW with a MAXIMUM of 200. ●​ The company does not pay to mail MW to geographic farm areas, but Associates may do so at their own expense, and ONLY with the approval of the Managing Broker so that we minimize duplicates. ●​ Credits are NOT issued for unsent MarketWatch/Business Development Postcards. Associates will be billed the following costs for additional pieces ordered: ○​ Large postcard 80¢ mailed ○​ 50¢ non-mailed copies + $6.50 shipping charge for each agent’s order (shipping charge is subject to change - this is set by the printer) ●​ You MUST sign-up to participate in the program. Please ask your Marketing Coordinator if you need help.

MONTH MAILED

Sent to Printer

Type of Mailing

Customization Deadline (appx.)

February

2/14/25

Large Postcard

2/3/25

April

4/4/25

Large Postcard

3/21/25

August

8/22/25

Large Postcard

8/8/25

November

11/7/25

Large Postcard

10/24/25

Please note: MW articles may be periodically available in email format and online when the company has not scheduled a printed version. You are encouraged to email this information to your sphere and/or post it to your website.

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CRS/Geographic Mailings for 2025 In addition to sphere mailings through the MarketWatch/Business Development program, we also offer CRS (Carrier Route Saturation) targeted mailings using a postal carrier route. Often referred to as geographic farming, this program is a way to reach potential new clients at reduced postal rates. It should be considered a long-term marketing strategy in that you are likely going to need to send mailings for 1-2 years before you see results.

Program Details: ●​ 4 mailings will be sent on your behalf during 2025 - see schedule below. ●​ All mailings are in large postcard format at a cost of 80¢ per card. Corcoran McEnearney will split the cost 50/50, up to a maximum of $150 per total mailing for this size and CRS postage rate. ●​ Should you choose a different card size, postage rate, or list format, the company support will be as outlined above. ●​ Prior to the customization deadline, content options will be emailed to you for your selection. ●​ When choosing the postal carrier route(s), agents MAY NOT choose a route another Corcoran McEnearney agent is already farming. Individual route sizes vary and your Marketing Coordinator will help you select your route(s). ●​ When you sign up for the CRS program, you are committing to mail and pay for 4 mailers in 2025. If you do not respond to the content/customization options for a given month, a default mailer will be sent out on your behalf to your chosen carrier route. ●​ You may send additional mailings at any time during the year at your expense.

MONTH MAILED

Sent to Printer

Type of Mailing

Customization Deadline (appx.)

March

3/7/25

Large Postcard

2/21/25

May

5/9/25

Large Postcard

4/25/25

July

7/18/25

Large Postcard

7/3/25

October

10/10/25

Large Postcard

9/26/25

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ADDITIONAL BUSINESS ITEMS for informational purposes BPOL TAXES: (Business and Professional Occupation License) are an agent expense and will be deducted from your commission at time of disbursement and paid by the firm. Each jurisdiction differs; please clarify the process with your Office Manager.

BUSINESS CARDS: Are paid for by Associates and must be one of several approved company formats.

BUYER CARDS: “I’ve got a buyer for...” cards or letters are paid for by Associates.

E & O INSURANCE: Associates are billed annually in May for their share of E&O insurance costs and you will receive an annual memo at this time. These costs may increase at any time depending on our insurance carrier. (See policy manual for extensive discussion on E&O insurance requirements).

FedEx/UPS/Overnight DELIVERY: paid by Associate. The office maintains all information and materials for packaging. See your Office Manager.

HOME WARRANTIES: Associate expense if not paid by the buyer/seller.

LICENSING FEE: Corcoran McEnearney charges $125/month for agents with no volume in the prior year.

This will be automatically charged and will be refunded if the agent has a list/sale transaction with volume in the new year. Agents may also join our Referral Entity to hold a license for Referral purposes only.

OFFICE SUPPLIES: General supplies and all forms are provided by the firm. Associates are to notify the Office Manager when using office materials for marketing efforts and will be billed for the cost. (Example: 100 Envelopes and sheets of Letterhead).

PARKING: When clients visit our offices where there is paid parking, their parking costs will be paid for by the company. See the Office Manager for ticket validation.

POSTAGE: Associate expense.

PHOTOGRAPHS: Personal promotional photos and property photos are an Associate expense.

PRESENTATIONS ●​ Digital listing and buyer presentations are available through MyCorcoran and may be sent directly to clients at no cost. ●​ Professionally printed and bound listing presentation packages are an Associate expense. You may order personalized pages as needed from your Marketing Team. ●​ The printed comprehensive Buyer Guide booklets are an Associate expense.

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RENTAL ADVERTISING AND ZILLOW: The cost of rental postings on Zillow are split between agents and the company. Agents will be charged $20 per listing. Any RENTAL ads are an agent expense.

SIGN RIDERS AND DIRECTIONALS: Associates are responsible for directionals and name riders after receiving an initial supply.

SIGN POST: Sign Post installation and removal for rentals, and listings that are taken at greater than 2%, are paid by the firm, up to $60 total. Sign service calls are also paid for unless the issue is due to agent error.

SKYSLOPE + FORMS AND DIGISIGN: SkySlope transaction management, which includes a free digital signature platform (Digisign) as well as access to Forms, is provided at no cost to all Corcoran McEnearney Associates.

STAFF HOURLY RATE: Associates will be billed at $50 per hour, in quarter-hour increments, for Agent Services, special Marketing, and Digital Resources Team projects as requested.

WEBSITES: Expenses for developing and maintaining personal websites are an Associate expense. If you choose not to use an outside provider, the company offers a multi‐page enhanced website at $65 per month.

Domain renewals through Corcoran McEnearney will be billed in January each year. New domains established during the year will be billed accordingly. Contact the Digital Resources team or HELPDESK for more information.

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A Basic Guide to Compliance in Marketing Materials DC - MD - VA - WV What you need to know before you put your name, OR ours, on ANYTHING When you are a real estate agent, your name means a lot. Your reputation, your brand...and your commitment to legal and ethical requirements as ascribed by federal, state, and professional institutions.

Why is that? When you put your name in conjunction with your business out in a public setting, it is considered marketing.

We have an absolute obligation to make sure that all of the marketing we do is in full compliance with license laws and regulations, federal and state statutes, BrightMLS rules and regulations, and the Realtor® Code of Ethics. Our marketing staff is trained on compliance so it is especially important that you run your marketing plans by your Marketing Coordinator. NOTE: a magazine that designs and prints your ad without proper disclosures will not be found in violation; YOU will be.

Since we operate in four different licensing jurisdictions, we have to be mindful that there are different requirements in each. The purpose of this document is to give all of our associates and support staff clear guidance about what is required, and what can – and just as importantly – cannot be done in our marketing.

TYPES OF MARKETING There are different guidelines depending on the type of marketing being used. To try and make this document easier to absorb, we’ll define the marketing types here and will discuss which guidelines apply to each type.

Print • Postcards with and without listing content • Brochures & flyers • Business cards • Newsletters • Buyer and seller presentation materials • Advertising novelties – pens, t-shirts, bags, cups, and other giveaway items • Real estate signs, riders, directionals, automobile signage • Letters/correspondence

Display & Classified Advertising • Newspaper, magazine, directories, etc.

Electronic/Social Media • Websites, including company & agent sites • Realtor.com, Zillow, Homes.com, etc.

• ActivePipe, Constant Contact, or other mass HTML e-mail marketing • Email, blogs, video, television, radio • Instagram, Facebook, YouTube, LinkedIn, TIK TOK, X (Twitter), etc.

WHAT IF IT DOESN’T FIT? There are times when space constraints may prevent all needed information/logos from being included. In today’s media age, most jurisdictions are OK with the one-click away rule – meaning that all disclosure information should be only a click away from a piece.

This can be accomplished by including a hyperlink to your website online or by including your website URL on a piece. Staff can assist you with your art needs and it is always good practice to consult your Managing Broker on pieces you produce.

REQUIREMENTS AND HOW TO MEET THEM Fair Housing: This is a must for EVERY item. While McEnearney takes care of this on all company pieces, check your “one-off” items such as special ads, websites, and promotional items to ensure the Fair Housing logo or Equal Housing Opportunity text is included.

Non-Solicitation: For direct mail and mass email marketing, materials should include this phrase (or something equivalent): “If your home is presently listed with another Broker, this is not intended to solicit that listing.”

Realtor® Logo: While this isn’t a legal requirement, use of the Realtor® logo on your materials shows your affiliation with the National Association of Realtors®. For more information about the R and the trademark name, visit the trademark logo rules section at nar.realtor.

Disclosures: The various licensing jurisdictions have special rules for what must be included in all agent marketing. Consult the charts below.

Corcoran Disclosures: For print materials including brochures, postcards, ads, and presentations, we much include “Each office is independently owned and operated.”

Disclosure Item

DC

MD

VA

WV

Agent Name (as on license) or DBA

x

x

x

x

Jurisdictions Licensed

x

x

x

x

Firm Logo and/or Name

x

x

x

x

Firm Name spelled out even if logo is used

-

-

x

x

Full Address of Licensee’s Office

x

x

x

x

Main phone number for Licensee’s Office

x

x

x

x

WV – Broker’s Name (WV Broker, Josh Beall)

-

-

-

x

For any marketing using the name of a TEAM, all of the above apply plus:

DC

MD

VA

WV

Name of at least one Licensed Member of the team

x

x

x

x

Phone number for Broker or Branch Manager of the team’s office

-

x

-

-

LISTINGS & SALES Using Listings: With our Internet Data Exchange (IDX) agreement with BrightMLS, we have a reciprocal arrangement with member firms to display all listing information (with some conditions) on our websites.

This does not apply to all media.

We know that this is frequently violated and more details on the ethical nature of this can be clarified with your Managing Broker.

A simple guide for your marketing (other than the web) is: • Your own listings, use as you like.

• Other McEnearney listings, unless you have the sales side of the transaction and the property is under contract or sold, please get permission from the listing agent.

• For another firm’s listings, you can only use the full property address once a property settles OR you get written permission from the Broker while it is actively on the market. Include a disclaimer if you are not involved with transactions in a neighborhood report.

• Even if you are the selling agent, you may not use any photos from the listing without the listing agent’s written permission.

A FEW OTHER THINGS TO CONSIDER...

State licensing authorities haven’t fully adapted their rules and regulations to the rapidly evolving world of social and electronic media. That means that we’ll sometimes be faced with questions that don’t have clear answers based on license law. Nonetheless, we think there are some important things to do and remember: • Email: Use a signature on all devices that contains your needed disclosures, including your full office address and the jurisdiction(s) in which you are licensed.

• Video on your own YouTube channel must have the required disclosures. If you load video on your personal agent website, you are already covered.

• Video and virtual tours/photography used in BrightMLS may not contain any branding, agent or company name or contact information. No links.

• Facebook, Instagram, X (Twitter), blogging, and other social media or online venues: If it is your account and you engage in any behavior as a real estate agent, you must include the proper disclosures in your account area. Be very careful about your comments! You are held to a higher standard of ethical and legal conduct at all times. Agents should be careful about posting religious and/or political statements.

• Listings of other firms may not be used in any marketing, including social media, (other than the company website and your own website) without permission of the listing agent. Even with permission, it must be made clear that the listings are not yours. This includes taking a video at another company’s open house – get permission to post!

Corcoran McEnearney 109 South Pitt Street, Alexandria, VA 22314 | corcoranmce.com | Tel. 703.549.9292 Each office is independently owned and operated. Equal Housing Opportunity