Marketing Manual
Marketing at Douglas Elliman
How Marketing Supports You
How to Get Started
Marketing Resources, Tools and Software
Launching Your Marketing Strategy
Our Brand Purpose
Our brand purpose is to transform your vision of luxury into a place that someone can call home. Like all great luxury brands, our identity is crucial to our brand’s future and yours.
As an agent, it’s important to harness the spirit of our brand tone, which is professional and authentic, and our look, which is bold and sophisticated.
Our Brand Mission
At Douglas Elliman, we aim to reinvent real estate by making the industry easier to work within. Our mission is to use our luxury brand presence to connect buyers and sellers strategically.
Reinventing Real Estate
We believe that the smallest details, the best tools, and cutting-edge brokerage training can significantly elevate your brand, your experience, and your client’s experience. The marketing team will work directly with you to support your business and optimize your marketing under the Douglas Elliman brand.
How We Do it
We invest significant resources into strengthening our brand and increasing awareness at the international, national, and local levels. From campaign content to bespoke magazines, hundreds of self-service marketing templates and our global Knight Frank partnership, we have you covered.
Your Marketing Team
Each office has a dedicated Marketing Lead. To submit your request, please email your marketing team.
Megan Sicking
Jennifer Holmes NYC, NJ, and Mid-Atlantic Regions
Jennifer.Holmes@elliman.com
Megan Sicking Mid-Atlantic Region
Megan.Sicking@elliman.com
How Marketing Supports You
What We Do for You
Brand Definition Marketing Strategy Agent Collateral Corporate Collateral Social Media Elliman Tools
Define your brand within the Douglas Elliman look and feel.
Offer expert advice, recommendations, and strategic planning for your listings.
Develop bespoke brochures, direct mail pieces and digital content for high-end properties.
Offer national and regional campaign content that you can share with your sphere.
Advise on social media strategies and tactics to expand your reach.
Offer supplemental training across all of our cutting-edge marketing tools.
Copywriting
What Agents Do
Create Digital Materials
With the help of our self-service tools like, Listings.AI and XpressDocs “Suggested Copy”, your text is created.
Utilize StudioPro templates to create digital materials.
Create Print Materials
Utilize Xpressdocs templates to create print materials.
Personal Newsfeeds
Participate in Trainings
Social Media management and execution of personal newsfeeds.
Participate in our DE Trainings program in order to self-service in our platforms.
Our Creative Services
For projects that cannot utilize a template, our team can assist with creating custom content.
Planning Design Delivery
1. Submit request through your Marketing Lead.
2. Agent to provide copy, images, and known specs.
3. Marketing lead confirms receipt and briefs team.
1. Marketing and Creative team kick-off designs.
2. Marketing provides timeline to the Agent.
3. Marketing hosts design review with the Agent.
4. Make design revisions as requested by Agent.
5. Agent approves work.
Turnaround times can range from 3-10 business days depending on the scope*. Upon review of the project, a more definitive timeline will be supplied.
*Custom pitches will take longer.
Maintaining Brand Excellence
We ensure a consistent brand aesthetic and messaging locally, regionally, and nationally through our standard brand guidelines. Our marketing team works diligently to ensure all real estate agents adhere to these standards, including compliance, reinforcing our brand’s strength and integrity across all markets.
ACCESS BRAND GUIDELINES
How to Get Started
GETTING STARTED
Business Cards
Douglas Elliman business cards can be ordered at any time through XpressDocs. Your office manager or admin will assist you in placing your first business card order.
Elliman.com Agent Page
Announcement to your SOI
You can utilize our email, social, and postcard self-service templates in StudioPro and XpressDocs to announce your move to Elliman. Copy and imagery can be edited by you directly and sent to your sphere. You just need your headshot.
Agentista
Brokerson
Your Listing Presentation
We have created a self-service, comprehensive document to pitch to clients and win listings. This package includes:
Our Competitive Advantage
Listing Website Syndication
Public Relations
Advertising Reach
Online Presence
Marketing Snapshot
Agent Bio
Testimonial
Recent Transactions
Elliman Essentials
Purchase Douglas Elliman branded promotional items for your clients or yourself, and enjoy discounts and savings on retail, travel, and more.
Sample items include:
Branded Water Bottles
Hats
Polos
Accessories
Household Items
Hotel Discounts
Gym Discounts
SHOP NOW
Essential Marketing Resources
Marketing Tools and Applications
Overview of Our Offerings
MyDouglas
MyDouglas is the company intranet with a highly individualized dashboard that highlights your information including your business financials, commission breakdowns, access to tools including StudioPro, OneDrive, DocuSign, Notarize, and more. You will also see listing activity pulled directly from Elliman.com. You have the ability to access this one-stop-shop platform on any device and manage your business.
ACCESS MYDOUGLAS
StudioPro
StudioPro is our premier Marketing & CRM platform. With the power of StudioPro, you are able to:
• Sync Google, Outlook and mobile contacts in real time
• Access self-service marketing templates for newsletters, social media, print, seasonal flyers, property emails, listing websites and more
• Access our Agent Network
• Access the Open House Registration feature
• Tag contacts with similar interests for better organization of emails and marketing
Elliman Productions
Elliman Productions is our preferred self-service video editing tool, now available in all regions. Powered by Infinite Creator, Elliman Productions can gather content, create professional listing videos, and deliver them to you within the same day. You have the flexibility to choose your own animation transitions, music, and listing images. The first video is free.
DON’T FORGET TO DOWNLOAD THE APP!
AdPro
AdPro is our premier self-service social media ad purchasing platform. Choose your goals, from driving impressions to generating leads, and let AI technology boost your social media ads across META. Downloadable reports with realtime insights are also available for easy sharing with your clients. Accesible via MyDouglas.
Xpressdocs
Our direct mail and print platform allows you to create, print, and mail materials directly from here. Agents can choose from hundreds of self-service templates.
Sample Items Include:
• Direct Mail
• Brochures
• Stationery
• Seasonal Materials
• Targeted Mailing Lists
• Customizable Branded Templates
XPRESSDOCS APPROVAL PROCESS
The marketing team reviews and approves or rejects all materials uploaded to an agent’s XD before printing to ensure compliance.
LEARN MORE ABOUT XPRESSDOCS HERE
Folio
Introducing a unique digital platform for Douglas Elliman Knight Frank Residential’s global new developments.
Customize and manage your portfolio, follow developments and receive real-time updates on unit availability, pricing, and more.
Access marketing materials, photos, floor plans, and market reports. Distribute information in up to 7 languages and share globally with agents for enhanced connectivity.
Trainings
The Training platform is managed and operated by our Training & Career Development team. We take pride in being ahead of the curve and keeping ourselves in the forefront of knowledge. If you want to learn more about the technology tools we offer, access this platform for all prerecorded and live training sessions.
For questions regarding agent training and career development, be sure to contact detraining@elliman.com.
Elliman Showroom
Our newest after-sales tool, Elliman Showroom, offers your clients an elevated experience even after the deal is done. At no additional cost, Elliman Showroom provides your clients with a comprehensive move and home management program, along with access to:
• An Elliman concierge and lifetime dedicated personal assistant
• Reputable home management professionals
• Up to $1,800 of deals in free equipment, gift cards, discounts and exclusive pricing
LEARN MORE ABOUT ELLIMAN SHOWROOM HERE
Elliman Events
Stay informed about all the exciting events happening across our regions at Elliman! From networking opportunities to corporate meetings and special occasions, our corporate calendar has everything you need to stay connected. Just click the link below to explore upcoming events and make sure you don’t miss out.
CALENDAR
Best Practices for Advertising
Required Before Submission
General
Housekeeping
Corporate templates must be used for all company ads
Corporate reserves the right to edit/modify ads as necessary to adhere to corporate/ legal guidelines
It is in the best interest of all parties to adhere as closely as possible to these guidelines
In the event these guidelines aren’t met, and the agent goes direct to a publisher, the ad may be canceled. It is our hope the publication will allow us to cancel without penalty however, if that is not the case, the office/ agent will be responsible for payment
If an agent is designing their own ad, your respective marketing leads needs a minimum of 48 hours for review/approval
Last-minute ads can be handled on a case-by-case basis—if it’s a previous ad or all materials are available and ready for final production
How to Connect/Request: Agents must reserve ad(s) via email
Contact: advertising@elliman.com
Best Practices for Advertising
PRINT, DIGITAL, AND SOCIAL
Proof #1: goes out, agent reviews, comes back with changes
Proof #2: goes out; this is the agent’s final chance to request changes.
Changes from proof #2 can be made, and agents will receive a final PDF as confirmation
Agents should carefully proof and ask for all necessary edits so they can be implemented immediately to avoid more than one round of changes
Douglas Elliman releases final advertisement for printing
Getting
Started 30-60-90 Day Guides
Checklist:
Day 1 to 30
TRAINING
Attend ongoing trainings.
BIO
Create your agent bio and obtain headshots.
Set up your email and signature (contact Helpdesk).
BUSINESS CARDS
Order business cards.
WEBSITE
Complete your profile on Douglas. Elliman.com under My Settings > Personal Settings.
SOCIAL MEDIA
Create/update personal social media accounts with consistent handle names.
CONTACTS
Organize and upload contact lists to Outlook and StudioPro.
TOUR OFFICE
Schedule a tour with office admin to find marketing materials.
EMAIL AND SOCIAL ANNOUNCEMENT
Announce your new role via email, direct mail, and social media.
Checklist:
Day 31 to 60
DEVELOP YOUR SELLING POINTS
Think about what makes you different from other agents. Why should clients hire you?
LISTING PRESENTATION
Personalize your Listing Presentation so that it’s ready to go at a moment’s notice.
SOCIAL MEDIA
Post regularly to social media – company news, local market, events you are attending, lifestyle content, etc. Establish yourself as both a real estate and local expert.
MAILING LIST
Identify target neighborhoods. Create a mailing list of specific buildings/homes in your neighborhood and send a direct mail piece/ email introducing yourself. Send a new piece each quarter (at least) to stay top-of-mind.
FOLLOW-UP WITH YOUR SOI
Consistently follow up with prospects. We recommend spending 30 minutes to 1 hour each day on checking-in with potential clients.
ATTEND EVENTS
Continue to regularly attend networking events and collect business cards. Bankers, mortgage brokers, lawyers, interior designers and accountants can refer buyers and sellers to you.
MAILING
Begin to prospect via DM to strategize a quarterly e-newsletter and or quarterly print mail piece showcasing any listings (active/in-contract/just sold), market data, and lifestyle content.
Day 90+
TEAM UP
Consider teaming up with an agent who has been in the business longer and already has a client base. Learn from them while making money at the same time.
MARKETING PLAN
Create your own bespoke marketing plan inclusive of prospecting strategies and entering new channels.
VIDEO CONTENT
Consider incorporating more video content into your repertoire by creating a lifestyle or brand film that highlights yourself.
ADVERTISING
Assuming you have listings to move and ad budget, consider reaching out to advertising@elliman.com to review a paid media plan for print advertising pieces.
DIGITAL MEDIA
Create targeted digital media ads on Instagram and Facebook via our proprietary, AI-driven, self-service advertising tool, AdPro.
LOCAL MARKETING
Reach out to your local marketing rep or marketing@elliman.com for a one-on-one consultation to see what more you could be doing.