{"id":4205,"date":"2023-04-11T19:49:27","date_gmt":"2023-04-11T19:49:27","guid":{"rendered":"https:\/\/preprod.realtrends.com\/blog\/2023\/04\/11\/the-corcoran-group-cmo-on-staying-nimble-in-a-challenging-market\/"},"modified":"2025-03-13T02:50:29","modified_gmt":"2025-03-13T02:50:29","slug":"the-corcoran-group-cmo-on-staying-nimble-in-a-challenging-market","status":"publish","type":"post","link":"https:\/\/preprod.realtrends.com\/blog\/2023\/04\/11\/the-corcoran-group-cmo-on-staying-nimble-in-a-challenging-market\/","title":{"rendered":"The Corcoran Group CMO on staying nimble in a challenging market"},"content":{"rendered":"\n<p><em>The HousingWire award spotlight series highlights the individuals who have been recognized through our Editors\u2019 Choice Awards.&nbsp;<\/em><a href=\"https:\/\/preprod.housingwire.com\/marketing-leaders\/\"><em>Nominations<\/em><\/a><em>&nbsp;for HousingWire\u2019s Marketing Leaders award are now open through Friday, April 21, 2023.&nbsp;&nbsp;<\/em><a href=\"https:\/\/preprod.housingwire.com\/marketing-leaders\/\"><em>Click here<\/em><\/a><em>&nbsp;to nominate someone you know \u2014 a client, colleague, boss or friend \u2014 it can even be you!<\/em><\/p>\n\n\n\n<p>Last week\u2019s listings rate remained super low and available inventory of homes for sale fell again by almost 1% to 410,000, according to&nbsp;<strong><a href=\"https:\/\/preprod.realtrends.com\/blog\/articles\/strong-demand-and-low-inventory-means-fewer-discounts-for-homebuyers\/?cx_testId=4&amp;cx_testVariant=cx_1&amp;cx_artPos=5&amp;cx_experienceId=EXSCFTQKT12O&amp;__hstc=44321979.f40075c7cd00f7c1f90f44bba0a8c1bb.1654526048542.1681231183249.1681240912877.586&amp;__hssc=44321979.2.1681240912877&amp;__hsfp=518818143#cxrecs_s\">Altos Research<\/a><\/strong>.<\/p>\n\n\n\n<p>\u201cThe biggest challenge for us in the past year has been to reassure our agents that they still have a viable business despite the current economic challenges,\u201d said&nbsp;<a href=\"https:\/\/preprod.housingwire.com\/winner-profile\/2022-marketing-leader-christina-panos\/\">Christina Panos<\/a>, chief marketing officer for&nbsp;<strong>The Corcoran Group<\/strong>. \u201cWe have been through market downturns before\u2026and we believe that the agents who continue to connect with consumers during these tough times and refine their own value proposition and what makes them a good agent, will pay off in spades as the climate improves.\u201d<\/p>\n\n\n\n<p>Panos was recognized as a&nbsp;<a href=\"https:\/\/preprod.housingwire.com\/articles\/announcing-the-2022-marketing-leaders\/\">2022 HW Marketing Leader<\/a>&nbsp;for marketing initiatives throughout her 20 years with The Corcoran Group. Her accomplishments include her work on the \u2018Be Home\u2019 campaign and her efforts around jumpstarting Corcoran\u2019s digital presence and expanding its social media profile.<\/p>\n\n\n\n<p>We reached out to Panos to learn more about how she and her team are adjusting their strategies based on the current housing market and what projects she\u2019s looking forward to in 2023.<\/p>\n\n\n\n<p><strong>HousingWire: How have the current mortgage rate and inventory challenges impacted the direction of Corcoran\u2019s marketing strategies?<\/strong><\/p>\n\n\n\n<p><strong>Christina Panos:&nbsp;<\/strong>We work closely with agents to ensure their marketing strategies are nimble. In a market like this, whether they\u2019re focusing on the uniqueness of their properties or the value of purchasing a home for long-term investment purposes, our team partners with them on ways they can creatively and honestly attract buyers and sellers.<\/p>\n\n\n\n<p><strong>HW: What has been the biggest challenge to your marketing team in the past year and how did you manage this challenge?<\/strong><\/p>\n\n\n\n<p><strong>CP:&nbsp;<\/strong>The biggest challenge for us in the past year has been to reassure our agents that they still have a viable business despite the current economic challenges. We have been through market downturns before \u2014 from 2008 to the height of the COVID-19 pandemic. We believe that the agents who continue to connect with consumers during these tough times and refine their own value proposition and what makes them a good agent, will pay off in spades as the climate improves.<\/p>\n\n\n\n<p><strong>HW: Can you share any projects that you\u2019re working on now and what are you looking forward to the most for your marketing team in 2023?<\/strong><\/p>\n\n\n\n<p><strong>CP:&nbsp;<\/strong>2023 is Corcoran Group\u2019s 50<sup>th<\/sup>&nbsp;Anniversary, a milestone that we\u2019re very proud of. We\u2019re working on a variety of different plans to celebrate five decades of our inimitable brand. We\u2019re also hosting BeCorcoran, our exclusive company-wide gathering in Nashville in just a few short weeks. Attendees will hear from senior Corcoran Group executives, external experts and panels led by top agents from across the network covering everything from business agility to marketing mastery. And finally, I\u2019m really looking forward to launching the next evolution of our \u2018Be Home\u2019 brand campaign in late 2023.<\/p>\n\n\n\n<p><strong>HW: How do you stay connected with the consumer to ensure that your message and brand strategy is resonating?<\/strong><\/p>\n\n\n\n<p><strong>CP:&nbsp;<\/strong>We focus on consumer research, we stay very well read and ultimately, the close relationships that we have with our agents help ensure we know what they\u2019re hearing on the ground from their buyers, sellers and renters.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>HousingWire\u2019s Marketing Leaders award celebrates the most creative and influential marketing minds of the housing economy.<\/p>\n","protected":false},"author":39494,"featured_media":4822,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3255],"tags":[],"coauthors":[2575],"class_list":["post-4205","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-archive"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.8) - 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