Marketing Onboarding Manual
N E W YO R K C I T Y
Contents 1
Get to Know Our Brand
2
How Marketing Supports You
3
How to Set Yourself Up for Success
4
Marketing Resources and Software
5
Launching Your Marketing Strategy
OUR BR AND
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 MARKETING
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. And, aligning yourself to the Elliman brand can help fuel your marketing efforts.
OUR MARKETING
Why Marketing Matters • Builds your personal brand & business • Showcases your credibility & industry knowledge And if done right, these actions will help to nurture your sphere and generate new leads.
OUR MARKETING
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, market reports, hundreds of self-service marketing templates—we have you covered.
OUR MARKETING
Jennifer Holmes
Your Marketing Team
Vice President of Marketing, NYC, NJ, and Mid-Atlantic Regions Jennifer.Holmes@elliman.com
Each office has a Marketing Lead. To submit your request, please email the marketing lead for your office. If you aren’t sure who it is, please ask your Sales Manager and
Tiffany Lee
Julia Steiner
Associate Director of Marketing, 575 Madison Avenue, 6th Floor Tiffany.Lee@elliman.com
Senior Marketing Manager, 140 Franklin St, 575 Madison 3rd Floor + 5th Floor julia.steiner2@elliman.com
Hannah Kennedy
Devon Palladini
Jake Mirto Marketing Manager, 111 Fifth, 936 Broadway, NJ Region jake.mirto@elliman.com
they will direct you.
Maternity Leave Coverage for Tiffany Lee Maternity Leave Coverage for Hannah Kennedy
*
**
Senior Marketing Manager, 1995 Broadway, Brooklyn, LIC, Riverdale Hannah.Kennedy@elliman.com
Marketing Coordinator 575 Madison Avenue devon.palladini@elliman.com
Helen “Ellie” Blue Marketing & Operations Coordinator Cross-Office Support NYC & NJ** helen.blue@elliman.com
How Marketing Supports You
OUR SUPPORT
Brand Guardianship Marketing Strategy
What We Do For You
Agent Collateral Campaign Collateral
Ensures all agent communications and creative is compliant and upholds the DE luxury brand standards.
Offer expert advice, recommendations, and strategic planning for your listings.
Develop bespoke brochures, direct mail pieces and digital content for ultra-luxury properties.
Beyond listing-specific content, we create regional and national content that you can share with your sphere.
Advertising
Develops media plans based on your desired budget,
Elliman Tools
In addition to what DE Training offers, we can provide
Marketing Vendors
designs and traffics the ad on your behalf.
scheduled 1:1 training across all of our cutting-edge marketing tools. Suggest trusted partners to support your marketing efforts from digital to print to social media.
OUR SUPPORT
Copywriting
With the help of our self-service tools like, ListingCopy.AI and XpressDocs “Suggested Copy”, your text is created.
What Agents Do
Create Digital Materials Create Print Materials Personal Newsfeeds Media Orders Professional Development
Utilize Cloze & Canva templates to create digital materials.
Utilize Xpressdocs templates to create print materials.
Social Media management and execution of personal newsfeeds.
Schedule/order property media orders in AMP.
Participate in our DE Profesional Development program in order to selfservice in our platforms.
OUR SUPPORT
Our Creative Process
For projects that cannot utilize a self-service template, our team can assist with creating custom content. Depending on request and queue of work, our turn-around time can vary.
Planning
Design
Delivery
1. Email the request to your designated marketing lead.
1. Marketing and Creative team kick-off designs.
Turnaround times can range from 3-10 business
2. Agent to provide copy, images, and known specs.
2. Marketing provides timeline to the Agent.
days depending on the scope. Upon review of
3. Marketing lead confirms receipt and briefs team.
3. Marketing hosts design review with the Agent.
the project, a more definitive timeline will be
4. Make design revisions as requested by Agent.
supplied.
5. Agent approves work.
OUR SUPPORT
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 Set Yourself Up for Success
GETTING STARTED
Business Cards Agents receive an email from bojana.jankovic@elliman.com and/or marija.stojkov@elliman.com in their Elliman inbox on how to order business cards. Douglas Elliman pays for your first business card order - Quantity 250. Any future business card orders may be handled by the agent directly.
GETTING STARTED
Elliman.com Agent Page This is your personal webpage within Elliman.com that also connects to your email signature. On it, you can showcase your: Headshot Biography Testimonials Social Media Links Listings & Sales Contact Information
How to Update Your Web Page: MyDouglas > My Settings > Personal Settings
FUNDAMENTALS
Announcement to your SOI You can utilize our email, social, and postcard self-service templates in Cloze, Canva and XpressDocs to announce your move to Elliman. You receive one free headshot and bio with your move to Elliman. Utilize these tools in your assets.
CANVA TEMPLATES HERE
XPRESSDOCS TEMPLATES HERE
GETTING STARTED
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 Elliman Global Advertising Reach Online Presence Marketing Snapshot Edit - Agent Bio Edit - Testimonial Edit - Recent Transactions
EDIT YOUR LP IN CANVA ENTERPRISE
GETTING STARTED
Elliman Essentials Purchase Douglas Elliman branded promotional items for your clients or yourself. Sample items include: Branded Water Bottles Household Items Hotel Discounts Gym Discounts Accessories Polos Hats
SHOP NOW
GETTING STARTED
Elliman Perks As a Douglas Elliman agent, enjoy exclusive offers on luxury hotels, spas, gyms, and more. Sample partnerships include: Eleven Madison Home Whispering Angel Baccarat Ject
EXPLORE NOW
Essential Marketing Resources
RESOURCES
Marketing Tools and Applications
Company Intranet
CRM & Email Marketing
Canva Creative Center
AMP Ad Purchasing Platform
Preferred Vendor P ` latform
Video Editing Tool
Everything Direct Mail
AI-powered home discovery and Client-collaboration
MarketProof
Listing Copy Writing
URL to Direct Leads
Post-Sale Home Management Tool
Part 2 to Follow
RESOURCES
MyDouglas
Find Marketing Apps & More Here
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.
ACCESS MYDOUGLAS
Cloze + Canva + SkySlope Integrated technology experience across Cloze, Canva Enterprise, and SkySlope, bringing three best-in-class platforms into one more connected, streamlined ecosystem for agents. Cloze: CRM & Mass Email Marketing tool: A relationship management platform designed to help agents stay organized, follow up, and manage clients. Canva: A marketing and design creation platform with brand-approved templates. Create social media (Grid & story) images, printer flyers, window displays, listing videos, etc SkySlope: A cloud-based real estate transaction management platform to manage the entire process from contract to closing. It helps brokerages digitize paperwork, stay compliant with regulations, and automate many administrative tasks.
LEARN MORE ABOUT CLOZE/CANVA
RESOURCES
Elliman Productions Elliman Productions is our preferred self-service video creation 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 24 hours. You have the flexibility to choose your own animation transitions, music, and listing images. The first video is free, you just need to download the app.
DON’T FORGET TO DOWNLOAD THE APP!
RESOURCES
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 and AMP.
LEARN MORE ABOUT ADPRO HERE
RESOURCES
AMP AMP - Advertising & Marketing portal – is our online purchase order platform where you can book services with our preferred marketing vendors to market your listings. Using your available approved budget, you can order: • Graphic Design • Photography • Videography • Copywriting • Floorplans • Virtual Staging • Signage • Print & Digital Advertising • Social Media Services ACCESS AMP HERE
RESOURCES
Marketproof Pro Powered by AI, Marketproof is designed to make your job easier and more efficient. Whether you need data in a pinch, quick CMAs, listing descriptions written in seconds, or detailed building reports, this tool delivers beyond expectations. Visit pro.marketproof.com/elliman and log in using your Elliman email credentials.
LEARN MORE ABOUT MARKETPROOF PRO HERE
RESOURCES
Elliman Intel Elliman Intel provides you with weekly realtime data, backed by ReSource. The assets include a detailed spreadsheet delivered to your inbox, as well as social media assets. These ready-to-share assets are designed for seamless use across Instagram and Facebook, helping you engage your sphere with timely, market-relevant insights.
ACCESS ELLIMAN INTEL HERE
RESOURCES
Xpressdocs Our direct mail and print platform allows you to create, print, and mail materials directly. Agents can choose from hundreds of selfservice templates. Sample Items Include: • Direct Mail • Brochures • Stationery • Holiday Cards • 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
RESOURCES
Elliman Inspirations Elliman Inspirations (“El”) is an Al-powered home discovery and collaboration space for home searching and selling. Private listings are also housed here. This innovative, sleek digital experience uses the power of personalized recommendations to facilitate Al-assisted journeys for buyers, renters, and sellers seeking to explore and share styles, lifestyles, and even listings. Clients can organize and track listings, “pin” photos that inspire them stylistically, and use the industry-first photo-searching engine to find the perfect matches – all in a way that ties them closer to you and makes you a more productive agent.
ACCESS ELLIMAN INSPIRATIONS
RESOURCES
ListingCopy.ai Real estate-specific tool that generates personalized listing copy with the use of Al. This easy-to-use tool automates the copywriting process for a variety of use cases: Listing Descriptions, Social Media Posts, Client Emails, and more. Elliman agents receive the Starter Plan (15 Credits per Month) FREE for 1-year. Simply enter the property details and ListingCopy.ai will generate content using data-driven insights and effective storytelling. You can refine the copy by adjusting style, tone, audience, and length to match your needs. ACCESS LISTINGCOPY.AI
RESOURCES
Home Valuation Tool Every Douglas Elliman agent has a personalized Home Valuation Tool page. To locate your unique URL, simply go to your DE settings at agenttools.elliman.com/users/ settings. There, under ‘Home Valuation Link,’ you’ll find your custom HVT link. Access your Leads tab within Elliman Inspirations.
ACCESS HOME VALUATION TOOL
RESOURCES
Folio
6:42
6:42
Introducing a unique digital platform for Douglas Elliman’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.
LEARN MORE ABOUT FOLIO HERE
6:42
RESOURCES
Elliman Showroom Our 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
RESOURCES
Professional Development Our Professional Development program supports agents at every stage of their business with strategic guidance, marketing resources, and targeted training designed to help you grow with intention. Agents have access to on demand materials and courses through mylearning.elliman.com, along with live sessions and workshops listed on the training calendar, making it easy to engage, learn, and advance at your own pace.
For questions regarding agent training and career development, be sure to contact detraining@elliman.com and look out for their emails to sign up for sessions.
TRAINING OFFERINGS
RESOURCES
Corporate Calendar 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. Additionally, look out for email invites coming from ellimanevents@elliman.com and Richard Ferrari.
CALENDAR
Getting Started 30-60-90 Day Guides
GETTING STARTED
Agent Checklist: Day 1 to 30
TRAINING
WEBSITE
Attend ongoing trainings.
Complete your profile.
BIO
SOCIAL MEDIA
Coordinate with approved
Create/update personal social media accounts
writers for bio and headshots.
with consistent handle names. Don’t forget to tag @douglaselliman and @douglasellimannewyork in your listing posts.
BUSINESS CARDS / NOTECARDS Contact your office admin to place your complimentary first order of business cards.
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 using our self service templates.
GETTING STARTED
Agent Checklist: Day 31 to 60
DEVELOP YOUR SELLING POINTS
FOLLOW-UP WITH YOUR SOI
Think about what makes you different from
Consistently follow up with prospects. We
other agents. Why should clients hire you?
recommend spending 30 minutes to 1 hour each day on checking-in with potential clients.
LISTING PRESENTATION Personalize your Listing Presentation so
ATTEND EVENTS
that it’s ready to go at a moment’s notice.
Continue to regularly attend networking events and collect business cards. Bankers, mortgage
SOCIAL MEDIA Post regularly to social media – company news, local market, events you are attending,
brokers, lawyers, interior designers and accountants can refer buyers and sellers to you.
lifestyle content, etc. Establish yourself as
MAILING
both a real estate and local expert.
Begin to prospect via DM to strategize a quarterly e-newsletter and or quarterly print mail piece
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.
showcasing any listings (active/in-contract/just sold), market data, and lifestyle content.
GETTING STARTED
Agent Checklist:
Day 90+
TEAM UP
ADVERTISING
Consider teaming up with an agent who
Assuming you have listings to move and
has been in the business longer and
ad budget, consider reaching out to
already has a client base. Learn from them
advertising@elliman.com to review a paid
while making money at the same time.
media plan for print advertising pieces.
MARKETING PLAN
DIGITAL MEDIA
Create your own bespoke marketing
Create targeted digital media ads
plan inclusive of prospecting strategies
on Instagram and Facebook via our
and entering new channels.
proprietary, AI-driven, self-service advertising tool, AdPro.
VIDEO CONTENT Consider incorporating more video content into your repertoire by creating a lifestyle or brand film that highlights yourself.
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.
elliman.com