Marketing Onboard Manual
2 3 4 5 Get to Know Our Brand How Marketing Supports You How to Set Yourself Up for Success Marketing Resources, 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. And, aligning yourself to the Elliman brand can help fuel your marketing efforts.
Why Marketing Matters
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 works directly with you to optimize your materials and help you reach your full potential under the 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, market reports, hundreds of self-service marketing templates—we have you covered.
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 Marketing Supports You
Brand
Guardianship
Ensures all agent communications and creative is compliant and upholds the DE luxury brand standards.
Marketing
Strategy
What We Do For You
Agent
Collateral
Offer expert advice, recommendations, and strategic planning for your listings.
Develop bespoke brochures, direct mail pieces and digital content for ultra-luxury properties.
Campaign
Collateral
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, designs and traffics the ad on your behalf.
Elliman
Tools
Marketing
Vendors
In addition to what DE Training offers, we can provide 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.
Copywriting
With the help of our self-service tools like, Listings.AI and XpressDocs “Suggested Copy”, your text is created.
What Agents Do
Create Digital Materials
Utilize StudioPro templates to create digital materials.
Create Print Materials
Utilize Xpressdocs templates to create print materials.
Personal Newsfeeds
Social Media management and execution of personal newsfeeds.
Media orders
Participate in Trainings
Schedule/order property media orders in AMP.
Participate in our DE Trainings program in order to self-service in our platforms.
Essential Marketing Resources
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.
Elliman.com Agent Page
Marketing Tools and Applications
Part II to Follow
Your Marketing Team
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 they will direct you.
Tiffany Lee
Jennifer Holmes Vice President of Marketing, NYC, NJ, and Mid-Atlantic Regions
Jennifer.Holmes@elliman.com
Julia
Jake Mirto
Marketing Manager, 111 Fifth, 936 Broadway, NJ Region Jake.Mirto@elliman.com
Helen
Our Creative Process
For projects that cannot utilize a self-service template, our team can assist with creating custom content. Depending on request and queu of work, our turn-around time can vary.
Planning Design Delivery
1. Email the request to your designated 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.
How to Set Yourself Up for Success
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.
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 new headshot*. *First headshot is free, contact Kathleen.Beattie@elliman.com to set this up.
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 International
Advertising Reach
Online Presence
Marketing Snapshot
Agent Bio
Testimonial
Recent Transactions
ACCESS BRAND LISTING PRESENTATION
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
StudioPro
StudioPro is our premier Marketing Center and CRM platform. With excellent self-service capabilities, you can create and send emails, post to social media, manage your contacts, lead and more. StudioPro allows you to:
• Sync Google, Outlook and mobile contacts in real time
• Access self-service marketing templates for newsletters, social media, showsheets, seasonal flyers, property emails, listing websites and more
• Access our Agent Network for extended broker outreach
• Access holiday and seasonal content, and birthday and anniversary templates for your clients.
LEARN MORE ABOUT STUDIOPRO
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!
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.
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
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.
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
Elliman Inspirations
Elliman Inspirations (“El”) is an Al-powered home discovery and collaboration space for home searching and selling.
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
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.
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.
Folio
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.
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
Professional Development
Our award-winning training platform is managed and operated by our new professional 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 pre-recorded and live training sessions.
For questions regarding agent training and career development, be sure to contact detraining@elliman.com and look out for their weekly emails to sign up for sessions.
TRAINING OFFERINGS
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
Agent Checklist:
Day 1 to 30
TRAINING
Attend ongoing trainings.
BIO
Coordinate with approved writers for bio and headshots.
BUSINESS CARDS / NOTECARDS
Contact your office admin to place your complimentary first order of business cards.
WEBSITE
Complete your profile.
SOCIAL MEDIA
Create/update personal social media accounts with consistent handle names. Don’t forget to tag @douglaselliman and @douglasellimannewyork in your RE posts.
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.
Agent 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.
Agent Checklist:
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. TEAM UP
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.