It’s no secret that the end of the year is a slower time for the real estate biz. Whether it’s Thanksgiving food comas or untangling Christmas lights, there are plenty of distractions for agents and consumers alike. So, we’d like to use some of the slower days to look back and reflect on CRMLS’s yearlong push to advocate for agent value: Value Redefined. Sharing a retrospective might just spark some inspiration for what comes next: 2026 and a fresh, new year. It’ll be here before you know it!Â
What to Learn from a Yearlong Campaign
Value Redefined was launched in response to agent uncertainty in the wake of the commissions lawsuits. When the industry felt the ground shake beneath our feet, CRMLS sought to add some security and guidance. This involved not only greater emphasis on how agents can vocalize their value to clients, but also an opportunity for CRMLS to look inward and redefine our own value and purpose. After a year’s worth of content, including the Value of Representation initiative, here are a few takeaways from our experience.
- Don’t Be Scared to RevampÂ
Reworking your brand’s message can be daunting, especially when you feel like you were on the right path already. But you can’t control the tides of business, so you adapt whether you like it or not. A rethink of your brand can be an opportunity to refocus on what people really want. Â
- Your Clients Come First, Not Your EgoÂ
When people are unsure of the how and why of a business, service, or product, they will begin to consider doing without. You can boast all about your accomplishments, but if the client doesn’t see how your grand achievements benefit them, they’ll ignore you. Focus your messaging on what you do for them, not just how great you are, and how you offer what others can’t. Â
- Speak Plainly and Acknowledge the SituationÂ
While we could’ve taken a more triage approach to the new world of real estate, acting like emergency responders to a tragedy, we knew this would only make people feel worse. Sugarcoating wasn’t going to get us anywhere, either. Transparent messaging about how some stuff may be simple but not easy, or confusing but not impossible, helps keep things productive and positive. Â
Of course, there were a million micro lessons along the way as we ran all our collateral, documents, and webinars, but these big ones stand out as applicable to, really, anyone marketing anything. After all, it’s a tough endeavor to redefine value from the inside out, but advocating for clients is what we all do to ensure their and our success.Â
From the Desk of CMO Nicole Aguilar
The personal thoughts of CRMLS’s Chief Marketing Officer
This year was a tough one, no question. A lot of fallout from last year took shape and the industry is still transitioning. But we saw the opportunity to be more than an MLS. Offering services beyond what we normally do (which includes this newsletter you’re reading now!) animated us to be a better, more transparent info and support system for our users. Â
From the Kitchen of Chef Ian
CRMLS Product & Event Supervisor and resident gourmand Ian Huss is serving up his favorite avocado-focused recipes. Here’s a Thanksgiving shareable: avocado, feta, and pomegranate crostini:
Ingredients:Â Â
- 3 avocados, smashedÂ
- 5 oz crumbled feta Â
- Juice of 1 limeÂ
- ÂĽ cup cilantro Â
- 1 pomegranate, seeded Â
- Sliced bread of choice (French or sourdough works best)Â
Instructions:Â Â
- Preheat oven to 375 degrees F and line a baking sheet with avocado oil or cooking sprayÂ
- Bake the bread roughly 9-13 minutes until the edges are slightly toastedÂ
- In the meantime, combine smashed avocado, cilantro, and lime juice, mixing well Â
- Pull the bread out of the oven and top with avocado cilantro lime mixtureÂ
- Finish with a sprinkling of fresh feta and pomegranate seedsÂ
Thanks for reading this month’s Avocado. Have suggestions on what you want to see? Drop your thoughts in our survey to help us be all the more relevant to your needs.
Sincerely,
Your friends at the CRMLS MarCom team
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Trusting in Your Own Intelligence
In a world increasingly shaped by AI, let’s not forget that human intelligence is still the most powerful tool. AI can analyze and predict but can’t replace intuition or empathy. The impression you have as a human allows you to market yourself as a source of tangible trust in an increasingly virtual world. The work of a Realtor is, oftentimes achingly, human. Show your clients that you aren’t just an efficiency machine but someone who can understand wants and needs, who knows that navigating real estate can be full of highs and lows, and who can do the work AI can’t. Your value is intrinsic; AI gives you a boost, but it doesn’t replace your role as a trusted Realtor.
