Name: Market smarter, close faster: How real estate leaders scale brand integrity and fuel growth (AMER)
Uploaded: 2025-12-11T15:46:12.309Z
Duration: 1 h 8 s
Description: Market smarter, close faster: How real estate leaders scale brand integrity and fuel growth (AMER)

Transcript for "Market smarter, close faster: How real estate leaders scale brand integrity and fuel growth (AMER)": Kitsign, Barb. Did you make it yourself? Slay. Well, welcome. Good morning. Good afternoon. Good evening. Depending on where you are or where you're joining us from. I am Rob Giglio, the chief customer officer here at Canva. I wanna welcome you to today's conversation. It's entitled market smarter, close faster, how real estate leaders are scaling brand integrity and efficiency. Whether you're an executive overseeing thousands of agents, a marketing leader trying to modernize your tech stack, or a broker owner looking to reduce costs and increase brand control, you've come to the right place. This is your webinar. Let's jump right in. Marketing leaders are facing constant tension between two competing needs, speed and autonomy on one end. This is agents needing to move faster on new listings and often within hours not just days and control and consistency, leadership needing brand protection, ROI visibility and budget accountability. The result of these two conflicting needs are some common pain points across this industry. Agents are using multiple disconnected tools or outdated templates, off brand content created out of desperation or convenience, marketing teams becoming bottlenecks instead of enablers, difficulty providing ROI when content creation is distributed. It's important to find what works, and leading brokerages are addressing these challenges through primarily centralized brand systems that don't slow agents down, streamlined workflows that reduce creation time, and better visibility into what's being created and what's working. But oftentimes, implementation looks different everywhere, and that's why we've assembled this incredible panel. Today, you'll hear from leaders who have tackled these challenges at scale, and they can share what strategies actually worked in practice, where they hit roadblocks and how they adapted, and what they would prioritize if they started all over again. So let me introduce you to our incredible panel. First, we have Brian Boerro, founder of Thousand Watt Consulting. Brian is a massive thought leader in the real estate, marketing, and technology space. He has advised some of the biggest names in the industry, and he's helped them remain on strategy, on brand, and help them digitally transform their businesses. Brian, thank you for joining us today. Oh, Rob, it's my pleasure. Thanks for having me. Next, we have Jill DaSilva. Jill and I have spent a lot of time together over the last year. Jill leads product at Engel and Volkers Americas. Jill and her team have used Canva to scale brand consistency across a global luxury brokerage, which is no small feat. Jill can attest. She's gonna share what's it's really like to manage brand integrity across thousands and thousands of agents. When your agents are creating content on the ground and in real time, Jill is there helping behind the scenes to make sure that everything is on brand and impactful. So welcome, Jill. Thank you for having me. Glad to be here. We're also joined by Lisa Prebick, the head of marketing at REMAX. Lisa has been leading the charge of modernizing marketing across REMAX European network, helping franchise team teams adopt new tools and processes to scale creative output while maintaining a cohesive brand experience. And when you think about doing that across all of Europe, across many languages and many geos and many time zones, that's no small feat either. So welcome to you, Lisa. Thanks for joining us. Thanks so much for having me. I'm very excited to be here. Finally, Jason Abrams from Keller Williams. Jason is the head of industry and learning and has been instrumental in helping KW leverage Canva to empower agents across one of the largest real estate networks in the world. So thank you, Jason. My honor. Okay. So what do you say, everybody? Why don't we get started? I'd like to start with Brian. Brian, you advised some of the biggest names in the entire space on marketing strategy, branding, and the like. Can you give us a high level overview of some of the biggest trends you're seeing in the industry right now and your thoughts on what the future holds when it comes to marketing in real estate? Well, Rob, that's a big question. And, I try to give you a big picture answer. So what's happening from where I sit is that the volume of marketing is increasing dramatically. Here in The United States, we have a million and a half real estate agents, chasing roughly 4,000,000 home sales every year. And given the ease with which you can now reach people through all of these different channels, social, lots of, direct mail still happens, out of home, there's just a high, high volume of real estate marketing out there that's competing for a limited audience and a limited number of transactions. And the challenge that that creates is that if there's too much marketing noise out there, how do you break through that noise and become the signal and and to differentiate? And that, I think, is really the challenge going forward for individual real estate practitioners or for large real estate enterprises. How do I equip my agents, my franchisees with great materials that are on brand that are also designed to differentiate in an ecosystem just absolutely chock full of marketing materials. The number of, whether they're Instagram reels, direct mail, email newsletters, the volume of real estate marketing has gone through the roof in the last few years. The challenge is how do you break through that nuance? That is the that is no doubt the challenge. Generally speaking, what I usually suggest is to break the pattern. So you notice this in in real estate marketing if you pay attention to it. Everybody does the same thing. And if somebody is successful at doing one thing, then a 100 people also do that thing. And that is not the way to break through the noise. That's contributing to the noise. So what you need to do rather than look around at all the marketing that surrounds you as a brokerage or brand or a practitioner, you need to look inward and think really strategically about what am I able to do in my marketing that is different from all the noise that surrounds me. So the impulse is always to look around, see who's doing what, and mimic that. The answer to your question, Rob, at a very broad level from my point of view is look around and do the opposite. That's fantastic. Thank you, Brian. I love that. I'm gonna shift to Jill from Engel and Volkers now. So, Jill, just to sort of context set for the audience, you are managing a luxury brand across over 16,000 advisers in over 30 countries. That's a pretty massive scale. It is? Yeah. How did you maintain the premium brand standards that I know you personally really believe in and try to uphold given the need for advisers to be flexible in their creative and marketing materials. And in particular, as Brian just said, wanting to stand out and be different. How do you even think about that? How do you do it with Engel and Volkers? Well, I think what we've done here is really kind of, number one, lean into the brand kit. Right? It's got all the fonts you need, all the colors you need, every logo you need access to. We really made sure that we had enough templates that everyone could stay within our guardrails, but still have the flexibility they need to move out, whether it's about how they promote themselves or how they promote their markets and being able to meet the needs of the individual markets you mentioned earlier. Multiple languages, multiple countries, multiple compliance challenges. And so the beauty of the system is the speed at which we can move. One template, which you then make into another template and make a small tweak. It's really allowed us to move fast, get templates up quickly based on feedback and reactions from our network. And so they feel like they have everything they need. They don't need to look somewhere else because they can get it with all in one platform, but yet we can still maintain those the brand integrity and the standards that we have. I love it. That's fantastic. Thank you for that answer. It's like a lot of creativity within a a specific framework. Thank you for that, Joel. So, Jason, Keller Williams made a pretty bold move to democratize design across a 180,000 plus agents. As you were making that move, what were the biggest concerns that you had or your leadership team had about putting creative power directly in agents' hands? How did you address those concerns? That's a great question. I I don't know that we ever had a ton of concerns about putting it directly in their hands. We're we're the place where entrepreneurs thrive, and our agents are incredibly independent. We've always believed if it's not their brand, it can never truly be their business. The question for us has always been, how do we complement the brands that they're building? And then how do we do it at scale? And to go along with that, we're an educational and people development company. So for us, we're always gonna lead on the education side. We thought less about democratizing marketing and more about empowering stories. You know, in our mind, it's the best story that wins. And you hear that every time we bring in a speaker that's gonna help with marketing or with lead generation or with client experience. So how do we tell those stories at scale? What we didn't wanna do was create an infinite number of rules and then say, go live in this box. And I totally understand other companies that take that strategy. For us, it's slightly different. We wanted to give guardrails to make sure that everybody looked as good as they could look, that their marketing finally worked as hard as they did. And it kinda began by building confidence. You know, believe it or not, I think a lot of real estate agents do less marketing than they would because they don't have the confidence that what they're gonna put out looks like they want it to look or sounds like they want it to sound. And they're they're worried about being embarrassed or putting something out that makes them look less than. So we kinda thought about it like our marketing department is there to help build confidence and educate. Our leadership is there to help give governance that keeps everybody in compliance. And our agents, ultimately, were given the gift of freedom that only a platform like this can provide. I'll leave you with this idea on this concept, which is they used to wake up in the morning, and you would need the time block an hour to work on building the sort of things that Canva now does for them in five to seven minutes. Yeah. And when you think about the fact that they're trading their time for dollars, this might be the most effective use of saving time. I love it. Thank you for that. Let's go back to Brian at thousand watt. You've advised countless countless organizations on brand strategy. What's one of the most common mistakes that you see them making when trying to scale up marketing efforts across these really distributed teams? And maybe how have you solved or helped them solve those common mistakes? The common mistake that I often see is there's too much time thinking about marketing production, which Jason alluded to, huge time sink historically. And then secondly, too much time focused on the medium or the channel rather than the message or the strategy behind that message. So generally speaking, in real estate, we have historically said, okay, well, we need to be, twenty five years ago, we need to have a website, we need to be there. Well, then we needed to be on Facebook. Now we need to be on TikTok, our reels. Right? It's just YouTube. It's all over the place. So we think in terms of channels and mediums and the production required, therefore, rather than strategy and positioning and messaging. I I think as as Jason suggested, one hopeful thing that I see in that regard is that the production of marketing assets, even though it generally leads to a glut of marketing that provides its own challenges, the less time you have to spend on producing marketing assets, the more time you should theoretically have to think strategically about your brand positioning and your message strategy. So I think that's a roundabout answer to your question, Rob, but that's generally speaking how I see it. Yeah. Thank you. I wanna shift and come to Lisa now with REMAX. So, Lisa, you oversee marketing across dozens of countries, languages, and franchise groups at, REMAX Europe. I can imagine that's a massive challenge for maintaining brand consistency. Maybe share with the audience a little bit about how you handle giving local teams creative flexibility while ensuring the REMAX brand stays unified across all these geographies? How do you handle it? Yeah. That's that's a really good question. So for us, obviously, supporting dozens of countries across Europe means we are constantly striking a balance. In the past, that balance was actually much harder to achieve. Like, even when we provided templates, they were often in formats that weren't really easily editable. So especially when it come came to localizing it for different markets, what often happened was a teams or designers would adapt them so much that the final designs didn't look unified anymore across Europe. So you would have all kinds of different stuff going on. And we with that, we were unintentionally creating fragmentation. And, with Canva, this dynamic has completely changed for us. We now work with standardized templates and brand use that protect all the important brand elements while still allowing our regions in Europe to personalize the content, the way it needs to be how it needs to be for them locally. And the same goes for agents. So they can access and access fields much easier and personalize them in a way they need to. And one of the main things is that the the way the templates are built, they are so intuitive and easy to work with. So our regions and agents don't feel the need anymore to reinvent the wheel or to do anything from scratch, just and go ahead, translate, localize, and adapt it without breaking the brand and the initial look and feel. So that has really yeah. It shifted everything for us, and, it gives us the perfect flexibility for our regions and agents. And, yeah, it still remains unified across across all of Europe. That gets me excited to hear. I've I've seen some of it, but I I think I need to do a deeper dive across Europe to go see the way your brand is staying consistent with some level of flexibility country by country. Okay. I wanna come back to you, Jason, if I could. Like we said in a prior question, you took a bold step, empowered tens of thousands of agents to start using Canva's enterprise tools. I know you were excited to empower them, but at the same time, you had to be pausing a little bit with a question about, like, how is this gonna work? How is the implementation gonna happen? Because although your vision was for something that used to take hours to now take minutes, as you said before, you had to be a little bit worried about, like, what were the workflows gonna be like? So maybe you could tell us a little bit about, not just how you thought about it, but that how you actually, like, rolled it out. What were some of the key pillars to that rollout? I I was worried about it. I here's why I was worried about it because the product is awesome. And I know that seems counterintuitive. I worry the most when I know the product is great because the only thing that can fumble the ball is the rollout and then the adoption. And here in 63 countries with 200,000 real estate agents, you have a problem at scale. Someone once described it as firefighters who only choose to work with arsonists. And those people like us love that. Right? Because we love the challenge. We roll everything that works out the same way, which it's gotta be grassroots. It can't be top down. The real estate industry is it's so great because it's filled with entrepreneurs. Good luck trying to tell them all to go do something and then having any result there. So we lead through education. Our idea was to feature this, what we call mega camp, which figure 10,000 people sitting in a room and all geeking out about real estate and showing how this actually, number one, makes you more money, and number two, saves you more time. And then getting really tactical in it. I think a lot of times when you roll stuff out, you end up talking about features instead of talking about outcomes. And I think that people would, by and large, love to adopt an outcome as opposed to an opportunity. And so we showed, here's exactly the steps you're gonna take to get this outcome. Number one, meet more clients. Number two, have deeper relationships. And number three, look better everywhere you show up. During it, we we had a consultant. He said to me, you know, marketing is a tax paid by the unremarkable, and you should always keep that in mind. And I thought about it. And And I'm not a marketer by education, but I think if you're gonna be in the story business, which is what real estate is, you're in marketing. And I've I've kinda changed the view. Because I look up now, and I think that marketing is a revenue opportunity enjoyed by those bold enough to tell the story. And when you look up at adoption levels, and I'm talking designs per agent, templates used, repeat session, repeated workflows, all those numbers exceeded our expectation. We were benchmarking against, like, standard SaaS. Right? Like, if we could get 15 to 25% adoption, that's great for a SaaS company. We we've surpassed all of that. And you and here's the reason why. There's so many products that are being sold to real estate professionals, and everyone has the same pitch. Use ours, and you'll do one extra deal, and it'll pay for itself for two years. And it's so tiresome. Here's the truth, though. They know it when they see it. And everybody right now is being seen a hell of a lot more than they were even in the early days of AI, like, ninety days ago. Brian's company did an incredible study where they talked about the fact that the end user has all kinds of anxieties around parts of the transactions that real estate people take for granted. That one of the things he proved was that they don't even know the questions to ask to differentiate one real estate agent from another. 40 plus percent didn't even know how to interview. That's really the opportunity here. When we start marketing and educating to empower buyers and sellers, which begins with educating real estate agents, I think the whole industry gets set for I love it. I love it. Yeah. It's more than just brand control. You're advancing the industry. That's it. I'm gonna shift now to Jill. You and Engel and Volkers, were gracious enough to do a case study with Canva. And one of the big findings that came out of that case study was that when you integrated with Canva and your own assets, your team cut design time dramatically. I think it was from, like, thirty minutes to just a few clicks, which maybe is is from thirty minutes to several seconds. The main driver that that came up in that case study was that it was very beneficial having assets accessible in one place. You limited the amount of searching around to try to find photos and uploading individual photos. And so there's a lot of efficiency gain. And that feels good. But I think as, you know, we were just hearing Jason describe, it's really about the results. And I was wondering if you would be willing to share with the audience some specific examples of where that speed translated into real business wins. I think that the integration was key. So what we did was not only integrated our listings where you can grab every photo, every stat on the property descriptions, number of bedrooms, and bathrooms, But that same feed also brings in advisers' headshots, their individual logos, their team logos, so that when you're sitting down to create these pieces, everything's right there. Right? You're not looking anywhere. And then we also laid on top, like, an administrator in a shop could also go and do it on behalf of their advisers. So there was rate efficiency here. And what we're hearing from our advisers, the one specifically that was in the case study said she reduced her time to market by 90%. And as we know in real estate, that first few hours, those first few days, those first couple of weeks are the most important when we're trying to get that listing recognized. And so the ability for the advisers to come in, do this that quickly, and get things out to market with kind of little extra work was great because we want them listing and selling homes. So the marketing piece is necessary, and they have to do it. So we wanted to make it as easy as possible. That's awesome. And one thing something that Jason was saying earlier, in terms of getting people acclimated to the system and rolling it out, I think we found before we even rolled out, people were using Canva. Right? So there wasn't a large learning curve in teaching them how to use this platform. What we were doing was making it easier. You weren't starting from scratch. You weren't creating your own. You were using the templates that we had built for you. And so now there was just you had access to a lot more. You were able to stay on brand because they really wanted to. They just didn't always know how. And so this really facilitated that for them. So we are also seeing great increase in the number of pieces produced each month. The number of things out there and how quickly they're able to get out there, we know it is turning into greater recognition, greater exposure for the listings in the right amount of time, and thereby, in turn, ultimately result in sales for this. That's fantastic. And I I liked your point. That's what it's really all about. It's really about sales for the agents and the advisers. So I'm gonna shift gears now to Lisa. I'm sure everyone would say their region or their country has a lot of regulations. However, I think we all know Europe may have more than most, and those regulations vary, greatly from one market to the next. And buyer behavior can be really different from one country to the next in Europe. And so that creates an interesting challenge because it's no longer just scaling. It's a certain amount of control. So I'm wondering how you would describe the ways that, technology is helping your team move fast, but also maintain a certain level of compliance that's so important region by region. Yeah. I mean, like, Robert, you just said, one of our biggest challenges at, REMAX in Europe has always been just a few variety of markets we serve with, over 40 different countries. And we are working up across so many different countries who have different needs, different bio behaviors, different languages, different legal regulations, and even, like, different platforms they were using in the past and are still using to this day. So, like, even compliance have always had to go hand in hand for us, but, historically speaking, it has always been a challenge. And with Canva, this has actually changed really dramatically for us. Regions now have one platform where they can immediately take what we create on a European level, adapt it for their partners, share it with their agents on a local regional level level, be it in, Germany, Austria, Spain, you name it, and, yeah, in all all in one platform. And they can translate the content, an agent can take the content, adapt it very quickly, adjust your local disclaimers that they need for legal reasons, and tailor the messaging exactly to their needs. So over overall, the workflow has really improved for us a lot, so we can launch campaigns significantly faster. Well, yeah, still ensuring that we stay on brand. And with that, speed hasn't come at the cost of quality for us, but it's actually helped us to improve both. So yeah. That's fantastic. Speed and compliance. Yeah. You know, it's interesting. You're talking about speed. I'm gonna I'm gonna transition now to Brian because it's it's interesting. We do commonly talk about how important speed is in the market. It's one of the things that comes up oftentimes when we're talking about tools and implementation and how important it is to be fast in the market. What is it about speed? Like, for for the folks that are maybe newer to the space, why is speed so important? Like, what's it all about? Speed is important, I think, in this business for a couple reasons. A, particularly now with marketing being heavily skewed towards social channels, if you're able to jump on something and speak to it intelligently, that's really helpful. So here in The United States, right, we've been very focused on mortgage interest rates for the last three years. So if there's some movement there and you have something intelligent to say about it, it's good to be able to produce marketing that speaks to that quickly. I also think that speed to market of listing, as Lisa suggested, is really important in satisfying sellers and allaying some of their anxieties around selling their home. But really, I go back to not so much speed or the velocity for velocity or speed's sake, but really at the opportunity dividend that produces. And it should, again, allow people to become more thoughtful and strategic in their in their marketing. And that I think is sort of the paradox of this moment. Right? Marketing creating marketing has become easier, and so you can either grab that as a moment to just do more of what you used to do, or you can say, okay. Marketing does not drain my marketing department or take an inordinate amount of my time personally as an agent, and therefore, I can do x and y that are higher order functions. And that I think is it requires discipline and patience and a strategic mindset, and I'm hoping most people just don't create more and more and more because it's becoming easier to do so. Yeah. It may that absolutely makes sense. I'm gonna shift now to Lisa. And the section that we're in now is really this idea of proving value and cutting costs. So it's a big thing to invest in marketing collateral, and it's a big thing to invest in marketing tooling. I know none of you take that, lightly when you think about where to spend your time and money. And so it's important for us all to think about how do we prove the value to our organizations. And so maybe what I'll do is I'll start with Lisa. And when you personally think about ROI across your distributed region, what kind of efficiencies or cost savings have you seen since bring bringing a marketing system together under one platform? That's a very good question. We, we actually from our end, we have just launched Canva this year across our network, so we can really see we can really see the last couple of months what has been changing, and, it's still continuing to change. But, generally, the impact of consolidating our marketing systems onto one platform has been quite substantial. The most substantial benefit was really the reduction of duplicate tool costs. So previously, we do use different, design tools. We had loads of different external design agencies also working on our campaigns and materials. And with Canva, we managed to reduce the usage of other tools and those, yeah, costs associated with that. We've also started to integrate our, main external agencies into Canva, which just has streamlined the entire collaboration instead of, like, sending files back and forth to through different tools or email. We all just work in the same environment. And I mentioned before is the biggest breakthrough for us was also the time to market. So creation of campaigns and getting those campaigns launched across Europe, it's it has improved. I I can't really put it into words. It has really, really improved by a lot. It's been really, really impressive. Just when we look at, what regions in the past they had to, like, book their in house cap like, capacities with other designers to get everything translated. It was it it took so much time, and now those barriers have been significantly minimized. And, yeah, teams just take our campaigns and put them straight to the market. And another thing is that we weren't able to look at in the past is, for the first time, we have real usage analytics. So we can see in our network what exactly is being used, how much, how, and in which markets. So that helps us all in the future to really work on what we need to focus on, refine our strategy, and focus on templates and materials that really make sense for our network. So it for us, it goes just beyond costing. It's about efficiency and speed and and visibility of our brand in general. Yeah. That's great. Thank you. Well, Keller Williams, a 180,000 plus agents, Jason. That's a pretty massive user base as we mentioned before. How do you think about measuring the success and ROI when you're scaling at that level? Like, what matters most, in your organization? Yeah. Just adoption for us. I mean, usage equals success. I mean, I I wasn't, you you know, I wasn't worried about necessarily a direct ROI. There was a study that I I I quote all Brian's studies. I think the guy's brilliant. He had done a study that said why agents move. And what he showed was that they value local leadership. They they value technology and marketing, and all of that came before their pay structures and compensation. At the end of the day, there was a movement for a while that people wanted to pay less for less. And I think you've seen a shift in the industry where people now wanna pay fair for more. They want value. There's only so many buckets of value that we can give. Marketing that works as hard as an agent does is an obvious one, and I think you have to be there. Especially when you think about if you believe and it's a fundamental question. I think everyone has to ask himself. Do you believe the person with the best story wins? Because if you don't, the way that you show up and I'm dropping the word social from, you know, media. It's now content media. That's what the world is moving to. If you don't think stories wins, then you shouldn't produce content around it. But we think it does. Think about this panel. Right? Think about E and V. In Hamburg, Germany in '77 and still going strong today or REMAX out of Colorado in '73 and going strong. This is rich tradition that these three companies have when you add in Keller. The only thing you can't buy is tradition. You can buy leads and you you can buy other people and you can buy websites, but you can't buy tradition. The question becomes, how do you prevail it? And prevailing tradition is a difficult thing. I think it's three buckets. Number one, you purvey tradition through education. You purvey it through marketing services. And then finally, you purvey it through culture understanding. Those are the only ways to do it. And when brokerages look up and can't tell you specifically how they do each of those three buckets to ultimately help the agent reach their goal, it falls flat. And that's why you see, and I think you're seeing it at scale. You're seeing agents moving around in search of value. And everyone looks up and says, well, what's the value? The truth is, the value is they want to accomplish all of their goals. And in order to do that, they need to generate leads, follow-up with people, and then transact. And if you think about it, marketing and the way that you show up is the only piece that's cohesive against all three. That's why it's so powerful. Wow. Jason, you're hosting the next webinar. I'm just telling you right now. Your your ability your ability to storytell is phenomenal. So, you you mentioned Brian, like, a a real visionary in the industry working with pretty much all the brokerages. You're you're, like, you're touching it all. So you have a really good lens on what's hot in the industry. I would love to hear from you, a a little bit about what challenges you're hearing about in the industry when it comes to technology. What's the word on the street? No. I first want to, commend you, Jason, on being able to articulate and explain our research better than I can. So I'm a Thank you. I'm a huge fan of what you guys do. You you know what I love most about what y'all do? You take a really analytical look, and you often ask the questions that no single brokerage or real estate agent could answer because they don't have a large enough sample size. You pull us out of the echo chambers that we get in. It's really valuable. Well, I'm glad you appreciate that for sure. To answer your question, Rob, you know, the the the number one problem with technology is I pay a lot of money for this stuff and not enough people use it, period. And the challenge if you're running a franchise organization or you're running a real estate brokerage is, well, I gotta check the box. So when you're trying to recruit agents, you have to have the checklist of all the things. Okay. Do I have a CRM? Do I have a a marketing, center? Do I have a website product that agents can use, the checklist? And agents look at that and say, okay. I have to have the full checklist. Same thing for, like, the brand stuff, training, all of that. And so all of these brokerage companies have to put together the checklist and pay for it, but then agents, generally speaking, adopt technology very poorly. Yeah. Now part of that is, and I tend to speak very freely, is most software in the real estate space is crummy. It's not good. It's not like the software we use in the other parts of our lives, which is very simple to use. Real estate software is often hard to use, so we blame the victim, the real estate agent, for not using it. And then the other thing is is just the structure of this business, at least in The United States, agents are all independent contractors. So even though they say, okay. This brokerage has all these things on this list. Great. I love it. You know? Then they'll be part of a brokerage or a brand and decide, well, I saw this technology over here that sounds better to me, so I'm gonna use that. And it's just kind of a a mess. So the problem is I'm spending a lot of money for stuff my agents don't use. So usage is your big driver? Totally. Because you have to have it. It'd be a brokerage or a brand these days and not have a technology offering. But the the conundrum is I'm gonna spend a gazillion dollars building or or licensing a piece of software, and then nobody's gonna use it. Yeah. And if they don't use it, they don't value it. So what is that investment in my value proposition actually produced? Very little. Yeah. Yeah. Think about what Jason said They were looking at 25%, which is typically what they look at across the platform, and they blew that away. So in an industry, we're saying 20 to 25%, we'd be excited when we really wanna be excited by blowing away because those numbers are through the roof. Yeah. Jill, that's right. 25%. When I hear that, that sounds, oh, wow. You're doing really well. Right. Yeah. The other 75%, not so much. I I think so many people were using Canva in the real estate industry that and you you all have maybe had the same experience. When it came together and all of a sudden they had Canva, in our case, with the MLS, now with templates from us and now with education, it was like a deeper relationship with an old friend they already had, and it exploded. It was so good. Yeah. So, Jill, why don't I stay with you? Before Canva, Engel and Volkers were juggling multiple tools. You you've told us this. You use multiple agencies. You have a lot of different workflows. And you've touched on this a little bit in one of your prior questions, but, like, succinctly, like, what did consolidation to one platform unlock for you? Well, I think it goes to everything. Number one, we had one platform to train and teach people. It wasn't trying to show them where to go for what particular item. It was streamlined into one platform. And then we can really see how and what they're using. I think Lisa referenced this earlier. We have the analytics. We know what they're using. So while we're happy that we can create thousands of templates, it also means there's thousands of templates in the platform. So when we can look at the analytics and really kind of remove anything that we don't need and really tighten up on the types of templates that we know people are using, that's really beneficial. And to, like, get it out there even more, we are finding that people who are not comfortable with a TikTok or creating a reel or those types of things can do it. Right? Because we've created these templates and you're essentially, like, inserting a photo here or putting some text here, and all of a sudden you've opened yourself up to a whole new audience that you may not have had because you're in another medium that you weren't using before. Yeah. So we have just seen a lot of efficiencies and a lot of kind of growth across the platform for our individual advisers. Yeah. Thank you. Okay. So we're we're near the very end. But what would a webinar in 2025 be without some mention of AI? Right? So here's what we're gonna do. In the interest of time, I'm gonna do a speed round, and I'm gonna just drop a prompt on on all of you. And I'll just I'll sort of go around and and you give us your quick thoughts. So AI comes up in in conversation all the time. But I'd be curious to know how either you personally or you on behalf of your companies are thinking about AI in real estate in, say, the next year or so. So not like future vision with robots selling homes, but, like, where would AI help you in the next year? And, Jill, since you just answered, if you don't mind, I'll start with you. Actually, I think it's something that Brian touched on earlier. Where can you create efficiencies so that you can get rid of the day to day things that are bugging you down? Like, really focus on what needs your attention and the things that are just repeat and repeat and repeat, rinse and repeat. You can really automate those in ways that make you super efficient and really just streamline everything. Thank you. Alright, Jason. Quick round. What what would you do? You get to wave your AI magic wand. What comes? I didn't get for real estate agents, it's two buckets. AI does stuff faster and helps you generate leads. Unfortunately, I think the industry is way overcompensating on doing stuff and making it easier and ignoring getting leads, and that's called a mistake. Okay. And so we're going all in on how do I generate leads with AI. Agentic engine optimization, question optimization. When someone says, which real estate agent should I use in your town if it doesn't say your name? You made that choice, and I am on a mission to make sure everyone makes the right one. How it does stuff faster and makes your picture sharper, someone else can worry about that. I'll tell you what. Campbell will worry about that for you. You Feel free. Okay. So then I'm gonna go, Lisa, and then I'll come to Brian. Lisa, as you think about AI in the next twelve months, how can it help the real estate industry? So I agree 100% with, what has just been said in terms of efficiency and generating leads. I also do believe because that's always the question, like, will AI replace agents and, like, where does it all go? But I do believe it provides us and our agents actually with, more opportunity for human interactions. So, ideally, a lot of the work or repetitive tasks are given away to AI. So our agents, again, can focus and have more time on the personal connections with their clients, with each other. That personal and human connection, that is what closes deals in real estate. It's such a emotional and human and, like, there's so much emotion behind this transaction. So, yeah, I think it just enables, hopefully, all our agents, no matter in which company, to be, yeah, to utilize AI as much as possible to really, focus on, yeah, the human interaction. More AI to be more human is what I heard. Yeah. I love that. Alright. Brian, you're you're the industry luminary. No pressure. How are you thinking about AI in the next twelve months in the real estate space? I think that AI in real estate is a blessing and a curse. So I agree with Jill. I think it will create efficiencies that should unlock time and opportunity. I agree with what Jason said and what Lisa said. I think the part that is gonna be a curse is that it will allow, people who maybe should move on from this business to stay in this business. In other words, it will not only make marketing easier, but it will make many of the sort of second order functions of being a real estate agent easier. And that's great if you're a great agent. It's not so great if you're a not so great agent. So I think AI will sustain and increase the number of real estate agents in the world, which okay. Cool. But also poses a challenge for those who are committed to the business and and do it well, which is how do I compete with, tens or hundreds of thousands of AI, empowered agents who present to the consumer in a largely undifferentiated way. So that's the tricky part. I think the upside is really clear. The tricky part is still coming into focus. Yeah. Thank you. Thank you. Hi, everyone. My name is Kennedy. And today, I'm excited to walk you through some ways Canva Enterprise is used in real estate. Canva helps real estate businesses protect brand integrity, accelerate growth, and empower every agent to create professional on brand listing campaigns all within one connected platform. Let's dive in and see how Canva transforms property marketing from listing to closing. When your agents log in to Canva, they're greeted with a home page designed specifically for real estate workflows. Here, you can see all the document types your team needs from presentations, social media, posts to videos, emails, and websites. Your team can create from scratch or, more importantly, start with preapproved brand templates. This ensures every piece of marketing stays on brand, whether it's created by your marketing department or an agent in the field. On that note, let's take a look at the brand kit. This is the foundation of brand integrity and trust across your brokerage, ensuring every agent represents your brand consistently in every market. In the brand kit, you'll find a place where you can upload your logos, lock in specific colors, fonts, and even photos and graphics. As we go through your brand kit, you'll notice I'm going to go ahead and click on your logos. Here, I've uploaded my approved logos, but you can make this your own. You can upload your primary, your secondary, and any variations within your logos, and these are now locked and ready for agents to use. Additionally, your brand colors are right here. Agents simply click to apply them, eliminating any guesswork and ensuring consistent brand application across every market. Next up, we have your fonts. This is where they go. This is the perfect place to upload your brand's fonts and say goodbye to agents using random typefaces that weaken your brand integrity. Last but definitely not least, you can see that I've actually uploaded my approved graphics, icons, and any brand photography. Everything your agents need is centralized, accessible, and controlled by your marketing team. Brand kits help maintain your brand integrity while scaling content creation across hundreds of agents. Now let's go ahead and take a look at the brand templates. These are your predesigned brand approved starting points. You can see luxury listing flyers, open house announcements, social media graphics, brochures, and more, all locked to your brand standards. Agents can customize text, images, property details, but the core design stays protected. This is key to empowering agents without sacrificing control. They get the flexibility to personalize while you maintain consistent quality across every touch point. Let's go ahead and create a property flyer to see how this works. I'm gonna go ahead and just start with this brand template. As you can see, I get a preview of that template, and I am choosing to utilize this brand template. The design is already polished and on brand. Now I actually get to personalize it for a specific listing. This is where Canva really accelerates time to market. While we're here, I actually wanna show you one of our most powerful features for real estate that is launching very soon. You can see it's automatically opened for me, the Canva Listings app. The Canva Listings app connects directly with your MLS to auto populate property data, eliminating errors, saving time, and ensuring every asset uses accurate and up to date details. For real estate professionals, that means faster time to market and complete confidence that every listing that goes out is on brand and on message. So now that I have the listings app, if you don't have the listings app in the future, you'll be able to actually search for listings within our apps catalog, but I can go ahead and search for a property. Once I find my property, I can open that property up. I'll see all of the data that has been uploaded, taking it straight from the MLS. And then with one click, I can actually apply this to the design. With that one click, Canva automatically populates the address, price, bedrooms, bathrooms, square footage, and property photos directly into the preloaded branded design. We, of course, might wanna make a change, to a photo, maybe tweak the text, it looks like, but the bulk of the information is there and ready to go. We can swap out photos. We can do any design, element in Canva that you're used to, obviously, on your other Canva accounts, but now we're taking it a notch up with our real estate listings app. So there's no more copying and pasting, no more manual entry errors. This takes what used to be an hour long process and actually reduces it to minutes. You still have the ability to edit, but this is how you accelerate listing to market velocity and help agents maximize those critical first two weeks when properties are the hottest. As we continue to edit our flyer, I'd like to show you a couple of our favorite real estate users tools. Let's say we wanna go ahead and remove the background from this headshot. I'm gonna go ahead and zoom in so you can see this a little bit more. Of course, I will move this text box out of the way. But like I said, I wanna remove this background from the photo so it pops out a little bit more. I simply select the photo. I can click on edit to remove the background or I can do it in the bar that you see above. With one click and within a matter of seconds, maybe one second, the background is removed using AI, and now the photo is magically transformed. And you can utilize this functionality with all of your listing photos as well, not just headshots, of course. This creates a polished professional look with no highly trained design skills required. I'm also gonna go ahead and change out one of these photos. You can see that it did pull some of my listing data, but I actually didn't have enough photos from the MLS to populate this template. So I'm gonna show you magic erase, but first things first, I'm actually gonna swap out this photo. So I've actually searched a different photo for today's demo. So because that's showing up in my recently used, I'm actually just gonna drag and drop it into my frame here. When I have this photo uploaded, clicking on the photo, I can press that edit button, and you'll notice Canva's magic studio populates for you to utilize the full breadth of really everything Canva has to offer. Personally, I'm gonna go ahead and use the magic eraser because I wanna be able to see this door on the listing rather than the wreath. I'm gonna go ahead and click the wreath, erase that, and once again, Canva's AI is gonna work to actually remove this wreath within a matter of seconds. So use case here, of course, unwanted objects. This, in terms of the example I used today, is a seasonal wreath on the door and we want to see the full door. Voila. Our wreath is gone. The door is visible, but Magic Erase seamlessly eliminates filling in the background intelligently. This ultimately helps agents present properties in the best possible light, instantly fixing small imperfections that used to require professional editing. Next up, let's take a look at one more AI feature that's used all the time at Canva, Magic Write, Canva's AI writing assistant. I'm gonna go ahead and select our property description to show you how easy this is. Once I select, I can click on this icon here for Magic Write, and I can prompt make this more compelling. You'll notice Canvas starts to rewrite my property description. I can choose to replace it or I have some other options. I'm gonna go ahead and press replace. You can see that this is still a little bit too long. So once again, I'm gonna highlight that, use Canva's magic right. Now I'm actually gonna shorten this paragraph. It's still a bit too long, but once again, because I'm able to edit my template, I'll just make this a bit shorter. Maybe I can make it that size spot. But in seconds, Canva magic right ultimately rewrites the copy to be more engaging and persuasive, and then you've also seen it work its magic to make it shorter. Your agents can generate professional marketing language even if writing isn't their strength, helping every listing get the attention it deserves. Finally, let's talk about efficiency. Our flyer is obviously ready, and we need to prepare to publish. Your agents need to share it across multiple channels, whether that's social media, email, website. Canva's resize tool makes it easy to take a design and make multiple sizes and doc types with one click. So with one click on the top left, I can click into that resize option, and Canva can adapt this flyer for Instagram posts, Facebook ads, Instagram stories, LinkedIn, truly whatever you need. I'm gonna go ahead and select this as an Instagram post, but like I said, I can select multiple if I need to. Once I do that, I'm gonna copy and resize. Canva will work its magic yet again. So I'll open this Instagram post up and boom. The content automatically adjusts to fit each format perfectly. What used to require recreating designs multiple times now happens in seconds. And don't forget all the ways you can share or print designs with integrations for printing, email, social media scheduling, and more. All of this means agents can go from MLS listing to fully branded multichannel marketing in under ten minutes. That's how you close faster and grow listings. So there you have it, Canva for real estate. One platform that protects your brand integrity, accelerates your time to market, and empowers every agent to create professional marketing that opens doors and closes deals. From MLS integration to AI powered editing to instant resizing, Canva eliminates the bottlenecks that slow your team down while giving you the governance and control you need as a marketing leader. We covered a lot today. A key couple of takeaways stood out to me. So I think, Brian, you were wrapping up and you led in with one very important point, which is standing out is really what the name of the game is. So just sort of becoming a part of the mass and doing what everyone else is doing is not really gonna get it done. And so to do that, all of us have to take some control of the brand. We've gotta stay focused on the brand identity while at the same time empowering ourselves and agents to stand out. And so Canva's been helpful in doing that. Speed is critical. Each of you described it. Same day, same afternoon marketing through incredible MLS integration, one click design suites, help agents capture buyers faster and win listings and attract top talent into your organization. So that seems to be the second big takeaway. And and the third one, I think, is this consolidation of technology platforms at the organization level and then also at the agent level helps to deliver better ROI because, like, agents and and businesses are spending on the things that matter most, not just a lot of stuff. Again, I thank each of you for your time today. The audience got some really great insights. And if you're listening to this webinar and you're ready to see how Canva Enterprise for Real Estate could help modernize your stack, reach out to us. Share this webinar with your teams, panelists. Thank you so much for joining us today, and we'll see you again soon.