Homes.com Outlines Digital Branding Strategies Agents Need To Win In A Rebounding Market

As interest rates ease and buyer demand returns, real estate agents face a critical moment to reestablish visibility and trust before clients are ready to transact. Winning listings in a rebounding market requires agents to show up with purpose, be consistent, and be where clients are looking for information about buying. Chris Mumford, VP and CMO of Marketplaces at CoStar Group explains why modern digital marketing is centered on building long-term brand presence across the entire buyer journey. Drawing on his career leading challenger-brand marketing and iconic advertising Mumford shares how agents can build memorable personal brands, use paid media more effectively, avoid common marketing pitfalls, and leverage platforms like Homes.com to stay top of mind.

HousingWire: As interest rates begin to fall and buyer demand increases, what digital marketing strategies should agents prioritize now to stay top-of-mind when clients re-enter the market?

Chris Mumford: Today’s buyers engage with real estate long before they ever reach out, and 100% of home buyers begin their search online. That means agents need to meet buyers where they are and build trust early.

Homes.com’s Your Listing, Your Lead^TM model is built around that idea. We give agents consistent visibility across channels — from our platform to traditional advertising and social media, including TikTok — without selling their leads or hiding information behind paywalls. The focus is on transparency, education, and staying top of mind throughout a long decision cycle. Buyers connect with agents who feel like guides, not salespeople. By keeping an agent’s brand present at every stage of the journey, we help them build that trust naturally. The strategy is simple: be where the audience is, tell stories that matter, and let your authentic brand shine before the first conversation happens.

HW: What differentiates a high-performing personal brand from a forgettable one? How can agents start building that brand today?

CM: High-performing personal brands show up with purpose and consistency.

Real estate is no different. The strongest agents lead with value rather than just self-promotion. Take Matterport, for example, this feature gives buyers a best-in-class 3D tour of the home, with automated measurements and digitally defurnishing rooms. Member Agents can leverage Matterport in listing presentations to showcase their ability to deliver cutting-edge virtual experiences that boost buyer interest and set them apart from the competition. 

Consistency builds trust. When buyers see your name throughout the buyer’s journey, it already feels familiar when it’s time to act. Homes.com is built to amplify an agent’s brand, not compete with them: no lead diversion, just visibility where buyers are searching. Member Agents sort to the top of results, reaching hundreds of thousands of more buyers, and on average, our Member Agents win 60% more listings. The takeaway is simple: start where buyers search, lead with your unique value and let consistent exposure do the heavy lifting.

HW: What role does paid advertising (like social or PPC) play in a modern real estate marketing strategy? What’s the smartest way for agents and teams to invest when the market turns around?

CM: Paid advertising should empower agents, not compete with them. At Homes.com, we use digital advertising to drive real buyers to a consumer-first platform where agents are prominently featured and credited.

Instead of selling leads, we invest heavily in social, search, and performance marketing to increase the traffic and engagement on Homes.com. This keeps Member Agents visible throughout that journey, not just at the transaction point. When the market turns, the smartest move for agents isn’t to outspend everyone else; it’s to align with a platform that’s already investing at scale, driving momentum, and amplifying their brand long-term. That’s what a Homes.com Membership delivers: built-in digital advertising power that keeps agents top-of-mind as demand returns.

HW: What are the most common digital marketing mistakes you see agents or brokerages make?

CM: Most mistakes come down to inconsistency, inefficiency, and unclear impact. Earlier in my career, working with global brands like GEICO, UPS, and Walmart taught me that brands don’t fail because they lack creativity; they fail because they disappear, becoming irrelevant in the moments that matter most.

Agents make the same mistake when they show up in short bursts instead of consistently. If buyers don’t see you regularly, they won’t remember you when it matters. Another issue is spending without measurement. Too many agents invest in digital tactics but can’t explain what’s working or how it drives results. Homes.com addresses that by investing in data-driven digital marketing that brings engaged buyers to a consumer-first platform, where agents are clearly featured, measured, and kept visible throughout the journey. It just might be the only media investment an agent needs.

HW: How should team leaders or brokerage owners think differently about branding and content?

CM: Leaders need to think about branding at a different altitude than individual agents. The biggest breakthroughs happen when a brand feels cohesive instead of fragmented. That means shared values, consistent messaging, and a recognizable visual identity—rather than a collection of disconnected personal brands. That’s where technology becomes a force multiplier. 

Homes.com helps extend that unified brand across the buyer journey by employing sophisticated retargeting and providing tools such as Listing Performance Reports, enabling leaders to plan content, measure performance, and continuously optimize at scale for the entire organization.

HW: What’s one simple but underrated tactic agents can implement this week to attract more qualified buyers or sellers online?

CM: Lean fully into being positioned as a local expert online. Buyers aren’t just shopping for a home; they’re choosing neighborhoods, schools, and lifestyles. That’s where confidence is built. Homes.com is unmatched in supporting this by showcasing agents alongside their listings on neighborhood and school pages where buyers are already researching. When buyers repeatedly see you connected to the areas they care about, you become the obvious choice. It’s a small shift that leads to more qualified conversations and stronger trust.