5 Strategic Marketing Shifts Top Agents Are Making in 2025
Puja Patel
Puja Patel is the Director of Demand Generation at Compass, where she developed and leads the company’s national growth marketing strategy to attract top-producing agents. Based in New York City, Puja combines performance marketing expertise with deep insight into agent behavior to drive scalable, high-impact lead generation across channels.
Top-producing agents aren’t just selling more. They’re thinking differently about time, branding and scale. Their marketing isn’t reactive - it’s intentional. In my role leading demand generation at Compass, I spend every day immersed in what drives engagement and conversion across channels and more importantly, what actually drives growth.
Here are five strategic marketing shifts I see high-performing agents making today and how the right systems and support can help accelerate those moves:
1. They know exactly who they’re speaking to
Successful agents don’t build marketing for the masses. They’re clear about who they’re trying to reach - whether it’s a $3M seller in Chicago, a first-time buyer in Miami, or a developer in LA and they shape their message accordingly.
This kind of clarity is what makes your marketing feel relevant and not generic. It turns a flyer into a pitch. A follow-up into a conversation.
Turning Strategy Into Systems at Compass: Proprietary AI-powered copy tools, customizable templates and campaign targeting allow Compass agents to tailor outreach across print, digital, and email, making precise messaging scalable and repeatable without losing nuance.
2. They treat their brand like a competitive asset
Your brand is more than a logo. It’s how clients perceive your value before you ever get in the room. The most strategic agents don’t just show up with listings - they show up with a story, a standard and a presence that signals trust. That level of brand consistency takes discipline and support.
The Compass Advantage: Through Marketing Center, in-house creative services, and luxury design support, Compass helps agents build and maintain a strong visual and strategic identity - whether it's a listing presentation or a national media placement.
3. They scale visibility without sacrificing time
Most agents know their time is their most limited resource. They don’t spend it resizing graphics or rewriting captions. Instead, they automate what’s repeatable and stay personally involved where it matters most - strategy, negotiation, and relationships.
“The best agents automate the repeatable and protect their time for what only they can do.”
Operationalized at Compass: Compass agents lean on a national marketing team that delivers monthly campaigns, social playbooks and high-impact creative guidance. They also tap into tools like Marketing Center that extend their digital presence while keeping control of their brand.
4. They make decisions with data, not guesswork
The best marketing isn’t about being everywhere. It’s about knowing what’s actually working and doubling down.
Whether it's understanding which emails are getting opened, which audiences are engaging with content, or how listings are performing week to week - top agents use data to make smarter decisions, faster.
Compass In Practice: Compass agents have access to Performance Dashboards and integrated CRM insights to track listing views, campaign engagement and contact behavior in real time, allowing them to quickly optimize outreach and focus where it matters.
5. Don’t start over every time
Most marketing resets the moment it’s sent. But the smartest agents are building content ecosystems - branded guides, email sequences, retargeting flows, high-end social campaigns - that continue delivering value over time. This is the difference between activity and leverage.
What This Looks Like at Compass: Agents have access to a national content library, customizable market reports, luxury-focused campaign toolkits and dedicated creative directors in markets across the country. It’s marketing that doesn’t just work once. It works over and over again.
You’ve already built a business. Now it’s time to build the engine that scales it. Top agents are creating systems, backed by infrastructure, that free them up to focus on what only they can do. And many are already doing it with Compass.
Compass does not recommend one particular strategy or guarantee of results.*
Featuring
Puja Patel
Director, Demand Generation
