Anywhere Real Estate CMO on B2C Marketing, Emotional Motivators and Courting Latino Buyers

The real estate buyer journey has changed a lot in the past 15 years. So naturally, marketing that process to individuals must evolve along with it.

“Our dependency on technology and digital platforms is only increasing. And real estate has seen that same level of disruption,” according to Esther-Mireya Tejeda, the first enterprise-level CMO at Anywhere Real Estate, parent company of Coldwell Banker, Century 21, Better Homes and Gardens and others. “The process of buying a house… is really different today, because there's so much more information available on the internet around housing inventory, neighborhood, school districts, expert opinions and peer-to-peer opinions.”

In light of that shift, the company is on a mission to incorporate B2C marketing tactics into its B2B real estate business. “It’s more of an ‘and’ strategy than a ‘replacement’ strategy,” she explains. “While agents, brokers and franchisees continue to be the lifeblood of our business, we also realize there is no business without the end user, which is the buyer and the seller. So it’s bringing those things more closely together in a way that is integrated and seamless and, importantly, digital-first.”

We spoke with Tejeda about?what that transition entails; the company’s goal of transforming the consumer experience within the real estate industry; her approach to segmentation based on emotional motivators; and the critical importance of understanding and marketing to Latino buyers.

CMOs are under pressure to do more with less while providing tangible outcomes that drive the business forward. As such, marketers must deliver concrete evidence of their programs’ effectiveness using metrics that CFOs understand and can endorse. Here are?four critical steps to focusing on the right KPIs, instead of relying on vanity metrics.

Lastly, don’t miss our next?LinkedIn Live on Thursday, Oct. 26, a conversation with SheaMoisture CMO Taydra Mitchell surrounding the brand’s “Black Men Love” campaign, the growth of its men’s product business, connecting with consumers through experiences, and much more.

Until next week,

Kaylee Hultgren

Content Director, Chief Marketer