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“You can’t make an impact unless you take a risk—creatively or otherwise.” — Christina Panos, CMO, The Corcoran Group
Real estate is deeply personal. It’s emotional. It’s aspirational. And yet, for decades, real estate marketing looked nothing like the experience buyers and sellers actually go through. That disconnect is exactly what Christina Panos, Chief Marketing Officer at The Corcoran Group, set out to change.
Over nearly 20 years shaping Corcoran’s brand—long after founder Barbara Corcoran built its early momentum—Christina has reimagined what real estate advertising can look and feel like. Instead of transactional messaging and ego-driven agent ads, she introduced a new, human-centered philosophy built around one powerful idea:
Homes aren’t just places. They’re reflections of who we are.
In this episode of The Speed of Culture, Christina breaks down the emotional heart of real estate, the shifting worldview of younger buyers, the growing role of AI in the industry, and the bold creative risks that turned Corcoran into one of the most respected luxury real estate brands in the world.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
Reinventing Real Estate Marketing: From Ego-Driven to Emotionally Driven
When Christina arrived at Corcoran, real estate marketing was highly transactional—and overwhelmingly self-promotional. The typical ad looked like this:
- A broker’s headshot (airbrushed)
- “#1 Agent on the West Side”
- Listings, listings, listings
There was no consumer insight. No emotional storytelling. No understanding of what buyers and sellers actually cared about.
Christina—coming from an agency background steeped in strategy and research—saw an enormous opportunity:
Real estate is emotional. So why wasn’t the marketing?
Her early mission:
- Introduce emotional storytelling
- Elevate the brand beyond agent ego
- Explore the deep feelings tied to buying and selling homes
- Build a platform true to what Corcoran stands for
That vision became Corcoran’s iconic brand philosophy:
Live Who You Are.
It reframed real estate not as a transaction, but as a life moment—a move often tied to marriage, children, divorce, career changes, or empty nesting. It gave Corcoran a timeless emotional center that continues to guide the brand today.
Why Brand Matters More Than Ever in Real Estate
Some leaders in the industry still question whether brand equity matters. Christina disagrees—and buyers do too.
A strong real estate brand provides:
- Trust in a high-stakes transaction
- Credibility in a market crowded with new entrants
- Consistency across agent experiences
- Emotionally resonant storytelling that transcends listings
Corcoran’s brand doesn’t replace the agent—it elevates them. Buyers gain confidence when they see a recognized name behind the person guiding them through the biggest purchase of their life.
And for agents, it attracts customers who want more than just information—they want connection.
The Modern Home Buyer: More Cautious, More Informed, More Intentional
Today’s market is full of complexity—rising interest rates, affordability challenges, political uncertainty, and a generational shift in values. Christina sees profound differences in what younger generations want from the home-buying journey:
1. They crave community more than status.
Unlike previous generations who chased “the perfect view,” Gen Z and younger millennials choose neighborhoods based on friendships, lifestyle, and belonging.
2. COVID reshaped their relationship with home.
Remote work made home a workplace, sanctuary, and social hub—all at once.
3. They want partnership, not pressure.
Younger buyers want real estate agents who guide, educate, and build trust. They expect transparency and value long-term relationships.
4. They are more emotional buyers.
Homes are no longer status symbols. They’re identity statements.
Christina believes this emotional shift is exactly why Corcoran’s brand resonates so strongly today.
AI in Real Estate: Efficiency Up, Humanity Intact
Despite mainstream predictions, Christina doesn’t see AI replacing real estate agents anytime soon.
Why?
Because buying a home is, at its core, a human experience.
That said, AI is transforming every part of the business that isn’t emotionally driven:
- Drafting optimized property descriptions
- Synthesizing neighborhood data
- Identifying trends and targeting audiences
- Analyzing creative performance
- Enabling agents to automate admin work
- Equipping brokers with powerful insights
- Helping marketers personalize messaging
The opportunity isn't to replace agents—but to free them.
Free them to:
- Build relationships
- Provide expertise
- Guide major life decisions
- Focus on trust, not paperwork
AI handles the scale. Humans handle the soul.
Social Media: The Real Estate Game-Changer
Social media, Christina says, was practically made for real estate.
Why?
1. It humanizes agents.
Buyers can see a broker’s personality, communication style, and authenticity before ever meeting them.
2. It brings properties to life.
Video tours, UGC content, lifestyle storytelling—these formats let the public peek inside homes they’d otherwise never see.
3. It amplifies the brand personality.
Corcoran is playful, bold, self-aware, and stylish—and social is the perfect canvas to express that.
4. It creates education at scale.
Younger buyers, especially first-timers, are “hungry for information.” Social lets Corcoran teach with them, not at them.
The results?
Corcoran’s social presence grew 25% in the past year, compared to only 3% for the next-largest competitor.
Early adoption of TikTok helped fuel that surge, along with Christina’s willingness to let the brand—and even herself—show up authentically online.
Pop Culture Made Real Estate Sexy
From Selling Sunset to Million Dollar Listing, real estate has become a staple of entertainment.
Christina explains why:
- People love seeing inside homes they’ll never visit
- The industry is fast-paced and emotionally charged
- Agents have charisma, confidence, and compelling stories
- Luxury real estate offers aspirational fantasy
- Social media extends the voyeuristic thrill
It’s no longer a “second career.”
New graduates now say, “I want to be a real estate agent.”
The glamor may be exaggerated—but the spotlight benefits the entire industry.
Christina’s Career Journey: What She Did Right
Christina’s path wasn’t planned—and that’s what makes it powerful.
Key decisions that shaped her success:
1. Starting in the agency world
She calls it “the best training ground,” teaching her creativity, strategy, research, and how to respect the role of insights.
2. Jumping to the client side at Mastercard
Working on the iconic Priceless campaign gave her the confidence—and the emotional brand-building skills—to later rebrand Corcoran.
3. Taking risks early and often
From using Annie Leibovitz in a real estate campaign to choosing creative directions no one else saw coming, Christina embraced boldness.
4. Staying long enough to create impact
While many marketers jump jobs every 18 months, Christina spent:
- ~4.5 years at J. Walter Thompson
- ~4.5 years at Mastercard
- 20+ years at Corcoran
Deep brand immersion became her superpower.
Her Mantra: “Go big or go home.”
Creatively, professionally, personally—it’s the philosophy guiding Christina’s work and life.
Risk leads to reward.
Boldness creates memorable brands.
Comfort rarely produces breakthroughs.
Or as she puts it: “The time is now. We’re not getting it back.”
