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March 1, 2022

Design Concierge: How Insight Turned Into Big Deal for Agents

Scott McDougal
Written By:
Scott McDougal

The Studio launched a new product in 2019 that’s making big waves in the real estate industry. It’s called Design Concierge and it has quickly become the go-to resource for agents looking to build a personal brand quickly and easily. Sweet, right? The product is now available to the more than 45,000 agents affiliated with Coldwell Banker’s company-owned operations. Here’s a behind-the-scenes look at all that went into creating and successfully launching Design Concierge.

Since one of The Studio’s founding principles is to create products not just for agents, but with agents, we invited them to share some of their biggest challenges as independent contractors. A key insight was that agents are highly entrepreneurial salespeople, but not necessarily experienced in marketing. Do-it-yourself marketing is time-consuming and often ineffective, and outsourcing or hiring a marketing assistant can get expensive.

The Studio saw an opportunity to support agents by launching a professional, cost-effective way to help them craft a personal brand that was original, memorable and authentic. Agents only need to fill out an online form, and professional designers and copywriters would do the rest, all for an affordable price that was well below market pricing.

We created a suite of templates for both semi-custom and custom options that agents could purchase a la carte. Agents ordered their materials through an online portal, cbdesignconcierge.com.

The Design Concierge program was officially launched one year ago this month, and over the course of seven months, we rolled out to 28 markets and 45,000+ agents. The majority of markets launched in September and October, and by the close of 2019, we completed 1,998 orders with more than 1,850 individual clients served. Weekly orders range from 115 to 150, with some weeks as high as 300! Agents love the products and services and feel that by creating their own brand, it helps them stand out among their competition.

Prior to its inception, there was nothing similar being offered to agents on this scale. With the launch of Design Concierge, agents can now put their own personal branding on a variety of personalized and customized marketing assets. Agents can be confident in both the quality of product delivered and in knowing that their materials will be in compliance with their state and local rules.

The world of real estate has become increasingly competitive, and anything that an agent can do to stand out from the crowd is of great benefit. And to be able to do that so affordably makes Design Concierge the ultimate win-win for them.

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