Joe Faillace

What CMOs Are Thinking Last week, 1000s of CMOs met in Florida for ANA's Masters of Marketing (https://lnkd.in/g7NxY6je), one of the marketing industry’s biggest events to learn, connect, & wrestle w/one big question: what does marketing leadership look like in a world where brands & consumers are being redefined. If any CMOs from real estate were there, I’d love to hear your take. Here are some of mine: 1. CMOs are being pushed to innovate with AI not just to stay relevant, but to redefine leadership in a world where creativity and technology now share the same desk. If you run a brokerage or a team, that message is for you too. You need an active AI strategy, evolving & unmistakably your own. The time to build it isn’t later. It’s now. 2. The CMO role is expanding from managing marketing to leading transformation. Marketing isn’t a department anymore; it’s the connective tissue between creativity & business strategy. CMOs are being asked to orchestrate that evolution on the client side & leaning heavily into agency support to facilitate it. In real estate, your marketing leaders need more freedom & authority to shape how tech, brand, and the agent experience work together across recruiting, training, and client service & they need more outside support to do it. 3. Creativity & consistency still matter. The brands that win will be the ones that stay emotionally resonant & unmistakably human, not the ones who rely on AI to create everything. In real estate, marketing must be more of something we automate, delegate, or template. The strongest brands must treat AI as a tool to inform thinking, not replace it. Great marketing must still come from the brand & lean heavily into genuine storytelling that captures what people are really chasing: belonging and trust. I often sense that marketers in real estate still roll their eyes at “storytelling,” dismissing it as fluff & not realizing how powerful of a marketing device it is. I believe this because of what I see in real estate, identical marketing built around getting people to buy something rather than believe in or belong to something. The big takeaway of all is that AI won’t replace creatives; the creatives (and brands) who master AI will replace those who don’t. I can’t imagine that it would not hugely apply to real estate. If you’re a CMO, run a brand & care about outwitting your competitors, & you missed ANA, come to Denver in June for our Signal event. It’s built for you. https://lnkd.in/gCE8cKUk

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Is lead volume leading you in the wrong direction? PPC marketers are taught to chase lead volume — more clicks, more conversions, more leads. But here’s the truth 👉 Experts are saying steer clear of lead volume as a core metric. Why? Because it doesn't prove or improve ROI (what clients really care about). This article breaks down: 📉 Why volume-based goals create blind spots 💰 How lead quality impacts your ad budget 🔁 The smarter shift toward value-focused optimization You’ll learn why chasing quantity often means ignoring what actually drives revenue — and how top agencies are flipping the script. 📈 Don’t get stuck measuring what doesn’t matter. 👉 Read the full article: https://lnkd.in/gnsfeAsj #PPCMarketing #LeadQuality #MarketingROI #DigitalAdvertising #Attribution #WhatConverts

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Good content can grab a person’s attention… but then what? Marketers also need to earn trust and build credibility, and this article shows how. https://lnkd.in/d3fb2ZNC

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