Key Responsibilities and Required Skills for Brokerage Marketing Coordinator

🎯 Role Definition

The Brokerage Marketing Coordinator is the operational and tactical marketing lead within a real estate brokerage, responsible for executing agent-facing campaigns, listing and brand marketing, digital and offline promotion, analytics and reporting, vendor coordination, and day-to-day marketing operations that drive lead generation, agent retention, and local market share. This role blends hands-on campaign execution with cross-functional collaboration across Sales, Recruiting, Compliance, and Operations to deliver measurable marketing outcomes that scale the brokerage brand and support agents.

📈 Career Progression

Typical Career Path

Entry Point From:

Marketing Assistant or Marketing Intern focused on real estate or professional services
Real Estate Administrative Coordinator with exposure to listings and MLS processes
Social Media Specialist or Content Coordinator with local marketing experience

Advancement To:

Brokerage Marketing Manager
Marketing Manager — Agent Growth / Recruitment Marketing
Regional Marketing Lead or Director of Marketing for Brokerage

Lateral Moves:

Agent Recruitment Specialist (marketing-focused)
CRM Manager or Marketing Automation Specialist
Content Strategist or Digital Advertising Specialist

Core Responsibilities

Primary Functions

Develop, execute, and manage localized marketing campaigns for property listings and agent branding — including email drips, social media promotion, paid social and search ads, print collateral, and event promotion — ensuring campaigns align with brokerage objectives and agent KPIs.
Create and manage high-quality listing marketing packages: write listing descriptions, source and format photography, produce single-property flyers, brochures, virtual tour copy, and syndicate listings to MLS and third‑party portals with consistent branding and compliance checks.
Plan and implement email marketing programs (newsletters, listing alerts, nurture sequences) using CRM/marketing automation platforms (e.g., HubSpot, Mailchimp, Salesforce Marketing Cloud) with segmentation, personalization, and performance analysis to improve open and conversion rates.
Draft, edit, and publish digital content across brokerage channels: website landing pages, blog posts focused on local market trends, neighborhood guides, agent spotlights, and SEO-optimized listing pages that drive organic search traffic and lead capture.
Design, schedule, and monitor organic and paid social media campaigns across Facebook, Instagram, LinkedIn, TikTok, and Pinterest — create captions, select imagery/video, set targeting parameters, manage budgets, and measure engagement and lead generation performance.
Coordinate and manage local advertising buys and partnerships (digital banners, local publications, community sponsorships, outdoor signage) to increase brand visibility and drive agent and listing inquiries.
Produce weekly and monthly marketing performance reports and dashboards that aggregate leads, ad spend ROI, traffic metrics (Google Analytics), conversion rates, and agent-level campaign performance to inform strategy and optimize spend.
Support agent recruitment marketing by developing collateral and campaigns that highlight brokerage value propositions, success stories, commission structures, and training opportunities, and track candidate and lead flow from campaign to hire.
Maintain and enforce brand guidelines and creative standards across all agent and brokerage materials, providing templates, toolkits, and training to ensure consistent visual identity and messaging.
Manage relationships with external vendors and freelancers (photographers, videographers, designers, printers, ad agencies) including negotiating scopes of work, timelines, quality control, contract management, and invoicing processes.
Oversee listing lifecycle marketing operations: coordinate showing instructions, open house promotion, signage requests, lockbox logistics, and post-listing performance debriefs with agents to improve future marketing.
Execute A/B tests for subject lines, creative concepts, landing pages, and ad copy to continuously optimize conversion funnels and reduce cost-per-lead across channels.
Build and maintain CRM segmentation and lead routing rules to ensure timely handoff of leads to agents, proper attribution of marketing sources, and accurate reporting for lead-to-close analysis.
Create, maintain, and update agent-facing marketing templates and self-serve portals (Canva templates, listing kits, social post libraries) that empower agents to promote themselves while maintaining brokerage compliance and brand standards.
Manage budgets for marketing initiatives at the office or regional level, track expenditures, reconcile invoices, and recommend reallocation of resources to high-performing channels.
Coordinate and support brokerage events, agent trainings, open houses, community outreach, and trade shows — including promotion, logistics, materials preparation, registration, and post-event follow-up to maximize attendance and lead capture.
Monitor competitive and market activity including local brokerage campaigns, pricing trends, and community developments; synthesize insights into strategic recommendations for agent marketing and positioning.
Implement and maintain SEO best practices for the brokerage website and listing pages, including keyword research for local search terms, meta data updates, schema for listings, and ongoing content optimization to increase organic visibility.
Ensure compliance with real estate advertising regulations and MLS rules across all marketing materials, working closely with legal/compliance teams to review copy, disclosures, and agent-generated content.
Produce visual assets and short-form video content for digital channels — coordinate storyboarding, shooting, editing, and distribution of property tours, agent introductions, and neighborhood highlight videos optimized for social platforms.
Facilitate cross-functional communication between Sales, Recruiting, Operations, and Finance to align marketing timelines, agent onboarding materials, compensation promotions, and reporting structures.

Secondary Functions

Maintain and update marketing asset libraries and centralized shared drives so agents and staff can quickly access current templates, logos, photos, and brand-approved materials.
Support ad-hoc data requests and produce ad-hoc exploratory marketing analyses, including cohort performance, lead source attribution, and campaign lift studies to support decision-making.
Help define the brokerage's local marketing strategy and roadmap by contributing market intelligence, competitive analysis, and campaign learnings into quarterly planning cycles.
Collaborate with regional managers and business units to translate agent recruitment and retention goals into measurable marketing initiatives and operational requirements.
Participate in sprint planning or project prioritization sessions with marketing and operations teams to ensure timely delivery of campaigns and assets.
Train agents and office staff on marketing tools, self-service portals, CRM best practices, and brand compliance through workshops, playbooks, and quick-reference guides.
Liaise with MLS providers and third-party listing portals to troubleshoot syndication issues, update listing templates, and ensure data accuracy and timely publishing.
Support the preparation of executive-level presentations and pitch decks for agent recruiting events, investor updates, or corporate performance reviews.

Required Skills & Competencies

Hard Skills (Technical)

Proficiency with CRM and marketing automation platforms (e.g., HubSpot, Salesforce, Follow Up Boss, Real Geeks) for segmentation, lead routing, and email campaigns.
Hands-on experience with social media advertising platforms (Facebook Ads Manager, Instagram Ads, LinkedIn Campaign Manager, TikTok Ads) including audience targeting, creative testing, and budget optimization.
Strong working knowledge of Google Analytics, UTM parameters, and conversion tracking for cross-channel attribution and campaign reporting.
Experience with listing distribution and MLS systems, including listing uploads, compliance requirements, and third-party portal syndication (Zillow, Realtor.com, Trulia, local portals).
Familiarity with SEO best practices for local search (keyword research, on-page optimization, schema markup) and experience implementing content strategies that improve organic visibility.
Proficiency in content management systems (e.g., WordPress, Squarespace, IDX/Real Estate platforms) to publish and update blog posts, landing pages, and listing pages.
Practical design skills and tools: Canva proficiency for templated assets; fundamental Adobe Creative Suite skills (Photoshop, InDesign, Premiere Pro) for advanced asset creation and video editing.
Experience running paid search campaigns (Google Ads) and managing budgets, keyword strategies, and performance optimization.
Basic HTML/CSS knowledge for minor page edits, email template troubleshooting, and landing page adjustments without full developer support.
Experience with analytics and reporting tools, dashboarding (Looker Studio / Google Data Studio), and Excel/Sheets for data manipulation and performance analysis.
Event marketing and coordination skills, including registration platforms, vendor logistics, and on-site promotional execution.
Familiarity with A/B testing frameworks and conversion rate optimization techniques for emails, landing pages, and ads.

Soft Skills

Excellent written and verbal communication tailored to agents, vendors, and executive stakeholders — able to translate marketing metrics into actionable recommendations.
Strong project management and prioritization skills, able to juggle concurrent campaigns, tight timelines, and multiple stakeholders with attention to detail.
Collaborative mindset and relationship-building skills to work cross-functionally with sales, recruiting, compliance, and external vendors.
Creative problem solving and resourcefulness, able to produce high-impact marketing assets on tight budgets and timelines.
High level of organization and process orientation with experience implementing repeatable workflows, checklists, and approval gates.
Data-driven mindset: comfortable using metrics to inform decisions, iterate campaigns, and demonstrate impact.
Adaptability and comfort with a fast-moving real estate environment and fluctuating seasonal demand.
Customer-centric orientation: understands agent needs and buyer/seller behavior to design marketing that converts and supports agent productivity.
Strong attention to brand and compliance detail to ensure accurate and regulatory-compliant marketing materials.
Coaching and training capability to enable agents to use marketing tools effectively and consistently.

Education & Experience

Educational Background

Minimum Education:

Bachelor’s degree in Marketing, Communications, Business Administration, or related field OR equivalent professional experience in real estate marketing.

Preferred Education:

Bachelor’s degree plus industry-relevant certifications (Google Analytics, Facebook Blueprint, HubSpot Content/Email certifications) or real estate designations.

Relevant Fields of Study:

Marketing
Communications or Public Relations
Business Administration
Real Estate or Property Management
Digital Media / Advertising

Experience Requirements

Typical Experience Range: 2–5 years of marketing experience, ideally with 1–3 years specifically in real estate, brokerage, or professional services marketing.

Preferred: 3–5+ years of progressive marketing experience supporting multi-agent brokerages, franchise networks, or high-volume listing environments with demonstrated success delivering digital campaigns, lead generation, and agent-facing marketing programs.