Once a brand is developed, Realtors and brokerages must consistently create campaigns, which should be a mix of well-executed fundamentals and outside-the-box game changers.

Mayi de la Vega, founder and CEO of ONE Sotheby’s International Realty, says her firm nails the basics. Any e-blasts that our sent out to agents or the client database serve to reinforce taglines that appear in print publications, such as The Wall Street Journal, The New York Times or the Financial Times. One campaign that earned placement in those publications was The Power Players campaign, which de la Vega says aimed to position ONE Sotheby’s developments in South Florida as the premier choice for New Yorkers and other out-of-towners looking to head south.