Brokerage marketing teams spend countless hours designing email templates, social posts, and listing materials for their agents. However, it can be challenging getting agents to consistently use what you produce.
When your content goes unused, the marketing impact stays limited. But by giving agents ready-to-send content that fits naturally into their workflow, brokerages can dramatically increase adoption, engagement, and brand visibility.
Why Adoption Is Hard for Agents
Even the best content can sit untouched if using it isn’t fast or easy. Here’s what typically holds agents back:
- They’re stretched thin. Showings, calls, contracts, and follow-ups take time, and marketing competes with dozens of priorities.
- They’re not copywriters or designers. Many agents hesitate to create polished marketing from scratch. It can feel daunting!
- Workflows feel too complex. Anything that requires multiple steps gets skipped (e.g., uploading, editing, resizing).
- They fear going off brand. If an agent isn’t confident that their edits meet brand standards, they may avoid using the content at all.
What “Ready-to-Send” Content Looks Like
A high-performing content library includes:
- Pre-built email templates (listing announcements, market updates, neighborhood news)
- Matching social media graphics for cross-channel consistency
- Listing-triggered marketing emails (Open House, Just Sold, Price Adjustment, etc.)
- Templates already optimized for mobile screens and deliverability
- Locked branding elements with easily customizable text and images
These pieces require little to no editing, making it simple for agents to hit send.
Strategies to Dramatically Increase Agent Adoption
- Make the workflow a 5-minute (or less) experience
The fewer steps, the better. Keep the editing minimal (or eliminate it completely) for maximum adoption.
- Deliver content “at the right moment”
Instead of giving agents a huge collection of templates to sift through, focus on a solid set of templates for the main use-cases. Leverage automation, drip campaigns, and company sends to provide the right content when they need it.
- Build content that aligns with agent priorities
Agents respond to templates that directly help their business, such as:
- Market updates
- Neighborhood insights
- Listing announcements
- Lead-nurturing messages
When content feels relevant to their growth, adoption rises.
- Promote new content internally
A simple weekly template with new visuals can dramatically boost visibility and usage. Highlight new templates with categories like Recommended Send or Agent Favorites.
- Provide micro-training
A 1-minute walkthrough video or quick-start guide can reduce hesitation and build confidence. The rezora platform also includes several amazing “getting started” resources.
- Use data to refine the library
Which templates are opened the most? Sent the most? Ignored entirely? Usage data on your Templates page tells you what resonates, helping your team design more of what works.
What Success Looks Like
Brokerages that build a strong ready-to-send content system typically see:
- Higher agent engagement and more frequent sends
- Stronger brand consistency across all markets
- Reduced pressure on the marketing team for one-off requests
- More polished, consumer-ready communication hitting inboxes
- Agents who feel supported and who market more because it's easier
Why This Approach Works
- Email marketing remains one of the most effective channels for real estate professionals. According to a recent guide, real estate email campaigns continue to “drive lead generation, nurture client relationships, and deliver measurable results with minimal cost.” (RMP - Realty Marketing Pro)
- Using pre-designed templates and automation helps ensure consistency, reduces the workload for agents, and improves deliverability. This is especially true when templates are optimized for mobile and follow best practices. (Urban Splatter)
- A content strategy that combines central brand control with local, agent-level distribution helps brokerages “get the best of both worlds: a recognizable brokerage brand and a feed full of authentic, high-performing content.” (Realtor)
Final Thought
The path to higher adoption isn’t about asking agents to do more. It’s about removing friction and giving them marketing pieces they can send confidently in just a few clicks.
When your content is easy to find, personalize, and send, adoption skyrockets.
