Running The Reba McEntire Influencer Campaign | Christine Jacobson - SVP Marketing, Realtor.com

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Christine Jacobson, real estate marketing powerhouse and SVP of Marketing at Realtor.com, reveals how she built iconic brands from startup to legacy in an industry desperate for innovation. From co-founding NextHome into one of the most successful real estate franchises in a decade to spearheading Realtor.com's largest brand campaign ever featuring Reba McEntire, Christine shares her journey of transforming real estate through strategic branding and client-centric marketing. She's a third-generation realtor who started as a top-producing agent closing $50 million in sales, led marketing at OJO Labs (winning 40+ awards and helping raise $62.5M), co-founded transaction platform Rayse, and now leads the marketing strategy at America's most trusted real estate portal. Christine has been featured in Inman, HousingWire, and RISMedia for her innovative approach to B2B-to-C marketing.

➡️ Show Links

https://www.realtor.com/
https://www.linkedin.com/in/christinerjacobson/
https://www.rayse.com/ https://www.realtor.com/marketing
https://www.realtor.com/nearlyhome

➡️ Key Segments

00:00 – Christine's X-Factor: Third-Generation Realtor Turned Brand Builder
02:00 – From Real Estate Agent to NextHome Co-Founder
04:09 – Why Startups Can't Afford to Treat Branding as an Afterthought
05:25 – The B2B-to-C Marketing Model: Your Client's Client is Yours Too
06:48 – Balancing Franchise Brand Power with Agent Individuality
08:13 – Brand Inspiration: Learning from Apple and American Express
09:37 – Stepping Into Legacy Brand Territory at Realtor.com
11:04 – Making the Shift from Product-Focused to Client-Centric Marketing
12:22 – Leveraging National Campaigns for Local Agent Success
14:11 – The Reba McEntire "Nearly Home" Campaign Strategy
15:29 – Celebrity Selection: Why Authenticity Beats Comedy Every Time
16:52 – Free Marketing Assets for Agents Through Pro Campaign Hub
17:37 – How to Access Co-Brandable Campaign Materials
18:26 – Personal Branding Advice: Start with Your "Why"
19:14 – Beta Testing the Future: New Products and Services Coming Soon

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