AI-powered insights are helping Corcoran Group focus ad spend on what works. The company now analyzes creative and performance data together to reduce wasted budget. New tools reveal which campaigns drive real results.
Luxury real estate firm The Corcoran Group is turning to AI-driven marketing analytics to make every advertising dollar count. As digital ad budgets face greater scrutiny, the company is using technology to pinpoint which creative strategies actually deliver measurable results-and which ones lead to wasted spend.
Christina Lowris Panos, CMO at The Corcoran Group, said that simply knowing an ad performed is no longer enough. The company now wants to understand why certain campaigns succeed so it can focus resources on proven tactics. To achieve this, Corcoran has adopted mktg.ai, a marketing insights platform launched in 2024 that aggregates campaign data from multiple channels into a single dashboard. The tool uses color-coded visuals to highlight top-performing ads and reveal the creative elements driving their success.
With integrations across platforms like The Trade Desk, Meta, Google, TikTok, LinkedIn, and Reddit, mktg.ai enables Corcoran to apply consistent performance metrics across its entire media plan. The platform also ingests data from channels without standardized APIs, such as TV and out-of-home campaigns, giving the company a comprehensive view of its marketing efforts.
According to Panos, this approach allows Corcoran to quickly identify which creative variables-such as brightness, color palette, location, or even the mannerisms of agents in videos-impact campaign performance. The company can then share these insights with its network of agents, ensuring that both brand and individual listings benefit from data-backed creative guidance.
One recent surprise came when a video featuring Corcoran's CEO speaking inside a property outperformed expectations. The ability to compare detailed results across platforms in real time prompted the company to reconsider its creative approach. As a result, Corcoran shifted focus to campaigns highlighting specific property features and launched new social video series with agents, based on data showing which personalities resonated most with audiences.
So far in 2026, the number of Corcoran's Instagram videos rated "Good" or "Excellent" by mktg.ai has climbed to 286, up from 200 in 2025. Panos noted that authentic, unscripted videos tend to perform best, but having concrete data gives the team confidence to double down on what works.
Corcoran is now looking to expand its data-driven approach beyond digital and social video, with plans to apply these insights to traditional media like print and out-of-home. This focus on actionable analytics echoes strategies seen at other publishers, such as the Swedish newsrooms that improved engagement by tracking content performance, as reported in a recent analysis of Bonnier News Local and Gota Media.
The Corcoran Group was founded in 1973 by Barbara Corcoran and has since become a major player in luxury real estate. The company continues to invest in technology and data to support its agents and drive property sales in a competitive market.
