Create and Manage Campaigns for Your Agents

Campaigns allow Brokerage Marketing Admins to create, schedule, and send branded email marketing on behalf of multiple agents.

Instead of asking every agent to build and send the same email individually, Admins can prepare the content once, make it available to the appropriate agents, and manage the Campaign at scale.

Each email is personalized using the participating agent’s information and sent to contacts from that agent’s own database. Agents’ contacts remain private throughout the process.

How Campaigns Work

A Campaign brings together four components:

• An email created and controlled by the Admin

• The companies, regions, offices, or teams whose agents may participate

• Contact tags that determine which contacts should receive the email

• A scheduled date and time for the Campaign to send

Agents can participate in one of two ways:

• Manual enrollment: The agent previews the Campaign, chooses to participate, and selects the contact tags they want to use.

• Automatic enrollment: An agent enables Allow admin to send campaigns on my behalf using my tags from My Profile > Campaigns. When the Admin assigns default tags to a Campaign, eligible agents who have enabled this setting can be enrolled using those tags.

Important: Agents cannot edit the Campaign’s email content. Finalize and test the email before making it available.

Create a Campaign

1. Select an email template

From the Marketing Center:

1. Click Marketing.

2. Find and select an email template.

3. Click Next.

4. Select Create a Campaign.

The Campaign option is designed for scheduling or sending email on behalf of multiple users.

2. Customize the email

Edit the template to create the final email agents will send.

You can update the copy, images, layout, links, and other supported design elements. Because participating agents cannot edit the Campaign, the content should be complete and ready to send before you continue.

Before moving forward:

• Check all links and calls to action.

• Review the desktop and mobile previews.

• Confirm that the content applies to every agent who will be eligible.

• Avoid adding information that only applies to one office unless the Campaign will be limited to that audience.

3. Add placeholders

Use placeholders to personalize the email for each sender and recipient.

Available placeholder categories include:

• Recipient: Information such as the recipient’s first name

• Sender: Information associated with the participating agent

For example, a recipient placeholder can greet each contact by first name, while sender placeholders can display the agent’s name, contact information, headshot, or other supported profile details.

Best practice: Use placeholders anywhere the message should feel as though it came directly from the participating agent. Avoid manually entering one agent’s information into a Campaign intended for multiple users.

4. Complete the Campaign details

Click Continue, then provide:

• Email Campaign Subject: The subject line contacts will receive

• Description: An internal explanation that helps eligible agents understand the Campaign and decide whether to participate

• Schedule: The date and time the Campaign will send

The description is only shown to agents who are eligible to participate. It should explain:

• Who the email is intended for

• Why an agent may want to participate

• Which contacts would be a good fit

• What action the email encourages recipients to take

A strong description might read:

A warm, lifestyle-focused email designed to re-engage buyer leads and start conversations about their next home. It invites recipients to share what they’re looking for, making it ideal for buyers at any stage of the process.

5. Choose who can participate

Select the offices, teams, or other organizational groups whose agents should have access to the Campaign.

Depending on your brokerage structure and Admin access, this may include:

• The entire company

• Specific regions

• Individual offices

• Teams or other organizational groups

Only eligible agents within the selected groups will see the Campaign or be able to participate.

Best practice: Select only the groups for which the content is relevant. A focused Campaign is easier for agents to understand and more likely to reach the right audience.

6. Select default contact tags

Choose the contact tags that identify the intended recipients within each participating agent’s database.

Admins do not select or view individual contacts. Rechat uses the selected tags to identify matching contacts separately within each agent’s account.

Default tags are especially important for agents who have authorized automatic Campaign participation. If an eligible agent has enabled Allow admin to send campaigns on my behalf using my tags, the Campaign can use the Admin’s default tags for that agent.

Agents participating manually can review and select the appropriate tags during enrollment.

Build a Repeatable Campaign Strategy

Campaigns work best when the brokerage establishes consistent marketing programs and corresponding contact tags.

For example, a brokerage might create standardized tags such as:

Marketing program	Example tag
Brokerage newsletter	Company Newsletter
Recurring market updates	Company Market Report
Business-building content	Company Business Builder
Buyer nurturing	Buyer
Seller nurturing	Seller

Agents apply these tags to the appropriate contacts in their databases. When creating a Campaign, the Admin selects the tag associated with that marketing program.

This creates a repeatable process:

1. The brokerage defines its recurring Campaign programs.

2. Standard contact tags are created for each program.

3. Agents apply those tags to the appropriate contacts.

4. The Admin uses the corresponding default tags when creating each Campaign.

5. Participating agents send consistent, brokerage-approved content to the right audiences.

Strategy tip: Keep the tag system simple. A small number of clearly named, consistently used tags will be easier for agents to understand and maintain.

Review Campaign Enrollment

After the Campaign is created, its detail page shows:

• The scheduled send date and time

• The eligible offices and teams

• The default contact tags

• The Campaign description and template

• The agents currently enrolled

• The tags selected for each enrolled agent

Before the Campaign sends, you can use this page to monitor participation and confirm that agents are enrolling with the intended tags.

Depending on the Campaign’s status, you may also be able to change its schedule or remove it.

Review Campaign Performance

After the Campaign sends:

1. Open Insights.

2. Select Campaigns.

3. Open the Campaign you want to review.

The Campaign detail page provides overall and agent-level performance, including:

• Participating agents

• Total recipients

• Delivered emails

• Opens

• Clicks

Use this information to understand participation, email delivery, and recipient engagement across the Campaign.

Results are broken down by participating agent, but the Admin does not receive access to browse the individual contacts within that agent’s database.

Campaign Best Practices

• Use sender and recipient placeholders to keep the message personal.

• Write a clear internal description so agents understand the purpose.

• Select only the offices or teams for which the content is relevant.

• Use standardized tags for recurring marketing programs.

• Give agents time to review and join before the scheduled send date.

• Review enrollment before the Campaign sends.

• Compare opens and clicks across Campaigns to identify the content that resonates.

• Periodically remind agents how automatic Campaign participation works and how they can manage their permission.