Marketing investment is critical to agent growth—but so are hidden costs agents may not anticipate. Top-performing agents typically spend on:

• Listing advertising (portals, premium placement)
• Personal marketing (videos, social content, community sponsorships)
• Database/CRM and online lead generation tools
• Vendor-paid vs agent-paid marketing budget splits

Good agencies invest directly in digital advertising, provide in-house media/content production, and share marketing systems and assets—reducing out-of-pocket cost for agents who meet certain activity or GCI benchmarks. Collings’s media and digital team produces >1m monthly video views and supports agent-led content at scale. All major portal, video, and social media campaigns use a cost-share model.

Want to bank more of your GCI? Discover how Collings supports agents with manpower and marketing investment.