Often times we come across someone who has niched a particular field and is actually good at it. But as the person tries their luck in different sectors, they find it very easy to make it big in that as well.
There are numerous stories around us today, especially in sports, entertainment, politics, and even in local businesses that follow the same script again and again. However, one field where you find it rare is the real estate. There is either heritage or pure enthusiasm for people and property.
A leader carved in the transition of modern-day business but trained by the old guards of tradition is Madeline Mordarski, who is shaping, influencing, and taking the real-estate industry to a different level.
Being the Chief Marketing Officer of The Keyes Company, she overviews the current landscape of the real-estate space and also shares what it takes to be influential, wherever you go. In this edition, let’s have a look at that and some highlights from her exclusive interview.
- Could you please share a brief overview of your career journey and how you became the CMO of Keyes?
I’ve had a non-traditional career journey, although that seems more and more common these days. Right out of business school, I started a digital marketing company within the health and wellness industry. At the time, brands were first grasping the idea that content was currency and social data could be harnessed for personalization and better decision-making in acquisition programs and lead nurturing – needless to say, there was a void in the market, and it was a clear opportunity to fill. From there, I spent seven years at Compass, developing creative and scalable strategies within both marketing and business operations and building teams from the ground up. I met Christina Pappas, the president of Keyes, eight months before joining, and both she and the company made a lasting impression on me. Christina has aggressive market share and agent growth goals through 2030 for Keyes and was looking for a CMO to aid in this strategy while building the next generation of her family’s four-generation company – it was a natural and exciting move to make; I’m honored to be here.
- What inspired you to pursue a career in real estate, and what keeps you motivated?
My ingress point was joining a tech company that operated in the real estate space, and while the industry wasn’t my primary motivator, the idea of revolutionizing a relatively stagnant industry was intriguing. A lot has changed since then, both within the industry and in my passion for it. Real estate is an incredibly complex and dynamic industry, and the players within it are creative and steadfast in navigating every period of chaos, from market crashes to the current shifting dynamics after the NAR settlement. I believe that this is because, at its core, real estate is about entrepreneurship and self-actualization.
- Can you share some of the most impactful projects Keyes has completed under your leadership?
We have a really exciting roadmap this year, and the team has already put out incredible work from revamping our luxury pitch and materials to creating tools that help associates provide value to their customers; like many brokerages, we spent much of Q1 and Q2 perfecting our buyer representation presentation and a toolkit to aid associates in the changing market. Beyond that, we’re focused on creating capacity and doubling down on marketing efforts without driving additional overhead. The reality of a down market is that there’s a need to drive revenue while controlling costs. Thanks to technology like AI and automation, we’re able to achieve that. Finally, we’re currently underway a huge effort, unveiling this November, to ensure our nearly 100-year-old company is well positioned to thrive for the next 100 years.
- What advice would you give to aspiring real estate leaders looking to make an impact in the industry?
There are opportunities to be had in a challenging market. If all you’re doing is playing defense, you aren’t taking advantage of those opportunities. That means taking decisive actions and often using a hypothesis-based approach to test before going all in. Finally, be a sponge and focus on data and insights from everyone around you, from customers to peers and competitors. After all, everyone you meet will know something you don’t.
- How would you describe your leadership style, and what strategies do you use to lead your team effectively?
I’m a huge proponent of hiring talented people, giving them clear strategic direction, and then letting them be great at what they do so that we can deliver on our commitments. That comes from empowerment, trust, and the encouragement to stay curious and be bold. While change and innovation can be nerve-wracking, so much positive energy comes from doing things that make you feel slightly uncomfortable. It doesn’t always work out, but as a team, we are willing to fail forward and recognize that learning what doesn’t work is just as important as learning what does work.
- In your opinion, what are the most significant trends shaping the real estate industry in 2024?
Several notable trends are reshaping the landscape. One is a heightened emphasis on personalization and value-driven interactions. Additionally, there’s a key focus on housing affordability. Because of this, an agent’s role as a trusted advisor who can communicate market insights and support risk mitigation is more important than ever.
- How do you think technological advancements are impacting the real estate industry?
Technology is undeniably changing how people buy and sell – and consequently, how agents conduct business. While there are clear applications in analyzing market data and personalization, at its most basic level, it can take away some of the most menial and administrative tasks, giving back time to focus on the more human elements of their roles. As a marketer, the advancements in Generative AI are fascinating and a clear way to unlock creative possibilities.
- Outside of your professional life, what are your hobbies and interests?
I’m an avid scuba diver and equestrian and feel incredibly thankful to live in Miami, Florida, where I can ride and dive regularly. I’m also a cancer survivor, having recently celebrated one year in remission. My diagnosis changed my life and perspective, leading me on a path to serve as an advocate for other survivors.
- How do you balance the demands of your role with your personal life?
Real estate can be an “always on” industry, so I try to be steadfast in making time for the things I care about and disconnecting. That looks different every week, but I generally stick to a routine every morning, making time for mindfulness, exercise, and a bit of reading.
- Is there anything else you would like to share with our readers about your journey?
My journey was made possible by people who took a chance on me and mentors who helped me along the way. Three leaders in particular—Victoria Coster, Andrew Terman, and Alexie Elfmont—advocated for me during both the highs and lows of my early career, and for that, I’m forever thankful. Similarly, the most meaningful moments of my experience were when I could do the same for others.
When a door opens, don’t be afraid to walk through it and do the work to prove you belong in that room. Then, watch for others who have budding insights and potential, and figure out if there’s a door you can open for them in turn. Mentorship and elevating the voices of other up-and-coming leaders are critical to creating a better future.
- What does it mean to you to be recognized as one of the “Most Impactful Real Estate Leaders in 2024”?
There are incredibly talented people in the industry, and being recognized is a great honor. It acknowledges the hard work and dedication of my team in driving innovation and change within the industry, which is especially exciting given Keyes’ longstanding legacy in the industry.
