The Spotlight on
Matthew Leone
Chief Marketing Officer of Brown Harris Stevens
Member of the Wall Street Journal's CMO Council
You’ve been with the Terra Holdings family of companies for many years. In your opinion, what makes Brown Harris Stevens so special?
We are unique in this ever-changing real estate landscape. We are privately held and have a caring, familial culture led by Bess, a superstar, coupled with a firm size that can now compete with any big-box franchise. Lastly, and most importantly, what I love is having the privilege to work on a 150-year-old brand—the strongest, premium real estate brand name in this country.
The recently launched Mastery of the Craft campaign was the first true branding initiative for the new Brown Harris Stevens. What was the inspiration behind it?
Our agents, who came together to form such a force a year and a half ago! So many real estate firms focus on the lifestyle aspects of living in the home post-transaction in their taglines and messaging. Instead, we chose to talk about before and during a transaction. There is a serious decision of choosing the best person for this unique job—one who is experienced, knowledgeable, professional, and successful. And the stats don’t lie: Our Brown Harris Stevens agents have mastered the craft of real estate.
Aside from Mastery of the Craft, what has been your favorite project so far as Chief Marketing Officer and why?
Bringing the Marketing Team together post-merger and bringing the regional teams together as one group to make this brand the best it can be. I believe that we are the strongest marketing team in this industry. I can confidently say that. It is so exciting to work with such a talented team of creative professionals each day.
How has the real estate marketing realm evolved since you first started and where do you think it’s heading?
We have become much more digitally focused than we were 15 years ago, but I think we are more storytellers than salespeople now. We have the tools to tell great stories and the means to present those stories to large audiences in a very polished and engaging way. The future will always center around nurturing the right relationships, but we will have even more targeted and creative ways to deliver that right message at the right times through evolving, artificial intelligence-based programmatic methods.
When you’re not busy building up the BHS brand, what do you do in your spare time?
I enjoy trying to improve the golf game, coaching baseball/softball, and adding to my immense sneaker collection.
What is a new year resolution you hope to keep in 2022?
My goal is to show more gratitude to those who deserve it. And oh yeah: teach my daughter how to windmill softball pitch and my son the killer crossover.
If you could have a dinner party with any four people of your choosing, who would they be and why? Also, where would you dine?
This is a tough one. Well, first I'd make reservations at Zuma and order the izakaya signature tasting menu. I start invitations with my wife, Stephanie. She keeps me on time, and I don’t want to be late to this meal. Then I would go with Larry David, the comedic genius of our time. I would have to add a power couple, so no better than Barack and Michelle Obama because they look like a good time post-presidency.
Show us a photo that’s currently on your phone and describe why it’s meaningful.
This photo was from a sunset dinner last summer while on vacation with my wife and two kids Bella and Mason—my best friends in life.
Connect with Matt:
mleone@bhsusa.com
@matthewjleone on Instagram