Marketing for the real estate industry, from someone who actually knows it.

I work with software companies and MLSs on launches, events, and getting agents to actually use the tools they already have.

Hi, I'm Frances. I've spent over a decade marketing real estate software, starting with Cloud CMA. Once I went independent, I never looked back. I keep my client list small on purpose, so every client gets my full attention.

Let's talk See my work

Brands I've worked with

You get a senior marketer without hiring one full time.

Some clients hand me their whole marketing calendar. Others bring me in for one big project. Either way works.

Retainer

Ongoing marketing

I run your marketing so you don't have to think about it. Email, social, website updates, webinars, sales materials. One person who knows your business and gets it done.

Product

Launches and adoption

Your MLS signed up for a new tool. Now agents need to know it exists and why they should care. I make ready-to-send kits that make that easy.

Experiences

Event marketing

Getting people registered, keeping sponsors happy, making the event look good, and following up after so the buzz doesn't fizzle.

Branding

Brand, naming and web

Naming a product, cleaning up a brand, or rewriting a website so people can actually tell what you do.

And yes, I use AI every day to move faster. But I also know when it spits out garbage and needs a rewrite – which is often.

What I've been up to.

ListTrac

Social, a monthly newsletter and a new website

ListTrac pulls every view a listing gets on Zillow, Realtor.com, Redfin and the rest into one weekly report agents send to their sellers. I launched their social and their monthly newsletter, and I've been working with them on a new website.

Social posts mixing customer quotes, product stories and event shout-outs
A monthly newsletter with a "Viral Listing of the Month," pulled from data only ListTrac has
A redesigned listtrac.com built around "One view of every view"
Sales flyers, brand guidelines and slides for conference talks

MLS Reset

Marketing for the first MLS event of the year

MLS Reset is put on by Giant Steps and PRESTA Team every February in Scottsdale. I handle the marketing, from the early-bird push all the way through the thank-you posts.

A sponsor kit with a custom "proud sponsor" graphic for every single sponsor
Email headers, speaker graphics, signage and postcards
The 2027 registration campaign, which is live now

MLS Tax Suite social graphic: Stop hopping between sites. See it all in one map view.

MLS Tax Suite social graphic: Agents, avoid your listing nightmare. Get the price right on day one.

CRS Data with Gina Rautenberg, Lingo Marketing + Consulting

Member engagement kits for MLS Tax Suite and ListingIntegrity

CRS Data's tools reach agents through their MLS, so the MLS needs something easy to share. Gina and I make a series of kits, each built around a real problem agents have, that MLSs can post as-is.

Kits like "Stop site-hopping" (map search), "Priced out" (assumable mortgages) and Broker Tools
Each one comes sized for social, email and web
Reworked crsdata.com so visitors pick their industry first
Launch campaigns, webinar templates and event content

REcore website before and after the refresh

REcore Solutions

Naming, brand and launch for a new MLS platform

REcore was started by MLS executives, for MLSs. It does a lot, which made it hard to explain. My job was to make it simple.

Named the products and refreshed the website
Brand guidelines and a Technology and Services brochure
Launch posts for new markets, a newsletter and social templates

Before I went out on my own

W+R Studios (Cloud CMA)Eight and a half years running marketing, starting from scratch, through the Lone Wolf acquisition in 2020. I also made the video for our 100,000th subscriber.

SisuHead of Marketing. I built the brand for Reign, their event, and ran the marketing for it.

Industry eventsPlanned agendas, promotion and follow-up for RESTART, BOOST MLS Staff Summit and Reign.

From diving boards to launch days.

I was a competitive diver for 14 years. You practice the same dive hundreds of times so it's there when it counts, and that's how I approach marketing too.

Diving got me to UC Irvine, where I studied sociology because I've always wanted to know why people do what they do. Turns out that's pretty useful in marketing.

I landed in real estate tech and stayed. I'm in Orange County and work with teams all over the country.

What people say.

"Frances has a very strong work ethic, and was never afraid to let me know when she thought I was full of sh*t. I often think of W+R Studios before and after Frances. She became the multiplier to the ideas and goals of W+R Studios."

Greg Robertson, Giant Steps Advisors

"She's truly a marketing force, expertly handling everything from overarching strategies to the meticulous details of projects. Frances is the kind of leader who doesn't just talk about ideas; she makes them happen."

Zach Hammer, Real Estate Growth Hackers

Have something coming up?

A launch, an event, a website that needs help. Tell me about it and I'll get back to you within a couple of days.