GenBlue 2025: Why I’m More Excited Than Ever About Real Estate

Guest Post by Melissa Fama-Flis, VP of Marketing at Coldwell Banker Premier Realty

This month, I had the privilege of attending GenBlue, Coldwell Banker’s three-day international conference, hosted right here in Las Vegas. Thousands of agents from around the world filled the theatre to learn, connect, and push forward together. The energy was contagious, and I left convinced that the agents who lean into change and innovation will be the ones setting the pace in the year ahead.

A Keynote That Stopped Us in Our Tracks

One of the most unforgettable experiences at GenBlue was hearing from Platon, the world-renowned photographer and storyteller. I can’t overstate how powerful this was. From describing the exact music playing as he captured the shot of President Trump that would become the cover of Time Magazine, to the emotion he felt being escorted into the Kremlin at gunpoint to photograph Vladimir Putin, every story was powerful and raw.

Platon reminded us that an image isn’t just about capturing a person , it’s about capturing a moment in time and what that moment reveals about humanity. The emotion in the theatre was undeniable. Thousands of agents sat silent, leaning in, feeling the weight of his words and his art.

It was a masterclass in connection, in seeing people for who they are, and in understanding that every client interaction is its own story worth telling.

1. Video Has Evolved (and the Bar Has Been Raised)

We all know video has been essential for years. But what stood out at GenBlue were the fresh ways to use it. John D. Reyes delivered one of the most practical sessions I’ve attended on short-form video – breaking down his formula into a simple, repeatable process and demonstrating how AI can generate those short scripts with strong hooks.

• It’s not just about polished listing tours anymore, it’s about authentic, shareable moments in the form of reels, videos, and stories.

• Keep it short and purposeful. A 30–60 second intro video with a strong hook, who you are, why clients should trust you, and a simple invitation to connect goes further than most people realize.

• Tools like the Captions app make it easier than ever to keep your content accessible and engaging. John recommends this app not only for the ability to quickly add captions to your videos, but also for its audio enhancement, removing the need to shoot with a microphone.

  
  

In short, video isn’t new , but the way we use it to connect and create trust is changing quickly.

2. Social Media Is Your Living Database

One of my biggest mindset shifts came from reframing social media. It’s not just a place to post; it’s an extension of your database. Chuck Whitehead hammered this home with practical habits that anyone can implement:

• Block time to like, comment, and share your clients’ posts.

• Add your sphere of influence on Instagram and Facebook.

• Post regularly on your Google Business Profile.

• Use Stories for “buyer needs” or property teasers and post a story each time you visit the property.

  
  

The best advice? Treat DMs like text messages. That one change can turn casual engagement into real conversations and real business.

3. AI Is Your New Teammate

AI was everywhere at GenBlue, and it left me energized instead of overwhelmed. Matthew Rathbun, EVP at Coldwell Banker Elite, gave a perspective that stuck with me:

AI isn’t here to take our place , it’s here to take things off our plate.

• Instead of having ChatGPT draft your listing description, then fine-tune it by optimizing it for SEO, GEO (generative-engine optimization), and different buyer personas for specific audiences.

• Automate repetitive tasks so you can spend more time face-to-face with clients.

• Ask AI to challenge your assumptions and point out any of your blind spots , it’s like having a second set of eyes.

• New tools like Gemini’s NanoBanana can even render a property at different times of day, elevating your visuals without a second shoot.

• Talk to ChatGPT on Voice Mode for a more conversational feel.

  
  

Used well, it’s less like another app on your phone and more like a junior teammate you can delegate to.

4. Niches = Riches

Another big takeaway: the riches really are in the niches.

When you identify your niche , whether it’s luxury, relocation, first-time buyers, or lifestyle-driven moves , your content becomes magnetic. Publish guides, blogs, and videos that speak directly to your community. It builds trust, authority, and the kind of visibility that makes you the go-to agent in your space.

5. The Bigger Picture

Coldwell Banker also gave us a look at what’s coming on the Road to ’26:

• Voted the Most Useful Tool in Real Estate, the Move Meter, remains center stage during Thursday Night Football on Amazon Prime Video and our new Live Well campaign is elevating brand storytelling.

• Canva will become the new hub for CB marketing and design, making professional branding easier than ever. Skill up ahead of the launch at Canva Design School.

• And, maybe most importantly, a culture of connection and celebration that reminded me why we do this work.

  
  

It wasn’t just a conference, it was a reminder that we’re standing at the edge of what’s next in real estate, and we get to shape it.

Final Thought

I ended GenBlue convinced of this: video, social media, and AI are the foundation of how we generate business and serve clients today. The difference will come down to how creatively and authentically we use them.

For me, 2025 is about going all in. I’m inspired, I’m ready, and I can’t wait to put these ideas into action and I’d love to hear how you’re planning to innovate in the year ahead.

Want a deeper dive? Check out how these tips were shared during our recent virtual marketing class or check out the event recap on Instagram.

We also invite you to be our guest at an upcoming sales meeting, immerse yourself in our high-energy, collaborative culture and discover what sets us apart. Your next level in real estate starts here!