As Smartify expands its partnerships, brokerage storefronts are evolving into revenue-generating media networks.
Brokerage storefronts have long been treated as branding tools. Window displays, list boards, and high-visibility signage are designed to attract local attention. But a new initiative by Smartify Media suggests that these spaces may be evolving into something far more valuable: full-fledged media channels.
The Miami-based digital outdoor and retail media network announced Thursday that it is expanding its presence in residential real estate through new partnerships with First Team Real Estate, Seven Gables Real Estate and West+Main.
The deal expands Smartify’s footprint in California and Colorado, adding to its broader national network that currently spans more than 40 U.S. markets.
Turn your office into a media asset
At the heart of Smartify’s strategy is a simple idea. That means brokerage offices are high-traffic, high-intensity environments, and they can monetize that attention.
Smartify enables brokerage firms to display dynamic content in real-time by installing digital screens in store windows and office interiors, replacing static signage with programmable, data-driven messaging. But beyond marketing listings and agent branding, these screens are also connected to a broader advertising network.
This effectively turns each office into a node in a distributed media system that can provide both locally mediated content and paid advertising from external brands.
“The luxury real estate office is evolving into a high-value media environment,” Smartify CEO Joe Kunigonis said in a statement. “Our platform transforms the storefront into a premium media channel, helping brokerages elevate their brands, engage buyers and promote their agents more effectively, while expanding their reach across our national out-of-home network.”
Dual play: Earn money while expanding your reach
For brokers, the sales pitch goes beyond aesthetics and operational efficiency. It’s about generating new revenue.
By joining Smartify’s network, offices can earn revenue through advertising while expanding the reach of their brand beyond their physical location.
Campaigns can run across multiple Smartify-enabled sites, including other brokerages, retail centers, and out-of-home formats, creating a broader distribution channel for both real estate and non-real estate advertisers.
In a market where margins are under pressure and companies are looking for alternative sources of revenue, the dual benefits of monetization and expansion are becoming increasingly attractive.
“Smartify has provided a true omnichannel system,” said Lauren Hens, vice president of marketing and strategic initiatives for First Team Real Estate. “Digital out-of-home advertising has increased ad recall by 86%, increased engagement by 2-3x compared to static signage, and measurably increased brand awareness, foot traffic, and purchase intent.”
Follow an engaged audience
This model also reflects a shift in advertising toward context-driven placements that reach consumers at the moment they are already making a decision.
In this case, the brokerage office provides access to a particularly valuable customer: high-income, ready-to-buy consumers who are actively involved in real estate transactions.
Smartify’s network extends beyond office locations to include environments such as high-end retail aisles, EV charging stations, and outdoor kiosks. This allows advertisers to follow these audiences across multiple touchpoints.
This type of omnichannel, real-world targeting is becoming a key differentiator in an increasingly crowded digital advertising landscape.
Get more value from your physical assets
Smartify’s expansion capitalizes on a trend across proptech and brokerage: extracting more value from physical assets.
From data monetization to ancillary services, real estate companies are increasingly looking to expand revenue beyond fees. The transformation of the office into a media platform is one of the most prominent and potentially scalable examples of that change.
It also raises new questions about the future role of securities firms themselves.
As more companies adopt remote work and digital-first models, physical location has come into focus. But if these spaces also function as revenue-generating media assets, their strategic value could be redefined.
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