The Agency Real Estate Offices Join Smartify's DOOH Ad Network
2026-11-11 · via Digital Signage Today
Luxury real estate brokerage The Agency has signed on with Smartify Media to install digital out-of-home screens in its brokerage offices, converting storefronts in four California locations into nodes on Smartify's national DOOH network. For an operator watching where new screen inventory is coming from, this is another example of retail media logic spreading into verticals that have nothing to do with retail.
Smartify, which operates in more than 40 U.S. markets, has installed its system in The Agency offices in La Jolla, Malibu, Berkeley and Healdsburg, with additional locations planned, according to the companies' announcement. The deal does not specify a total number of offices or a rollout timeline beyond "more locations coming soon."
What the screens actually do
According to the release, the displays replace static signage with content that agents and teams can update in real time, including listings and corporate brand campaigns. That is a straightforward CMS use case: property listings change often, and a networked player lets a brokerage push new content without reprinting posters or window clings.
The more notable part for signage operators is the second half of the deal. The same screens also become inventory on Smartify's broader network, meaning content and advertising placed in a brokerage office can appear alongside Smartify's other venues, which the release lists as shopping centers, EV charging displays, kiosks and neighborhood storefronts. The companies frame this as a way for brokerage locations to generate what they call "synergistic premium media revenue," though the release does not explain how that revenue is split between The Agency and Smartify, or what the ad load looks like inside a real estate office.
Context
This is part of a broader pattern in DOOH: networks like Smartify are aggregating screens from non-traditional venues, brokerages, gyms, medical offices, service businesses, and bundling them into a single sellable footprint for national advertisers. For The Agency, which says it has closed more than $104 billion in transactions across 190-plus offices in 17 countries, the pitch is brand consistency and a modern office look. For Smartify, each new partner office is incremental reach it can resell.
The announcement does not disclose screen counts, hardware specifics, player software, or the commercial terms of the ad-revenue arrangement. It also does not say whether participation is mandatory across The Agency's full office network or opt-in by individual brokerage locations, which matters for anyone trying to gauge how large this inventory pool could eventually get.
For signage buyers, the deal is a reminder that DOOH networks are increasingly less about dedicated ad locations and more about retrofitting existing commercial real estate, in this case literally, into ad-capable touchpoints.
The announcement in full
Reproduced from Digital Signage Today for reference. Digital Signage Magazine did not write the text below.
The Agency, a luxury real estate brokerage founded in Beverly Hills, has partnered with Smartify Media, a digital out-of-home and retail media network, to extend its brand through DOOH media.
The partnership digitizes The Agency's real estate offices and extends its brand across Smartify's national media network, connecting agents, advertisers and premium audiences in the real world, according to a press release.
Smartify operates across 40-plus U.S. markets. Through the partnership, select offices of The Agency will join Smartify's national digital OOH advertising network, transforming brokerage storefronts into connected digital environments where listings, brand content and synergistic premium brand advertising can be managed dynamically.
Smartify has launched in The Agency offices in La Jolla, Malibu, Berkeley, and Healdsburg, California, with more locations coming soon.
"At The Agency, we've built our reputation on representing extraordinary properties and delivering best-in-class marketing to our agents and clients," Rainy Hake Austin, president of The Agency. "Our partnership with Smartify allows us to bring that standard to life inside our offices, where digital environments showcase our listings and corporate campaigns with the sophistication our brand demands. This partnership reflects our continued investment in the tools and technology that set our agents apart, allowing them to better market their business and connect with clients."
Digital screens deployed at participating The Agency locations will enable agents and teams to update listings and brand content in real time, replacing traditional static signage with dynamic, always-current messaging.
The same infrastructure can also create new advertising inventory within premium brokerage environments, providing participating offices with an opportunity to generate synergistic premium media revenue from their physical locations.
Content marketed on a brokerage screen can also be distributed across Smartify's broader network, including retail and lifestyle destinations, shopping centers, EV charging displays, kiosks, neighborhood storefronts, and other high-traffic environments.
"The Agency has built one of the most distinctive and globally recognized brands in luxury real estate, with a sophisticated digital presence and a footprint in many of America's most important markets," Inna Finkelstein, SVP of partnerships at Smartify, said in the release. "Our partnership creates an opportunity to extend that brand beyond the digital experience and the brokerage office, connecting The Agency with consumers across a broader network of premium physical touchpoints where they live, shop and move throughout their day."
The Agency has closed more than $104 billion in real estate transactions and grown to more than 190 offices across 17 countries.
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