Edina Realty Launches New Digital Real Estate Assistant for its Minnesota and Wisconsin Realtors

EDINA, Minn.,– July 9, 2018Edina Realty has announced the July 2018 launch of Emma, a digital real estate assistant designed to streamline the process of creating promotional pieces for each of its 2,500 real estate agents throughout Minnesota and western Wisconsin.

Named for the company’s founder, Emma Rovick, Edina Realty’s new tool automatically creates and delivers branded promotional materials for every property throughout the lifetime of the listing. Emma constantly monitors each listing for changes and automatically updates promotional materials, so they are always in sync with the listing and compliant with real estate advertising rules and regulations.

Emma generates materials for four key events: New listings, open houses, price improvements and just sold. Materials include flyers, postcards, single-property websites, social media posts and more. Each marketing piece is fully customized to Edina Realty’s specifications, ensuring the brokerage’s and each Realtor’s brands are reinforced.

In addition to marketing automation, Emma provides an extensive library of custom content to empower Edina Realty’s Realtors to go beyond promoting listings to nurturing potential clients.

“The type of automation provided by Emma will save our agents an incredible amount of time by taking the manual steps out of creating promotional content,” said Sharry Schmid, Edina Realty president. “It’s all about helping Edina Realty agents seamlessly build their business so they can focus on what really matters – delighting home sellers and home buyers with exceptional service.”

About Edina Realty: Edina Realty is a Berkshire Hathaway affiliate and a wholly-owned subsidiary of HomeServices of America, Inc. It is one of the nation’s largest real estate companies with more than 75 real estate offices and nearly 2,500 REALTORS® throughout Minnesota and western Wisconsin. Edina Realty's family of companies includes Edina Realty, Edina Realty Title, Edina Realty Insurance and Edina Realty Mortgage. Edina Realty also offers Edina Realty Home Warranties through HSA Home Warranty. Edina Realty closed more than 32,000 real estate transactions and $8.9 billion in sales volume in 2017. For more information, visit or find us on Facebook:; and Twitter:



Get more information, or schedule an interview:

Gena Henrich, Edina Realty952.928.5069genahenrich@edinarealty.comPaul Maccabee, Maccabee

Status Definitions

For sale: Properties which are available for showings and purchase

Active contingent: Properties which are available for showing but are under contract with another buyer

Pending: Properties which are under contract with a buyer and are no longer available for showings

Sold: Properties on which the sale has closed.

Coming soon: Properties which will be on the market soon and are not available for showings.

Contingent and Pending statuses may not be available for all listings