UNLOCK MORE VALUE

The sooner your property has a brand management strategy, the better it can shorten the lease-up timeline, maybe even accelerate rent growth.

$650 billion

multifamily debt to mature by 2026

20%

fall in CRE values since their last peak

20-25%

office space companies plan to trim through 2028

Yet, the CRE status quo remains:

Insert some number in the marketing line. Punt the issue until you nearly have the C.O. Expect your broker or property manager to handle it. Get disappointing results from people who have no brand or marketing qualifications (though they’re great in their core role).

*punts issue

Time for a Strategy

Unless you want to spend entirely too much money in pursuit of managing your brand, you’ll need to be strategic.

We can achieve measurable results with efficient use of budget when we begin as early as possible in your development or repositioning. It might also save some of your team’s time, which would otherwise be spent (mis)managing or trouble shooting the wrong resources.

Typical strategy elements:

Resources: staff, tech, vendors, other

Key messages and other copy

Target audience analysis w/ customer journey map

Content calendars w/ copy

Brand identity: visual identity, voice

Content templates

Event and/or activation concepts

Channel optimization
(email, social media, news media, online listing platforms, etc.)

Tactical implementation plan

Partnerships

Reporting dashboard and cadence*

Objectives
(not as obvious as you may think)

Budget parameters

*Measurement and reporting:

One of the most impactful gaps in CRE brand management is the lack of measurement and reporting. While you may have received click counts in weekly asset management meetings, as an industry we’ve not been analyzing results over time, and relating them to what’s going on with the asset, in the market, etc.

Based on your specific property details and objectives, we’ll create a measurement dashboard up front. Honest evaluation and collaborative response make the difference — sometimes a pivot is necessary.

This type of analysis and response means we can confidently experiment with unconventional tactics, if the situation calls for it.

Brett Oliver, multifamily developer

“Amy is intuitive, diligent, knowledgeable, principled, and thoughtful. She always brings an honest opinion and perspective to her work. I know I can lean on her in a crunch. I’ve thoroughly enjoyed collaborating and brainstorming with Amy. She is clever, always looking for new and captivating ways to tell a story. I’ve seen her remain brave with her ideas and in supporting novel ideas that challenged convention. I appreciate that about her.”

Let’s fill that space