Indy’s top CRE firm brings on agile marketing supportCommercial Real Estate
In one of the most competitive business sectors, delays are costly. Speed and agility mean the difference between getting the CRE listing and missing the big payday.
Colliers Turley Martin Tucker was one of Indiana’s top commercial real estate firms. With headquarters in Indianapolis and branch offices throughout the state, the regional brokerage offered services for owners of office, retail, industrial/warehouse, multi-use, and other CRE holdings.
Most real estate investors prefer to hold just one type of asset for economies of scale and subject matter expertise. For this reason, divisions are broken down by building type and agents are commissioned to close deals.
challenge
The more deals, the bigger the agent’s cut. This creates competition with other firms and very often within your own.
This battle invariably also leads to high-demands on a small, internal marketing team. For the top industrial broker and his team, the delays were frustrating and potentially costly as any delay shrunk the amount of time they had to market the property portfolio. Adding another full-time staffer wasn’t in the cards. Another solution needed to be found.
solution
The Huguenard team at CTMT hired my team and I to fast-track their brand development and go-to-market sales tools. My role included:
- Creative team management of all print and digital sales tools needed to market $500+ million industrial property portfolios, ensuring exceptional graphic design for complex investment memorandum packages that were unique, beautiful to look at, easy to read, and technically accurate (even with multiple rounds of edits as due diligence details were updated/verified).
- Project management of the printing and distribution process as well as the timing of email campaigns and the creation lead capturing landing pages per portfolio.
- Brand development of the Team Huguenard brand (within CTMT) including direct mail and email campaigns to garner more brand recognition and get on the shortlist for sellers’ additional listings.
- Digital marketing including the creation of a Team Huguenard website with landing pages and gated content areas, email marketing and social media.
results
- Time from contract signing to “in market” with sales materials in the hands of potential buyers shrunk by 25% (1.5 weeks on average). This extra time allowed for more sales connections and negotiations, resulting in consistently higher bids.
- Brand recognition and their positive reputation increased exponentially thanks (at least in some small part) to our quality, creatively differentiated designs and well-executed omnichannel campaigns.
- Team Huguenard was the #2 grossing agent team in the company and one of the biggest industrial market movers in the entire U.S. They were eventually recruited away to JLL for national leadership roles.
Do you want to see similar, measurable results for your brand? It’s time to get more from your marketing and I can help. Let’s start with a conversation.
“Rob Higley is one of the most creative, hardworking individuals I have ever met. He is passionate about his work and has a great deal of talent. His mind and ideas boggle my mind and I’m honored to have been able to work with him. “
