Know-How Exchange : E-Marketing

Let us pose a few questions.

(1) what sort of property management
(2) what sort of clients
(3) how much competition is there (any??)
(4) why should they choose you (I will be updating my USP pages on my website soon).

You say you have the background. The answers should come very easily to you.

To your success, Moriarty xx

As a CRE marketer, I offer the following:

1. PEOPLE: As soon as possible after identifying the marketing team--individual and collaborative roles of in-house and contracted members such as brokers, creative specialists, even the architect, etc--collect information (research) from the tenant base. These are the people and/or companies who, in the end, pay the mortgage (and your salary) and can be extraordinarily helpful (or harmful) to the marketing program.

2. PROPERTY: Your most visible and therefore, powerful, promotional tool. Conduct a comprehensive (read critical) property inspection; assess the property from the curb, the front door and throughout the facility and grounds.

3. PROCESS: Conduct marketing research; that is, the cost, where, how, audience, ROI, etc of tools and techniques available under the promotional umbrella that could be included in marketing strategy: public relations, internet, collateral (printed) materials, advertising, signage, special events, presentations, promotional products, trade show exhibits, and yes, even direct mail (still). Based on results from the above, develop the marketing plan and most of all, follow through. Tenant retention is, of course, repeat business and comes about largely based on customer service--something that squarely lands in the property manager's area of responsibilty. It plays a key role in the marketing strategy. Take that to heart, and as economic conditions may indeed require downsizing, the companies may, based on how they are treated and appreciated, decide to stay and move to a different , smaller location in the building rather than going to a competitor.

Best of luck. Tough times, but solid advice!