10 November 2017/ For CRE Professionals

5 practical tips to take control over your brand assets

1. Collaborate with your agents


The truth is as an in-house marketer, it's physically impossible to be a guardian of the corporate brand and also market properties in the portfolio. You need to have partners to help you succeed. Commercial property agents are such partners.

Here are a few tips on how to streamline collaboration with your agents:

  • Find the right platform, ideally designed with your industry in mind.
  • Share data with your partners, don’t try to withhold non-confidential information. All parties should benefit from transparency
  • Analyse performance to take learnings forward for future disposals

2. Acknowledge the importance of visuals


More and more businesses are looking for office space that reflects and enhances their corporate culture. High-quality images complemented with full virtual tours and 360-degree videos can entice your prospect to set up a viewing. By 2019, 80% of online consumption will be video - this is what people want to see when they’re browsing the web. Plus, it allows you to qualify your best prospects by setting their expectations of the style and layout from the very beginning.

Proper, professional images are critical to digital marketing: creating the perception in the mind of the customer that the product being offered is high quality. Imagine your consumer experience on Rightmove or Airbnb when you see only one photo - or a troupe of dodgy iPhone photos. It’d be a shame to miss out on valuable leads, especially with modern photography being extremely affordable.

Therefore, here at Realla, we partnered with ehouse to give all our clients an opportunity to get the best possible images, 3D tours, videos and drone shots of their properties.


3. Keep it consistent


It might seem obvious, but it’s easily overlooked. Sometimes marketing assets produced to promote properties are not consistent with the corporate brand. Property marketing asset distribution is relatively broad. That gives your brand an opportunity to expand its reach and build awareness. At the same time, you risk inconsistent brand image when your brand and property collateral is not aligned.

4. Strategise your distribution


There are two ways of looking at strategising distribution of your property marketing assets. The first one is to consider your agent the main project owner who has a responsibility of creating marketing collateral in its entirety. They design it, produce it and distribute it managing the process from beginning to end. In this case, the agent usually has control over the channels used to publish the collateral - leveraging their social media networks and their knowledge of effective online portals as well as both agency and local occupier networks.

Another approach is to take more control of the creation and distribution strategy of your marketing campaign. You as a brand will produce all marketing materials - having full control over look & feel of the assets - and can input into, or even direct, where and how they are published. This leaves your agents to get on with their high value specialisms of responding to leads, generating competitive tension and closing deals.

The decision of which approach to take in your organisation lies with marketing and asset management functions. There is no one size fits all solution - and many organisations implement a blend of the two options. You might want to organise a session with marketers and asset managers to establish where your business priorities are and how you want to take the matter forward.


5. Create a depository of your marketing collateral online


Although one of the easiest ones to execute, it’s probably the hardest to follow. Unless you're uber organised and have a photographic memory, it’s likely you won’t be able to memorise all different folders and places your marketing assets are stored. Furthermore, these days most marketing assets are distributed digitally. More image-heavy assets cannot be sent via email due to the size. Hence, it’s easier to store all assets centrally in the cloud or cloud-based marketing software. But that’s not all. In this highly mobile working environment, it’s crucial for a professional to be able to access, edit and distribute marketing material on the go. Cloud-based storage for all your marketing materials seems like a no-brainer.


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