MARKETING TRENDS AND CURRENT IMPACTS
Written by: Halle Smith
As a Marketing Specialist, Halle supports the retail leasing brokerage team with various marketing initiatives. She utilizes her marketing expertise to create property brochures, manage the team website, send email campaigns, as well as a multitude of additional tasks. In addition to supporting brokerage, Halle also assists with corporate marketing initiatives at Colliers | Columbus. Keep reading for Halle’s insight into marketing in the commercial real estate industry.
What does your typical day-to-day schedule look like?
My days vary based on requests from my brokerage team. I typically begin my day with sending a listing email campaign for my team. After that, I work on marketing materials for new listings that my team has acquired, manage our team website, put together any pitches or Broker Opinion of Values (BOVs), run our social media and fulfill other brokerage requests on an ad hoc basis. I am also a member of our Corporate Marketing team, so each day I set aside time to work on those projects as well.
From your experience, what is different from working in CRE marketing to a more traditional PR marketing role?
My marketing experience has been exclusively in commercial real estate, however, I have noticed that CRE still heavily utilizes print materials. It seems that everything is digital nowadays, but in our industry it is imperative that clients are provided brochures at showings, as well as other hard-copy leave behinds. We also rely on signage at listings. This seems to provide an incredible amount of brand recognition among the general public in return for a generally low-effort piece of marketing collateral. When I explain to others that I work for Colliers, their first reaction is always “I’ve seen your signs everywhere!”.
You work with the Columbus Retail Team, what trends in marketing have you noticed from the retail perspective?
As with all facets of current marketing trends, social media has ramped in the retail sector. Our team features listings, closed deals and relevant news articles on our LinkedIn and Instagram. We also have a series called “What’s in Store for 614?” that showcases retail tenants entering the Columbus market.
What is a project you are working on right now?
I am currently transitioning the Colliers | Columbus Marketing Collateral website to a new web hosting service and revamping it’s design and functionality. This website is a resource for our internal team, housing all of our marketing collateral for our team to view and download when needed. This includes items like the Why Columbus piece, various quarterly research trends and the Colliers | Columbus Client Feedback book.