Strong real estate brands can create a unique point of view that transcends bricks and mortar and forges deeper relationships with audiences across the real estate ecosystem. Through our work with a wide range of real estate companies, including both developers and asset managers, we’ve learned that institutions and individuals don’t invest in buildings alone; they invest in people, in culture, in process … in any number of intangibles that give them confidence in future success.
A strong real estate brand must move beyond recitations of buildings owned and square feet managed to convey a deeper reason to believe as well as an authentic point of unique value creation.
They are the holy grail of B2B marketing: C-suite executives who open the doors, make the decisions and write the checks. And they are increasingly difficult to reach through conventional marketing channels.
Today, innovation is everywhere we look, and in this fast-paced and increasingly digital world, we don’t just embrace it – we expect it. Recognizing this, brands have jumped on the opportunity to signal to their audiences that they, too, are innovators. But when everyone’s talking about innovation, branding and messaging around it can easily fall flat – and we see this all too often in the B2B space.
In reviewing branding projects that DeSantis Breindel has worked on over the years, we noticed five warning signs our clients have encountered when coming to us for help. Howard Breindel details these five scenarios.
