Introducing the #remas - the oscars of real estate marketing
The Real Estate Marketing Awards (#REMAS) is a creative competition to recognize and award the best Content Marketing projects, agencies and marketers in the Real Estate industry each year. The 2017 #REMAS include 15 categories recognizing all aspects of Real Estate Content Marketing, from strategy to execution. Entries are encouraged from real estate companies with an active online presence and individuals who have built their personal brand through blogging and social media.
Regency Centers owns and operates local, grocery-anchored retail centers across major U.S. markets. Their content marketing goal centered on building brand awareness through sharing interesting industry news while promoting the properties and people of Regency Centers using an “edutainment” approach. Regency Centers achieved this mix of education and entertainment through their blog and a creative social strategy. “I like that this was a thought-through long-term strategy versus a campaign or quick fix,” said Judge Lisa Wieting in her analysis of the program. See what “edutainment” is all about by visiting the Regency Centers blog, or follow on Twitter and LinkedIn.
SVN International Corporation
SVN is a global commercial real estate brand that strives to create value for its clients while supplying open access to industry knowledge. They are unique in offering a live weekly property broadcast open to all industry professionals. The judges described SVN’s content marketing approach as “smart and innovative.” Learn why at SVN, check out a sample Slideshare, or follow on Facebook.
Triplemint acts as a resource for new New York city residents with an emphasis on recent collegiate graduates. After interviewing recent graduates, they built helpful interactive content like neighborhood quizzes, interactive maps, and a rent calculator. Triplemint is a relatively new service, but the judges recognized the brand’s potential thanks to its solid content.
Real estate-focused Open Box is an innovative global software development consultant firm that identifies enterprise solutions and customizes software. For their new Automation Engine product, they aimed to have real estate leadership rethink the tasks allocated to human beings.
Their campaign started with a teaser around “Who is Rob Sparke?”, leading to a reveal and live demonstration in two locations. REMAS judge Scott Ryan appreciated Open Box’s approach. “I really liked the story that goes behind “Rob” to help dimensionalize the experience and the value add. I can definitely see this story as an industry outsider and something that I would want to engage with more closely.” Start the Rob Sparke journey here.
WiredScore offers properties connectivity certification ensuring commercial developments meet the technology needs of tenants. For their product launch, they sought to establish WiredScore as an industry leader in MEP and Telecoms engineering design using a multi-channel marketing strategy. Wieting said, “I was super impressed with the UX, design, and foresight to leverage the campaign to also build followers and the email list. Such a smart lead generation program.” Check out the blog detailing WiredScore guidelines that was a part of their launch strategy.
Brixmor Property Group
Brixmor is a national open-air retail space provider with an ample portfolio. Their social media strategy establishes Brixmor as a thought leader amongst shopping center providers. Each social platform targets a specific audience. “[Brixmor has] nice cross-platform integration and segmentation of the story along vehicles that will maximize efficacy,” noted Ryan. Brixmor’s Twitter and LinkedIn accounts target CRE brokers and retail representatives, while Facebook prospects local entrepreneurs and small shop owners.
Toll Brothers builds luxurious homes in prime locations nationwide. Their nine corporate social media accounts, paired with regional accounts, emphasizes the quality and value offered by the Toll Brothers brand. Content begins with their Toll Talks blog and continues to showcase an array of exquisite homes appealing to future and current homeowners on media outlets like Instagram and Pinterest. For more examples, connect on Twitter and Facebook.
This nationwide grocery-anchored shopping center owner and management company deploys social media to highlight the company’s culture. Through clever social campaigns like #REConRefresh, Phillips Edison positions the company as industry thought leaders. Search the campaign on Twitter and connect on Instagram.
Pace Advertising services K. Hovanian Homes in the Northeast and Ohio divisions. Their homeowner testimonials created a compelling public relation campaign with content crafted into engaging stories. Wieting called the approach smart. “It's not often that you can directly tie results back to a PR story outside of digital results (clicks, shares, etc.,) but they have actually seen these efforts have a positive effect on their sales,” said Wieting. Read a sample press release exemplifying Pace’s strategy.
Siemens Real Estate
Siemens Real Estate is part of the global Siemens brand. Its Americas division leadership worked closely with Momentum Communications Group to craft and pitch stories beyond standard company real estate news. The results were over 5 million total media impressions and extended media reach. See a sample of the pitch on Fast Company.
Cardinal Real Estate Partners, LLC (d.b.a. "Cardinal Partners")
According to Wieting, “Regency Centers had the only strategy I saw that went beyond just ‘industry news, inside, data, etc.’ and identified a voice/content focus. I like the consistency of style, both visually and copy.” Regency Center's blog is the centerpiece of its overall content strategy. The content mixes interesting industry news while promoting the properties and people of the company. By using best practices, Regency Centers saw significant year-over-year increase in blog visitation. Visit the Regency Centers blog and sign up for their weekly opt-in mailing list.
VTS is a leading provider of asset and leasing management software. Through their blog, the brand empowers CRE professionals while building VTS’ brand credibility. The interesting and relevant content includes guest contributors, a daily distribution list, and an integrated social media strategy to promote their posts. As a result, their industry leading blog generates around 30,000 views a month. Check out the VTS blog.
Lee & Associates Commercial Real Estate Services
Real estate brokerage Lee & Associates blog publishes original content that promotes their CRE brand. While a newer addition to the blog world, judges recognized their blog design and the value their platform provides for the Denver area. The blog content has driven continual audience growth. Visit the Lee & Associates blog.
Onyx Equities co-founder Jonathan Schultz is a fan of CRE Tech. Through his blog, he aims to help industry professionals stay abreast and understand new tech developments. His passion for real estate and tech came through to the judges. Read Jon Schultz’ blog.
NeuerSpace publishes content on corporate real estate with personality. The Senior Vice President of CBRE in East Brunswick, Jeremy Neuer provides advice for young brokers and covers CRE Tech. The helpful advice sprinkled with pop culture results in a distinct personal brand that stands out in a crowded blogging sphere. Visit NeuerSpace blog.
theBrokerList and Buildout
A collaboration between real estate community theBrokerList and real estate marketing company Buildout produced the winning graphic design entry. The DNA of #CRE snapshot created an exciting user experience that visually engaged the audience in data. Rosenbluth noted the interactive infographic was, “visually interesting, [and] strongly branded throughout,” playing off of DNA imagery. The resulting campaign and report saw over 3,000 views. View the DNA of #CRE graphic here.
Phillips Edison & Company
Phillips Edison & Company is a privately-held owner/operator of grocery-anchored retail centers. Their latest ad campaign mixed smart wordplay and beautiful imagery to position Phillips Edison & Company as a trusted buyer and superior retail landlord. Their goal was to make their shopping center ads stand out amongst the pack, and the judges felt they visually they succeeded. See a sample Instagram campaign ad.
Newmark Grubb Knight Frank
A commercial real estate firm aiming to design customized solutions for clients, Newmark Grubb Knight Frank created a campaign for a Manhattan property that showcased the unique retail space. Using infographic icons to highlight the area’s demographics and images noting key information about the surrounding area, the design led to the space quickly leasing out. See the design here.
Brixmor Property Group
Shopping center owner and manager Brixmor launched their corporate page to focus on small shop owners. By publishing educational third-party articles with Brixmor-focused content occasionally intermixed, they built brand awareness, generated leasing leads, and combated false news. In the first twelve months, their strategy exceeded their gained followers goal.
As judge Ryan noted, “The use of the platform and the results appear here to support the strategy. Nice way to bring it to life with a strong presence and innovative/thoughtful approach.”
Another retail center management addition to this category, Regency Centers used Facebook to generate buzz around its new mixed-use Mellody Farm development. The launch began with paid campaigns before transitioning to organic growth. The result was a highly engaged community right from the start. See the Mellody Farm Facebook page.
Sotheby's International Realty Affiliates LLC
Residential real estate brand Sotheby’s International Realty Affiliates represents the nation’s finest properties. For their Instagram feed, Sotheby’s posts stunning high-resolution photos of its represented properties. Their consistency and staying true to the brand paid off with a strong following. “While a similar strategy to other real estate companies, they have the quality of imagery and WOW real estate to make their page stand out,” noted Wieting. Go to Sotheby’s Realty Instagram to view the winning photos.
We've selected leaders in the Content Marketing industry to judge the #REMAS. Judges were chosen based on their ability to fairly evaluate the entries. Each entry will be judged on how well it fulfills its goal or mission and on the quality of the Content Marketing campaign or strategy.
Vice President, National On-Site & Speciality Retail, The Coca-Cola Company
Scott Ryan is the Vice President, National Sales- Specialty Retail for The Coca-Cola Company in Atlanta. In this role, Scott leads a team of sales and marketing professionals to grow revenues and profits among retailers in the specialty retail on-premise channels where the company’s bottled beverages are bought and consumed one drink at a time. Since joining the Coca-Cola Company in 2001, Scott has worked in a variety of sales and marketing capacities with The Coca-Cola Company working with regional and national customers and as part of his current responsibilities, Scott now heads up Coca-Cola North America’s strategy and implementation with the National Shopping Center developers and retail industry players. Prior to joining Coca-Cola, he worked in sales and marketing capacities at Gap, Inc. and Sodexo.
A native of Rancho Cucamonga, California, Scott received his Bachelors in Advertising from the University of North Carolina at Chapel Hill and his Masters of International Business at Georgia State University’s Robinson College of Business.
Managing Director, M Group Strategic Communications
Jesse Tron is the Managing Director at M Group Strategic Communications, a strategic business communications firm specializing in the energy, financial services, technology, defense, consumer and infrastructure sectors headquartered in downtown Manhattan.
Tron was most recently Vice President of Communications for the International Council of Shopping Centers, running successful PR and strategic communications programs during his tenure with the association. He also acted as a spokesman and was frequently quoted in top tier publications such as The Wall Street Journal, CNBC, and Bloomberg and appeared on multiple broadcast platforms to discuss industry trends.
Prior to joining ICSC, Tron worked in the Public Relations and Corporate Communications department for the National Hockey League, where he worked on the PR efforts for the first Winter Classic (outdoor game) and the first overseas regular season game in London.
He is a crisis communications, content and branding expert as well as a noted authority on the retail and CRE industries.
Tron graduated from Lafayette College, cum laude and with honors, with a BA in English and Art. He is an avid golfer, runner, and (unfortunately) fan of the NY Jets.
VP: Planning & Integration, Cohn Marketing
After more than a decade at COHN, I feel like I’ve done it all – PR, social media, project management, digital strategy, campaign development, and so on… That experience led to my current role, which is to look holistically at a client challenge, map out strategies and then work with our team of experts and specialists to identify which tactics best support those strategies.
Associate Creative Director, Art, McCann Echo
Noel has been trusted with B2B and B2C brands and given the creative autonomy to lead strategists, analysts, creatives and technologists in executing marketing campaigns that satisfy the needs of multiple stakeholders across the globe. Noel currently is the lead Creative, responsible for over $10MM in billing revenue across several Janssen Immunology brands including REMICADE, SIMPONI 50 & 100, SIMPONI Aria and Biosimilar Defense. In the past he has worked in broadcast, UX/UI, with celebrity spokespersons and non-profits and, most recently, launched Bundle Of EmoJoy, emoji App currently available in the iOS App Store and Google Play store.
Senior Manager, Social Media, Grubhub and Seamless
Mallorie Rosenbluth is an NYC- based social media and brand marketing specialist with almost a decade of in-house and agency experience. After beginning her career with Wegman’s Food Markets, she transitioned to Likeable Media in a variety of roles over her 5+ year tenure including Senior Vice President of Client Services. In 2015, Mallorie made the move back brand-side as Baked by Melissa’s Brand Director before joining Grubhub as the head of social media for both the Grubhub and Seamless brands. Mallorie has spoken at dozens of social media and marketing conferences around the country, was a 2011 recipient of the Social Media Society’s Social Media Star Award and was named a 2014 Rising Social Media Star by Schaefer Marketing Solutions. She co-authored 2015’s 2nd edition of the New York Time’s bestseller Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Amazing on Facebook, Twitter, LinkedIn, Instagram, Pinterest, and More.