Marketing Material Development

Challenge:

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To development “brand leading” marketing material for the Valuation and Advisory Services Group of Colliers International’s central and west coast Florida operations consisting of five offices located in Clearwater, Fort Myers, Naples, Orland, and Tampa.

Issues: 

1 |

Develop online content for the Group’s section of the corporate Web site.

2 |

Develop print content sheets for the Group’s marketing portfolio.

3 |

Develop marketing letters for use as a follow-up to the cold calling effort.

4 |

Develop cold call marketing scripts with a focus on the client’s Approved Appraiser’s List and the bidding process.

Tactic:

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Research and identify “brand leaders” in the commercial real estate valuation & consulting industry.  Expand search to “brand leaders” in the closely related commercial real estate services industry and “brand leaders” in other professional service firm types (e.g., accounting firms, advertising agencies, consulting firms, investment companies, and law firms).  Researched similar more advanced professions and disciplines including economic advisory, financial analysis (CFAs), management consulting, and project management for useful concepts to adapt.

Action:

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1 |

Wrote “Research,” “Analyze,” “Value,” “Solutions,” and “Communications” dictionary definition promotion sheet.

2 |

Developed Group profile sheet.

3 |

Researched and developed professional services menu sheet.

4 |

Researched and developed project management overview sheet with a focus on client communication points via e-mail, or phone updates.

5 |

Developed valuation process exhibit sheet.

6 |

Developed scope of work and report type sheet.

7 |

Developed FAQs sheet.

8 |

Wrote “Why Us” sheet focusing on Group features, benefits, advantages, and supporting statements (e.g., select client testimonials).

9 |

Assembled Group research resources and technology applications for promotions sheet with vendor logos for added impact.

10 |

Researched and assembled client testimonials.

11 |

Researched and developed client list (most recent 3 years) by type using logos and “client since” for added impact.

12 |

Wrote project case studies using “Challenge,” “Tactics,” “Actions,” and “Results” format.

13 |

Developed Web site content based upon key areas used by other corporate departments as well as “brand leaders” researched.

14 |

Wrote marketing letters based upon Group features, benefits, advantages, and supporting statements as well as market research generated from cold calling.

Result:

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Produced customized “brand leading” world class marketing material serving as the foundation of the direct marketing/prospecting/sales effort for the Groups professional services.

Marketing + New Business Development

Challenge:

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To market and develop new business for the Valuation and Advisory Services Group of Colliers International’s central and west coast Florida operations consisting of five offices located in Clearwater, Fort Myers, Naples, Orlando, and Tampa.

Issues: 

1 |

Develop an institutional lenders prospect list and execute a marketing program.

2 |

Develop a national & regional bank prospect list and execute a marketing program.

3 |

Develop a community bank prospect list and execute a marketing program.

4 |

Develop other prospect lists and executive marketing programs as needed.

Tactic:

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Research online and using the National Real Estate Investor, Real Estate Forum, Florida Trend, and Tampa Bay Business Journal lists as well as Federal Reserve, FDIC, OCC, and other lists (e.g., Florida Bar Association (Board Certified Real Estate attorneys)) to develop prospect contact lists by client type.

Action:

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1 |

Researched and developed lists from above sources and additional online and phone methods.

2 |

Called prospect contacts at prospective client banks, lenders, and other client types.

3 |

Determined the method for getting on client’s Approved Appraiser’s List and learn about their bidding process.

4 |

Interviewed prospect contacts relative to what characteristics their “ideal” commercial real estate valuation services provider would posses and what areas commercial real estate analysts can improve their valuation reports.

5 |

Sent follow-up “thank you” e-mails prior to a formal follow-up letter, or package as required.

6 |

Used Colliers International’s commercial real estate brokerage department’s industrial, office, and retail market newsletters to keep the Colliers International brand and the Valuation and Advisory Services Group sub-brand in front of prospect clients before re-contacting.

7 |

Active involvement with professional associations (e.g., Appraisal Institute) and Florida university real estate programs adding credibility to the unique selling proposition (USP).

8 |

Developed other marketing recommendations as needed.

Result:

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Approximately 30% of the Valuation and Advisory Services Group’s client base originated from these marketing efforts.