June 2021: Post-pandemic Marketing Mix: Branding + Performance Marketing

Many CRE industry marketers dramatically accelerated their use of digital marketing during the pandemic, focusing on lead-generation and other performance marketing tactics.

But as a recent article in the Harvard Business Review points out (Ten Truths About Marketing After The Pandemic) as we move forward there is a strong need to balance brand/product awareness and performance marketing to achieve the best results.

“Many companies are bringing their customer relationship (CRM) team closer than ever to their media teams to see the full continuum more easily and realize efficiencies,” writes the author, Janet Balis who heads consultant E&Y’s CMO practice.

“It will be important for companies to leave space for both brand and performance marketing given that bottom funnel strategies drive top funnel goals and vice versa. Simply put, they work better together,” she says.

I couldn’t agree more. And this is a key reason why GlobeSt. is now offering a new Integrated Marketing Hub solution.

We’re offering branding and awareness with a big-time promotional program that drives prospects to four of your brand/product assets on an interactive content hub. And we offer performance marketing via a lead-gen program and a follow-on ad program that provides air cover as your sales team follows up on the leads. (Click here for details). And all of this is project managed for seamless execution.

As always, if you have any questions, please feel free to contact me via email at [email protected] or by phone at (646) 345-5793. Lastly, as usual, please read on to find the latest CRE industry developments that are most important for marketers to know about.

Trends Real Estate Industry Marketers Need to Know

• C-Pace loans. These specialty loans have been an emerging trend and the conversation around them is getting louder. Articles that expand on these loans include ESG Demand Will Fuel C-PACE Financing, NYC Launch Should Raise C-PACE Awareness and Where C-PACE Loans Work Best.
• Inflation watch. A rise in inflation could have multiple effects on commercial real estate, some good and some less desirable. Several pieces that have covered this subject from all angles include Inflation Might Not Deflate CRE Profits, Did We Overstimulate The Economy? Maybe, CRE Recovery Will Likely Be Bifurcated, Inflation Concerns are Leading Investors to CRE and Central Banks Walk a Fine Line as Inflation Grows.
• Foreign investment in the US commercial real estate markets. During the pandemic, foreign investors shied away from U.S. markets and readers were not very interested in what the few foreign investors in the U.S. were doing. That is changing as foreign investment in U.S. CRE starts to increase. Two articles covering this trend are Foreign CRE Investors Plan to Increase US Allocations and Seattle is Now the Top Choice for Foreign CRE Investors.
• CRE CLOs. These financial instruments are seeing an uptick, a trend captured in this article: CLOs Make Inroads in CRE Capital Markets.