May 2021: What’s next? CRE marketers look for post-pandemic insights

Many of our customers in the CRE arena have been asking for research to better understand how customer needs have changed over the past year and how product trends will shift over the next six months.

Research requests are focusing on a few key areas:

• Will our customers still love us? Several customers whose products did really well during the remote-work reality of the pandemic, need to understand how the needs of customers and prospects will change as we head back to offices, even part time.
• Help us define key customer segments. With targeting even more important to marketers post-pandemic, we’ve seen a number of our customers looking for key data points to help define fast-changing trends in key segments of their businesses.
• Find data to make the case for a new product. New entrants to markets are even more interested in finding compelling data points to help them drive awareness and pull mindshare away from incumbents.
• I need to make a splash with data. With lots of market upheaval and change, there is a big appetite for vertical market data to make sense of it all. As a result, companies are looking for data to make news and get attention.

If any of these needs seem familiar, I’d welcome the opportunity to talk to you about how GlobeSt. can tailor a custom research program to help guide and drive marketing programs as we move forward in the second half of the year. For more information on our custom research offerings, click here.

Trends Real Estate Industry Marketers Need to Know

• The intersection of CRE and PE. Real Estate Developers Take on a Private Equity Role captured an emerging trend of real estate developers forming private equity funds to fuel their own activity.
• The impact of asset price bubbles on CRE. Asset Price Bubbles Could Haunt CRE covers a topic few in the CRE community are talking about right now, but is likely to become a bigger issue as time goes on — namely, the possibility that asset price bubbles in other sectors of the economy could have a knock on effect and hurt CRE.
• Multifamily recovery still slow in urban gateways. In the first quarter, the multifamily asset class stabilized to much applause in the CRE community. However, the exception to this trend is the urban gateway markets.
• ESG-driven lending. ESG-Linked CRE Financing Is Profitable PR, Say Experts drilled down into an emerging finance trend in which lenders provide loans that are linked to ESG targets. If the borrower doesn’t meet the target, the loan becomes more expensive. American Homes 4 Rent Inks $1.25B ESG-Linked Revolving Credit Facility also reported on this trend.