Going digital in a global company – part 1

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From Tina Snyder
Assistant Vice President, Creative Services
Jones Lang LaSalle

This interview also appears on Placester. They recently caught up with Tina over coffee to talk about what digital means to real estate.

Q: As a “brand ambassador” what are you working on now?
A: I am in the midst of developing numerous branding campaigns for commercial properties. One is a tremendous build-to-suit opportunity at Network Drive in Burlington. Another is for a new development in the Longwood Medical area. My role is to develop the brand identity and overall creative direction for the marketing campaign for each property, and to ultimately make these properties come alive with a persona of their own.

Q: What does your typical day look like?
A: It’s non-stop from start to finish juggling family and work. Getting the family out the door and making an early train to Boston is sometimes my biggest challenge of the day. Work is all about juggling multiple assignments with internal and external clients. Being part of an in-house Marketing team means wearing many hats and being involved with projects at all levels. I may be playing the marketing manager role one minute, helping to develop property marketing plans and budgets for landlords the next.

Q: What is the worst job you ever had and what did you learn from it?
A: When the dot com era blew up I took a position as an art director for an agency with a hospitality focus thinking it’d just be a breadth of fresh air. Instead of working on exciting branding assignments for these clients my days were spent eyeing letter spacing on Cracker Barrel’s billboards. Definitely not what I expected. What I took away from that experience was how important it is to be inspired by your work in order to make a difference and add value You have to enjoy coming to work every day.

Q: What real estate marketing trends do you see shaping the industry?
A: A couple of major trends we are seeing are the use of videos and mobile devices like the iPad. I recently read a statistic on Fast Company that websites or emails with video get 80% more clicks throughs. It’s all about people and relationships. Video is an impactful and engaging way to break the barrier and add a face to a brand. We are arming brokers with iPads for one-on-one property tours. It’s a memorable and useful tool that leaves a lasting impression.



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