This interview also appears on Placester. They caught up with Tina to talk about what digital means to real estate.
Q: How have you seen the web shift the way commercial property is marketed?
A: It has been challenging and exciting at the same time. Everything is going digital. Now the focus is on strategy. We have all this information and content at our disposal. What’s the most effective way to share it? Is it via social media, video, interactive, or the web? All of these options allow us to engage the consumer on their terms.
Q: What’s the driving force for Jones Lang LaSalle to go digital?
A: I would say it’s been a natural evolution. In our company we have complete buy-in from the top. Even though we’re global, we’re a brand that operates on a local level. As we’ve seen our brand grow in the last few years, we view the individual contributors as being brand ambassadors, creating a dialogue with our audience with global consistency in every medium.
Q: How do you bring ideas to life?
A: Not alone! Lively brainstorms and gathering ideas and inspiration from all involved in a marketing project makes all the difference.
Q: What inspires you?
A: Good aesthetic design or a blank canvas. Both are inspirational to me as an art director.
Q: How do you measure success?
A: Success in marketing a commercial property is measured by filling vacant space. I measure my success on an assignment, however, by seeing a property brand come to life. It’s exciting when we kickoff a branding assignment for a property that has no visibility, and turn it around with a creative repositioning campaign that brings it to life and ultimately fills the space.