Blazing the trail at NAIOP’s Marketing Conference

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JLL's Linda Swain

JLL’s Linda Swain

JLL was front and center at NAIOP‘s Trends + Technology Marketing Conference, as real estate marketing experts discussed their latest strategies, newest ideas and deliverables used to drive decision making. Our Senior Director Linda Swain moderated a panel on the convergence of technology and marketing. Panelists including Tina Snyder of The Bulfinch Companies.

“The future isn’t about mobile it’s about mobility,” Tina said. “At the end of the day real estate is a fast paced relationship business that requires a dialogue. We must put our colleagues in the best position to transact.”

Real estate companies and marketing agencies are creating memorable campaigns to stay ahead of the competition. Samuels & Associates’ Tom Bloch and Sabrina Sandberg opened the program with a presentation on brand building.

Sabrina, a self described  consumer goods brand marketer by trade, comes to real estate image making from a different perspective. “You have to sell the dream. In this business we don’t have the benefit of instant gratification. At Samuels we’re beginning to change the conversation.” Sabrina presented a glimpse at their high impact campaigns for the residences at 1330 Boylston, the Fenway Triangle Trilogy, and The Verb Hotel.

Conference attendees took part in a real time poll. Nearly half of the respondents said that mobile devices are more important than social media and video in their marketing plans. GoPro and drone video were identified as two exciting new tools for marketing property and services. The jury’s out on drone video pending FAA approval.

Bulfinch Companies’ Tina Snyder with Linda Swain


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