BLOG POST BY SARAH MALCOLM, CHIEF DIGITAL STRATEGIST AT THE NEWS FUNNEL
I’ve been in and around the commercial real estate marketing scene for years and made some really great friends that I respect and love learn from. I wanted the #CRE industry to see the amazing work and how these creative innovators think. So this is my #KeepingCRESocial Q&A series with the top marketing folks in our industry killing the game!
Sarah: Tell me about your background and why you decided to work in commercial real estate.
Kristen: I fell into #CRE by mistake. Eons ago, I answered a newspaper classified ad for one of the largest malls in the country, King of Prussia Mall. I discovered there was a whole team of people that employed B2C and B2B marketing to drive business for the landlord and retailers. Lucky for me, it launched an evolving career in #CRE marketing with top REITs such as General Growth, Regency Centers and Brixmor Property Group.
S: Tell me about your current role and about your company.
K: We primarily use strategic marketing to drive lead generation and conversion to support Leasing in achieving business goals for a leading owner and operator of high-quality, open-air shopping centers in the U.S., Brixmor Property Group.
S: Who or what do you look to for inspiration?
K: Everywhere. I get inspired by textures, colors, shapes, lighting and especially clever use of words. I’m a big pun lover. I’ll find ideas in my dreams, news stories, marketing collateral for other industries, social media or talking with people. I love the rush when inspiration hits and the ideas click into place like a puzzle.
S: What are the digital marketing trends you are most excited about?
K: Top of mind for me is marketing automation. I’m intrigued by how to use different marketing tactics to attract leasing prospects and effectively pull them through the sales funnel. But, artificial intelligence (AI) blows my mind, and I can’t wait to see how that impacts Marketing.
S: What advice do you have for marketing folks just beginning their careers in commercial real estate?
1 – Work at being the best in your current role, rather than lobbying for the next role
2 – You will excel at what you love. Focus on your strengths.
3 – You will never know it all. Thirty-one years into my career, I’m constantly learning new skills in order to remain relevant, useful and to avoid stagnation.
4 – No matter the position, you always need to prove/demonstrate your value.
S: What technology do you use to help you do your job?
K: I love trying new things, but I’m not always good at finding the latest technology. I’m using Salesforce, Google Analytics, UberRetail, Property Capsule and Open Asset.
S: What is the biggest opportunity you see for our industry and how do you see marketing helping to solve that issue?
K: Truly understanding, synthesizing and developing actionable intelligence from the data sources already available, or will be available, to us in order to make better business decisions. Data mining and predictive analytics often falls within Research/Marketing.
S: Ok last question… You finish this Q&A and you remember you have a lotto ticket and forgot to check the numbers. You check the numbers and you discover you won $10,000,000. What do you do?
K: Squeal. Tithe. Save. Help family. Splurge on a designer handbag.
To read more #KeepingCRESocial posts, click here.
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If you are interested in booking Sarah Malcolm as a speaker feel free to reach out directly at email@example.com.
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