December 14, 2020
The subject is “Business Development in a Digital World,” and in the realm of commercial real estate, making the transition from face-to-face networking over the past several months has often been a challenge. In this webcast produced in connection with MIPIM Proptech NYC, here to walk industry members through that process is Daniel Ceniceros, who launched Connect Commercial Real Estate as a digital platform seven years ago.
The current era of remote work and social distancing has resulted in many calls for Connect’s creative services and digital marketing capacities, from email campaigns to website development. The company’s founder, president and CEO says that technology remains a tool, rather than the be-all and end-all. “It still needs human interaction.”
Whether it’s done face-to-face or in a virtual environment, the driving force is business development, i.e. marketing, Ceniceros says. He discusses three questions that need to be addressed by a digital campaign for business development: Are you relevant in searches? Do you have a net to catch all of the leads? Is your marketing gaining leads?
One key to success in this arena is consistency and continuous reinforcement. “Marketing right now is 22 touches before people make a decision,” says Ceniceros. “So with 22 touches, you’re going to need more than just one email.”
As an illustration of these principles, Ceniceros discusses the Connect team’s collaboration with Walker & Dunlop in turning the finance firm’s weekly Walker Webcast series into an effective, ongoing marketing campaign. Key to this collaboration was applying best practices from Connect’s years of experience in staging live conferences—which pivoted to a virtual environment as the pandemic took hold this past March.
“We didn’t treat it like it was another Zoom meeting,” he says. “We treated it like it was an event.”
Click on the video link below for the complete “Business Development in a Digital World” discussion.
For comments, questions or concerns, please contact Paul Bubny